Mecca-Cola – mixing business economics and profit with religion

df

PRESENTED BY: GANGOTREE DEKA SOREYA RAVI

Contents• Introduction• History• Competitors• The birth of “a Cola soul”• Political Reasons• SWOT Analysis• Conclusion

Introduction• Mecca-cola is a cola flavoured

carbonated beverage• An alternative to U.S. brands like

Coca-Cola and Pepsi to Muslim consumers.

• The word mecca comes from the holiest city of Islam “Mecca” located in Saudi Arabia.

History2002 France

2003 U.K. (Birmingham)

2004 India (Kashmir and Gujarat)

2005Distributed in 64 countries and sold 148 million cans.

History• But now it is sold in the Arab world and

Europe including certain parts of the United States, Britain, India and Canada.

• Biggest competitors in the Muslim countries other than Coca-Cola and Pepsi are Zam Zam cola and Quibla cola.

• Also one of the major attraction is that 10% of the profits go to charities operating in Palestinian territories and 10% to European NGOs.

History (cont.)• In 2007 it was ranked 34th in the top 50 brands

in the world.• In addition to cola the company’s other

products are Mecca tea, mecca coffee and mecca power.

• It is now planning to launch a Muslim alternative to the Starbucks coffee chain under the brand name Mecca Café.

• Also HFC (Halal Fried Chicken) as an alternative of KFC.

Partial list of countries where it is distributed

COUNTRY DATE NOTES LAUNCHED __________________________________________________________________________________________

France November 2002 company’s top market holding 1.7% of market share.

Saudi Arabia February 2003 products are distributed through an $80 million plant set up here.

UAE April 2003 company’s current headquarter.

Yemen June 2003 company’s top 5 markets holding 22% of market share.

Algeria August 2003 company’s top 5 market holding 19% of market share.

Malaysia October 2003 company’s top 5 market

Pakistan November 2003 company’s top 5 market

India March 2004 launched first in Kashmir then Gujarat. _______________________________________________________________________________________________

Other countries where it is also sold are Bangladesh, Oman, Qatar, Kuwait, Iraq, Lebanon, Jordan, Syria, etc.

Some of the products

•

Competitors

USA International policy2002

Afghanistan2003 Iraq

The birth of « a Cola for soul »

2002: Disappointed with American policies in the Middle East

BOYCOTT

Mecca-Cola is it a political choice?

Taoufik Mathlouthi:• Not a Coca-Cola’s competitor• Campaign is not anti-American• It is a protest against the Bush administration’s

foreign policy• 10% of profits will go to

charity

Mecca-Cola is it a political choice?

“Don’t shake me, shake your conscience!”

“No More Drinking Stupid, Drink with Commitment!”

SWOT Analysis

Strengths• Launched by focusing on the Muslim

community.• Less price compare to competitors

Weakness• Competition against the Zionist

beverages.• It entered the market when Coca-cola

and Pepsi were already established.• Lack of advertising.

Opportunities• Objective is to do the charity and not

to make profits.• High expectation of gaining large

market share in Muslim capitals.

Threats• Survival of the fittest.• Product image in public.

ConclusionMecca-Cola is a product for people• Same only in external appearance,

but difference in the label.• 10% to charity• Muslim answer for US• Alternative products of Coca-Cola

and Pepsi for Muslim consumers

Mecca Cola can only says

“Not to mix with the alcohol”

THANK

YOU VERY MUCH !