Cola Next – Cumpro Solutions – Digital Marketing Agency

BUSINESS OVERVIEW

Cola Next is an emerging beverage brand in Pakistan that entered a highly competitive FMCG market dominated by multinational giants with massive advertising budgets, this industry has little room for new or local players to survive without well executed business & marketing strategies. Cola Next’s journey is a strong example of how a brand can use digital presence as a growth accelerator rather than treating it as a secondary marketing channel.

BUSINESS HIGHLIGHTS

Brand name: Cola Next

Industry: Food & beverages manufacturing (specially soft drinks / carbonated beverages)

Company size: ~5001-10000 employees

Project launched: Successfully initiated and began production in March 2016

Parent company: Mezan Beverages Private Limited (part of Mezan Group)

Headquarters / Location: Lahore 7 Pattoki, Punjab, Pakistan

OUR CHALLENGES

Despite its ambitious, Cola Next faced several critical challenges while growing and scaling their business:

Difficult to build instant trust because consumers already have strong loyalty and dependency on other cola brands.
As a relatively new name consumers were hesitant to switch from brands they had been consuming for years.
Digital space was already crowded with aggressive advertising from competitors, making visibility challenging.
Initially, the brand lacked a clear digital narrative – content existed, but it did not strongly communicate brand values, uniqueness or differentiation.

SOLUTION - ISR MODEL

Cola Next identified key challenges within Pakistan’s highly competitive beverage market, including the need to clearly differentiate its brand from global cola giants. They applied the ISR (Identify → Solve → Repeat) system as a continuous improvement loop rather than a one-time strategy to tackle the following mentioned problems:

Step 01 Problem (Competitors dominance): Difficult to compete with global giants that consumers had been consuming for years.
Step 02 Solution (Emotional connection): Improve weak brand positioning and create marketing strategies that connects emotionally with local audience
Step 03 Results (Preference shift): Brand built a strong emotional bond with its audience, earning their trust and empathy, and consumers showed increased interest, and preference for the brand over larger global competitors.

Step 01 Problem (Consumer uncertainty): Consumers were aware about the brand but still they hesitate to switch from brands they had been consuming.
Step 02 Solution (Experience Marketing): Through engaging advertising campaigns, highlighted not only the exceptional taste of our drinks but also the unforgettable, feel-good experience they deliver to consumers.
Step 03 Results (Instant Preference): We convince the consumers about the taste of our drinks and they instantly prefer us over any other brands.

Step 01 Problem (Identity gap): Digital presence exists but lacked a clear narrative and didn’t communicate brand values, uniqueness or differentiation.
Step 02 Solution (Digital optimization): Optimized digital presence, align digital marketing strategies with the brand values and use eye-catching visuals that perfectly convey them.
Step 03 Results (Market authority): Hold a strong position in the market and build a loyal community who are totally aware about the brand's narratives.

Step 01 - Problem (Retail digitalization): Noticed that customers’ preferences were shifting toward online shopping, and there was a need to serve them with the same brand values and premium experience that retail customers receive.
Step 02 - Solution (Digital storefront): Built J.’s website as the central conversion hub for online customers, featuring a clean aesthetic design, well-organized categories, and a smooth user journey that ensures a premium feel and an excellent customer experience.
Step 03 - Results (Seamless online experience): This created a seamless online brand experience that mirrored the brand’s premium identity, delivered a great customer experience, and led to higher conversion rates and increased online sales.

VISUALS OVERVIEW

The brand tackeled the challenges about global competitors’ dominance, consumer hesitation about local brands and the digital identity gap by strengthening emotional connections with the local audience, shifting their preference toward the brand, and establishing strong market authority through strategically designed advertising campaigns.