Submitted By: "Wikip Edia'S"

`
A project by Wikipedias
SUBMITTED BY
WIKIP
NO
1
2
3
4
5
EDIAS
STUDENT NAME
SUBMITTED
ABDUL REHMANTO
ROLL NUMBER
13262
13246
13213
13235
13241
ARSLAN
AHMAR
SIR KASHIF
IQRA RAFIQUE
SUBMISSION
DATE
ZEESHAN AHMAD
HASHIM
BIN SHAHBAZ
12/June
/2014
Superior university
Lahore
ACKNOWLEDGEMENT
First of all we are thankful to Almighty Allah who
in
spite of all our weaknesses enabled us for this
type
of project.
We are also indebted to our teacher MR. Kashif
for
his kind of guidance and supervision. Under his direction we get the
opportunity to polish our concealed qualities and skill moreover, their
timely help and guidance paved a way for us to complete a work on
such a critical and vast topic. It was surely his method of teaching &
eagerness for imparting knowledge that we did not find much
difficulty to give in to our thoughts and information. He motivated us
to
work
hard
and
to
achieve
high-level
performance.
The
development of this project has enabled us to better understand the

contents of the course.
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He guided us and taught us with different techniques, which enabled
us to complete this project, as well as for unconventional style of
teaching and maintaining very open and competitive atmosphere
within the class, which made the subject very interesting for us the
most important thing is that the knowledge which we have studied in
our subject was all that same which we have to apply practically.
We
dedicate
our following Project of launching an energy drink to Allah Almighty
who has made it possible for us to work & then to our Respectable
teacher Mr. Kashif Who provided us with all the guidelines to prove
ourselves. We are grateful to them for giving us this opportunity to
explore new dimensions and to help us how to launch a product and
conduct a pre launch study in quantitative and qualitative way. We
are indebted to them for giving us following opportunity which will
help us in a long run Inshallah
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TITLE
A Report on Developing and launching an energy drink in
Pakistan
PREFACE
This report is about how the personality of a product is developed according to personality and
lifestyle of consumer. Before launching any product its mandatory to develop the personality of
your brand according to your target audience
and
there should be proper match in it. For these
two
methods, one is quantitative and other one is

qualitative, mostly used by marketer which has
been
discussed here as well in following report. In
this
report it is describe in detailed that how a pre launch study had been conducted for developing
personality of energy drink and further its findings and then its communication to its customers.
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OVERVIEW
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Actually we are the students of management sciences department and doing bachelors in
business administration from superior university Lahore.
Currently we are working on our final project of consumer
behavior module in which the Wikipedias has to launch an
energy
drink in market. Now to launch energy drink in the

Pakistani market we conduct a pre launch study of that
energy
drink before its launching and perform quantitative and

qualitative
reshaping
research
our
energy
method
under
drink
product.
considered
Through
for
these
research methods we identify the personality dimensions
of
our
product and then match it with the personality and lifestyle of our target audience. In
quantitative study we develop questionnaires and filled it by the young students and job
holders of different universities, businesses and companies. For qualitative research we
organized a focus group discussion in which we invited seven to eight members from
different universities who were well educated and have knowledge of marketing and
consumer behavior module and about what we are exactly going to do. After getting reviews
and opinions of individuals through qualitative and quantitative method we perform analysis
of both studies and finally write down a report of our findings which elaborate the required
personality of our energy drink regarding our targeted audience personality and lifestyle. We
also then develop our customer profile and detailed plan and tools of our promotion. Further
on, the ad of our product is also produced by Wikipedias team to communicate with their
customer to give awareness to their target people that this is your desire energy drink which
you are looking for and also draw a story board of our ad which is attach in this report as
well. After reading this report a reader will get to know about developing of the personality of
a product and how marketer launch pre launch studies before launching and developing their
products and then how they reshaped it.
Methodology
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If we talk about that how we calculated the final data than that is through questionnaires and
focus group discussion. In which several universities and other youngsters involved. It has
been one week to collect and analysis the data through both two methods after that we
would be able to write a report of our findings.
This task has been conducted by BBA-4, WIKIPEDIAS group for the subject of consumer
behavior final project.
REPORT
As our report is based on the aspect of our brand which name are DRAGON POWER
personality and our target customer personality. It tells us that how we conduct survey and
organized a focus group discussion means both quantitative and qualitative method use in
order to reshape the personality of our brand according to our customer.
After getting analysis and findings of both method used for reshaping our brand personality
we get to know a lot that we dont have an idea before survey and FGD. Both findings help
us in order to design our brand. We will discuss here what are our final results and findings of
our work with a systematic sequence according to data of both methods.
From start through our findings of both methods we come to know that our major target
audience will be male having age lie in between 18 to 30 majorly. And they will be
youngsters having students of different institutions or could be fresh graduate and job
holders. We get to know that people nowadays have proper idea what is energy drink exactly
and for what core purpose it is under used some of the youngsters are utilizing for exercising
purposes, some of them used for getting more energy and keep themselves energetic.
Awareness about energy drink in educated people is more so, we will focus youngsters of
educational institutions and common means of people and youngsters to get to know about
any product information is from internet, advertisement and social websites. From our
findings we get to know that departmental stores and other local kiosks are righteous place
of our energy drink distribution and people utilize energy drink not much heavy proportion
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though they are utilizing it 2 to 3 times in a week. At present, there are not so much brands
of energy drink in Pakistan is available right now, there are some brands up to now named
as, Red bull, booster, sting, powerful, power horse and monster majorly. Out of which red bull
and sting is available easily and to find others one has to wander a lot. Results shows, that
red bull and sting has more market share currently in Pakistani market. Red bull has more
strong perception in the mind of people the reasons behind its availability, old, sports
participation, goodwill, its taste, personality & quality whereas, sting is famous due to its
most economical energy drink in Pakistani market according to findings. Majority of the
people would like to drink red bull according to them its best still now and we are quite
satisfied with it because its fulfilling its given brand promise. Both Studies reveals that
people major concern while purchasing an energy drink are how much power it has, its taste,
its experience, availability, distribution, advertisement, price and overall look. One more
thing according to findings reveals that an energy drink must participate in sports events to
make its recall easily and to be famous. People mostly prefer to buy an energy drink which is
mostly in tin not in bottle so to launch an energy drink tin should be preferable rather than a
bottle. Further on, for energy drink and fast consuming products loyalty and sincerity does
not so much matter from customer system if they cannot find it they will go for other one if a
better attributes energy drink is available. If the other one has a good personality, looks and
advertisement they will try it the factors that attract a customer for a new energy drink is
price, branding, power, taste, advertisement, brand personality and packaging .To make an
energy drink recall easily a brand should use a short and attractive name which easily
remember able its each attributes and color scheme can make it recall easy among
youngsters. Both studies shows that if you want to market your energy drink successfully
you need to under considered social media, billboards, meaningful electronic ad, free
sampling and participation in sports events.
According findings it shows that while launching we will face a lot of challenges in which it
will be difficult to make your place in market for some years of start. Sting is in market and
red bull has very strong good will. So we have to manage ourselves through good strategic
marketing planning. Our finding is that if we want to make successful in market we should
introduce new flavors in Pakistani market because according to people energy drink in
Pakistan has not too much flavored so it will be feasible that if you will come with new flavor
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in market like cherry, orange, Ras berry and lemon by doing this, our energy drink can
attract and shake the market and the price of an energy drink should not below 40 and
should not above 60.
Moving on, what should be personality of our energy drink brand, both studies elaborate that
sincerity of an energy drink brand is matter truly. According to them their current brand
personality is daring, fashionable, updated, attractive, honest, unique and successful. An
energy drink must fulfill its brand promise and provide real information about its ingredients
so its really matter a brand must be loyal with its customers and it must fulfill its promise
what its conveying to its target customers. So, sincerity of energy drink is important and it
supposed to be down to earth, wholesome and provide real time information (honest) what is
in it and dont try to mislead people. So sincerity for an energy drink brand mandatory to
fulfill it otherwise it could not attract repetitive sales.
Our findings shows that excitement factor is must factor people told that excitement is
another name of energy drink without excitement an energy drink will be failed in market.
Excitement factor is necessary for an energy drink and must have in it. So to launch an
energy drink it must have factors like daring, fashionable, up to dated and imaginative in it.
So an energy drink have daring factor, more fashionable and up to dated according to
market and have imaginative feelings in it according our findings. Moreover, an energy drink
must have quality and multiple flavors and should not compromise. It should be successful
among people its taste, quality and ingredients must be top rated. Both findings reveals that
its packaging and look should be charming and price should not so much low little bit high
but affordable level and its look reveals that it is an expensive and charming energy drink.
Moreover, an energy drink must be more power full and hard its caffeine level should be little
bit high and have more carbonated. Its packaging must be strong and easily carry. These are
the personality dimensions which we will add in our Dragon power energy drink according to
our findings of both methods like
it will have these factors of all dimensions of a brand
personality like down to earth(reality base and fulfill our promise), wholesome(provide
energy and nutrition), provide real time information what is used in ingredients(honest),
daring(bold),
fashionable(smart),
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imaginative(inspired),
taste
and
quality(top
rated),
SUPERIOR
flavored(orange, lemon, cherry), charming(attractive packaging and design), decent
price(45), power full(high caffeine level and more carbonated)strong and hard packaging.
Moving towards personality of our target customers by our findings we get to know that
majority of them believe on collectivism and get along others quickly they are jovial, and
love to make new friends which reveals that they are extroversion and personalities of our
customer will lie on extroversion. They mostly control their emotions and not react quickly on
situations and not short temper reveals that they do not lie on instability segment. Few of
them also lose their temper as well but majorly by our both analysis there will be less
customers having personalities of instability. There are also remarkable amount of that
people who will be agreeableness by personalities and will scarifies mostly, kind and helpful
others. Our target audience will also lie on the segment of openness to experience category
they will love to learn new things and appreciate new ideas, innovations and adaptability.
Adding on, about conscientiousness they are not much categorize on this personality
category segment they mostly take critical decisions but according to risk factor and type of
product but according to them while purchasing an energy drink no one will think much and
take critical decision. So while summing up, our findings of both survey and discussion our
customer personality will be extroversion (chill, rocking), agreeableness (will agree on our
energy drink with little bit convincing power), and openness to experience (try new products
so he will try our energy drink definitely)
For lifestyle dimension after analyze both data of survey and discussion we finally conclude
and our combine findings about lifestyle of our target audience are that majority of them do
not believe upon traditional codes and values they believe on it to some extent not so much
and some of them believe on what majority believe and some of them not what majority
believe in which reveals they do not fall on believers category. According to them while
purchasing they mostly prefer its value, pleasure and satisfaction level not price so much
matter its output matter and like to be aware about current information and current market
trends which clarify that they all fall in fulfillers lifestyle segment. While by gathering data of
both methods we come to know that our target audience is not much brand conscious and
some of them are brand conscious too brand does not so matter satisfaction and its output
matter specially for energy drink if a brand having good taste having normal and decent
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price they will purchase it without caring brand. Even they do not fall on strugglers category
because according to them price of a product no so much important and what its return in
matter and while buying fast consuming product price does not matter and we can afford
somehow expensive products. There was affirmative respond on the question of do you
follow the latest market trend and want to keep yourself up to dated they responded yes of
course, they definitely keep their self up to date with market trend and technology reveals
they also lie on achievers category. They all also fall in the category of self actulizers
because they want to learn the things they never done before and want to try new products
in market that they never experience before they have also lifestyle which fall on the
category of experiencers after analyzing both data. About discussing about makers they
have both yes and no statements which reveal they do not have perfectly this personality
line. Finally it implies that the personality of our target will be self actulizers, fulfillers,
experiencers, achievers and little bit you can say also strivers but not so much according our
findings. So for our energy brand our target audience will be mainly having personality
fulfillers, experiencers, self actulizers and achievers we will reshape our energy drink
according to having following lifestyles people dimension in our mind.
By gathering all data after proper analysis and then findings of both qualitative and
quantitative method of research regarding creating match between Dragon power
personality and our targeted customers personality and life style we finally come to know
that Dragon power personality must be daring, honest, multiple flavors, attractive packaging,
good color scheme, charming, good and sense able logo and ad, imaginative, energetic,
having more caffeine level, powerful, tough packaging and durable these factors which we
needed to add in our Dragon power according our findings. And the people who will purchase
it having characteristic of extroversion, agreeableness and openness to experience and
having life style of achievers, self actulizers, fulfillers and experiencers. It will be exact match
between our targeted customers and between our Dragon Power according our findings.
In last by adding all these factor we needed a strong and heavy investment to launch Dragon
Power in market having all above mention attributes in it when we will successfully enable to
convince our target customer that it the real energy drink which you are looking for then we
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will definitely get a good revenue and will get a good share in Pakistani market regarding
wild fire trend of energy drink. Inshallah
Customer profile
PRODUCT CATEGORY
Energy drink
Geographic
Country: Pakistan
Province: Punjab
City: Lahore
Density: urban
All business functions and operation will be directed from our home country. We are taking
start from Lahore as then its up to the company that whether to expand it or not and at
what level till they expand. A lot of impact will be created by the collection of revenue that if
the product does good business than the company will look to expand the product and this
technology.
Demographic
Age: 18 30
Gender: majorly male
Marital status: majorly unmarried
Occupation: students, youngsters, job holders etc
Education: somehow required because mostly educated people have knowledge
about it and consume.

Income: 10000 or above
Religion: not necessary

Race: not necessary
Psychographic
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Life style: achievers, fulfillers, experiencers, self actualizes
Personality: extroversion, openness to experiencers, agreeableness
Social class: middle class, upper class
Behavioral
Benefits: quality, taste
Loyalty status: none, less
User rate: light user
User status: first time user
Occasions: special occasion
Attitude: positive
Target audience
Middle class and lower upper class
Youngsters male having age lie in between 18 to 30
Sportsman, students etc
Availability
Famous Departmental stores and kiosks.
Price
Its price will be 45 in start
WHY WE SELECTED FOLLOWING PRODUCT

CATEGORY
The reason behind selection of fast consuming goods category is that because this is
productive business in Pakistan. A risk factor involve in this business are less as compare to
other businesses in Pakistan. It does not mean that the following category is risk free. There
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are several economical, political, social and technological challenges which you have to
suffer while doing businesses in Pakistan either its fast
consuming product line or other else. What you need that is
efficient
marketing tactics under considered to make it successful.
Now the
product category which we Wikipedias have selected is

beverages. We are going to launch an energy drink in
Pakistan
market first reason is that there are not so much energy drinks available in Pakistani market
and other reason is that the trend of consuming energy drinks in Pakistan is getting more by
and by. So, by start with it not a bad deal. But there are still some spaces which needed to be
filled up regarding awareness of energy drinks in Pakistan. Although the energy drink
consumption trend in western countries are higher rather than Pakistan. So by putting some
effort on marketing and awareness on energy drinks and launching new energy drinks in
market is a positive thing. You can get maxim market share in future and can shake up
current market if you would be successful in it. There are other several reasons behind
selection of this product category as well.
BRAND NAME
TNP
ENERGY DRINK NAME
DRAGON POWER
INTRODUCTION
We are under considering launching a new energy drink in the Pakistani market especially in
start from the area of Lahore as high quality on reasonable price under the name of DRAGON
POWER having multiple flavors. The company can potentially earn higher profit margin due
to less numbers of competitors in market and trend of energy drink is getting more and more
slowly and steadily according to existing studies. We will launch by using proper media
channel and through proper its launching campaign and will also its electronic ad for
communication and other tactics of marketing will be utilized while its promotion . We can
compete within the market with good quality, healthy ingredients and most importantly with
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cool fresh great taste and it will be entirely new kind of energy drink in Pakistan. Our brand
name is TNP and product name is Dragon power means something power full. Dragon is
consider most powerful animal according to Chinese ideology so we used this name
according that sense and named our product with this resemblance. Description of our brand
and product is also elaborated here.
Logo
SLOGAN
Time to boost up
VISION
To provide quality energy drink having multiple flavors
MISSION
Be a best energy drink of Pakistan and provide maximum flavors and classic taste
GOALS
Maximize market share
Introduce more than five flavors in energy drink in Pakistan market
Expand our business all over in Pakistan
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Main competitors
Dragon power outlook
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SWOT ANALYSIS OF OUR BRAND

STRENGTH
More than one flavor
Having more caffeine level
More energetic than others
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WEAKNESS
Strong competitors in market
Risk factors
Uncertainty
OPPORTUNITIES
No competitors having more than two flavors in Pakistan
Trend of energy drink is getting increase
THREATS
Political and social unrest
Poor economical condition in Pakistan
Backward population
PLAN FOR LAUNCHING AND PROMOTION OF

DRAGON POWER IN PAKISTANI MARKET
For launching our product in market we will plan that what kind of promotional tools we will
under focus to make our product maximum attraction in Pakistani market and how we can
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launch our product in market effectively and effectively. For launching a good launching
strategy will be needed that how we can target our core and potential customers that they
can easily get aware about dragon power a lot of techniques of promotion that we will use in
which social media is most priority and other factor will also be focused and will not be
neglected we will use much amount on advertisement because once we would be able to
motivate customers regarding dragon power than it will be profitable for our company and
he will surely give us repetitive sale and it is just only possible if we communicate with him
through different channels properly and convince him that this is the energy drink that is
perfect and match with your own personality and can give you more power & energy. We will
launch our product not so much massive scale all over in Pakistan and initially we will take a
start from Lahore and then expand it towards other areas and finally spread our network all
over in Pakistan. By our good distribution network we will make it available all over in Lahore
easily so a customer will not face any grievances while looking for it. And definitely when
those customer who don t give attention on our dragon power when they will observe and
see it on every stores and kiosks they will definitely go for try it. For strong and powerful
launching of our energy drink we need to use more promotional tools under considered.
Numbers of promotional tools we will utilized that are mention below.
Promotional tools for communication of dragon

power
Promotion is what the customer believes about your products value, features, and benefits;
it is a comparison to the other available alternatives offered by the competition. These
beliefs tend to based on customer experiences and evidence, rather than awareness created
by advertising. Promotion is one of the most important factors of all as its through
promotion that we make people aware of the availability of a new product in the market, its
qualities, its features, its price etc.
There will be several promotional tools which will be used by our side for launching our brand
because its a new brand in market we will utilize a huge amount of money while its
launching for this, the promotional activities will be used are as follow:
Word of mouth strategy
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Its an easy way to publicize our brand rapidly this strategy will be definitely used. Through
this strategy our product will be famous easily.
Push and pull strategy
Through this strategy we will attract our consumer and customer in start through different
offers and free sampling.
Pamphlets & broachers
Through pamphlets and broachers will help us a lot while communicating our brand to our
target customers it is also another inexpensive tool of communication to our targeted
customers. We will also use it in start for giving awareness to people regarding dragon
power. We will distribute pamphlets and broachers at massive scale through our sale force
and they will distribute it in big departmental stores like Akbari store, hyper star, Swera
departmental store, Raheem stores and other big stores & kiosks from where people will take
it and get to know our brand and its features. Moreover, some extent it will also distributed
on famous signal stops and markets of Mall road, Wapda town, Johar town, Kareem block,
Model town, Defence, cant, Gullbarg etc around thousands of pamphlets and broachers will
be printed in start.
Hoardings
Through hoardings we will communicate with our customers it will be display main big areas
of Lahore like Mall road, Wapda town, Johar town, Kareem block, Model town, Defence, cant,
Gullbarg the hoardings will be displayed in eleven premises of Lahore like mall road, thokar,
jail road, defence, iqbal town, model town etc for launching and promotion purposes.
Participating in sports events
By participating in sports events and getting sponsorships in it we can also promote our
energy drink. Because, mostly people utilize energy drink for sports activities when they will
see our drink over there, they will familiarize with our brand and will go for its purchase.
Flexes
Through flexes in all famous and popular roads of Lahore we will easily and efficiently
promote our energy drink in market. The roads in which our flexes will be displayed Mall
road, Wapda town, Under pass, Johar town, Kareem block, Model town, Defence, cant,
Gullbarg etc we will designed 500 flexes having 5*2 size in start for promotion.
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Free sampling in universities and big stores
In Pakistani market to get maximum attraction of our energy drink we will give our energy
drink as free sampling in start for this our sale force will visit different universities and give
our product students at free of cost to get the awareness of upcoming energy drink named
as dragon power. We will distribute free energy drink for first fifteen days at the famous
markets and universities of Lahore having fix quantity of day five hundred. In which we will
distribute it in UMT, SUPERIOR, UCP, LUMS, PUNJAB UNIVERSITY, NCBA, NCA, SKANS
institutions.
Through electronic media advertisement
We will communicate mainly with our customers through our electronic media ad we will
design an ad and it will be display in sports channel like Ptv sports. This adds will show power
and our brand features in it. This ad will on air on ptv sports having frequency ten time in a
day.
By organizing sports events
By organizing several types of sports events in which our brand will sponsor it like organizing body
building competition, racing events, cricket and golf events the name of our brand.
Advertisement through different websites

By giving our ad on different websites we will also promote our brand hence, by doing so our
product will get attraction so quick. Like we will give our ad on face book, fun maza etc this
website will serve as a channel to enhance and flourish our business as in modern era the
business activities. Customers have started to buy through internet and great marketing is
done through websites. The customers will be able to
Access to our inventory and look for themselves that what we have got for them
Customers will be able to purchase and trade our product.
Read products FAQs
Contact us
Complete surveys for customer satisfaction
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Sports magazine and newspaper
Sports magazine and newspaper is another best tool which we will use while communicating
our product with customers. While giving our ad on this medium our target audience will be
attract more speedily.
E-Business
Most successful business promotion is through E-business as compare to other types of promotion.
So, dragon power making much more their advertisement through E-Business. Because our target
audience is mainly youngster and nowadays youngster are more active in social media and get to
know about new products through it hence, we will utilize it as our maxim will. E-Business includes
the famous websites that are as following:
Face book
Twitters
Google
Yahoo etc.
Dragon power will be on FACEBOOK- The ultimate social network. Here on the face book the users can
sign up and connect to the expert community of our product. They can share their views and get the
latest on what is new. Dragon power users can ask give their review, opinions and feedback as well
on our website and the experts will tell the solutions to the users. The main part of these websites is
through FACEBOOK which having the communication of friends and family all over the world and
people are mostly using face book for communication. Today most effective way of advertisement is
through internet. Dragon power developed its own Website at which products are published and
online orders are taken could be possible after its successful operation.
Marketing expenses description

Hoardings
LOCATION
QTY.
SIZE
RATE
(RS.)
Mall Road
Thokar niaz Baig
1
1
6024
6024
10,000
10,000
Jail road
6024
10,000
Gulbarg
60x24
10,000
Multan Road
60x24
10,000
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Defence
Raiwind
iqbal town
Wapda town
Johar town
Model town
Total
1
1
1
1
1
1
11
60x24
60x24
60*24
60*24
60*24
60*24
-
10,000
10,000
10,000
10,000
10,000
10,000
110000+tax(110
0000) =1210000
Newspaper
No.
Cost/Ad
Daily Jang
Daily N.Waqt
Nai Baat
1
1
1
6000
5500
3000
Express
5200
Total
19700 *30 =591000
Press advertisement
Through different websites
Web Point
No
Cost/Ad
Face Book
Funmaza
Website
Total
1
1
1
3
8,000
10000
15,000
33000
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launching and promotional budget

(first month)
Item
Size
Quantity
Rate per
Total
unit
Pamphlets (4color)
Two sided
20000
3RS
Broachers (4 color)
Four sided
20000
5.50 RS
Newspaper & magazines
//
4 news paper
Mention above
591000
Hoardings
//
11 premises
Mention above
1210000 (included
20000*3 = 60000
20000*5.50 = 110000
tax)
Sports and other events
Brand website
Other Websites
Television ad
//
4 time in a 300000
standard
month
one
3500
//
Mention above
33000
Standard
10 time in a 75000(ptv sports)
10*75000=750000
day
in
live
300000*4= 1200000
3500*1= 3500
per day
sports events
750000*30
=22500000
Free sampling
//
500 cane daily 45

for
first
two
22500*15=337500
weeks
23
45*500=22500
Total expenses
26045000
Miscellaneous expenses (fuel, labor, salaries etc)
1000000
Total marketing budget
2,70,45000
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Electronic media AD script

Story board of our electronic media
advertisement
SCENE
Scene 1 The
DESCRIPTION
SKETCH / PICTURES
first scene is like a

gymnasium at where people
are busy in exercising activities
showing that the gymnasium is
full with people. On this set the
time is in between 3 to 4
second
Scene 2 Camera is focusing on a guy

who is busy in exercising and
lifting weight
Scene 3
The guy who is lifting weight

seems like he is feeling trouble
while lifting up the weight his
expression reveals it 3 to 4
seconds
Scene 4
He tried his utmost to pull the

weight after all his will and
failed after 3 to 4 rap 2 to 3
second
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Scene 5
He give up and leave the

exercise and sat while having
his face down looking depress 3
to 4 second
Scene 6
His coach is observing and

watching him 1 to 2 second
Scene 7
He comes to him and give him

dragon power for energy
gainer, power and stamina 3 to
4 second
Scene 8
That guy take it and after

drinking it again go to lift the
weight and he gets more power
and pull two times more weight
than existing weight without
having any trouble 6 to 8
seconds
Scene 9
His coach finally said

its the time for boost up its
dragon power
3 to 4 seconds
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APPENDICES
Audio recording CD of discussion is attached with report.
Video recording CD of discussion is attached with report.
Snapshots while discussions and making video ad is also attached with
report.
Sample and filled questionnaires, consent form, and discussion questions
and reviews are also attached with report.
Snap shots
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Brand
personality assessment survey sample paper
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Dear
Participant,
We are the students of BBA (Hons) 4th Semester in superior university Lahore and currently doing this survey for our
final project consumer behavior module. We are going to launch an energy drink in market as a part of our project of
following module. The core objective of these questionnaires is to develop strategies that how a company will
manage to communicate the brand message and develop its personality and how it is perceived by customers. It
would take almost 5-10 minutes from your precious time to fill out these questionnaires.
It is ensured that all the information provided in this survey will be kept confidential and anonymous and will be
used for research purposes only. Your cooperation in this regard will be highly appreciated if you try to answer it as
honestly as possible. Thanks for your participation
Guidelines
Choose best options for each question given below and fill out the personality & lifestyle assessment survey keeping
in mind your own perspectives, likings and disliking. And indicate how strongly you agree or disagree with
following statements
Demographics
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1: My gender is:
1) Male
2) Female
2: Marital status:
1) Married
2) Single
3) Divorce
2. 25-30
3.30-35
3) Age:
1. 20-25
4. 35-40
5. 40-45
6. 45-50
4) Qualification:
1. M. Phil/PhD
2.
3. Bachelors
5)
Masters
4. Intermediate
5. Matriculation
Occupation:
1) Job holder
2) Business man
3) Student
4) others
Psychographics
6) What type of refreshment you prefer to take when you get tired after hard work and feel
exhausted?
1) Energy drink
2) Soft drink
3) Water
4) Others
7) Did you listen about energy drink ever before?

1) Yes
2) No
8) Do you feel relaxed after taking your energy drink in?

1) Yes
2) No
9) Do energy drinks give you more energy?

1) Yes
2) No
10) Where do you usually buy energy drinks?

1) Departmental stores
2) From different kiosks
3) Medical stores
4) Others
11) How often do you buy energy drinks?

1) Once in a week 2) 2 to 3 in a week 3) 3 to 5 in a week 4) More than 5
5) Never
12) Why do you buy energy drinks?

1) To keep myself energetic
4) For sports activities
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2) To gain my burn calories

5) Before exercising
3) To quench my thirst
6) Others
SUPERIOR
13) What is your major concern when choosing energy drinks?

1) Taste
2) nutrition 3) functions 4) price
5) experiencing
14) When you think about energy drinks which brand recall in your mind most?
1) Red bull
2) Booster
3) Powerful 4) Sting
5) Others
15) What is your favorite brand?

1) Red bull
2) Booster
3) Powerful 4) Sting
5) Others
16) What are most important factors to choose your favorite brand?
1) Its look
5) Packaging
2) Brand
3) Price
6) advertisement 7) Experience
4) shelving
8) Others
17) What are your thoughts about your brand?

1) Its honest
2) its best in competitors
3) Availability from every
where
4) Its match with my personality
5) Above all
18) What makes you try a new energy drink?

1) Celebrities
2) Advertising
3) Taste
4) Price
5) Its look
19) Tick only one statement below about your favorite energy drink brand
1)
2)
3)
4)
5)
6)
7)
8)
This brand gives you more power than others

This brand is inspiring and always attract me
This brand help me save money because it is economical
This brand offers good customer service
I have some kind of nostalgic & emotional attachments with the brand
They always offer schemes and incentives for the customer
I will always purchase this brand does not matter how much increment in its price
This brand is imaginative and up to dated
1) Very important
2) significantly important
3) important
important
5) not important at all
20) How
much
important
energy
drink is for
you?
4) not so
21) Does brand personality matter for you?

1) Yes
2) No
22) How should be your ideal energy drink brand?

1) Daring and imaginative
5) Affordable
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2) Tasteful
6) Honest
3) Novelty
4) Attractive and charming
7) Inspiring & stylish
8) Above all
SUPERIOR
LIFESTYLE & PERSONALITY DIMENSIONS
SA= STRONGLY AGREE
DISAGREE
A=AGREE N=NEUTRAL
SDA=DISAGREE
SA
STATEMENTS
SD= STRONGLY
DA
SD
A
LIFE STYLE DIMENSIONS VALS 2

1.BELIEVERS
23. I must admit that my interests are somewhat narrow
and limited.
24. I have more ability than most people.
25. I like my life to be pretty much the same from week to
week.
26. I am really interested in only a few things.
27. I believe on traditional established codes.
28. I believe on ideas and theories created by shared
memories.
2.SELF ACTULIZERS
29. I like doing things that are new and different.
30. I like the challenges of doing something I have never
done before.
31. I accept new ideas and adaptation
3.EXPERIENCERS
32. I like trying new things.
33. I am often interested in theories.
34. I like a lot of excitement in my life.
35. I like a lot of variety in my life and mostly purchase
cool stuff
36. I spend major proportion of my income on fashion,
entertainment and socializing
4.MAKERS
37. I would rather make something than buy it.
38. I believe on doing things practically
39. I love to make things I can use every day.
40. I believe on self sufficiency and freedom of individuals
rights
5.STRIVERS
41. I am a little bit brand conscious
42. I mostly prefer stylish products
43. I work hard to prove my self
6.STRUGGLERS
44. I have few resources for fulfillment of my dreams
45. I prefer to purchasing a shirt from brand if the season
is off and it is offer in discount or as special offer
46. I purchase those products which are not too much
expensive
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47.Price is too matter for me while purchasing
48. I focus on fulfilling needs rather than desires
7.ACHIVERS
49. I must admit that I like to show off.
50. I dress myself more fashionably than most people.
51. I follow the latest trends and fashions.
52. I like being in charge of a group.
53. I like to purchase new technology and keep update my
self
8.FULLFILLERS
54. I like to be aware of market trends
55. I like to be aware about current affairs and information
56. I like to learn about art, culture, and history.
57. I like to buy that items which give me maximum
satisfaction, value and pleasure does not matter how
much expensive they are
BRAND PERSONALITY DIMENSIONS

1.SINCERITY
58. I am too much loyal about my brand and never make a
purchase from others
59. For me honesty of the brand is so matter.
60. A product should be easily disposed and nature
friendly
61. A brand should never let down their customers and
always listen their customers
62. It should provide real information about the
ingredients involve while its making
63. It should also mention in it that how much dangerous
it is if you are utilizing it extensively.
64. It should fulfill its brand promise
65. Energy drink brand should not try to mislead their
customer through advertisement by adding fantasy and
imagination in it
2.EXCITEMENT
66. Its advertisement supposed to be fashioned &
animated
67. Energy drink should be more prominent than other
drinks in market
68. There should be an attraction in it which attract
individuals to drink it
69. The advertisement of energy drink must be daring and
imaginative
70. Packaging, branding and labeling of the brand should
look western and have premium feeling
71. After watching its ad it should activates your multiple
hedonic nerves
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72. It must create a feeling of excitement and shake up
your self
73. it must be in multiple flavor
3.COMPETANCE
74. Its performance should be consistent
75. Its packaging and liquid should be classic
76. It should be best in taste
77. It should be in multiple flavors
78. It should be best in quality
79. It should differentiate itself from others and be unique
in every sense
4.SOPHISTICATED
80. Outlook of energy drink should be classic and seems
expensive
81. It should represent itself as an elite class energy drink
82. Its price should be little bit high
83. It should be charming and attracting
5.RUGGEDNESS
84. The packaging of energy drink should be reliable.
85. The packaging of energy drink should be easy to
handle
86. Energy drink should be treated in high tech ways so
that it doesnt change in taste
87. The packaging of brand should be tough
88. The material inside of packaging should not be spoiled
quickly though it should be more enduring than external
environment
89. it should be more carbonated and powerful than
competitors
FIVE FACTOR MODEL INDIVIDUALS PERSONALITY DIMENSIONS

1.EXTROVERSION
90.I believe on collectivism
91. I get along with others easily
92. I love to make new friends
93. I dont mind being the center of attention
94. I enjoy the company of others and jovial by nature
95. I love to enjoy time spent with friends and parties
2.INSTABILITY
96. Often I lost my temper so quick
97. Often I respond events emotionally that would not
effect most people
98. Sometimes I become too aggressive and reactive to
the situation
3.AGREEABLENESS
99. I have an optimistic views regarding human nature
100. Most of the time I compromise my interests with
others
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101. I am very kind, generous and helpful to others
102. I trust others quickly
4.OPENNESS TO EXPERIENCE
103.
104.
105.
106.
107.
I
I
I
I
I
like creativity and appreciate to art

get excited by new ideas
like to learn new things
love to try and taste new products
like liberalism
5.CONSCIENTIOUSNESS
108. I mostly take careful decision while purchasing
109. I like punctuality & perfection at any cost
110. I am a kind of workaholic by nature
FOCUS GROUP DISCUSSION

ON
LAUNCHING AN ENERGY DRINK
Purpose
The Management Sciences department, BBA 4 students at Superior University Lahore is under considering a focus
group discussion. You are warmly invited to participate in following discussion. The purpose of the consent is that
we are going to launch an energy drink in Pakistan and specifically, we want to know about the consumers
behavior towards our product we need to know your views in this regard. Your information will help us very much in
developing our brand personality regarding yours. It might be best for us to start with the new ideas and it is valuable
for us to taking your views about it that what kind of energy drink a customer want to have it in the markets of
Pakistan thats it.
Procedures
There will be seven people invited according to criteria and total will be twelve after adding our five team members
over there in discussion room. This discussion will be carry on at least one hour not too much time will be consumed
from your precious time. Our team will be divided as, there will be two facilitator who will ask questions and
facilitate the discussion two note-takers to write down the ideas expressed within the discussion and one video &
audio maker. If you volunteer to participate in this focus group discussion, you will have simply share your ideas
regarding our energy drink, how to advertise the product and how to aware people about our brand that it will easily
recalled by customers, what sort of dimensions we need to add in our energy drink, how it should look like which
types of energy drinks an individual want to see etc. These types of questions will help us for launching our product
in markets efficiently and attract massive customers to make our brand supersede than others.
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Benefits
Your participation may benefit a lot of people. By the help of your ideas we will come with a very great start and we
can know that how the other consumers will react towards our product. Your experiences will help us in the
packaging, its personality and planning of the marketing of the product. It will help us to manufacture, design and
provide an ideal energy drink to the youngster and others. Moreover, it will be also beneficial for you by
participating in this discussion your knowledge will be more excel when a lot of people from different institutions
and markets get to gather in a premises where they can share their ideas and views it will be much informative for
them and surely for us too.
Ethics
We will respect each participant views and ideas.

No one will interpret while someone is communicating.
Everyone will be asked to respect the privacy of the other participants.
All participants will be asked not to disclose anything said within the context of the discussion.
No any kind of vulgar words will be allowed in discussion.
Confidentiality
We insured all of you that, your identity will never be disclosed, all information obtained in this focus group
discussion from you will be kept strictly confidential and video and audio tapes will be destroyed as soon as they
are transcribed
Approval
By signing this consent form, you are indicating that you fully understand the above information and agree to
participate in this focus group
Participant Name
____________________________
Father Name
________________________________
Age
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___________
Marital status
________________________
Area of belonging
_____________________________
Currently living
______________________________
Qualification
________________________________
Occupation
_________________________________
Experience
__________________________
Time of discussion
_____ to _____
Date of discussion
___/ 05 / 2014
Contact number: 03_________________
X
Applicant signature
National identity card number (optional)

---
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How we can develop our brand personality

according individuals personality and life style
(FGD questions)
Starting with greetings and pitch
Asalam o Alikum gentlemens, Hope you all are doing fine. Thank you for agreeing to participate. We are
very interested to hear your valuable opinion on launching new energy drink in market.
Before we start I would like to introduce myself and my panel members
Hope you all know why we are today over here and our core purposes and what will be done with this information
and why we asked you to participate in it
We are indebted to all of you that you have manage one hour for this discussion from your precious time
Have anyone of you ever participated in this type of focus group discussion
Focus groups are used to gather information informally from a small group of individuals who have a common
interest in a particular subject Here we need your participation your views and feel free while stating your ideas and
views regarding our new product energy drink named as DRAGON POWER we need your reviews regarding
how we can develop personality of our energy drink according to the personality & lifestyle of our customers and
then finally reshaped our product and launch it in market and make it successful.
I think we should start now
QUESTIONS
(How we can develop our brand personality according individuals personality and
life style)
1. Can you please tell me your age, qualification, occupation & current working status?
2. From which area you all belong?
3. Where do you mostly consume your income?
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4. What are your common means to get information? From which site of internet you can access the information
regarding products?
5. Do you heard about energy drink? What do you think about it?
6. Which kind of energy drink clicks in your mind when you think about energy drink?
7. What is your favorite brand? And which others brand available in market and why you dont purchase them?
8. Why do you like it?
9. How you can differentiate it from others?
10. How often you use it in a week?
11. From where you mostly purchase it?
12. The best thing in your favorite energy drink brand?
13. What are other factors which also attract you to purchase it again and again?
14. Your major concern while purchasing your favorite energy drink brand?
15. Currently what do you feel about your brand? and what is missing in your Brand?
16. What do you think that how important an energy drink is in your daily routine and life?
17. Energy drink should be in tin or bottle like sting?
18. My next question how much loyal are you with your brand? If someone offers you
better brand than yours will you accept it?
19. What are your thoughts about your current energy drink brand?
20. What are the factors which attract you to try new energy drink brand?
21. We are going to launch a new energy drink in market how can we make it successful and attract maximum
customers?
22. How can we make its recall easy for the customers?
23. What do you think that what kind of problems we will face on launching the product?
24. Which best marketing tools to launch a new drink in a country like Pakistan?
25. Which kind of new flavored we can introduce in market and what kind of attractive attributes that is needed
to have in energy drink?
26. What should be price of our energy drink?
27. Does brand personality matter for you? If yes then what do you think about the
personality of your current brand?
28. If I offer you a new product will you taste it or purchase it? What will you observe when
you first time see it?
Brand Personality dimensions questions

SINCERITY
If you could not find your favorite brand in market would you go to try another one?
While not having your favorite drink do you feel restless?
How much sincerity factor of a brand matter for you?
EXCITEMENT
You like this brand because there is an excitement factor in it?

You like this energy drink because its fashioned and up to dated?
COMPETANCE
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You are utilizing this brand because its top quality and successful in market as others?
An energy drink must be in multiple flavor and best in taste and packaging?
SOPHISTICATED
Either a charming or attracting energy drink outlook can attract maximum people?
RUGGEDNESS
Should an energy drink be more carbonated and powerful?

An energy drink packaging should be tough or not?
Personality & Life style dimensions

EXTROVERSION
Do you believe on collectivism and individualism?

INSTABILITY
Sometime you got aggressive and reactive to the situation and lost temper is it or
not?
AGREEABLENESS
Are you very kind, generous and helpful to others and trust others quickly?
OPENNESS TO EXPERIENCE
Do you like to try new drinks, products and ideas?

CONSCIENTIOUSNESS
While purchasing, mostly you take critical and careful decisions or not?
BELIEVERS
Do you believe on traditional established codes?
Do you believes on majority believe in?

FULLFILLERS
Do you like to buy that items which give me maximum satisfaction, value and pleasure
does not matter how much expensive they are?
STRIVERS
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Are you a little bit brand conscious?
STRUGGLERS
While purchasing, price is matter for you or not?

ACHIVERS
Do you follow the latest market trend and want to keep updated yourself?
SELF ACTULIZERS
Do you like the challenges of doing something I have never done before and want to
learn new?
EXPERIENCERS
Do you often interested in theories and mostly learn through experience or not?
MAKERS
Do you believe on doing things practically?
1. What do you people think that the project which we are doing which is launching of the product what is your
comments about the project?
2. How should be your ideal energy drink brand and what attributes you want to see in?
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`

spite of all our weaknesses enabled us for this

development of this project has enabled us to better understand the

there should be proper match in it. For these

methods, one is quantitative and other one is

discussed here as well in following report. In

drink in market. Now to launch energy drink in the

drink before its launching and perform quantitative and

research methods we identify the personality dimensions

it will have these factors of all dimensions of a brand

about it and consume.

Religion: not necessary

WHY WE SELECTED FOLLOWING PRODUCT

marketing tactics under considered to make it successful.

product category which we Wikipedias have selected is

Dragon power outlook

SWOT ANALYSIS OF OUR BRAND

PLAN FOR LAUNCHING AND PROMOTION OF

Promotional tools for communication of dragon

Advertisement through different websites

Marketing expenses description

19700 *30 =591000

Through different websites

launching and promotional budget

Newspaper & magazines

10 time in a 75000(ptv sports)

500 cane daily 45

Miscellaneous expenses (fuel, labor, salaries etc)

Total marketing budget

Electronic media AD script

first scene is like a

Scene 2 Camera is focusing on a guy

The guy who is lifting weight

He tried his utmost to pull the

He give up and leave the

His coach is observing and

He comes to him and give him

That guy take it and after

His coach finally said

personality assessment survey sample paper

7) Did you listen about energy drink ever before?

8) Do you feel relaxed after taking your energy drink in?

9) Do energy drinks give you more energy?

10) Where do you usually buy energy drinks?

2) From different kiosks

11) How often do you buy energy drinks?

12) Why do you buy energy drinks?

2) To gain my burn calories

13) What is your major concern when choosing energy drinks?

2) nutrition 3) functions 4) price

15) What is your favorite brand?

17) What are your thoughts about your brand?

2) its best in competitors

3) Availability from every

18) What makes you try a new energy drink?

This brand gives you more power than others

21) Does brand personality matter for you?

22) How should be your ideal energy drink brand?

LIFE STYLE DIMENSIONS VALS 2

BRAND PERSONALITY DIMENSIONS

FIVE FACTOR MODEL INDIVIDUALS PERSONALITY DIMENSIONS

like creativity and appreciate to art