Sohail M Iqbal Hamid Hasan Anzar Ishaqui Zubair Nasir

BM-25150 BM-25173 BM-25167 BM-25123

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ENERGY DRINK
GET IN THE LEAD

 SHAZ energy drink is a product of S.H.A.Z group. It is developed in Karachi & launching in all over Pakistan. S.H.A.Z can be consumed in any situation during sports, at work, while driving and in leisure activities. The effectiveness of S.H.A.Z energy drink has been proven by a large number of scientific studies
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SHAZ Original (Citrus Drink)

SHAZ Orange Rush (Orange Drink) Real SHAZ Black Cherry (Red Drink)

To Make The Competition Irrelevant

To provide the best quality product to the potential customer comparatively at low price & High quality by using effective distribution channel
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 SHAZ is vitamin refreshing energy formulated drink. you are young, old, stressed, parting hard, playing hard, studying, working or just need a boost then SHAZ is the right choice for you. its unique formula to provide a boost to increase strength and energy.
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To increase the market share by 10% To increase the awareness for the brand To increase the advertising budget by 20% Induce the prospect customers to use the Product by introducing different promotional tools To increase placement Aim for an average price of their product

 To increase the sales with particularly emphasize on male buyers with also increasing a female base introducing sweeter drinks. Capture the market through penetration by increasing distribution outlets To develop a point of purchase display Wider the span of availability

 Introducing new flavors to attract new customer. Introducing new sweeter taste formula for Females. Introduce scratch cards and give instant prizes to the customers to regain loyalty. Make the drink available at concerts or happening events.

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 SHAZ is a consumer product. SHAZ is the Name of trust, Not be compromise Product Quality. the consumer spends a lot of time and efforts in gathering information and making comparisons. The SHAZ product focuses on being more than a soft drink; it is an energizer, drinkable in any situation

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 The promotion done by SHAZ is based on advertising and sampling first phase of the campaigns was to create awareness of the drink category Promotion Strategies:
15 second TV commercial with male and female models (three different versions with same theme). The frequency of the commercials was really high but non prime time placement. ARYONE, the Music and City channel were running SHAZ commercial. Participation in exhibitions: My Karachi and Kitchen Care in Karachi Expo Centre.
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 Price is the only element in the marketing mix that produces revenue & all other elements represent cost. The pricing strategy for SHAZ is based on maximum share growth because it is working in small and tough segment. The price of SHAZ is set a compared to competitors. The Price of a SHAZ can is Rs.60. ARY is also providing substantial benefits to its retailers and other channels.
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 Presently launching, SHAZ have a very strong distribution network in Karachi Base. The Other Urban cities are launching the product likes, Lahore, Islamabad, Rawalpindi and Faisalabad. Placement strategy means where the product would be available for the sale. In Lahore, the product is also available at ARY Cash & Carry. It is also available at all prime shops including Defense Club Lahore and in the Lahore wholesale market.
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Unique product design the target market encircles the age group from 15 to 30 years High technology & skill workers The effectiveness of SHAZ energy drink has been proven by large number of scientific studies. This has created a trust among the people and is one of the strengths for SHAZ. SHAZ is being distributed by ARY cash n carry. ARY is power house group and has a strong base in Pakistan. It is made for Halal ingredients
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The budget is not sufficient for marketing activities. The market was not properly targeted; they lack the understanding of the market. The positioning of the SHAZ is as a premium product but the consumer has low attachment as compared to Red bull.

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 High rate of market growth Lower import tariff rates Rising literacy and changing trends of Pakistan population Launching the product Nation wide & to create Product awareness

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Entrance of the new competitors Competitors strategies Changing fashion the target marketing Official changing the Government Polices Well established brands like Red bull are and will be a threat for SHAZ.

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GEOGRAPHIC
Country\Region Density Pakistan \ Major Cities Urban

DEMOGRAPHIC
Age Gender Life Cycle Income Income Group Occupation 15-30 Mainly Males Young and single or married with no children Rs. 45,000 and above Upper Middle and High Class Good job or on business, is a student belonging to a wealthy family.
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PSYCHOGRAPHICS
Social Class Life Style Upper and Upper Middle Class Young, Trendy, Cosmopolitan, Gregarious, Hip

BEHAVIORAL
Occasion Benefit Sought Loyalty Status Attitude Towards Product Any Flavor Significantly High Enthusiastic, Positive

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 company must take into consideration the various aspects of the segment like size and growth. ARY cash and carry is targeting the upper and upper middle class preferably the youngsters & young child. SHAZ focuses on high class lifestyle people who are much more conscious about their health matters and they certainly do not compromise on quality of a product, even if they have to buy it at a higher price.
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Brand Name
Red bull SHAZ (Approx. target) Bomba Dynamic Power Horse Spark

Quantity Sold \ Month

60,000 units in Pakistan 20,000 units in Pakistan 7,000 units in Pakistan 5,000 units in (major in Punjab) Pakistan

5,000 units in Pakistan 2,000 units in Pakistan

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70% 60% 50% 40% 30% 20% 10% 0% P e rc e n ta g e

R e d b u ll Bomba H o rs e P o w e r S H A Z (A p p ro x .) D y n a m ic S p a rk

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