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Maeket Segmentation and Targeting

Pakola targets mass markets in Pakistan, focusing on Karachi due to its large population. They target different demographic groups - for milk they target children ages 1-16, and for soft drinks they target youth ages 16-30. They target all income groups, nationalities, and both genders. Psychographically, they aim to associate their brand with Pakistani patriotism and portray their products as enhancing sports performance in youth. Behaviorally, they have established wide distribution and created new flavors to build loyalty across occasions. Their primary targets are children, teenagers, and young adults who consume soft drinks regularly and remain loyal to favored brands.

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Usaid Siddique
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756 views4 pages

Maeket Segmentation and Targeting

Pakola targets mass markets in Pakistan, focusing on Karachi due to its large population. They target different demographic groups - for milk they target children ages 1-16, and for soft drinks they target youth ages 16-30. They target all income groups, nationalities, and both genders. Psychographically, they aim to associate their brand with Pakistani patriotism and portray their products as enhancing sports performance in youth. Behaviorally, they have established wide distribution and created new flavors to build loyalty across occasions. Their primary targets are children, teenagers, and young adults who consume soft drinks regularly and remain loyal to favored brands.

Uploaded by

Usaid Siddique
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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MAEKET SEGMENTATION AND TARGETING

Level of market segmentation


Pakola has the mass target marketing. Karachi has their main focus since 1950’s. they target
mostly large amount of people. Their market consists many type of customers and their
needs. Mass marketing creates the large potential market which helps them to low a cost
and can lead them to higher margin and lower prices. They mostly target children’s in their
product of milk mostly. They create ads in which they show children’s playing different kind
of sports in school and try to target mass amount of children. Hundreds and thousands of
students are going school in Pakistan so they try to catch large audience of students through
these ads. They also providing their drinks in schools so they can create loyalty at younger
level. When it comes to soft drink they target the youth those are in their teens.
Domestically they target Karachi because of its population in Karachi they have better
distributions positions and supplies as compare to other local cities. They doing these types
of ads because they are trying to cover large audience. They also have exports in
international market such as New Zealand, Canada, Africa and U.S etc.
DEMOGRAPHIC
Pakola has 4 demographics which are age, gender, income group and nationality.
Nationality
When it was launched in 1950, Pakola positioned as more than merely a drink. It was
embalmed and branded as an indigenous cultural icon with its name, a reduced version of
Pakistani cola, its green hue and logo—which included a star and crown, like Pakistani flag.
Their brand name identified clearly from where the brand emerged like from which country.
They take careful consideration when making the brand name, then decide PAKOLA which
stand for Pakistan Cola. People start considering it as a national drink of Pakistan. Which
helps Pakola to gain their market locally. They start targeting national events in their ads
such independence day they create ads and try to link them with each other. Pakola
positioning them on strong values and patriotic believes of people. Taking the advantage of
only carbonated drink manufactured in Pakistan. On 70th Independence Day campaign,
which debuted Pakola Cans with limited edition and a '#PakolaAurPakistan' and '#
70thBirthday' media camp, provided a recent example of Pakola's unique strategy to
building brand love. The cans paid homage to Quaid-e-Azam, while Pakistan's flag and truck
art was included in the cans emphasising that the brand is Pakistan's drink.
Age
They target people according to their products which they are launched such as when it
comes to milk they target the people between the age of 1-16. Mostly on these age mostly
school going children they try to target them. It is a very large audience for them they create
ads in which they show children are drinking milk before start games or any sport. From
these ads they are creating a brand image in front of students and they also target younger
people to gain loyalty. For soft drinks they target people between the age 16-30. Because
these people mostly are the users of carbohydrate drinks. They prefer drinks than milk.
Income group
They target the people of every class such lower class, middle class, and upper class.
Everyone can easily buy their product. People with low income can easily buy their products
such as milks and soft drinks etc. they have low price of their product they sell their milk in
Rs 35 on general stores and 300ml soft drink in Rs 40. People from every class can enjoy
pakola. They use mass strategy to market their product due to which they have lower prices.
The above mentioned classes in Society mainly concerns the promises of an offering in a
segment by the market people are usually on a tight budget, keeping a track of finances
made in household expenditure, and in general Induced savings from time to time, which
means that they don't want the resources for the choice of tea whitening to consider
expensive options. Moreover, milk for tea is often seen as a convenience good for a product
intended for consumption and is therefore regularly concerned with its major functional
advantage, i.e. whether or not a better tasting is made for the product.
It is the most important drink in our society and culture but it is also used during certain
periods of the day. In this case the consumer attaches greater attention to the functionality
of the milk or tea-whiter. as is commonplace in our society and culture, it is considered the
most important drink of the day,

Gender
They target both genders male and female in this segment. As they focus mas marketing
they want to target as a whole. They don’t target single gender when it comes to gender.
They launched differnet flavours in milk all are for both genders there is no specification
that this flavour belongs to male or this one for female. They produce there all products for
both genders and same goes for soft drinks.

PSYCHOGRAPHIC
In psychographic they try to influence people lifestyle and their interest about their brand
they make different strategies or ideas to influence people so they can use their brand.
Social Class of pakola is A, B, B+, C+, C
s
Pakola highly played a psychological trait for their consumptions. They target different
personalities and beliefs of people. Like they try to emphasize the patriotic believes of
people. Because they are only carbohydrate drink manufacturer of Pakistan. They use this as
term card so people can use more their product because it belongs to their country. when it
comes to personality they highly try affect younger people through their ads.
For example, they create an ad in which they show all students of school are in sports and
they all are going to start the race, in which they show all the students are drinking normal
water or milk only 1 participant is drinking pakola milk before starting the race and that
participant won the race. They try to create image that if you drink over milk so you can win
your games easily. Its create a huge impact on people between age of 1 to 14.

Behavioural
Pakola is available in the whole country through distributers. Pakola has create many
flavours which helps them in market. Pakola’s flavours are, Apple Cidra, Ice cream soda,
Raspberry and Lychee. Their unique taste has made them sustain brand loyalty and is
therefore highly essential to Pakola's distribution. Concentration of client base for specific
product, Pakola should capitalise on its key skills to produce product differentiation, R&D,
distribution, and marketing. Pakola should communicate its uniqueness. The key to success
is marketing.
Occasions
Pakola is consider as beverage, people consumed it according to their needs. For example,
in summers people use it more often as compared to winters. In industries occasion
segment also work very well people consume it on their needs and moods. Some drink soft
drinks, milk and juice after breakfast. Some would prefer soft drinks during lunch.
Customer loyalty
Pakola is good in their customer loyalty when it comes to milk they provide best quality
flavour milks to their customer in less price so they can retain their customers. Now in
Pakistan tea whitener market is growing very fast they have different competitors in this
market such as Tarang and Olpers. Tarang penetrate himself in Punjab now trying to
position there market in Karachi market. Thus, Pakola's tea milk can cash out and draw its
brand loyal clients to its new brand enlargement, Pakola Tea-milk specifically catering for
the medium and medium sized Sindh market, as Pakola has a small distribution channel.
Their brand loyalty is fairly strong for the majority of people who still use this brand.
Whenever you go looking for a soft drink, Pakola will be your first preference. Regular users
of soft drinks tend to be loyal to the brand and to stick to the brand they favour.

TARGET MARKET PROFILING


The main target audience for this drink are demographics children, teenagers and younger
adults. Whenever their consumers go looking for a soft drink, Pakola will be their first
choice. People who regularly consume soft drinks tend to be quite loyal to the brand and to
stick to the brand they most like. - The primary target demographic for this drink is children,
teenagers, and young adults. These are the people that drink this beverage when they go
out to dine, during school/university hours, or to refresh themselves. Even if consumers are
becoming more health-conscious, many remain brand loyal to their chosen soft drink.
They target the following customers:
1. Kids

2. Young Boys and Girls

3. Belongs to middle Class

4. Students of College and Universities

5. Wants a new and refreshing taste

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