Consumer Behavior

Group Members:

Fahad ur Rehman Khan Ayesha Anis Mujtaba Hasnain Muhammad Rizwan Khan

Submitted to:

Sir Ayaz Rafiq

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Table of ContentsIntroduction………………………………………………………………………………………3

What’s New……………………………………………………………………………………....3

Consumer Behavior Analysis……………………………………..……………………………...3

Demographics…………………………………………………………………………………….4

Behavioral………………………………………………………………………………………...4

Psychographics……………………………………………………………………………………5

Promotion…………………………………………………………………………………………6

Target Market……………………………………………………………………………………..6

Value Addition……………………………………………………………………………………7

Future of Mehfil-e-Mashroob……………………………………………………………………..8

Conclusion………………………………………………………………………………………...8

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Introduction:Mehfil-e-Mashroob is an endeavor which is a non-alcoholic concentrated squash. The recipe of

Mehfil-e-Mashroob combines several materials popularly believed to be chilling agents, such as

Lemon flavor, which is used as a remedy for loo, and the hot summer winds of all over Pakistan.

It is sold commercially as a syrup to flavor sherbets, ices, and cold desserts, such as the new

flavor in the SUMMER. Mehfil-e-Mashroob is typically and more popularly consumed by South

Asian Muslims to finish their fasts in the month of Ramadan, but has now seen popularity among

the non-Muslim populous. And we are coming in the product market of syrups drink category

like Rooh Afza and Jam-e-Shirin.

What’s new in Mehfil-e-Mashroob?Before the preparation of each bottle of Mahfil e mashroob, a scientific and stage-to-stage

research is conducted on all the components.

The product is differentiated by adding lemon extract in the product. Because, often the

consumers like to have lemon flavor in the form of syrup.

At every stage the best components are selected for the preparation of this ideal

refreshing drink.

N energetic, refreshing and effective drink lemon squash.

Not a single drop of water is used throughout its preparation.

It is prepared from pure Lemonade ingredients.

Mahfil e mashroob satisfies thirst and is whole heartedly refreshing in the Summer.

After drinking Mahfil-e-mashroob, one does not feel heaviness of the stomach.

Mahfil e mashroob retains its taste, effectiveness and utility in all season.

Mahfil e mashroob Satisfies thirst and is refreshing. Offering Mahfil e mashroob to

guests is a tradition.

And Medically it is very healthy to have a drink like Mehfil-e-Mashroob to feel

refreshed.

Consumer Behaviour Analysis for Mehfil-e-MashroobDemographic Characteristics:AGE:

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13-35 (people who engaged in sports activities and professional athletes) 20-40 on field hard working workforce 8 and above students or no field required any

GENDER:

Male and female both.

INCOME:

Rs. 10,000 and above per household (All households can get a bottle of Mehfil-e-Mashroob as it is very less expensive.)

OCCUPATION:

Professional athletes, sports men, students, housewives

FAMILY SIZE:

In Pakistan average family size is of about 4-7 per household

RELIGION:

It is suitable with every religion in this world, as it provides the refreshing feel in it.

Psychographic Characteristics: Benefits Sought:

Mehfil –e- Mashroob gives a refreshing taste, free from artificial

flavors and preservatives. The product is healthier than carbonated

drinks and tetra pack juices.

Values:

The target market of this product follows traditional values and are

family oriented. The consumers of Mehfil- e- Mashroob would

appreciate to try a new touch of differentiation of lemon extract in

the syrup with the same traditional touch of the product.

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Activities:

The consumers of Mehfil- e- Mashroob would prefer to consume it during the summer,

Ramadan and other festivals such as Eid etc.

Interests:

Pakistani people are the Shifters because they want new taste in everything, Pakistanis have

given chance to Roof Afza and Jam-e-shireen which provides the same taste for over a century,

and now it’s time to give them according to their intrest.

Attitudes:

The attitudes of Mehfil-e-Mashroob is basically very easy to

understand that, Ramadan is coming in this heat, so, these

kind of products are usually availed by the house wives so, the

basic attitude of Pakistani people is to avail the new thing as it

comes to market.

Personality:

People from every social class, every status, and every income

level can avail our product as it is less expensive and easily

available in the consumer markets.

Preferences:

There has been me-too competition for Mahfil e mashroob

as there are many products like it in the market as they are having virtuous name in the

marketplace as well but they are very much same Mahfil e mashroob in taste colour sizes

and packaging.

Behavioral Characteristics: Healthy:

Studies have shown that this could protect against calcium stones in the kidney. Mehfil-e-

Mashroob could help you lose weight, new studies have shown the ways Mehfil-e-Mashroob

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supports your goals. Mehfil-e-Mashroob contains pectin, a soluble fiber that has been shown to

aid in weight-loss struggles.

Energy Enriched:

Lemon is a wonderful fruit. Mehfil-e-Mashroob is loaded with Vitamin C and had the ability to

turn everything it touches into clean enchanted, but the tart lemon needs a lot of sugar to

chance into sweetened lemonade. Mehfil-e-Mashroob love lemonade and have experimented

with making healthier versions of it.

Marketing Stretegy

Promotion:As we are in the introductory phase our objective is to create awareness through informative

advertising.

Use of Print media, Radio advertisement, hoardings in major public spot, sample distribution at

mall and TV commercial

Tie up with major cinema halls to promote our product during intervals.

Target Market:

Basically, the target market of our product is very wide as it is penetrating within the all people

belonging from every different classes and social status, so Mehfil-e-Mashroob’s primary target

market would be the housewives and the secondary market would be the joined families or the

families that have a lot of refresh drink consumers.

Promotion strategy:Actually the promotion is the first step when we are launching a product. But we make its

strategy in last because we want our good image in the mind of our customers. So that they will

buy only our products.

Criteria for promotion:Our main objective to provide

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Awareness Knowledge Liking Preference Purchasing

Major sources of promotion: Media Promotion:

• Electronic media • Print media • Cable network • Billboards

Value Addition:

Banners:An effective way to add customer value towards the Mehfil-e-Mashroob is to display banners

and bill boards all over the city so that consumers are aware of their product and make them feel

proud about their brand.

T.V Commercials:T.V commercials are very effective and excellent way to promote the Mehfil-e-Mashroob

and also to increase the value of Mehfil-e-Mashroob customers. Its easy way to penetrate the

customers conscious and create a positive image towards a product.

Posters:Posters are less amounted and easier to display way to penetrate into customers mind and

create a positive view of the brand and also to increase the value a customer holds towards the

product and Colgate Palmolive have worked hard to gain this position.

Free Samplings:To promote and let the people who have not yet tested the product companies use the

technique called free sampling. And by doing free sampling to make sure that people are aware

of the product and also to get the feedback out of the customers to make sure if there are any lags

in the product.

Mall activity

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One way to have shortest contact with the purchaser is to sponsor through different mall

activity all over the country. This way standing customer and new patron both are easily

targeted.

Future of Mehfil-e-MashroobThe future of mehfil-e-Mashroob is very beight as this product has giving an idiosyncratic edge

over it’s competitors, and introduction of lemon squash. And in the future corse of action we will

be introducing our new flavlours;

Lichi

Pineapple

Peach

Which will allow us to target even more people, and to discover other segments of Markets

existing in Pakistan.

This will also define the new target markets for Mehfil-e-Mashroob to penetrate into new

segments.

ConclusionWhen we remember the numerous characteristics of Mehfil-e-Mashroob fixings, depicted above;

it is straightforward why it has been observed to be an exceptionally appropriate summer drink.

One that can be relied on upon to keep body water in parity. Mehfil-e-Mashroob can keep lastly

conform the body's water funds to be paid to the nearness of electrolytes in adjusted amount.

There has been me-too rivalry for Mehfil-e-Mashroob as there are numerous items like it in the

business sector as they are having great name in the business sector too yet they are particularly

same Mehfil-e-Mashroob in taste shading sizes and bundling. Why we call it solid is on account

of Mehfil-e-Mashroob has been experimentally reported.

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