INTERNATIONAL MARKETING
FINAL PRESENTATION
PRESENTED BY
Ramsha Shahid
Saira Irum
Zahida Pervaiz
Anum Yazdani
Tehreem Zafar

EXECUTIVE SUMMARY

INTRODUCTION
History
Started
Growth
Reputation
Resources
Financial Resources
Physical Resources

MISSION AND VISION
Goals
 Quantitative Goals
 Qualitative Goals
 Domestic Goals
 Goals For Selected Country

MARKETING DESCRIPTION
 Potential Market: elite class of Dubai or the
upper income and upper middle income
people,30 to 20 percent
 familiar old names
 pay: ready cash , credit cards
 satisfaction or temptation
 Hangout plans
 Order facility

 Different motives for buying
 temptation
 status symbol
 conspicuous consumption
 Trend of fast food chains are developing
 Market trend for the coffee ,hot beverages and
baked product.
 Market development strategy.
 Need for strong communication and
transportation data

CARGO SERVICES AS WELL AS SHIPPING
FACILITY

COMPETITORS IN FOREIGN COUNTRY(DUBAI)
 Raw coffee company
 Mokha 1450 coffee boutique
 The sum of us
 Starbucks
 Gloria jeans

STRENGTH, WEAKNESSES AND POSITION
 Raw Coffee Company
 Strengths
 First roastry
 Quality standard
 Refreshing places
 weaknesses
 Less varieties
 Late order delivery

Star bucks
 Strengths
 Largest coffee brand
 Well recognized
 Good supply chain management
 Fantastic ambience
 Weakness
 Dependent of relationship with suppliers
 Expensive coffee
 Coffee beans price fluctuations

 Gloria Jeans
 Strengths
 Largest retail cafes
 Remarkable quality and taste
 Owned over 700 stores
 Strong brand positioning
 Continuous innovations
 Weaknesses
 Lacks strength to maintain brand loyalty
 Not up-to-date brewing machines
 Fewer varieties

COMPETITORS IN DOMESTIC COUNTRY
(PAKISTAN)
 Butlers chocolate café
 Cinnabon bakery café
 Café aylanto

BUTTLERS CHOCOLATE CAFÉ
 Strengths
 Unique service
 Orders on tablet
 Varieties of chocolates
 Weaknesses
 No promotion
 Very expensive

CAFÉ AYLANTO
 Strength
 Special and exceptional dishes
 Monthly specials on seasonal trends
 High quality producers
 Weaknesses
 Low quantity of food as compared
competitors

MARKETING ORIENTATION
Marketing Penetration Strategy
 Its main goal is to increase the sales of your
product and services to capture large market
share.
 One common tactic of marketing penetration
strategy is the aggressive pricing or penetration
pricing in which you set up a low price than
your competitors.

MARKETING ORIENTATION (CON’TD)
International
 differentiate its products from the other
international brands.
Regional
 maximizing revenues by its existing products.
 more company owned stores.
 Licensing for merchandise.
Global
 creating a difference in its products globally.
 innovation of its products mix and supply chain.
 offering its specialty products to consumers from
different backgrounds.

MARKETING ORIENTATION (CON’TD)
Globalization Localization
 Will consider the coffee
preferences of the consumers
around the world.
 Considered as a specialty
product in Pakistan.
 Its products need a continuous
innovation in order deal with
its global competitors i.e.
Starbucks, Dunkin Donets.
 Continue to increase its market
share in existing market.
 Should launch its operations
around the world.
 Multi-lingual promotional and
marketing strategies.
 Satisfy the needs of Pakistani
consumers.

MARKETING ORIENTATION (CON’TD)
Exporting
 Exporting raw materials
from Pakistan.
Licensing
 Licensed stores in
different areas
Contract Manufacturing
 With different
manufacturing firms in
Dubai and Pakistan
Franchising
 Franchising around UAE
Multi-national Sourcing
 Importing products
from foreign countries
to improve quality.

PROMOTION
1. Trade Center Shows
 Dubai World Trade Center
2. Trade fairs
 The Dubai Mall, Mall
of Emirates
3. Print Media
 Al Masar Magazine,
 Arabian Business,
Rush, Jumana
 7 Days, The Arabian Post,
Dubai Standard

PROMOTION (CON’TD)
4. Television
 Abu Dhabi Sports Channel, Ajman TV, Al Aan TV
5. Radio
 Mix FM UAE 90.80FM, Abu Dhabi Radio
6. Outdoor Advertising
 include billboards, interior and exterior of
buses, bus benches and taxi and business
vehicles.
 Kassab Outdoor Advertising Company

DISTRIBUTION:
 Direct Channel
 Distribution Location (Dubai Mall)
 Shipping Agencies (UAE shipping agency)
 Banks
 Import Agents
 Sales Staff
 Manufacturing Agent

DISTRIBUTION:
 Direct Channel
 Distribution Location (Dubai Mall)
 Shipping Agencies (UAE shipping agency)
 Banks
 Import Agents
 Sales Staff
 Manufacturing Agent

PRICING
Products CTC Prices in
dirham
Competitors
prices in dirham
Blue berry cake 1.80 1.99
Lemon cake 1.61 1.79
Cheese pastry 2.00 2.11
Cappucino 1.43 1.53
Hot chocolate 2.65 2.75
Pot of tea 1.00 1.15

CONSIDERATIONS FOR PRICES
 Markup Expense
 Tariff
 Transportation
 Licensing Fee
 Insurance Fee
 Promotional Fee

BUDGET