MS MANAGEMENT SCIENCES, FALL-2023

Submitted By:
Muhammad Younas
Department of Management Sciences

Submitted to:
Professor Abdul Waheed

COMPANY NAME;
“STAR COLA PESHAWAR PAKISTAN
LTD”
(A Renowned Energy Cold Drink Company)

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ABOUT THE STAR-COLA COMPANY

The Star-Cola Company is a total beverage company with products initially launched in
4 major cities and now sold in more than 30 cities along with distributors across the
country.

Our company’s purpose is to refresh and energize the world and make a difference. We
sell multiple rupees brands across several beverage categories within a country. Our
portfolio of sparkling energy drinks brands includes in different flavors like

Soda Cola, mint margarita and Fanta cola. Our water, sports, brands include, vitamin-A
water, Energetic Body. Our juice brands include Second Maid, smartlife and Margrita
shake.

We’re constantly transforming our portfolio, from reducing sugar in our drinks to bringing
innovative new products to market. We seek to positively impact people’s lives,
communities and the planet through water replenishment, packaging recycling,
sustainable sourcing practices and carbon emissions reductions across our value chain.

Our Moto; Energize the World and Make a Difference

1.1 Back ground

New product development process is a significant part of the marketing process. It

involves the concept of provision of the right product at the time and place with the good
price and the right quantity. Market research has shown that travelers and sports people
need some constant power supply source for charging their high-tech products. With the
help of following proper product development process and keeping marketing plan in
place, Star Cola will be able to meet the marketing objective of increasing customer
satisfaction in the best possible manner. It will also help in attaining the financial objective
of reaching breakeven point at the end of the first year of launch.

The drink Star-Cola originated in 2023 located at Islamabad, Pakistan. Our Senior Family
members and Board of Directors choose the name for the Star Cola drink and penned it
in the flowing script that became the Star-Cola trademark private limited company.

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 1.2 Mind Map for 4Ps of Marketing of Star-Cola
Peshawar

1. Soda Cola Islamabad

2. Mint margarita
3. Fanta cola PRODUCTS PLACE Karachi
4. Vitamin Cola
5. water Lahore
6. Energetic Body
7. Second Maid
8. Smartlife
9. Margrita shake STAR-
COLA

Print, Electronic and

Social Media

Price Discrimination Bill Boards

as per Quality
standard Television Adds
PRICE PROMOTION
Online Payment Pamphlets

Credit Card payment

Voucher Payment

Family Discounts
and Deals

Promo Codes

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PRODUCTS OF STAR COLA:

Our product portfolio in Pakistan comprises the following brands:

1. Soda Cola
It is a carbonated soft and drink with chocolate flavored containing carbonated
water and flavoring.

2. Mint margarita
A refreshing drink with a bit of mint leaves with lemon soda.

3. Fanta cola
Fanta cola is an orange soda drink which is available in different shapes and
colors.

4. Vitamin Cola
Vitamin cola is a beverage made up of water and water-soluble minerals and
vitamins as A, C, and several B-group vitamins.
5. Water
The water goes through a filtration process and does not contain any toxic
chemicals and considered safe to drink.
6. Energetic Body.
Its an energetic drink containing a very high percentage of sugar
includes caffeine, or after sporting activity or as a way of overcoming tiredness.
7. Second Maid,
Made with real lemons, Lemonade which is the second flavor growing in the
chilled juices.
8. Smartlife (zero sugar)
It is generally sugar-free, artificially sweetened beverages with few or no calories
also marketed for diabetics people.
9. Margrita shake
This cola is a tasty blend of sweet juice, salty, and bitter.

TARGET AUDIENCE:
At the very beginning our company targets mostly young and energetic peoples between
20 and 30. We called mostly sportsman and celebrities for advertisements for attraction
also arranged campaigns in different schools, universities and colleges. Also target young
peoples for energetic drinks and middle-aged with older adults who are diet conscious or
diabetic by offering diet Star-cola.

POSITIONING:
Star Cola products inspire happiness and make a positive difference around the world in
customers' lives, and the brand is intensely focused on the needs of consumers."

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BRANDS:
Our portfolio of sparkling drinks brands includes Star-Cola in different flavors like margrita
and Fanta. Our water, sports drinks beverages also available in a market.

PACKINGS:
We deliver our beverages in a different variety of packaging formats like glass and bottles,
aluminum cans, to refillable packaging in 250ml, 500ml, and 1000ml and PET plastic are
all recyclable materials, they all can play a role in a circular economy.

PRICES OF STAR COLA ITEMS:

S# ITEM QUANTITY AND AMOUNT PER ML.

 1 Soda Cola
&  250 ml (Pack of 12) PKR 720.00 Per bottle PKR. 60
Fanta cola  500 ml (Pack of 12) PKR 1440.00 Per Bottle PKR.120
&  1 Ltr ( Per Bottle) PKR 90.00
Smartlife  1.5 Ltr (Per Bottle) PKR 120.00
(zero sugar)
2 Mint margarita  250 ml (Pack of 12) PKR 780.00 Per bottle PKR. 65
&  500 ml (Pack of 12) PKR 1560.00 Per Bottle PKR.130
Margrita shake  1 Ltr ( Per Bottle) PKR 100.00
 1.5 Ltr (Per Bottle) PKR 140.00

3  250 ml (Pack of 12) PKR 1200.00 Per bottle PKR. 100

Vitamin Cola  500 ml (Pack of 12) PKR 1500.00 Per Bottle PKR.150
&  1 Ltr ( Per Bottle) PKR 140.00
Energetic Body  1.5 Ltr (Per Bottle) PKR 180.00
&
Second Maid
4 Water  250 ml (Pack of 12) PKR 360.00 Per bottle PKR. 30
 500 ml (Pack of 12) PKR 600.00 Per Bottle PKR.50
 1 Ltr ( Per Bottle) PKR 70.00
 1.5 Ltr (Per Bottle) PKR 100.00

PRICING STRATEGIES AND TACTICS:

Integrated Marketing Communications: Star-Cola employees diverse marketing channels
to reach its target audience. Star-Cola utilizes television commercials, print
advertisements, outdoor billboards, digital marketing, social media, and sponsorships of
major events and sports to maximize brand exposure.

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DISCOUNTS:
Star-Cola provides discounts in different cola brands by launching schemes every week
and get the right taste of Real Magic.

PRICE MATHODS:
Premium Pricing: Setting higher prices based on the premium brand image and perceived
quality of Star-Cola products.
Penetration Pricing: Entering new markets with lower prices to capture market share
quickly.
Promotional Pricing: Employing temporary discounts and promotions to stimulate sales
during specific periods.
Star-Cola uses the First In First Out (FIFO) inventory costing method, which assumes that
goods first purchased are going to be sold first

COMPETITION BASED PRICE

Star-Cola employees value-based pricing by setting prices based on the perceived value
and preferences of its customers, as well as the cost of production.
Pricing Star-Cola Classic higher than store-brand sodas due to its strong brand reputation
and unique taste.

PLACES (MAJOR CITIES WHERE STAR COLA LAUNCHED):

PLACE DISTRIBUTION:
Distribution strategy involves coming up with an efficient method of disseminating your
company's products or services. The goal of this type of strategy is to maximize revenue
while maintaining loyal customers.
Star-Cola is a national beverage company that sells its products, to retailers through
wholesalers. Star-Cola has a vast network of wholesalers that distribute its products to
retailers now in major 4 cities and soon will be available in all over the country.

Star-Cola uses an indirect distribution model as it pairs with about 100 bottling operators
in different cities for its beverages' marketing and distribution. The corporation sells
concentrates on beverages to provide maximum delivery to all retailers and wholesalers.
Major components of place distribution like delivery availability and to accessible to all
distributors on timely basis.
We process al Orders in a very effective way in stipulated time.
Warehouse and inventory Control including Central Receiving Point are also available in
every major city with huge Storage Facility also material Handling are also deal in a very
efficient manners.

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PROMOTIONS:
Star-Cola promoting brands through commercials in television, Cable Tv,
advertisements, outdoor billboards, digital marketing, social media to maximize brand
exposure.

CONCLUSION AND FEEDBACK:

After implementing the 4Ps strategy, our marketing mix comes to an end. Star Cola will
become successful company by nail its product offerings in terms of quality and variety
both. Our prices are affordable and caters perfectly to the audience. Our continuous
promotions and signature branding, the star cola will enjoy distinguished position in the
market very soon.
Star -Cola are heavily reliant on their success through marketing strategy and are
always looking for energetic talent and prominent distributors.

THANK YOU

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