2. Haseeb Baloch(FA12-MBT-031)
Tehreen Bint Ilyas (FA12-MBT-089)
M.Affaq Zubair(FA12-MBT-045)
Mashal Mahmood(FA12-MBT-113)

3. • BACKGROUND
• INTRODUCTION
• STRATEGIES
• PRODUCT
• POSITIONING
• POSITIONING GRID
• VALUE CURVE
• PRICING STRATEGY
• DISTRIBUTION STRATEGY
• PROMOTIONAL STRATEGY
• COMPETITORS
• COMPETITIVE STRATEGY
• PACKAGING STRATEGY
• LINE EXTENSION
• FUTURE PRODUCTS
• PRODUCT LIFE CYCLE STRATEGY
• PRODUCT LIFE CYCLE GRAPH
• CHALLANGE
• OPPORTUNITY
• PROPOSED MARKETING STRATEGY
• TARGET MARKET
• SUMMARY

4. BACKGROUND
 Main Head office is in Dubai.
It branched out in tea market in 2003.
It was launched in Pakistan on sep 2008.
Pakistan main distribution center is in
Lahore.
 Alokozay is the name of a tribe in Afghanistan.

5. INTRODUCTION
1. Black tea.
2. Green tea.
3. Flavored teas.
4. Herbal infusions.
 It is a multinational company operating in almost 46 countries world wide
 Alokozay produces the worlds finest:
 Alokozay factories are designed to maintains the highest
level of product quality and systems that are
environmental friendly.
 It has the complete ISO certification.
 This group packages a premium assortment of products
that is for every one

6. STRATEGIES
o Positioning strategies.
o Promotional strategies
o Distribution strategies
o Competitive strategies
o Product life cycle strategies
o Differentiation strategies
o Pricing strategies
To compete with it competitors Alokozay has adopt
some strategies

7. 1. Tea
2. Cooking oil
3. Tissue
 We have selected the AGC( Alokozay group of
companies) and our product is ALOKOZAY TEA.
 There are different products also available
in the market which are:

8. POSITIONING
 Physical positioning(based on features):
 Perceptual positioning(means psychological)
 Affordable price
 Attractive packaging.
 No artificial colors.
 100% natural.
Alokozay has two types of positioning

10. VALUE CURVE
0
1
2
3
4
5
6
7
8
9
10
Taste Purity Flavour Packaging Quality
Lipton
Supreme
Tapal
Alokozay
Tetley

11. PRICING STRATEGY
As it is a new product and is doing brand awareness
among the people that’s why it is doing Market
penetration by charging low price.
issue:
Instead of charging low prices
consumer does not want to change
their taste.
There are different types of marketing strategies that a
new product can adopt but major policies are:

12. DISTRIBUTION STRATEGY
 It imports tea leaves from Sri Lanka, India, Kenya,
Vietnam and China
 Its manufacturing plant is in Dubai-UAE (jebel ali
free zone)
 After manufacturing it is distributed to different
Asian and middle eastern countries like
pakistan,india,afghanistan e.t.c
 It is using different distribution strategies in
different countries like in Pakistan they are
following forward distribution strategy.
 It has 175+distribution centers in Pakistan.

13. PROMOTIONAL STRATEGY
• ATL activities:
Electronic media
Adds in newspapers(Dawn)
Magazines(akhbar-e-jahan) etc.
 Promoters
• BTL activities:
 Shelf branding
 Gifts
 Free sampling

15. COMPETATORS

16. COMPETITIVE STRATEGY
 Attractive packaging
 Natural tea
 Symbol of quality
 Low price
Example
 No added colors

17. PACKAGING STRATEGY
• Alokozay is focusing on its packaging strategy
from day 1.
• Its boxes are made up of good quality of
cardboard to avoid any leakage or harmful
sunlight to damage it.
• Than small laminated boxes which contains foil
rapped tea bags which protects it from
moisture and uv rays that’s why it remains safe
for longer time period

18. LINE EXTENSION
Facial tissue
It has done its line extension in following fields like:
Property and development
OIL
 Vegetable oil
Biscuits
Tissue
 Corn oil
 Olive oil
 Sunflower

19. FUTURE PRODUCTS
 Iced tea
 Detergent
 Coffee
 Flavored milk
 Juices
 Chips
 Dates

20. PRODUCT LIFE CYCLE STRATEGY
• Product life cycle involves 5 stages:
• Introduction
• Growth
• Shake out
• Maturity
• Declining
Alokozay is in its growth stage

22. • Stealing existing customers.
• Capturing a larger share of new customers
from leader.
Product strategy in growth market
 As Alokozay is a challenger in the market and
in its growth stage.
 The challengers strategic objective in growth
market is usually to build its share which the
AGC is currently doing in the market.
 Challenger build its share by:

23. • Frontal attack
• Leap frog
• Flank attack
• Encirclement
• Guerrilla attacks

24.  Frontal attack strategy
By lowering its cost
 Flanking strategy
By concentrating on one large untapped
Segment by offerings its flavored tea bags.
 Alokozay is following two types of strategy
which are:

25. CHALLANGE
ALOKOZAY is facing many challenges in PAKISTAN.
• As it is a new product.
• People doesn't want to change their taste.
• Its competitors have maintain the strong market
share.
• Mostly people want to take strong tea and it is
light.

26. OPPORTUNITY
The major opportunity it has is that
• It is 100% natural.
• No artificial colors added.
• Can attract the people Who doesn't
want to take artificial colors.

27. PROPOSED MARKETING STRATEGY
• A major opportunity that this company has is
that it did not have sachets of tea as mostly
people in Pakistan are daily wage earners and
they cannot afford its boxes and tea bags so if
this company launches sachets than it can
easily target the daily wage earners

28. TARGET MARKET
 Schools, universities, colleges, offices, cafeterias etc.
 Where tea is provided by the management as being low
in price they have acquired that market quite well
• It has two main target markets now
 Corporate level
 Retail level
 They are targeting house wives
• Which includes:

29. SUMMARY
In short it is a multinational brand whose
vision is just brand awareness in Pakistan and
to establish a brand well reputed to the world
 According to them:
 we love business not money