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Consumer Behavior (MKT 530) Spring, 2016 Assignment No. 1 Due Date: 18th July, 2016 Total Marks: 10 Marks

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Scenario
Branding is a process of creating a unique name and particular image of a product in the target audience mind, which is done mainly by using advertising campaigns with a consistent theme. It aims to establish a substantial and differentiated presence in market which fascinates and retains the loyal customers. 
The beverage industry has arisen in Pakistan as a progressive sector over the years. Market analysis shows that there are about 170 units operating all over the country in this particular sector. It includes two major players i.e. PepsiCo and Coca Cola which dominate the Pakistan beverage market due to their category specialization and huge customer base. They are offering aerated drinks, juices, milk based drinks, energy and sports drinks, tea, and coffee and also, bottled and bulk water as well. Brand conscious customers prefer these international brands, knowing this fact that they are charging high price over to local brands. Local brands like Amrat and Gourmet are also offering variety of drinks in parallel with PepsiCo and Coca Cola by charging low prices. But these brands are not getting good market share.
Requirement
In your opinion what advantages these international brands provide to its consumers as compare to the local brands. You are required to make a comparison by keeping in view the concept of branding.

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