TABLE of Contents
Introduction of MarkAds
Fresher Juice
Background:
The product that we have chosen is Fresher. The parent company of Fresher is Al-Hilal industries. Al-Hilal was established in 1960 and they launched their first production in 1962 that was Sultan Banaspati cooking oil and after about 40 years they have now shifted in production of juices.
The main policy of Al-Hilal industries is PULL policy rather than PUSH policy that is they want to place their product on shelves first, they want maximum placement and then advertise their product. They have placement is Lahore, Karachi, Islamabad, Faisalabad and Multan. They want focus branding as their main focus is on group A people.
Al-Hilal doesn't compromise on quality as per its name Hilal means pure and in near future they are planning to launch water called Blue, rapsel oil and carbonated fruit drinks called kooler.
Introduction:
Fresher is a new product launched by Al-Hilal industries on 15th December 2008 after 2 year planning an surveying. The reason for naming the juice Fresher is that since it is a fruit juice and fruits are always fresh. The punch line of Fresher is "Juice nai Fruit hai ".
Fresher has currently three flavors Strawberry, Guava and Mango, Orange will soon be available. The main reason for introducing Fresher was that not many pulpy juices are available in Pakistan and Strawberry was never before available in juices.
The target market of Fresher is Youth and Adult. There focus is on branding and there priority is on quality, no preservative are used. The bottle of Fresher has crystal neck and the majority of the cost is spent on the bottles .The juice has a life of one year irrespective of the handling condition.
GUAVA
Origin: It is native to Mexico, as well as Central America, northern America and parts of the Caribbean but now cultivated throughout the tropics. In Urdu as well as Hindi they are called amrood.
Cultivation:
In Pakistan, it is grown in all the provinces over an area of 58.5 thousand hectors with production of 468.3 thousand tons. The major guava growing areas include Shariqpur, kasur, Lahore, Sheikhupora, Samgla Hill, Gujranwala in the Punjab; Kohat, Haripur and Bannu in the North West Frontier province and larkana & Hyderabad in Sindh.
Climate: The Guava thrives in both humid and dry climates. The Guava requires an annual rainfall between 40 & 80 in (1,000 & 2,000 mm).
Forms: The Guava fruit is edible, round to pear-shaped, from 3-10 cm in diameter. The whole fruit is edible, from seeds to rind. The pulp is sweetest in the center. With the outer layer being sour and gritty like young pears.
Medical Research:
Since the 1950s, Guava, particularly its leaves, has been a subject for diverse research in chemical identity of its constituents, Pharmacological properties and history in folk medicine. For example, from preliminary medical research in laboratory models, extracts from guava leaves or barks are implicated in therapeutic mechanisms against cancer, bacterial infections, inflammation and pain. Essential oils from guava leaves have shown strong anti-cancer activity in vitro.
Nutrients and dietary antioxidant values:
Guavas are often considered super fruits being rich in vitamins A & C, Omega 3 & 6 polyunsaturated fatty acids and especially high levels of dietary fibers. Guavas contain both major classes of antioxidant pigments.
Food value per 100 g of Edible Promotion
Calories
36 - 50
Crude Fiber
2.8 - 5.5 grams
Protein
0.9 - 1.0 gram
Calcium
9.1 - 17 mille gram
Phosphorus
7.8 - 30 mille gram
Iron
0.30 - 0.70 mille gram
Carotene(Vitamin A)
200 - 400 I.U
Vitamin B3
40 I.U
Vitamin G4
35 I.U
STRAWBERRY
Origin:
Strawberries are thought to have been cultivated in ancient Rome. The strawberry, as we know it, was originally grown in Northern Europe. The berries seem to be strewn among the leaves of the plant. The plant first had the name strawberry, which later was changed to strawberry.
Cultivation: The strawberry is the small plant. It grows both as a wild plant and as a cultivated plant. Some strawberries produce berries throughout the summer and fall. Gilgit, Kaghan, Murree, Hazara, are where it grows autonomously. But its cultivation in other areas of Pakistan is very successful, like Lahore, Jhelum, Sialkot, Attock, Gujrat and Peshawar.
Climate: Strawberry plants can be planted in any garden soil. The plant grows best in a cool, moist climate and does not do well in warm temperature.
Forms:
It is small fruit, sometimes it comes in large size but it happens very rare. Its taste is sweet but crispy sour as well.
Nutrients & Dietary antioxidant values: Strawberry, which has great dietetic value, is one of the potential sources of vitamin C, proteins and carbohydrates. One cup (144g) of strawberries constitutes approximately 45 calories and is an excellent source of vitamin C.
Nutrient
Units
/144g Cup Whole
Minerals
Calcium, Ca
Mg
20
Iron, Fe
Mg
0.55
Magnesium, Mg
Mg
4
Vitamins
Vitamin C, ascorbic acid
Mg
82
Vitamin b-6
Mg
0.09
Vitamin A, RE
ug RE
4.3
Vitamin A, IU
Mg
39
Vitamin E
Mg ATE
0.20
Food value per 100 g of Edible Promotion
MANGO
Origin:
The mango is native to southern Asia, including Pakistan, India and Burma. It spread early onto Malaya, eastern Asia and eastern Africa but in the subcontinent its growing history is thousands of years old.
Cultivation:
Mango is the second major fruit crop of Pakistan. According to FOA data, Pakistan stands FIFTH among growing on an area of 93.42 thousand hectares with production of 915.7 thousand tones. Langra, Dusehri, Samar
Behisht, Chaunsa, Anwaar Ratol are important varieties grown in Punjab, Sindhri, Bagan Pali, Suwarneka, Neelum and Gulab Khas are leading ones from Sindh.
* Multan, Bahawalpur, Muzzaffar Garh & Rahim Yar Khan in Punjab
* Mir Pur Khas, Hydrabad and thatta in Sindh
* Peshawar and Mardan in the province of NWFP
Climate:
It is basically a warm climate fruit. Its suitable temperature range is in 15C - 40C.
Nutrients and dietary antioxidant values:
Nutritional value per 100 g (3.5 oz)
Energy 70 Kcal 270 kJ
Vitamin A
38 ug
4%
Vitamin B6
0.134 mg
0%
Vitamin C
27.7 mg
46%
Calcium
0 mg
%
Iron
0.13 mg
%
Magnesium
9 mg
2%
Phosphorus
1 mg
2%
Potassium
56 mg
3%
Zinc
0.04 mg
0%
Marketing Objectives
A research is always conducted whenever a threat arises or an opportunity is identified. In this
particular case there seems no threat that the company needs to counter but an opportunity has been identified, that there is an increased awareness among the people about natural products such as farm fresh citrus fruits juice, that are essential for our health and freshness.
The introduction of the product "Fresher juice" was In line with consumer preferences which are increasingly getting skewed towards health and wellness products, both soft drink companies have been pushing their noncarbonated portfolios aggressively. In contrast to carbonated beverages which have been growing at 10-12%, healthier beverages such as fruit-based drinks and ...
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particular case there seems no threat that the company needs to counter but an opportunity has been identified, that there is an increased awareness among the people about natural products such as farm fresh citrus fruits juice, that are essential for our health and freshness.
The introduction of the product "Fresher juice" was In line with consumer preferences which are increasingly getting skewed towards health and wellness products, both soft drink companies have been pushing their noncarbonated portfolios aggressively. In contrast to carbonated beverages which have been growing at 10-12%, healthier beverages such as fruit-based drinks and sports drinks have been registering a healthy 30-40% growth.
Product:
The Al-Hilal industries has launched its fresh juice drink, "Fresher" as part of its strategy to extend its leadership in the juice drink segment. The company wanted to tap the juice markets which were already dominated by Minute Maid's Pulpy orange and Malee, Tropicana and some other local players. It was a major decision that was taken by Al-Hilal to step into the market for farm fresh juices and health drinks.
It has been advertised with the slogan "Juice nahe, fruit hai yeh", and currently made available in two PET bottle sizes: On-the-go 500ml and 250ml.
At a time when competition has products in 200 ml Tetra Pak, Al-Hilal decided to be. Based on consumer research, we identified the 500 ml pet bottle as an optimal value proposition both from a serve and price point of view. The offering also reflects innovation in price point of Rs20 the lowest entry point for a farm fresh fruit based juice drink in Pakistan.
New tastes are introduced for the Masses and new flavors would include guava, apple, mango, orange and strawberry.
The juice drink has already been launched in Faisalabad, Islamabad, Rawalpindi, Lahore and Peshawar. The company is now planning to "nationally" launch the juice drink, best explained by its tagline- "Juice nahe, fruit hai yeh".
Company Vision:
The vision guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable growth.
Portfolio:
Bringing to the world a portfolio of quality fresh juice drinks that anticipate and satisfy people's desires and needs
Planet:
Being a responsible citizen that makes a difference by helping build and support sustainable communities.
Profit:
Maximizing long-term return to shareowners while being mindful of our overall responsibilities
Target Market:
Al-Hilal said its focus initially would target young adults in key cities and then move into the rest of Pakistan. Broadly categorizing the assumed market for our product we identify our target groups as comprising of existing users of such products and the potential buyers who are already planning to buy something of the type in the near future. Along with this opinion leaders, students, working professionals both genders and housewives are also included.
Information Required:
In order to achieve and meet the required marketing Objectives, we must be able to know that:
* Are the customers going to accept the product in the long run?
* How the market is going to react to such product?
* What is the probability that the future usage would increase?
* What is the level of awareness among the people?
* Is it a niche market or otherwise?
Competitors
Survey:
A nationwide survey conducted in mostly universities and markets as to shape the product according to consumer demands and needs. Which would be the most viewed TV channels by our target market and at what time or which programs specifically? Which magazines are most read by our target market?
Patents and Trademarks
Look for competing products, their price ranges, their strategies, and procedures.
Addresses and Phone Numbers
Numbers of top retailers in Islamabad, contact information of dietitians, superstores and information about people already selling or consuming such fresh juices
Prices and Specifications
The prices of all kinds of related competitors
Level of marketing performance
The level of marketing performance of our product is responsive marketing. We have chosen responsive because it has minimum risk. Our main concern is extensive sale of our product. Many people say about responsive marketing is "It takes just seconds to get it, minutes to understand it and a lifetime to profit by it". Our main focus will be based on customer service, customer retention, brand management and many other things.
As we know that in Pakistan most of the people love to drink fresh juices of exotic fruits. But only Minute maid in Pakistan was fulfilling the need of those customers. Fresher is not covering the young youth but try to capture every potential customer of all the classes e.g. executive, middle and lower class. Fresher is providing drinks with selective flavors of seasonal fruits. In this marketing strategy our main aim is to increase and enhance our sales and get more profit from our product.
Customer value Dimensions
A company needs to specialize in providing one of the three types of customer value dimensions. There are three Customer value Dimensions:
o Economic Value
o Functional Value
o Psychological Value
We will discuss these dimensions one by one:
Economic Value:
We are providing Economic Value to the customer by providing more quantity for the same price as compared to the other competing brands in the market e.g. Minute Maid is available at cost of Rs 35 with 400 ml of juice in it while Fresher offers 500 ml of juice in the same price.
Functional Value
As our product name states that we are not offering juice rather Fruits to the customer. As fruits are good when fresh similarly Fresher provides the customer with fresh and original taste of fruits.
Second unique feature that Fresher offers to its customers is its unique packaging. It has plastic bottle with crystal neck while other competitors use simple plastic bottles. The Fresher is filled at High temperature i.e. 90oC. This technique increases the shelf life of the juice i.e. one year at any temperature. The original pulp is served to the customers no additional preservatives are used, so the customer can feel the fresh fruits and their original taste. We have introduced the juices for Guava and Strawberry first time in Pakistan. In future we will launch the juices for all the fruits that are produced in Pakistan, thus providing our customers with a range to choose, according to their own unique taste and choice.
Psychological Value
As we are totally focusing on the brand image, our customer will have a psychological satisfaction when he buys Fresher because of its high Band Value. Basically we believe in delighting the customer not just satisfying him.
PESTEL Analysis of Fresher Fruit Juice
It is very important that an organization considers its environment before beginning the marketing process. In fact, environmental analysis should be continuous and feed all aspects of planning. PESTEL Analysis is done for the evaluations of macro marketing environment.
POLITICAL:
Governments control the license given for new drink industry and other business regulation need to follow such as for a franchise business. Good relationship with government in giving mutual benefits such as employment and tax is a must for the company to succeed in the market. Al-Hilal should also protect its workers by ensuring all the hiring, compensation, training or repatriation is according to Pakistani Labor Law as stipulated.
The government plays a role within the operation of manufacturing these products in terms of regulations. There are potential fines set by the government on companies if they do not meet a standard of laws. The following are some of the factors that could cause Soft Fresh Drink actual results to differ materially from the expected results described in their underlying company's forward statement:
* General government labor laws are applied to our workers. Changes in laws and regulations, including changes in accounting standards, taxation requirements, (including tax rate changes, new tax laws and revised tax law interpretations) and environmental laws in domestic or foreign regulations.
* Changes in the non-alcoholic business environment. These include, without limitation, competitive product and pricing pressures and their ability to gain or maintain share of sales in the global market as a result of action by competitors.
* Their ability to penetrate developing and emerging markets, which also depends on economic and political conditions, and how well they are able to acquire or form strategic business alliances with local packaging firms and make necessary infrastructure enhancements to production facilities, distribution networks, sales equipment and technology.
ECONOMICS:
As a business entity, Al-Hilal needs to face a lot of economic variables outside its company or its macro environment. Dealing with international sourcing for its material Al-Hilal should be aware on the global supply and currencies exchange. Remember, Al-Hilal try to use most of its raw material such as fresh fruits from the local in abundant but import some chemicals which are not available in Pakistan. Any upside of currencies especially dollar will be impacting its cost of purchase. Furthermore, the production plant of fresher juice is in Multan and we have to supply it to every big city which is far away from Multan and rising fuel costs will have implications right throughout the supply chain of Al-Hilal products leading to an overall situation of increasing prices.
Working on the local country, Al-Hilal must face government regulations on tax of profit where it gains from the operation. General policies of government taxation are applied to fresher juice products. The economic condition and growth of the country also is an important indicator to the demand of products that Al-Hilal offered. Al-Hilal tried its best to provide their product at lower price than their competitors with best quality. As the fresh juice priced slightly above normal juices, not many people will have the income range to consume the products in Pakistan.
SOCIAL / CULTURAL:
The changing lifestyles of economically developed cities of Pakistan like Islamabad, more people are able financially to drink at more expensive outlet, they have higher expectation. They want to have quality in services and more conveniences that can differentiate one juice from another. Young consumers want technology in their life and attraction for their nice packaging and good taste while the middle age peoples want healthier drink. All these needs should also be taken into consideration. So far Al-Hilal has shown good efforts in localization of its flavors to suit local taste but it should constantly survey and learn about local culture to better understand and design the best product for them.
There has been a huge emphasis by the government to promote healthy drinking. This has lead to many consumers to shift towards healthier drinking. Many people are practicing healthier lifestyles and because Pakistan is Islamic country. These affects on to the need for bottled water and other more convenient and healthy products are important in the average person's day-to-day life.
Consumers from the ages of 37 to 55 are also increasingly concerned with nutrition. Since many are reaching an older age in life they are becoming more concerned with increasing their longevity. This will continue to affect the fresh fruit juice industry by increasing the demand overall and in the healthier drinks.
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TECHNOLOGY:
For fresh juice industries, technology does not give a very high impact on the company and it is not a significant macro environment variables. However Al-Hilal should be looking to competitors innovation and improve itself in term of integrating technology in managing its operation. For example in inventory system, supply chain management system to manage its supply, easy payment and ordering systems for its customers and wireless internet technology. Implementation of technology can make the management more effective and cost saving in the long term. This will also make customer happy if cost savings results in price reduction or promotional campaign discount which will benefits them from time to time.
* The effectiveness of company's advertising, marketing and promotional programs. The new technology of internet and television which use special effects for advertising through media. They make some products look attractive.
* Introduction of cans and plastic bottles have increased sales for Soft Fresh Drink as these are easier to carry and you can bring them once they are used.
* As the technology is getting advanced there has been introduction of new machineries all the time. Due to introduction of this machineries the production has increased tremendously then it was few years ago.
* Soft Fresh Drink has several factories which use state of the-art technology to ensure top product quality.
LEGAL:
As a certified fresh juice operator, there are many regulations and procedures that Al-Hilal should follow. For example is the Hilal certification that becomes a concern to Muslim consumers. Al-Hilal should protect its integrity and consumer confidence by ensuring all materials and process are as claimed or must followed.
Other legal requirement that the business owner should follow as stipulated in laws are such as operating hours, business registration, tax requirement, labor and employment laws and quality & environment certification in which the outlet has been certified. The legal requirement is important because the offenders will be fined or have their business prohibited from operating which can be disastrous.
With changes to the chemicals allowed in consumable drinks which will impact Soft Fresh Drink Co's production. They will have less than three years to comply or be forced to remove the product from the shelves.
ECOLOGICAL/ ENVIRONMENT:
All drinks are packed into bottles, tetra packs and tins, which are put off after use, effects environment badly and criticized for being insensitive to pollution because using polystyrene based packaging. Imagine millions of people purchase from drink industries and how is the impact to world environment by throwing away those hard to recycle packaging. Our world is getting concern on environment issue and business operating here should not just care for profit, but careful usage of world resources for sustainable development and care for environment safety and health for our future generation. Al-Hilal form juice bottles recycle able. Critics and concern from all public or activist should be review and support if necessary to ensure we play our social responsibility better. Today, environment is going to be more and more important and "green products" get a competitive advantage, especially among the youth.
Five Forces
Threat of New Entrants:
The direct competitors of Al-Hilal's Fresher are Minute Made and Malee. Fresher is competing on the basis of price, quality and quantity. As there are already very tough competitors in the market so there is no threat of new entrants to fresher.
Threat of substitute product:
Fresher is made up of pure fruits and available in different flavors. There is no product in the market which contain both the qualities, it is unique just because of these reasons and there is no threat of any substitute to it in the market.
Competitive rivalry in the industry:
The competitors of Al-Hilal's Fresher are minute mate and malee. Fresher is competing on the basis of price, quality and quantity. It is available in 250ml as well as 500ml bottle. The most important, fresher is not a juice but a pure fruit, these thing make fresher unique from other products in the market and on the basis of these things, fresher is giving tough competition to other products.
Bargaining power of suppliers
Fresher supply chain starts from manufacturer follow by distributors, retailers and end with customers. Till now Al-Hilal has no freezers for fresher in the market so they are giving incentives to the suppliers like more profit margins for their product to be in the market.
Bargaining power of customers:
Customers need a juice with handsome quantity and best quality at better price. Fresher is targeting 'A' class customers, who don't need bargaining at all. So there is no bargaining power of customers in a case of fresher.
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3 C's Analysis
In order to profitably satisfy customer needs, the firm first must understand its external and internal situation, including the customer, the market environment, and the firm's own capabilities.
In this marketing strategy I will cover the 3 aspects of Analysis which are given below.
* Collaborators
* Customers
* Competitors
Customers
The main market segment of Fresher Juice is to capture young health-conscious consumers. Their main focus is young youth, college and university students.
After drinking this exotic drink they get freshness, taste of pure exotic drink and complete description of the drink about that specific seasonal fruit. For example in strawberry flavor it tells the customer its calories, sugar and the specific description of the strawberry.
The main problem which fresher facing these days are of its Bottle size of 250ml and 500ml. whenever customer buys the 250ml bottle they compared 500ml bottle they don't understand the quality of product and always try to buy more volume in less price which affects the bad impact on their product. But they also try to make some strategy on this issue.
Competitors
Minute Maid is the direct competitor of Fresher juice in whole Pakistan. The shares in the market of Minute maid are quite high as compared to Fresher Juice but Fresher is trying to make its name and distribute in all the cities because in 2-3 months it also introducing its new flavors of juices according to Seasonal fruits.
They are also introducing the carbonated drink in the Pakistan so it's an upcoming and emerging brand in the Pakistan future and it will minimize the shares of Minute maid from the market.
If we look at the main strengths of main strength of our competitor it got only the big market share in the market and its weakness is that it got only few flavors. On the other hand the market share of the fresher juice is very low as compared to minute maid and its main strength is the exotic juices of different seasonal fruits and its product packaging.
The indirect competitors of Fresher juice are cold drinks and juices like Coca Cola, Pepsi, 3G sprite and Marinda and in the juice category the major competitors are Nestle and Big Apple etc.
Collaborators:
The main plant of Fresher is in Multan. The wholesale and distributer dispense the product in three major cities Islamabad, Lahore and Karachi. The distributer in Islamabad further distributes this juice to different but selective retail outlets.
Distribution diagram of Fresher Juice is given below.
Collaborators of Fresher Juice
STP (Segmentation, Target and Positioning) Strategy
Instead of targeting a mass market, we decided to target specific segment of market that are most suited to our product and in that segment we can easily position our product. For this we divided our target market into segments. Following segment was found during our research.
o Class A (Containing adults from age 18-45 mostly. These people are ready to pay caprice for quality of product. These people are mostly students of universities, officials and Businessmen. For them quality and brand are the most important thing.)
o Class B (Containing people that look for quality and Brand but are not ready to pay anything for it. Sometimes they may prefer economical products over high quality expensive products.)
o Class C (Containing of the people whose only priority is price. They tend to buy products that are cheap. Brand and Quality are of no concern for them in any form.)
After dividing our target market into segments, our next task was to choose a target segment for our product. Keeping in view our objectives and product we decided that we are going to target the people of Class A for Fresher. Following are reasons of our decision:
o We are going to maintain a high quality and brand of our product so we want customers who look for quality and brand when buying a product. These people can be our loyal customers in the future.
o Secondly, when we go after Quality and Brand image, the price gets higher than normal products. So we decide to go to a market where people are willing to buy a Quality product at any price.
o In Islamabad our focused geographical; market will be Super, Jinnah Super Market, Sitara Market, F-10, F-11, E-7, G-8, I-8 etc.
We want to position our product as a very High Quality product in the mind of our target customers. With we want to promote our brand so it can compete its competitors and can provide psychological value to its customers.
4-Ps
Advertisement
Output
Examples
Television
MTV, Much Music, VrakTV, YTV
Radio
MIX96, CKOI 96.9, 94.7 FM, Universities
Magazines
For girls: Cosmo, Elle
For boys: Sports Illustrated (or Kids edition)
Internet
Banners on select websites (gaming, sports, etc.)
Official promotional website: www.BubbleBuzz.ca
Outdoors
Billboards and prints in select areas including:
* Campuses, transportation (bus, metro, stations)
* Tourist areas in high seasonal periods
* Outskirts of key cities in geographical reach
Others
Not relevant
Personal selling
Direct contact with retailers, sales kit strategies to be explained later in the text.
Public relations
Stands or special displays and events in schools, malls, sports events (i.e. 2008 Beijing Summer Olympic Games), sponsorship activities
Publicity
Conferences, press releases (print and online), buzz marketing through TV coverage
SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
.Brand strength
2.Effective stride
in new markets
3.Results of
operations
4.Strong existing
distribution
channels
5.Saturation of
carbonated soft
drink segment
.Reliant upon
line extensions
2.Brand dilution
.New product
introductions
2.Brand is
attractive to
global partners
.Strong
competition
2.Potential health
issues
Mapping:
Fresher Sales on Monthly Base
The given graph is showing that sales are high during May, June, July and August and that sales are on average during march, April, September ,October, and sales go below average in November, December, January, February as peoples refer 2 drink coffee n tea instead of juices.
Fresher Sales Percentage on Flavor Base
Fresher Sales Percentage on City Base
Questionnaire
We take a questionnaire nearly 100 peoples from inside the university and outside the university and the percentage of the results are given blow:
Q 1: Introduction of healthier products like health drinks in the university is a good idea?
a) Yes
b) No
c) I don't know
Q 2: Would you prefer low calorie products over high calorie products?
a) Yes
b) No
Q 3: How much of your pocket money do you spend in a day in cafeteria?
a) Less than Rs 50
b) Rs 50-100
c) Rs 100-200
d) More than Rs 200
Q 4: When a new product is launched, where do you mostly get to know about it?
a) Print Media
b) TV
c) Family or Friends
d) Banners
Q 5: What price should a 500 ml Fresher (health drink) has?
a) Rs 20-25
b) Rs 25-30
c) Rs 30-35
d) More than Rs 35
Q 6: Where are you likely to buy Fresher from?
a) Your university Cafeteria
b) Super stores and General Stores
c) Chemist shops
Q 7: Which of the following flavors would you prefer for Fresher?
a) Mango
b) Strawberry
c) Guava
Q 8: Do brands play an important role in your buying decision?
a) Yes
b) No
c) I don't know
Q 9: In Your University do you notice Bulletin Boards and Notice boards for new events and information?
a) Yes
b) No
Q 10: Do you look for products' nutrition facts label before buying?
a) Yes
b) No
c) Sometimes
Q 11: For Customer feedback which of the following do you prefer?
a) Comment Card
b) Website
c) Questionnaires
d) None of the above
Q 12: How did you find Fresher?
a) Good
b) Satisfactory
c) Unsatisfactory
Conclusion
Since its launch, "Fresher" made everyone feel its presence in the Pakistani market, be it competitors or customers. With the introduction of new flavors in this fabulous product, no one would be able to compete with it easily. The product is bound to be one of the market leaders in the near future. Now the competitive products are going to find it difficult to compete and come up with a different price band or a different strategy, because it would be hard under the current conditions to beat this promising fresh juice.
Fresher has come out to be the only drink that offers 100% pure fruit juices with flavor strawberry, guava and mango.
The product is bound to be the market leader within one year. Fresher has become a strong competitor for any company that wants to launch pulpy drinks as Fresher has won the hearts of people through its quality and taste. Currently Fresher has only one distribution channel as it is a drink that has a focused target market that is the A, B class people that aren't price sensitive and will remain loyal to the brand.
Fresher advertisements cover 80% of the print media and it is not sold on net. In future Subway and Al-Hilal are joining together (for joint value collaboration).
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MarkAds Team
