GENEREAL DIGITAL MARKETING STRATEGIES

1.
2.
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4.

Focus on mobile first

Stop annoy your customers
Engagement easy and clear
Stick to website experience

SET a goal
Marketing Funnel; journey of buyer from stranger to lead, AIDA
technique
CTA
Creating A Lead Magnet, special offers to trade information
Driving Traffic; through web optimization, quality content, social media,
keyword strategy

SOFT DRINK INDUSTRY STATISTICS

DATA FROM http://www.dawn.com/news/1126886

Soft drink production rose by 29% 2013

70pc of sugar consumed in juices, squashes, syrups, soft drinks, biscuits,
sweet and confectionery.
The countrys soft drinks production rose to 1.834bn litres in FY13 compared
to 1.6bn litres in FY12. A total of 244m litres of juices, syrups and squashes
were produced in FY13 compared to 214m litres a year earlier.
Despite extensive media campaign by soft drink makers regarding fixing of
Rs20 for (chilled) regular bottle, consumers continue to pay Rs25 per bottle.
Retailers said they charge Rs5 per bottle for chilling. But they also charge the
same rate for un-chilled bottles.
The same regular bottle in various big hotels and restaurants is available at
Rs30-50, and 1.5 litre bottle at Rs100.
DATA FROM http://www.brandsynario.com/beverage-consumption-in-pakistan/
As per the latest report by AAJ TV, about 170 units are operating across the
country in this particular sector, which is contributing towards growth in
upstream and downstream industries.
In the soft drink category, the two major players are PepsiCo and Coca Cola,
however, two chief local players named Amrat and Gourmet are expected to
emerge as serious competition, primarily because of their pricing strategies
The substantial growth in this market is because a variety of fruits are
cultivated in Pakistan and also because of the removal of Customs Duty on
the export of locally produced fruit juices.
It was noted in Food journal of Pakistan, currently, 38 units are producing the
juices and the major manufacturing units include Nestle Pakistan Ltd.,
Mitchells Fruits and Benz Industries
Energy drinks are ranked as the least consumed beverage
The major player in this market is RedBull, which is an international brand
with aggressive marketing strategies having mass market appeal, having
63% of off-trade volume share in 2012.Sting was also introduced lately by
PepsiCo in Pakistan.
Coffee business remains largely unexploited as well, which is dominated by
one brand only, Nescafe
Report on Pakistani Food and Beverage Industry, dated January 20th 2014,
the two primary threats to this industry are; political instability and
continuous militant activity
DATA FROM http://tribune.com.pk/story/710547/beverage-industry-lhc-strikesdown-capacity-tax-on-a-technicality/

justice Syed Mansoor Ali Shah struck down SRO 649, which was introduced by
the government on July 9, 2013, soon after coming to power.
Instead of being imposed on retail sale of soft drinks, the capacity tax is
levied at the plants potential to fill the bottles.

Ranging between Rs1.175 million to Rs4.7 million per valve of the beverage
plant depending on the origin of the machine, the tax followed a commitment
on part of the two major industry players to increase revenue collection by
25%.
price of beverages increased by 22% to 28% but government didnt get
additional revenue as tax was fixed on per-spout basis
Sales of Pakistans beverage industry increased 37% to Rs172 billion in 201213 over the previous year. In 2012-13, government collected Rs20.4 billion in
taxes from the industry.
DATA FROM http://iriscommunications.com.pk/blog/beverage-consumption-inpakistan/

According to a survey conducted by iris communications it was found that

65% of males and 66% of females prefer Tea over other beverages in
Pakistan, whereas 53% of youngsters (16-22 years old) and 67% of adults (22
& above) prefer tea over other beverage
Soft drinks are mostly preferred by 46 % of the males and 40% of the females
whereas juices are more popular among the females (36%) against the males
(27%).
17% of the youngsters like energy drinks whereas only 9% of the adults are in
favor of energy drinks.
Juice and Coffee segments are mostly ruled by Nestle
DATA FROM http://www.customstoday.com.pk/3b-litres-soft-drinks-used-newbrands-being-launched-in-pakistan-to-meet-demand/

According to a survey, sales of soft drinks is around three billion litres, which
is forecasted to increase from 17 litres to 20 litres per capita by end of this
decade.
A wide range of beverage cans (250ml, 300 ml and 330ml) is being filled in
Pakistan
Pakistan Aluminium Beverage Cans Limited (PABC) was formed late last year
to build the first aluminium beverage can plant in Pakistan with an
investment of $75 million.
ABCs pioneering plant will be just outside Islamabad and will be well placed
to serve the local and export to neighbouring markets. Roeslein are the
chosen integrator and they will build & install this state of the art high speed
line. This will have, when fully developed, the capacity to manufacture 1.2
billion cans.
DATA FROM http://www.sugaltv.com/top-best-loved-soft-drinks-pakistan/
The drinks packaging is bottle with the figure of 0.5, 1, 1.5, 2.25 liter
soft drink companies have capitalized in market of restaurants, fast food like
KFC, Fri Chiks, Pizza Hut, Hardees, and Dominos Pizza