Brand Management of Shandy Cola

Topics: Brand, Brand management, Qualitative research Pages: 4 (591 words) Published: November 9, 2010
Executive Summary

This Consultancy Report on brand management of Shandy Cola is prepared to address the branding problems of Shandy Cola. The report starts off with the project introduction leading to the over view of organization’s current Branding strategies and their practices. Our sequential process of brand audit is divided into two phases. (1) It starts off with an internal perspective of the organization about the brand through brand inventory (2) Brand exploratory using the technique of in depth interviews was executed targeting distributors, retailers and consumers. On the basis of these findings questionnaires were prepared for distributors, retailers and consumers. Modified questionnaires were used for final survey. The last part of the report deals with the final recommendations for the brand management of Shandy Cola. Recommendations being the essence of the entire project efforts explore and address a variety of branding aspects and their strategies for Shandy Cola. The Project

This MBA consultancy project has been offered by Shandy Cola Pakistan, located at 16 – Waris Road, Lahore, Pakistan. The company is represented by Mr. Ahmad Arif (Director Marketing) who guided us for the project.

Background Information

Shandy Cola Pakistan is a local beverage production, marketing and distribution company. It has been serving for over twelve years in Punjab (Since 1995). The company intends to expand its market nationwide. Shandy is equipped with latest fully automatic plant of international standard.

Shandy Cola’s Vision

To be the innovative leaders in Thirst Quenching solutions, operating globally.

To serve the consumers through our vision, improving quality, continuously using latest technology and processes, partnering with stakeholders, operating globally, with focus on micro markets at affordable price.

1. Developing Brand of Shandy-Cola - fulfilling promise of delivering Value to the consumer through: i....
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