Table of Contents

Mezan Group: A Legacy of Adaptability and Growth (1951-Present).....................3

Vision:..............................................................................................................4

Mission:............................................................................................................4

Mezan's Competitors in Pakistan's Food & Beverage Industry.............................4

Mezan's Pricing Strategies in Pakistan's Competitive Market...............................7

Mezan's Promotional Strategies in Pakistan.....................................................10

Mezan's Placement Strategies in the Pakistani Market......................................12

Mezan’s Beverage products and product lines:.................................................14

Classic Beverages:......................................................................................14

Cola NEXT................................................................................................15

FizZup......................................................................................................15

Rango......................................................................................................16

Flavored Beverages:....................................................................................16

Qandhari Anaar.........................................................................................17

Lychee.....................................................................................................17

Recommended product Line Extensions:......................................................18

Next Cola's Rise to Prominence:...................................................................19

Beyond the Fizz: Unique Selling Points: A Competitive Edge:........................19

Marketing and Brand Building:.....................................................................20

Target Market:..............................................................................................20

Competitors of Cola Next:............................................................................21

Price Comparison:.......................................................................................22

SWOT Analysis:...........................................................................................23
Mezan Company Next Cola Consumer Behavior

SWOT Analysis of Next Cola by Mezan in Pakistan:...........................................23

Consumer Preferences for Mezan's Next Cola in Pakistan..............................25

New Positioning:..........................................................................................27

Next Cola: A Refreshingly Modern Take on a Classic Choice..........................27

Target Audience:..........................................................................................27

Positioning Statement:.................................................................................27

Marketing and Communication Strategy:.......................................................29

Promotional Mix:..........................................................................................29

Evaluation and Measurement:.......................................................................30

Benefits:......................................................................................................30

Challenges:.................................................................................................31

Conclusion:.................................................................................................31

Introduction and Background:

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Mezan Company Next Cola Consumer Behavior

Mezan Group: A Legacy of Adaptability and Growth (1951-Present)

From Textiles to Table: A Foundational Start (1951-1983)
 1951-52: The Mezan story begins with the establishment of Paracha Textile Mills
Limited. This initial venture laid the foundation for the company's future success,
showcasing their entrepreneurial spirit and ability to establish a foothold in the
Pakistani market.
Strategic Shift and Edible Oil Domination (1983-Present)
 1983: A pivotal year for Mezan Group. The current management took over and
implemented a strategic shift, demonstrating their keen business acumen.
Recognizing the changing market dynamics and growing demand for edible oils,
they shifted their focus towards this sector.
 Mezan Oil and Banaspati Brands: This strategic decision proved highly
successful. The company established leading brands like Mezan Oil and
Banaspati, capturing a significant share of the edible oil market in Pakistan. Their
success highlights their ability to identify and capitalize on emerging market
opportunities.
Diversification and Beverage Industry Expansion (2016-Present)
 2016: Mezan Group displayed a continued commitment to growth and
diversification by establishing Mezan Beverages Private Limited. This move
showcased their willingness to venture beyond their established domain and
enter the rapidly growing beverage industry.

Vision:
Attainment of distinction in carbonated soft drinks categories. Our aim is to make cola
next a part of houses, restaurants, and pride of place at every point of consumption in
Pakistan.

Mission:
To continuously develop and produce quality products that meet customers’ and market
demands, compatible with applicable regulatory requirements. To be a consumer-
oriented company, our motive is to ensure consistent quality and authentic taste.

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Mezan Company Next Cola Consumer Behavior

Mezan's Competitors in Pakistan's Food & Beverage Industry

Mezan Group, a household name in Pakistan, faces competition across various food
and beverage categories. Here's a detailed breakdown of their key competitors, along
with some additional factors to consider for a more comprehensive understanding of the
competitive landscape:

Cooking Oil & Ghee:

 National Foods Limited (NFL):
o Brands: "Dalda" (leading cooking oil brand in Pakistan), "Canola Life"
cooking oils, "Banaspati" ghee.
o Competitive Advantages: Strong brand recognition, extensive
distribution network, focus on product innovation (e.g., healthy cooking
oils).
o Challenges for Mezan: Overcoming brand loyalty associated with
"Dalda," matching NFL's distribution reach in rural areas.
 Habib Cooking Oil (Pvt) Ltd.:
o Brands: "Soya Supreme" and "Habib Sunflower" cooking oils.
o Competitive Advantages: Competitive pricing, focus on quality
ingredients, strong presence in specific regions (e.g., Punjab).
o Challenges for Mezan: Offering price-competitive options while
maintaining Mezan's brand image of quality.
 Unilever Pakistan Limited (UPL):
o Brands: "Lipton" sunflower oil, "Flora" margarine.
o Competitive Advantages: Global brand recognition, focus on health and
wellness positioning (e.g., Flora's heart-healthy image).
o Challenges for Mezan: Countering UPL's marketing muscle and
established brand reputation.
Biscuits & Snacks:
 United Industrial Foods Limited (UI Foods):
o Brands: "Chipmunk" (iconic Pakistani cookie brand), "Peek Freans"
biscuits.

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Mezan Company Next Cola Consumer Behavior

o Competitive Advantages: Established brand portfolio catering to different

tastes and demographics, strong presence in retail channels.
o Challenges for Mezan: Matching UI Foods' brand recognition and
product variety, especially for established brands like "Chipmunk."
 Lotte Pakistan:
o Brands: "Chio" cookies and chocolates.
o Competitive Advantages: Popular Korean brand with a loyal customer
base, focus on innovative and trendy flavors.
o Challenges for Mezan: Countering the "newness" factor associated with
Lotte, appealing to a wider range of taste preferences.
 FF Foods Limited:
o Brands: "Candyland" biscuits, "Snacktime" potato chips.
o Competitive Advantages: Competitive pricing, focus on local Pakistani
taste preferences, strong presence in budget-conscious segments.
o Challenges for Mezan: Offering value for money while maintaining
Mezan's quality standards.
Beverages:
 PepsiCo Pakistan:
o Brands: "Pepsi," "7Up" (leading carbonated beverage brands in
Pakistan).
o Competitive Advantages: Extensive distribution network, aggressive
marketing campaigns, diverse product portfolio (e.g., Aquafina bottled
water).
o Challenges for Mezan: Matching PepsiCo's marketing budget and brand
recognition, competing in established distribution channels.
 Nestle Pakistan Limited:
o Brands: Nestea iced tea, Pure Life bottled water.
o Competitive Advantages: Strong brand reputation for quality, focus on
health and refreshment positioning (e.g., Nestea's natural ingredients).
o Challenges for Mezan: Competing with Nestle's brand trust, particularly
in the bottled water segment.

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Mezan Company Next Cola Consumer Behavior

 National Foods Limited (NFL):

o Brands: "Sting" energy drinks.
o Competitive Advantages: Established brand in the energy drink
category, competitive pricing.
o Challenges for Mezan: Gaining market share in the established energy
drink segment dominated by "Sting."

Here's how Mezan can develop strategies to address competition in Pakistan's food and
beverage industry:

Product Differentiation and Innovation:

 Focus on niche markets: Mezan can explore opportunities in organic, sugar-
free, or health-conscious product segments to cater to growing consumer
preferences.
 Premiumization: Launching premium product lines with high-quality ingredients
and unique flavors can attract a new customer segment willing to pay more.
 Localization: Develop products that cater to specific regional tastes and
preferences within Pakistan. This could involve using local ingredients or flavors.
 Co-branding: Partnering with other established brands can leverage their
market reach and brand recognition for mutually beneficial product launches.
Marketing and Distribution Strategies:
 Targeted marketing campaigns: Tailor marketing messages to specific
consumer segments, considering demographics, lifestyles, and preferences.
Utilize effective marketing channels like social media and influencer marketing to
reach younger audiences.
 Invest in distribution: Expand distribution networks to reach rural areas and
smaller towns where competitors might have a weaker presence.
 Promotional activities: Offer attractive discounts, bundle deals, or loyalty
programs to incentivize purchase and brand loyalty.
Building Brand Loyalty:

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Mezan Company Next Cola Consumer Behavior

 Emphasize brand values: Clearly communicate Mezan's commitment to quality,

freshness, and potentially ethical or sustainable practices to resonate with
consumers.
 Customer engagement: Actively engage with customers through social media
platforms and loyalty programs to gather feedback and build stronger
relationships.
 Corporate Social Responsibility (CSR): Highlight Mezan's social responsibility
initiatives to connect with socially conscious consumers who value companies
that give back to the community.
Leveraging Technology:
 E-commerce platform: Develop a user-friendly e-commerce platform to facilitate
online ordering and delivery, especially in urban areas.
 Data analytics: Utilize data collected from sales and marketing campaigns to
understand customer preferences and buying patterns, allowing for targeted
product development and marketing strategies.
Overall, Mezan needs to be a dynamic and adaptable company. By closely
monitoring competitor activity, understanding consumer trends, and implementing
innovative strategies, Mezan can solidify its position as a leading player in Pakistan's
food and beverage industry.

Mezan's Pricing Strategies in Pakistan's Competitive Market

Mezan, a prominent player in Pakistan's food and beverage industry, navigates a
dynamic competitive landscape. Understanding their pricing strategies is crucial to their
success. Here's a detailed analysis of potential Mezan pricing tactics and how they
compare to competitors:
Considering Multiple Factors:
Mezan employs a multi-pronged approach to product pricing, influenced by various
factors:
 Production Costs: Raw material costs, manufacturing expenses, and labor
costs all play a role in determining the base price a product needs to cover.

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Mezan Company Next Cola Consumer Behavior

 Competitor Pricing: Mezan is aware of competitor pricing strategies for similar

products. They choose to price competitively, offer a slight premium for perceived
higher quality, or target a budget-conscious segment with lower prices.
 Target Market: The pricing strategy aligns with Mezan's target market for each
product category. Premium products command higher prices, while essential
items might be priced competitively to reach a wider audience.
 Brand Positioning: Mezan has a reputation for quality and freshness. Their
pricing strategy reflect this positioning, potentially justifying slightly higher prices
compared to some competitors.
 Profit Margins: Mezan needs to achieve a healthy profit margin to sustain
operations and invest in future growth.
Possible Mezan Pricing Strategies:
 Cost-Plus Pricing: This involves adding a markup to the production cost to
reach a desired profit margin. Mezan use this for staple products where price
competition is intense.
 Value-Based Pricing: Mezan set prices based on the perceived values their
products offer to customers. This justifies a premium price for products with
unique ingredients, higher quality standards, or convenience features.
 Market-Oriented Pricing: Mezan closely monitors competitor pricing and adjusts
the prices accordingly. This involves matching competitor prices for certain
products or offering slight variations to attract customers.
 Penetration Pricing: For new product launches, Mezan adopts a lower
introductory price to gain market share and brand recognition. They can then
gradually increase prices over time.
 Bundling: Mezan offers bundled products (e.g., cooking oil and spices) at a
discounted price to incentivize purchase and attract customers.

Competitive Landscape Comparison:

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Mezan Company Next Cola Consumer Behavior

 National Foods Limited (NFL): NFL might have a slight pricing advantage due
to their economies of scale. However, Mezan could potentially counter this by
emphasizing their brand image or offering unique product features.
 Smaller Regional Players: These players might have lower production costs
and more flexibility in pricing. Mezan could address this by focusing on wider
distribution and brand marketing to reach a larger customer base.
 Imported Brands: Imported products might carry a premium price tag. Mezan
could position itself as a high-quality, domestic alternative at a more accessible
price point.
Challenges and Considerations:
 Fluctuating Costs: Rising costs of raw materials or packaging can disrupt
pricing strategies. Mezan might need to adjust prices accordingly or find ways to
optimize production efficiency.
 Consumer Price Sensitivity: Pakistani consumers are often price-sensitive,
especially for essential food items. Mezan needs to strike a balance between
offering competitive prices and maintaining profitability.
 Government Regulations: Government regulations on pricing or minimum
wages can impact Mezan's cost structure and pricing strategies.
Conclusion:
Mezan's pricing strategies are likely a well-crafted blend of cost considerations,
competitor analysis, and target market understanding. By remaining adaptable and
strategically adjusting their pricing tactics, Mezan can ensure they deliver value to their
customers while maintaining a healthy profit margin in the competitive Pakistani food
and beverage industry.

Mezan's Promotional Strategies in Pakistan

The following is a detailed exploration of Mezan's promotional strategies in Pakistan's
food and beverage industry:
Understanding Target Audience Segments:
Mezan tailors its promotional strategies based on the specific product category and its
target audience. Here's a breakdown of approaches for different segments:

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Mezan Company Next Cola Consumer Behavior

 Mass Market Staples (Cooking Oil, Ghee, Sugar):

o Focus: Reach a broad audience across demographics and income levels.
o Promotional Tactics: Utilize television commercials during popular
shows, radio ads during prime listening hours, and eye-catching in-store
displays at major retail chains. Partner with wholesalers to ensure wide
distribution and availability.
o Example: A TV commercial showcasing a family enjoying a meal
prepared with Mezan cooking oil, emphasizing family values and quality
ingredients.
 Premium Products (Specialty Biscuits, Bottled Water):
o Focus: Target consumers willing to pay a premium for perceived higher
quality or unique offerings.
o Promotional Tactics: Utilize social media advertising targeting specific
demographics and interests. Partner with relevant influencers to promote
products through product reviews or recipe creations. Implement customer
loyalty programs with exclusive rewards for premium product purchases.
o Example: A social media campaign featuring a fitness influencer
showcasing Mezan's healthy and refreshing bottled water during their
workout routine.
 Younger Demographics (Snacks, Beverages):
o Focus: Engage with younger audiences who are tech-savvy and active on
social media platforms.
o Promotional Tactics: Launch interactive social media contests or
giveaways on platforms like TikTok or Instagram. Partner with popular
young YouTubers for product reviews or recipe challenges. Sponsor
youth-oriented events or music festivals to increase brand visibility.
o Example: A TikTok challenge encouraging users to create fun dance
videos featuring Mezan snacks, with a chance to win prizes.

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Mezan Company Next Cola Consumer Behavior

Optimizing Promotional Channels:

 Mass Media vs. Digital Marketing: Mezan utilizes a balanced approach,
leveraging mass media for broader reach and digital marketing for targeted
audience engagement.
 Data-Driven Decisions: Mezan analyzes customer data and website traffic to
understand which channels are most effective in reaching their target audience
and optimize their spending accordingly.
 Omnichannel Marketing: Creating a seamless brand experience across all
touchpoints (website, social media, retail stores) is crucial. Customers might
research products online and then purchase them in stores, so consistency in
messaging is essential.
Creative Promotional Strategies:
 Experiential Marketing: Mezan hosts pop-up events or product sampling booths
at grocery stores or farmers markets to allow customers to experience the taste
and quality of their products firsthand.
 Cause Marketing: Partnering with charities or social causes aligned with
Mezan's brand values (e.g., supporting local farmers or promoting healthy eating
habits) builds brand loyalty and enhance their social responsibility image.
 Interactive Packaging: Utilizing QR codes on packaging that link to recipes,
product information, or interactive games can create a more engaging
experience for customers.
Conclusion:
Mezan's promotional strategies play a crucial role in driving brand awareness, customer
engagement, and ultimately, sales growth. By understanding their target audience,
utilizing a multi-channel approach, constantly measuring effectiveness, and staying
ahead of the curve with innovative strategies, Mezan can solidify its position as a
leading player in Pakistan's food and beverage industry.

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Mezan Company Next Cola Consumer Behavior

Mezan's Placement Strategies in the Pakistani Market

The following is a detailed exploration of Mezan's placement strategies in Pakistan's
food and beverage industry:
Tailoring Placement Strategies by Product Category:
Mezan tailors its placement strategies based on the specific product category and its
target market:
 Mass Market Staples (Cooking Oil, Ghee, Sugar):
o Focus: Ensure maximum visibility and accessibility across all channels,
especially traditional trade.
o Placement Strategies: Secure prominent shelf space at eye level in
grocery stores. Partner with wholesalers to guarantee product availability
in smaller stores. Utilize eye-catching packaging designs to stand out on
crowded shelves.
o Example: Negotiating shelf placement for Mezan cooking oil next to other
cooking oils and essential cooking ingredients in a prominent location
within a grocery store.
 Premium Products (Specialty Biscuits, Bottled Water):
o Focus: Target upscale supermarkets, convenience stores, and potentially
dedicated health food stores.
o Placement Strategies: Negotiate placement in premium sections of
stores or alongside similar premium brands. Utilize high-quality displays or
dedicated shelving to showcase the product's unique features. Partner
with specific retail chains known for premium product offerings.
o Example: Securing shelf space for Mezan's organic cookies in the health
food section of a supermarket, alongside other organic and premium
biscuit brands.
 Impulse Purchase Items (Snacks, Instant Drinks):
o Focus: High visibility in checkout areas, near complementary products,
and impulse purchase sections.
o Placement Strategies: Negotiate placement at cash registers or checkout
counters to encourage last-minute purchases. Partner with retailers to

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Mezan Company Next Cola Consumer Behavior

create eye-catching displays near sugary drinks or other snacks,

promoting product bundling. Utilize smaller packaging sizes ideal for
impulse purchases.
o Example: Securing prominent placement for Mezan's chips near the cash
register in a convenience store, alongside other impulse purchase items
like candies or chocolates.
Optimizing In-Store Visibility:
 Promotional Tools: Utilize shelf wobblers, danglers, or shelf talkers to highlight
product promotions or new offerings.
 In-Store Demonstrations: For new products, consider occasional in-store
demonstrations or product samplings to generate customer interest.
 Seasonal Promotions: During holidays or festive seasons, tailor placement
strategies to capitalize on increased demand for specific products (e.g., gift
baskets or special edition packaging).
The E-commerce Opportunity:
 Strategic Partnerships: Partner with leading e-commerce platforms to ensure
prominent product listings and potentially explore exclusive online deals or
product bundles.
 Optimizing Online Product Pages: Utilize high-quality product images, detailed
descriptions, and customer reviews to create a positive online presence.
 Targeted Online Advertising: Implement targeted online advertising campaigns
to reach specific demographics or interest groups interested in Mezan's products.
Data-Driven Decision Making:
 Track Sales Data: Analyze sales data from different channels and product
categories to understand which placement strategies are most effective. This can
help optimize shelf space allocation and identify areas for improvement.
 Customer Feedback: Conduct surveys or gather customer feedback to
understand their shopping habits and preferences. This can inform decisions
about product placement within stores.
 Competitor Analysis: Continuously monitor competitor placement strategies to
identify best practices and potential areas for differentiation.

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Mezan Company Next Cola Consumer Behavior

Challenges and Considerations:

 Negotiation Power: Large retail chains might have more leverage in negotiating
shelf placement, so Mezan might need to offer competitive margins or
promotional deals to secure optimal placement.
 Space Constraints: Especially in smaller stores, shelf space is limited. Mezan
needs to effectively showcase their core products while considering potential new
product launches.
 Spoilage and Stock Management: For perishable items, efficient stock rotation
and management are crucial to minimize spoilage and wastage.
Conclusion:
Mezan's placement strategies are a dynamic combination of traditional methods and
innovative approaches. By understanding their target audience, tailoring placement by
product category, leveraging data insights, and adapting to the evolving retail
landscape, Mezan can ensure their products are strategically positioned to capture
customer attention and drive sales growth. This will allow them to solidify their position
as a leading player in Pakistan's food and beverage industry.

Mezan’s Beverage products and product lines:

BEAT THE HEAT WITH MEZAN BEVERAGES

Classic Beverages:
Cola Next:

Cola NEXT
Make This Summer Cooler Then Ever!

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Mezan Company Next Cola Consumer Behavior

Classic cola flavor with a strong fizz. Available in all sizes: 2.25L, 1.5L, 1L, 500ml, and
345ml. Mezan Group emphasizes their commitment to using real sugar in their
products.

Fizup Next:

Lemon-lime soda offering a refreshing citrus taste. Available in all sizes except 2.25L.

FizZup
The Twist of Lemon Taste!

Rango Next:

Orange-flavored soda with a sweet and tangy taste. Available in all sizes except 2.25L.

Rango
Taste if You Can!

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Mezan Company Next Cola Consumer Behavior

Dare Next:

A new addition, featuring a bold and spicy ginger flavor. Currently available in 500ml
and 345ml sizes.

Flavored Beverages:
Anaar Next:

Qandhari Anaar
Real Taste of Fresh Anaar!

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Mezan Company Next Cola Consumer Behavior

A unique blend of cola and pomegranate flavors, offering a tangy twist. Available in all
sizes except 2.25L. Mezan Group highlights the use of real pomegranate juice in this
product.
Lychee Next:

Lychee
Feel The Taste of Lychee!

A popular flavor featuring the sweet and refreshing taste of lychee fruit. Available in all
sizes except 2.25L.

Storm:

A bold and intense energy drink with a citrusy kick. Available in 250ml cans.

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Mezan Company Next Cola Consumer Behavior

Green Soda Next:

A green apple-flavored soda offering a lighter and slightly tart taste. Available in 500ml
and 345ml sizes.

Recommended product Line Extensions:

While Cola Next hasn’t announced any official plans for new flavors or product
categories, their recent introduction of Dare Next suggests a willingness to expand their
offerings.

They might consider line extensions in the following areas:

Diet or sugar-free versions: Catering to health-conscious consumers.

Zero-calorie options: Expanding their energy drink portfolio.

Limited-edition flavors: Creating seasonal or promotional offerings.

Flavored colas: Introducing new twists on their classic cola, like cherry or vanilla.

Next Cola's Rise to Prominence:

 The launch of Next Cola in March 2016 marked a turning point for Mezan Group,
establishing them as a significant player in the beverage market.

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Mezan Company Next Cola Consumer Behavior

 Tagline: Next is Now. SLOGAN The cola next slogan “LEVEL BARHA NEXT
PER AA" in Urdu can be translated to "Raise the bar, come to the next level"
in English.

 Achieving remarkable success within a year speaks volumes about their efficient
production and marketing strategies.

 Their commitment to quality is evident in their state-of-the-art production facility,

ensuring consistent taste and product standards.

Beyond the Fizz: Unique Selling Points: A Competitive Edge:

Next Cola's success hinges on several key factors that differentiate it from competitors:

 Flavor Innovation: Offering a wider range of flavors like Lychee Next and Anaar
Next caters to diverse palates and sets them apart from traditional cola brands.

 Quality Focus: Mezan Group prioritizes using high-quality ingredients and

production processes, resulting in a refreshing and satisfying beverage
experience.

 Competitive Pricing: Next Cola offers value for money, making it an attractive
choice for budget-conscious consumers.

 Strategic Distribution: The brand has achieved strong distribution across

Pakistan, readily available in stores and restaurants, ensuring accessibility.

Marketing and Brand Building:

Next Cola's marketing strategies have played a crucial role in its rapid growth.

They have effectively utilized a combination of:

 Targeted Advertising: Reaching their desired audience through TV, radio, and
digital media campaigns.

 Engaging Content: Creating relatable and impactful content that resonates

with their target demographic.

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Mezan Company Next Cola Consumer Behavior

 Social Media Presence: Building a strong online community through active

engagement on various platforms.

 Celebrity Partnerships: Collaborating with popular figures to further enhance

brand awareness and appeal.

A Look Forward:

 Next Cola's journey highlights the potential for innovation and success within
the Pakistani beverage industry.

 Their focus on product quality, diverse flavors, affordability, and strategic

marketing has positioned them as a leading brand.

 As Pakistan's beverage market continues to evolve, Next Cola is poised to

maintain its growth trajectory and solidify its position as a preferred choice for
consumers.

Target Market:
The target market for Cola Next is males and females over the age of 18, who are
“looking for the ultimate carbonated soft drink to quench their thirst and help keep them
refreshed throughout the day as they take on personal and professional responsibilities
with zeal and commitment.” The target audience is “ambitious, motivated and driven to
achieve their next level life goals while striving to make a positive difference around
them through their intent and actions.”

Competitors of Cola Next:

Cola Next faces competition from several major players in the Pakistani beverage
market, primarily:

1. Coca-Cola:

Established in Pakistan in 1953.

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Mezan Company Next Cola Consumer Behavior

Operates under the license of The Coca-Cola Export Corporation, Pakistan Branch
(TCCEC-PB).

Holds a dominant market share in the cola category.

Offers a wide range of carbonated and non-carbonated beverages, including Coca-

Cola, Sprite, Fanta, Minute Maid, and Kinley.

Extensive distribution network and strong brand recognition.

Focuses on marketing campaigns and sponsorships to maintain brand loyalty.

2. PepsiCo:

Operating in Pakistan since 1967.

One of the leading beverage and food companies in the country.

Offers a diverse portfolio of brands, including Pepsi, 7UP, Mountain Dew, Mirinda, Sting,
and Aquafina.

Strong focus on innovation and new product launches.

Extensive marketing campaigns and collaborations with celebrities.

3. Other Competitors:

Pakola: The oldest and leading Pakistani cola brand, known for its unique flavor profile
and cultural significance.

RC Cola: An international brand with a presence in Pakistan, offering a classic cola

flavor.

Local brands: Several regional and local brands compete in the cola market, often
focusing on affordability and catering to specific regional preferences.

Key Points to Consider:

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Mezan Company Next Cola Consumer Behavior

These major competitors possess significant resources, established distribution

networks, and extensive marketing capabilities.

Cola Next differentiates itself through:

Diverse flavors: Offering options like Lychee Next and Anaar Next.

Competitive pricing: Appealing to budget-conscious consumers.

Marketing strategies: Utilizing targeted advertising and social media engagement.

Quality focus: Maintaining high standards in production and ingredients.

Price Comparison:
Product Size Price

Coca Cola 250 ML Rs. 80

Next Cola 250 ML Rs. 50

Gourmet Cola 250 ML Rs. 60

SWOT Analysis:
SWOT Analysis of Next Cola by Mezan in Pakistan:

Strengths:
 Brand Reputation: Mezan has a strong brand reputation in Pakistan for quality
and freshness. This positive brand image can transfer to Next Cola, fostering
consumer trust and willingness to try the product.
 Distribution Network: Mezan's established distribution network across various
channels (modern trade, traditional trade, e-commerce) can ensure easy access
and widespread availability of Next Cola throughout Pakistan.

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Mezan Company Next Cola Consumer Behavior

 Competitive Pricing: Mezan can potentially position Next Cola as a

competitively priced alternative to established cola brands, attracting price-
sensitive consumers.
 Product Innovation: Next Cola might offer unique flavors or formulations
compared to existing colas, catering to evolving consumer preferences.
 Marketing and Sales Expertise: Mezan's experience in marketing and sales
within the Pakistani beverage industry can be leveraged to effectively promote
Next Cola.
Weaknesses:
 Brand Awareness: Next Cola, compared to established cola brands, might have
lower brand awareness, especially amongst older demographics.
 Customer Loyalty: Consumers might have strong brand loyalty towards existing
cola brands, making it challenging for Next Cola to gain market share.
 Limited Product Portfolio: If Next Cola only offers a single cola flavor, it might
have a disadvantage compared to competitors with wider flavor varieties.
 Marketing Budget: Mezan might have a limited marketing budget compared to
major cola brands, potentially restricting their reach and brand promotion efforts.
 Perceived Quality: Consumers might initially perceive Next Cola as a lower-
quality option due to its newness compared to established brands.
Opportunities:
 Growing Demand for Carbonated Drinks: The market for carbonated drinks in
Pakistan is expected to continue growing, presenting an opportunity for Next
Cola to capture market share.
 Healthier Options: Next Cola could be positioned as a healthier alternative to
traditional colas, using sugar substitutes or natural ingredients to tap into the
growing health-conscious consumer segment.
 Strategic Partnerships: Collaborating with restaurants, fast-food chains, or
convenience stores can increase Next Cola's visibility and encourage product
trials.

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Mezan Company Next Cola Consumer Behavior

 Digital Marketing: Utilizing social media platforms and influencer marketing can
be cost-effective ways to reach younger demographics and create brand
awareness for Next Cola.
 Seasonal Promotions: Launching limited-edition flavors or seasonal promotions
can generate excitement and attract new customers.
Threats:
 Dominant Competitors: Established cola brands like Pepsi and Coca-Cola have
significant brand recognition, extensive marketing budgets, and strong brand
loyalty, making it challenging for Next Cola to compete.
 Price Wars: Price competition in the carbonated beverage industry can be
intense, potentially pressurizing Next Cola's profit margins.
 Sugar Taxes: Government regulations on sugar content or taxes on sugary
drinks can impact the overall demand for carbonated beverages, including Next
Cola.
 Fluctuating Costs: Rising costs of raw materials like sugar or packaging can
affect production costs and profitability for Next Cola.
 Changing Consumer Preferences: Consumer preferences for beverages can
evolve rapidly. Next Cola needs to adapt to these changes to stay relevant in the
market.
Conclusion:
By leveraging their brand reputation, distribution network, and potential for product
innovation, Mezan's Next Cola has the potential to carve out a niche in the Pakistani
cola market. However, overcoming challenges like brand awareness and established
competition will be crucial for success. Focusing on strategic marketing, product
differentiation, and potentially offering healthier options can position Next Cola for
sustainable growth. Mezan must closely monitor the market, consumer preferences,
and competitor strategies to capitalize on opportunities and mitigate threats.

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Mezan Company Next Cola Consumer Behavior

Consumer Preferences for Mezan's Next Cola in Pakistan

Understanding consumer preferences is crucial for the success of Mezan's Next Cola in
the competitive Pakistani beverage market. Here's a breakdown of potential consumer
preferences and how Mezan can address them:
Factors Influencing Preferences:
 Taste and Flavor: Consumers likely prioritize taste and flavor when choosing a
cola. Mezan should conduct taste tests and gather feedback to understand
preferred sweetness levels, carbonation intensity, and potential interest in unique
flavor variations.
 Brand Recognition and Image: Established cola brands might have a head
start due to strong brand recognition. Mezan can address this by emphasizing
their brand reputation for quality and freshness, potentially highlighting any
unique selling points of Next Cola (e.g., natural ingredients).
 Price Sensitivity: Price is a significant factor for many Pakistani consumers.
Mezan can position Next Cola competitively without compromising on quality
perception.
 Health Concerns: The growing health-conscious consumer segment might be
drawn to healthier alternatives. Mezan could explore options like sugar
substitutes, natural flavors, or smaller portion sizes to cater to this preference.
 Packaging Design: Eye-catching and informative packaging can attract
consumers. Mezan should ensure the packaging design is visually appealing,
clearly communicates the brand message, and highlights any unique features of
Next Cola.
Understanding Target Consumers:
Mezan targets a broad audience with Next Cola. However, focusing on specific
demographics might be beneficial:
 Younger Generation: Younger consumers are often tech-savvy and open to
trying new products. Mezan could leverage social media marketing and
influencer partnerships to reach this segment.

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Mezan Company Next Cola Consumer Behavior

 Value-Conscious Consumers: Competitive pricing and targeted promotions can

attract price-sensitive consumers looking for a quality alternative to established
brands.
 Health-Conscious Consumers: Highlighting any healthier aspects of Next Cola
(e.g., sugar substitutes, natural ingredients) can appeal to this growing segment.
Gathering Consumer Insights:
 Market Research: Conducting market research surveys or focus groups can
provide valuable insights into consumer preferences for cola beverages in
Pakistan.
 Social Media Monitoring: Monitoring online conversations and social media
trends can reveal consumer sentiment towards Next Cola and identify areas for
improvement.
 Customer Reviews: Encouraging customer reviews on e-commerce platforms
or the Mezan website can provide valuable feedback on taste, packaging, and
overall brand perception.
Addressing Consumer Preferences:
 Product Development: Based on consumer insights, Mezan can refine the Next
Cola recipe or offer additional flavor options to cater to diverse preferences.
 Marketing and Communication: Tailor marketing messages to highlight aspects
of Next Cola that resonate with target consumers, such as taste, affordability, or
healthier attributes.
 Promotional Activities: Offer attractive introductory deals, bundle promotions
with complementary products, or launch limited-edition flavors to generate
consumer interest and trial.
Conclusion:
By understanding consumer preferences and adapting their approach accordingly,
Mezan can position Next Cola for success in the Pakistani beverage market. Offering a
great-tasting product, competitive pricing, and strategic marketing will be crucial for
attracting new customers and building brand loyalty for Next Cola.

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Mezan Company Next Cola Consumer Behavior

New Positioning:
Next Cola: A Refreshingly Modern Take on a Classic Choice

Campaign Name: "Uncap the Next: Unleash Your Flavor"

Target Audience:
 Primary: Younger generation (18-35) who are tech-savvy, value-conscious, and
open to new experiences. Value unique experiences and personalization.
Budget-conscious but appreciate quality
 Secondary: Value-conscious consumers and health-conscious consumers
looking for a quality alternative.

Positioning Statement:
Next Cola is the refreshingly modern take on a classic choice. It delivers the bold
taste and crisp carbonation you crave, with a focus on affordability and potential
health benefits.
Key Differentiators:
 Competitive Price: Emphasize Next Cola as a high-quality, budget-friendly
option compared to established brands.
 Modern Image: Create a modern and vibrant brand image for Next Cola that
resonates with younger consumers. Utilize social media and influencer marketing
to build brand awareness.
 Potential Health Benefits: Explore options like sugar substitutes, natural
flavors, or smaller portion sizes to cater to the growing health-conscious
segment. Clearly communicate these benefits on packaging and marketing
materials.
 Unique Flavors: Go beyond the traditional cola flavor and offer unique flavor
variations or limited-edition releases to generate excitement and encourage trial
purchases.
 Flavor Exploration:

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Mezan Company Next Cola Consumer Behavior

o Highlight Cola Next's diverse flavor range (Lychee Next, Anaar Next, etc.)
through interactive online quizzes and challenges.
o Partner with food bloggers and social media influencers to create unique
recipe pairings featuring Next Cola flavors.
o Organize "Flavor Fusion" events at local restaurants where attendees can
experiment with mixing Next Cola flavors and food.
o Develop limited-edition "Mystery Flavor" cans that generate excitement
and encourage social media sharing.
 Interactive Engagement:
o Launch an augmented reality (AR) app that lets users "collect" virtual
flavors and unlock exclusive content or discounts.
o Host online contests and giveaways centered around user-generated
content (UGC) with the hashtag #UncapTheNext. Encourage fans to share
their creative ways of enjoying Next Cola.
o Partner with popular gaming platforms for in-game product placements
and virtual challenges featuring Next Cola branding.
 Social Responsibility:
o Partner with environmental organizations for clean-up drives or tree-
planting initiatives.
o Introduce limited-edition "Eco-Next" packaging made from recycled
materials, with a portion of proceeds going towards environmental causes.
o Feature inspiring young entrepreneurs and their stories on social media,
aligning with the "Unleash Your Flavor" theme and showcasing Next
Cola's support for individuality.
 Experiential Marketing:
o Organize pop-up "Next Labs" in major cities, equipped with VR
experiences that transport users to virtual worlds themed around Next
Cola flavors.
o Sponsor music festivals and concerts, offering interactive tasting booths
and engaging brand activations.

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Mezan Company Next Cola Consumer Behavior

o Partner with co-working spaces and universities to host "Next Level

Brainstorming" sessions with free Next Cola and creative challenges.

Marketing and Communication Strategy:

 Social Media Focus: Develop engaging social media campaigns with interactive
content, influencer partnerships, and user-generated content challenges to reach
younger audiences.
 Digital Marketing: Implement targeted online advertising campaigns to reach
specific demographics and interest groups.
 Eye-catching Packaging: Design visually appealing packaging with a modern
aesthetic that reflects the brand's youthful and vibrant image.
 Promotional Activities:
o Offer attractive introductory deals and bundle promotions with
complementary products to incentivize trial purchases.
o Launch limited-edition flavors or seasonal promotions to generate
excitement and media buzz.
o Partner with popular restaurants, fast-food chains, or convenience stores
to increase Next Cola's visibility and encourage product trials.

Promotional Mix:
 Social Media Marketing: Utilize eye-catching visuals, short video clips, and
interactive polls to promote campaign elements on platforms like Instagram,
Facebook, and TikTok.
 Influencer Marketing: Partner with relevant micro-influencers and social media
personalities who resonate with the target audience to generate authentic
content and reviews.
 Public Relations: Issue press releases and media kits highlighting the
campaign's creative approach and social responsibility initiatives.
 Campus Marketing: Partner with student organizations and universities for on-
campus events, sampling booths, and branded merchandise giveaways.
 Street Teams: Engage energetic brand ambassadors to distribute samples,
promote social media contests, and create a buzz at popular hangout spots.

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Mezan Company Next Cola Consumer Behavior

Evaluation and Measurement:

 Track campaign performance using social media analytics tools, website traffic
data, and engagement metrics like comments, shares, and contest entries.
 Conduct surveys or polls to gauge audience response to the campaign's
messaging and effectiveness in promoting flavor exploration and brand identity.
 Track sales figures and market share growth within the target audience
segments.
 Monitor brand awareness and sentiment through social media listening and
customer reviews.
 Analyze the effectiveness of marketing campaigns and adjust strategies based
on results.

Additional Considerations:
 Seasonal Promotions: Develop limited-edition flavors or packaging designs for
holidays and special occasions.
 Loyalty Programs: Implement a rewards program for repeat purchases,
encouraging brand loyalty and incentivizing exploration of different flavors.
 Strategic Collaborations: Partner with relevant brands or businesses that
complement Next Cola's image, like music streaming services or mobile gaming
platforms.

Benefits:
 This positioning strategy positions Next Cola as a relevant and exciting option for
younger consumers seeking a modern twist on a classic beverage.
 The focus on affordability and potential health benefits can attract both value-
conscious and health-conscious consumers.
 The emphasis on social media and digital marketing aligns with the preferences
of the target audience.
 Offering unique flavors can differentiate Next Cola from established brands and
generate excitement.

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Mezan Company Next Cola Consumer Behavior

Challenges:
 Breaking through the dominance of established cola brands might be
challenging.
 Maintaining a consistent brand image across all marketing channels is crucial.
 Continuously monitoring consumer preferences and adapting the marketing
strategy accordingly is essential for long-term success.

Conclusion:
By focusing on a modern and value-conscious brand image, offering unique flavor
options and potential health benefits, and utilizing the power of social media marketing,
Mezan's Next Cola can carve out a strong position in the Pakistani beverage market.
This strategy caters to the evolving preferences of younger consumers while also
appealing to value-conscious and health-conscious segments. By continuously
innovating and adapting to market trends, Next Cola can become a refreshing choice for
Pakistani consumers.

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Mezan Company Next Cola Consumer Behavior

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