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Report Topic: Pakola Brand

Subject: Productional & Operational Management

Submitted to,

Ms. Huma

Submitted by,

Rabia Naushad, BBA- III (B)

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TABLE OF CONTENTS

Preface ……………………………………………….. Page 3 Introduction ……………………………………………Page 4 Product Line …………………………………………...Page 5 Carbonated Breveges Purified Water Dairy Products …………………………………………Page 6 Product Life Cycle ……………………………………..Page 7 Market Penetration Product Development Positioning …………………………………………….. .Page 8 Mission & vision Statements Distribution Channels …………………………………..Page 9 SWOT Analysis ………………………………………….Page 10 Production Human Resources References ………………………………………………...Page 11 Conclusion ………………………………………………..Page 12

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PREFACE

All praises to ALLAH Almighty who has blessed me with knowledge to accomplish the

task of completing this project. This project has given us a chance to observe the practical

work of an organization closely and the condition of the market. Finally this project has

enhanced our analyzing power and sense of observation.

I am very thankful to our respected course instructor Ms. Huma who had assigned me this

valuable project. It is our worthy instructor’s kindness that we are at this level of

knowledge. And under her supervision, now we feel that we know the marketing management

very well

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INTRODUCTION :

akola has been one of the most recognized beverages of Pakistan. The brand

was established in 1950 with the intention of producing a drink which would

reflect the color of the Nation. Pakola had made its own place in the markets

not only in Pakistan but also in many parts of North America and Europe (Although it is

not readily available there now.). According to the official records, Mehran Bottlers

Limited (MBL) exports Pakola to North America, Africa, Europe, Far East, India,

Afghanistan and Middle East.

PPakola is a line of fruit flavored soft drinks, originally introduced in Pakistan in 1950 by

Haji Ali Muhammad. It is produced by Mehran Bottlers (Pvt) Ltd. It is the first nationally

branded soft drink of Pakistan. Hence it is named Pakola meaning 'Cola of Pakistan.'

The original green color Pakola ice cream soda is still popular in Pakistan. However,

other Pakola flavors’, like Pakola Lychee, have gained popularity. Another famous type

of Pakola is Pakola Orange, which is an orange soda with an ice cream taste. It is also

available in most Asian shops in the U.K. The drink itself is a very bright green color,

much like the can, and tastes unlike most North American soft drinks. It has a distinctive

and strong taste.

Pakola have also launched their milk. Pakola brand name is owned by Teli Family and

currently Zeeshan Habib is the owner of Pakola carbonated drinks and Yasin Teli, is the

owner of Pakola flavored milk. Yasin Teli is also the bottler for Pepsi Co for Sindh and

Baluchistan province.

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PRODUCT LINE :

Product line of the company is not that big but still it holds a unique position in the market. The product line includes the following:

CARBONATED BEVERAGES:

It includes all the fizzy drinks produced by Mehran Bottlers Ltd. such as following:

Pakola Ice Cream Soda Pakola Lychee

Pakola Raspberry

Pakola Orange

Apple Sidra

Double Cola

Bubble Up

PURIFIED WATER :

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Mehran Bottlers has not been so active in producing purified water. It launched

purified water namely “VITAL” which was not able to create a lasting impact in the

market. It is still available in the market but not every where.

DAIRY PRODUCTS :

Mehran Bottlers has also started producing milk products such as packaged milk and flavored milk. The products are as follows:

Pakola Milk

Pakola Milk Ice Cream Soda

Pakola Milk Chocolate

Pakola Milk Rose

Pakola Milk Banana

Pakola Milk Strawberry

Pakola Milk Cardamom, Almond & Saffron

Pakola Milk Cold Coffee

Pakola Milk Peach

Pakola Milk Pina Colada

Pakola Milk Double Treat

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PPRODUCT LIFE CYCLE:

Pakola since its introduction in the market has taken a very strong stance because it is competing against the bigwigs such as Coca-cola and Pepsi and has worked hard to reach to the growth stage as its sales rapidly increase for the last few years and their market development increased. The major competitors are all the carbonated soft drink producers such as Coca-cola, Pepsi and other than that all the beverages such as energy drinks, juices, and fruit drinks. Pakola in order to increase its growth has implemented the following strategies:

MARKET PENETRATION :

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Pakola has increased its marketing effort in order to increase its market penetration and sales. Over the time Pakola has increased its share of spend in advertising and promotion over mass media and different channels.

PRODUCT DEVELOPMENT : Pakola has moved from carbonated drink to other domains such as flavored milk and drinking water in order to cater to the different needs of the same target market.

POSITIONING :

The company uses emotional appeals such as “Dil Bola Pakola” to position its products as a product of the Nation. It is the major national brand that is giving head on competition to the international giants, and it has a brand name in the minds of its consumers due to the aggressive marketing in the 90s that has made consumer form association with the brand, the product still has awareness thus effective promotions and advertisements once again can bring back the market share Pakola had in that era. Pakola owns much of its market to the customers’ patriotic attachment to the soft-drink, who tends to go for the green colored drink which reflects Pakistan’s flag. Pakola has introduced a number of new tastes after the ice-cream soda, and tastes like Pakola Lychee, Raspberry, Lime and Orange exhibit that the brand aims to increase its market by introducing new products which helps it to differentiate it from the competitors.

VISION & MISSION STATEMENT:

Mission:

The company mission is to provide its consumer all over the globe with premium quality beverages with a vast variety that guarantees consumer satisfaction an also provide opportunities for growth to its employees and the communities in which they operate.

Vision:

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Pakola has and will fulfill its promise to provide international quality beverages made with the finest ingredients to its consumers and come up to their expectations at all costs.  

DISTRIBUTION CHANNELS :

Karachi is the only city where Pakola could easily be found. The reason behind this fact is that the product is manufactured here and MBL has about 56 trucks which cover the assigned areas throughout the city. Poor distribution and marketing strategies have hindered the product sales but the company is now focusing on increasing the availability of Pakola in its target areas. We assume that if the product is marketed properly and if its distribution is made effective then Pakola can compete in the big market with its fierce competitors like Pepsi and Coca Cola.

SWOT ANALYSIS :

Strengths

55 years established presence

Extremely brand loyal customers

Automated bottling plant

Online order booking system

Public perception on of being an innovator.

Weaknesses

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Weak distribution setup

Ineffective marketing

No formal organization structure

Centralized decision making process

Lack of professional employees

Opportunities

Health conscious trend In lifestyles

High growth rate of food industry

Increased demand in rural markets

Threats

Engross entry into the food and beverage (milk) industry

Increase in foreign imports of beverages

Rising prices of sugar and sugar substitutes

Main competitors are International .

Production:

Mehran bottlers operate one of the most modern can filling plant in Pakistan with a filling capacity of 200 cans per minute. The plant is fully computerized and conforms to the highest international quality standards. Apart from the above,

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Mehran Bottlers also operate a bottle filling plant with a capacity of 240 bottles per minute. The plant can fill both glass and pet bottles of various sizes.

Human Resource:

The company employees 300 personnel at its Karachi plant. Constant efforts are initiated by the management to train and upgrade the employees and to provide better training and working environment.

References:

www. pakola .com.pk/profile.html

en.wikipedia.org/wiki/ Pakola

www.delicioussparklingtemperancedrinks.net/ Pakola .html

www.jj pakola .com/

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Conclusion:

Pakola was launched on 14th August 1950. It has catered Pakistani market for 58 years

but unfortunately Karachi remains the prominent market of Pakola. They need to stand

together to re- launch Pakola, because they are coming up with better taste and different

yet innovative packaging to attract customers. “Dil Bola Pakola” is for every Pakistani.

Moreover Pakola has 0% Fats, so weight conscious people are also their target market.

The company promotes the brand through mass media on Television, radio, Magazines,

newspapers. It also sponsors events on national holidays promoting its patriotism.

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