There is no instant drink manufacturer in Khyber Pakhtunkhwa. It is time to act. (Sajid Imtiaz)

1. Instant
Drinks
Industry
of
Pakistan
Sajed Imtiaz

2. 2
All rights reserved. Copyright
Title: Instant Drinks Industry of Pakistan
Author: Sajed Imtiaz
Edition: 2013
Price:
Publisher:
Dedication
This study is dedicated to ICMAP, PSQRA, SMEDA, JS Bank,
BOI and Rawalpindi Chamber of Commerce and Industry.

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Contents
Executive Summary
Tang Orange & Pinapple
Kwik Kool
National Fruitily Lemon
Sun Sip Limopani
Fresh Orange & Mango
Piyo Orange & Mango
Fruity Mango & Peach
Refresh Orange
Findings
Catch-23 Situation
Business Opportunities
Brand Media Clout
Discussion Questions
Advertising Agencies
Author

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Executive Summary
Instant drinks are in Pakistan since last decade of last
century. These are widely used in households and offices.
People especially parents and physicians prefer instant drinks
without artificial preservatives over carbonated drinks.
Instant drinks industry provides jobs to people and taxes to
Federal Board of Revenue. Sales of these brands in summer is
around six hundred million rupees.
This study is beneficial for manufacturers, consumers,
government and marketing agents. With integrated
marketing and product development, instant drinks can be
used in all seasons. Formation of much-needed Instant Drinks
Manufacturers Association of Pakistan would help in
research and sustainable market expansion.
This study must be published in booklet form by SMEDA,
Board of Investment or Rawalpindi Chamber of Commerce
and Industry. Hopefully conscientious consumers would
enjoy this study.

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Tang Orange & Tang Pineapple & Tang Lemon
These are being manufactured and marketed by Kraft Foods
Pakistan. Factory is situated at Lasbella in Baluchistan
whereas corporate office is at Karachi. These are available in
sachets of 60 gram and 20 gram besides glass bottle. Price of
20 gram orange and pineapple flavor Tang sachet is Rs.7
inclusive of taxes throughout the country. Youth and women
like Tang flavors for their taste, vitamin-C, vitamin-A and
advertising. People living in cantonments like Tang Lemon
Pepper.
It is available in all shopping chains like Metro Mall in major
cities of Pakistan. In major cities, mothers give Tang sachets
to school going children whereas offices serve Tang
pineapple to visitors and customers.
Packing is elegant but without Pakistan Standard Mark. TV
Commercials are adoption from international markets. Tang
is the trademark of Kraft Foods Holdings of USA. It must carry
Halal sign by Islamic Food Association of America. Cost of
production is higher because factory is situated in
Baluchistan. Retilers prefer to display Tang sachets over
others.
Survey suggests that Tang is alpha-leader in instant drinks
industry of Pakistan.
Contact: suggestions@kraftfoods.com

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Kwik Kool
It was manufactured and marketed by Warrick
Pharmaceuticals. Factory and corporate offices were situated
in Islamabad. It was available in sachet. Youth and women
liked Kwik Kool for its taste, vitamin-C and new name. It was
available in major cities of Pakistan.
In 2002, Thoughts Advertising launched this brand. Packing
was elegant but it is no more in market.
Sun Sip Limopani
It is being manufactured and marketed by King’s Food (Pvt.)
Ltd. Factory and corporate are situated at Karachi. It is
available in sachet of 25 gram. Price of Limopani sachet is
Rs.7 inclusive of taxes throughout the country. Youth and
women like Limopani for its taste, vitamin-C and advertising.
It is available in all shopping chains like Metro Mall in major
cities of Pakistan. Packing is elegant but without Pakistan
Standard Mark. TV Commercials are locally developed.
Limopani is the trademark of King’s Food (Pvt.) Ltd.
Survey suggests that Sun Sip Limopani is super-leader in
instant drinks industry of Pakistan.
Contact: info@hilalcandy.com

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Fresh Mango & Fresh Orange
These are being manufactured and marketed by Taste
Makers. Factory and corporate offices are situated in Lahore.
These are available in sachet of 20 gram. Price of 20 gram
Fresh Mango and Fresh Orange sachet is Rs.8 inclusive of
taxes throughout the country. Youth and women like Fresh
flavors for their taste, vitamin-C and packing design. These
are available in major cities of Pakistan including Peshawar.
These brands carry Pakistan Standard Mark and Halal mark.
These were launched in 2013 by Darbawala Industries of
Lahore.
Survey suggests that Fresh is quality brand in instant drinks
industry of Pakistan. It has positioned itself with Tang and is
focusing urban customers.
Refresh Orange
It is being manufactured and marketed by Six-B Food
Industries. Factory and corporate offices are situated in
Lahore. It is available in sachet of 16 gram. Price of 16 gram
Refresh Orange sachet is Rs.5 inclusive of taxes throughout
the country. Youth and women like Refresh for its taste,
vitamin-C and packing design.
It is available in major cities of Pakistan including Peshawar.
The sachet carries Halal mark. It was launched in 2013.

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Survey suggests that Refresh is quality brand in instant drinks
industry of Pakistan. It has positioned itself with Piyo
Oranage and is focusing urban customers.
Contact: sixbfoods@gmail.com
National Fruitily
It is being manufactured and marketed by National Foods
Ltd. Factory and corporate are situated at Karachi. It is
available in sachet of 15 gram. Price of Frutily sachet is Rs.7
inclusive of taxes throughout the country. Women and
children like Fruitily for its taste, vitamin-C, calcium,
magnesium, potassium and advertising.
It is available in all shopping chains like CSD Shopping Mall in
major cities of Pakistan. Packing is elegant but without
Pakistan Standard Mark. TV Commercials are locally
developed. It has positioned itself with Tang.
Survey suggests that National Frutily is also super-leader in
instant drinks industry of Pakistan.
Contact: info@nfoods.com

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Piyo Orange & Piyo Mango
These are being manufactured and marketed by Salman Food
Products. Factory and corporate offices are situated in
Multan. These are available in sachet of 20 gram. Price of 20
gram Piyo Orange and Piyo Mango sachet is Rs.5 inclusive of
taxes throughout the country. Children and women like Piyo
flavors for their taste, vitamin-C, vitamin-B, calcium and low
price. These are available in major cities of Pakistan like
Lahore and Peshawar.
Brands carry Halal mark but do not carry Pakistan Standard
Mark. These were launched in 2013. Distributors and
retailers also prefer them for low price and rich ingredients.
Our survey suggests that Piyo Orange and Piyo Mango are
super leaders in instant drinks industry of Pakistan. With
planned effort these can capture 50% urban market share.
Contact: salmanfoods@live.com
Fruity Mango & Fruity Peach
These are being manufactured and marketed by Six-B
Industries. Factory and corporate offices are situated in
Lahore. These are available in sachet of 9 gram. Price of 9
gram Fruity Mango and Fruity Peach sachet is Rs.9 inclusive
of taxes throughout the country. Women like Fruity flavors
for their taste, vitamins and packing design. These are

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available in major cities of Pakistan including Lahore and
Peshawar.
These brands also do not carry Pakistan Standard Mark and
Halal mark. These were launched in 2013.
Our survey suggests that Fruity Peach is an emerging brand in
instant drinks industry of Pakistan.
Findings
Instant drink brands are getting popularity every passing
year. There is need of Instant Drinks Manufacturers
Association of Pakistan. Instant drinks can be exported to
neighboring countries like Afghanistan and China.
Tang’s brand awareness level is 100% in the country because
it is oldest and uses integrated marketing plan.
Only Fresh instant drinks carry Pakistan Standard Mark. It
must either low price or give discount to retailers to remain
competitive in coming years.
Piyo Orange and Piyo Mango are lowest cost but rich in
ingredients. With integrated marketing, these can be leading
brands of industry and country.
Instant Drinks industry is very small in size with 7 key players.
There is no instant drink manufacturer in Khyber
Pakhtunkhwa, FATA and Azad Kashmir.

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Pakistan Standards and Quality Regulatory Authority (PSQRA)
must ensure Pakistan Standard Mark on every sachet of
instant drink brands.
All instant drinks use same packing materials and technology.
Kwik Kool is no more in market.
For consumerism it is very difficult to distinguish among
orange flavors of different brands. Instant drinks
manufacturers must enrich their orange flavors.
Catch-23 Situation
Physicians and consumerism demand quality health drinks
for young generation. Half liter instant drink orange flavor
per day is not harmful for health of youth. Instant drinks will
grab market of carbonated water like Coca-Cola and Pepsi in
Pakistan if they use integrated marketing. Marketing is all
about better living standard for society and globe.
Rural population still prefers Lassi, Satto and Sugarcane. New
and existing instant drink manufacturers can introduce these
flavors.
Integrated Marketing Approach
Instant drink brands must hire professional services of
advertising agencies for at least 5 to 10 years. They must

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stick with their strategic marketing plans. Advertising
agencies can produce branded TV program, quiz program,
prize scheme or recommend brand ambassador to create
cutting edge for the instant drink brands.
Business Opportunities
Total sale of instant drink brands is around Rs.600 million in
summer months. Total sales can be increased to Rs.3 billion
with integrated marketing approach in one year.
SMEDA, SME Bank and JS Bank must offer loans to
businessmen to establish factories in Khyber Pakhtunkhwa
and Azad Kashmir. Cost of production is lower in industrial
estates in FATA and Khyber Pakhtunkhwa.
Three or four new factories would offer over 250 jobs and
Rs.80 million sales tax to people and government
respectively besides serving consumers.
Furthermore, FPCCI and Rawalpindi Chamber of Commerce
and Industry must help forming Instant Drinks Manufacturers
Association of Pakistan (IDMAP). Instant drinks can capture
market of carbonated drinks like Coca-Cola and Pepsi. They
would be able to export their products.

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Brand Media Clout
TV Radio Paper Vehicle Outdoor Online Clout
Tang
Orange
Yes Yes Yes Yes Yes Yes 100%
Fresh
Mango
Piyo
Orange
Fruity
Peach
Sun Sip
Limopani
Yes Yes Yes Yes Yes Yes 100%
National
Fruity
Yes Yes Yes Yes Yes Yes 100%
Brand Geographic Clout
Tang Fresh
Mango
Piyo
Orange
Sun Sip
Limopani
Fruity
Peach
National
Fruitly
Azad
Kashmir
Yes Yes Yes Yes Yes Yes
Faisalabad Yes Yes Yes Yes Yes
FATA Yes Yes Yes Yes Yes
Hyderabad Yes Yes Yes Yes
Islamabad Yes Yes Yes
Karachi Yes Yes Yes
Lahore Yes Yes Yes Yes Yes
Multan Yes Yes Yes Yes Yes
Peshawar Yes Yes Yes Yes Yes Yes
Quetta Yes Yes Yes

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Brand Consumer Clout
Urban
Women
Urban
Men
Urban
Youth
Rural
Women
Rural
Youth
Tang
Pineapple
100% 100% 100% 50% 50%
Fresh
Mango
50% 50%
Piyo
Orange
100% 100%
Fruity
Peach
50% 50%
Sun Sip
Limopani
100% 100% 100% 70% 70%
National
Frutily
100% 90% 90% 70% 50%
Brand Seasonal Sales
Retail Price Sales (Rs.)
Tang Pineapple Rs.7
National Frutily Rs.7
Fresh Mango Rs.8
Piyo Orange Rs.5
Fruity Peach Rs.9
Sun Sip Limopani Rs.7

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Discussion Questions
Q-1: What marketing strategy must be adopted by Fresh
Mango instant drink to retain 50% rural market share in
2014?
Q-2: What marketing strategy must be adopted by Piyo
Orange instant drink to capture 50% urban market share in
2014?
Q-3: Will Instant Drinks Manufacturers Association of
Pakistan (IDMAP) help expanding the industry and exports?
Q-4: Is there need of new instant drinks manufacturing
concerns in Pakistan?
Q-5: Is FATA a suitable place for new instant drink
manufacturing concerns?
Q-6: Why is PSQRA ineffective in implementing Pakistan
Standard mark on packaging?
Q-7: Can advertising firms help attaining sales and marketing
objectives for Fresh Orange?
Q-8: Should Sajed Imtiaz be made honorary member of
IDMAP?

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Public Opinion
It is an authentic piece of work in business and provides
insight in dynamics of instant drinks industry of Pakistan.
Brand geographic clout is useful for every brand managers. I
personally like Catch-23 concept. (Umer Hayat Faisal – MBA)
It is an original work in business economics. No doubt,
Instant Drinks Manufacturers Association of Pakistan would
help expand the industry and market. Sajed Imtiaz must be
rewarded for pinpointing business opportunities for people
of Pakistan. Any one can cinch these opportunities. (Hameed
Qaiser – Editor Monthly Tadeeb)
It is a well composed work providing authentic information
about instant drinks’ prices and their promotional
approaches. The actual role of advertising agencies is well
defined. This thought-provoking case study must be taught in
business schools of Pakistan. (Sobish Imtiaz – IT Professional)

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Advertising Agencies
Top management and brand managers of instant drinks can
contact the following professional advertising agencies of
Pakistan.
Adetude
Adgroup
Argus
Channel 7
Evernew Concepts
Fasttrack
Ideas Workshop
Interflow
Lowe and Rauf
Manhatten Leo Burnett
Maxim
MCOM
Message
Orient Advertising
Red Communication Arts
Synergy
Thoughts
VAMS
Vibrant

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About the Author
Sajed Imtiaz did graduation in Psychology
and Economics in 1991. Besides serving in leading ad
agencies in Islamabad and Peshawar, he has served in
College of Army Education in Jhika Gali, Murree. Sajed Imtiaz
has completed several reports. His work “Cyber Crimes – 25
Factual Cases” is truly worth reading. Currently he is editor-
in-chief of Daily 10 Minutes, 1st
e-paper with balance sheet.
He lives in Islamabad.
Contact: sajedimtiaz@hotmail.com