Mehfil-e-MashroobGroup Members:Fahad ur Rehman KhanAyesha AnisMuhammad RizwanMujtaba Hasnain
Introduction An alternative to Rooh Afza and Jam e
Shireen. It is a lemon squash. It is a healthy drink and product which
is cleaned from any kind of preservations.
Belongs to the product line of Syrups drinks.
Will be more popular during Ramadan and Eid festivals.
Consumer Behavior Analysis for Mehfil-e-Mashroob
Demographic Characteristics
AGE:13-35 (people who engaged in sports activities and
professional athletes)20-40 on field hard working workforce8 and above students or no field required any INCOME:Rs. 10,000 and above per household OCCUPATION:Professional athletes, sports men, students, housewives FAMILY SIZE:In Pakistan average family size is of about 4-7 per
household
Behavioral Characteristics
Tradition:Studies have shown that people fall for the traditions because
it influences the consumer behavior.
New Taste:Lemon is a wonderful fruit. Mehfil-e-Mashroob is loaded with
Vitamin C and had the ability to turn everything it touches into cleaned chanted, but the tart lemon needs a lot of sugar to chance into sweetened lemonade.
Psychographic Characteristics
Product Demographics Characteristics
Psychographics Characteristics
Behavioral Characteristics
Mehfil e Mashroob
Large families and youngsters
Health conscious people
Taste and Traditions
Marketing Strategy
Promotion As we are in the introductory phase our
objective is to create awareness through informative advertising.
Use of Print media, Radio advertisement, hoardings in major public spot, sample distribution at mall and TV commercial
Tie up with major cinema halls to promote our product during intervals
Pricing
800ML for Rs. 125 1.5Ltr for Rs. 250 3.5Ltr for Rs. 450 4Ltr for Rs. 500
Target Market
All people belonging from every different classes and social status.
Primary target market would be the housewives and the secondary market would be the joined families or the families that have a lot of refresh drink consumers.
Marketing Channels
Electronic media Print media Cable network Billboards Free Samplings Mall activity
Future of Mehfil-e-MashroobAnd in the future actionS we will be introducing our
new flavors;
Lichi Pineapple Peach
Which will allow us to target even more people, and to discover other segments of Markets existing in Pakistan.
Conclusion
Best summer drink. Mehfil-e-Mashroob is the best alternative to Rooh
Afza and Jam e Shireen. Pakistan is comprised of 70% youth who will surely
try this drink. This is much healthy as compared to other drinks.