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Marketing Strategies Positioning

Mecca Cola has positioned itself as the cola brand of choice for Muslims but has failed to gain significant market share due to competition and extremist marketing strategies. It differentiates itself through Islamic imagery and values in its labeling and by donating some profits to charities. However, it needs to improve its supply chain disruptions during conflicts and expand its product variants in Pakistan to attract more buyers. It should also focus on strong branding, attractive packaging across different sizes, eye-catching labeling that highlights its message of helping Muslims, and ensuring its ingredients meet consumer preferences.

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AnasAhmed
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159 views3 pages

Marketing Strategies Positioning

Mecca Cola has positioned itself as the cola brand of choice for Muslims but has failed to gain significant market share due to competition and extremist marketing strategies. It differentiates itself through Islamic imagery and values in its labeling and by donating some profits to charities. However, it needs to improve its supply chain disruptions during conflicts and expand its product variants in Pakistan to attract more buyers. It should also focus on strong branding, attractive packaging across different sizes, eye-catching labeling that highlights its message of helping Muslims, and ensuring its ingredients meet consumer preferences.

Uploaded by

AnasAhmed
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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MARKETING STRATEGIES POSITIONING

 POSTIONING STATEMENT
Positioning of a brand is a key process that includes promoting the brand in a certain way to
make and establish an image or personality inside the minds of the buyers within the target
market.
“Soft drink for everybody who wants refreshment. Mecca-Cola is the only beverage that
gives the vital taste and refreshment. We are the voice against injustice”

Mecca Cola has positioned itself as the cola brand of choice for all “Pro-Muslims” but it has
failed to pick up its grasp market share due to the presence of other “Muslim Colas” and the
extremist nature of its promoting strategies. During the wars the disruption of systems and
foundation has driven to logistical issues in supply of Mecca Cola. Not at all like Pepsi and Coke
it isn't as it were a beverage but is a voice against injustice which is coordinated towards helping
the poor victims’ .In expansion to this Mecca-Cola is accessible at lower costs than competitors.

 Basis of Differentiation

There are many bases on which a product can be


differentiated but we will be differentiated Mecca-Cola on
the basis of following:

 Image Differentiation

The image of Mecca-Cola is associated with Islamic values and it will be an edge for Mecca-
Cola over its competitors in Islamic country like Pakistan because here people prefer Islamic
values and this will help a lot in differentiating Mecca-Cola. Another plus point is that the U.S
and Jewish lobbies and policies are known to everyone, and this point could also be emphasized
that boycotting the U.S based beverages and preferring Mecca-Cola is the way to help the poor
Muslims around the globe.

 Product Differentiation

Mecca Cola is filled with Muslim symbolism .The difference in it is in the label ”Mecca ”the
holy city of Islam second, it announce that some percent of its profit are dedicated to charities
operating in Palestinian territories and some to INGOs in Europe.. Mecca-Cola is globally
available in different variants and it should be launched in Pakistan with all its variants to attract
the large number of buyers.
 PRODUCT PRICING
Size Amount in Rupees
Jumbo 80
1.5 Liters 65
1 Liter 37
500ml 26
250ml 15
Tin 25

The product itself includes further descriptions.

 Branding
 Packaging
 Labeling
 Product Attributes

 Branding:
In the current situation of Palestine and Israel the brand name Mecca-
Cola will quickly make its place in the consumers’ mind because it
will come back with great slogan and a long gap and consumers’ will
recognize . Its image is loaded with over-idealize, and this is an image
many people have taken deeply to heart.

 Packaging:
Packaging plays a vital role in product; it determines the quality of
the product. A great deal of emphasis has been put on Packaging. The
pack contains the information of ingredients being used in it, plus its
weight in terms of grams has been stated on different sizes that
premier serves to the market.
Mecca-Cola should come up in different packages:

Regular bottle
Tin cane of 330ml
Pet bottle of 500ml
1.5 liter bottle
2.5 liter bottle

The management should make sure that the brand name of Mecca-Cola should be visible in each
type of packaging to emphasize the brand. The packaging is designed with the best color
combinations and designs to attract its targeted customers.
 Labeling:
Labeling plays a vital role in product; it determines the quality of the product. A great deal of
emphasis has been put on labeling. The label of the Mecca-Cola should be made attractive and
eye-catching to attract the customer. It should do by keeping costumers thoughts and feelings in
mind. Like, for mecca cola logo should claims Muslims concerns and the label should contain
the slogan behind the product that is to help and protect the innocent Muslims.

 Product Attributes:
Ingredients should be used after a careful research about the preference of the consumers. The
ingredients in the Mecca-Cola ought to contain all of the components that are basic for a
refreshing and classy drink like:
 Energy
 Protein
 Caffeine
 Carbohydrates
 Sugar, etc.

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