Marketing Plan for RC COLA &

Re Launch

GROUP MEMBERS

• MOHAMMAD IMRAN • MAJEED SHAIKH • TOUQER SHAIKH• SOHIAL

History of Rc-Cola

• Royal Crown Cola was born from the efforts of a young pharmacist in Columbus, Georgia.

• Production a series of industry firsts - the first aluminum cans, 16oz bottles, low-calorie and caffeine-free diet sodas –

• Royal Crown Cola maintained the same spirit of innovation established by its founder over a century ago and grew so successful it became a part of American popular culture featured in magazines, movies, and television shows.

Reason for Rc cola failure in Pakistan

• Pepsi Cola and Coca Cola stormed into the market.• Advertising was minimal in Pakistan as compared to its competition.• RC Cola was being sued by different organizations internationally so it lowered

investment in the sub-continent.

Need to Re-launch

• The initiative to re-launch RC cola seems to be a great idea, as it is a cash produce for Royal Crown all over the world.

• Before going to Relaunch RC Cola in Pakistani market, several things should be analyzed.

Swot analysis

• Strength• RC Cola is the cola which is more than a100years old.

• Weakness• Low advertising budget. International Lawsuits.

Swot analysis

• Opportunities• To produce more concentrative and conglomerate products drinks. The heat factor

in the sub- continent. To build a brand equity.• Threats• Very strong established competitors. This very fact that Royal Crown cola was

faded away in the early 90s

Marketing plan for Rc Cola

• Marketing Mix:• Product: • RC Cola is the most popular brand in the international market and is consumed by

children and adults alike.• Consumers enjoy RC in more than 60 countries worldwide.• Royal Crown Cola International products are sold through a global network of

more than 100 franchised bottling plants and distributors.

• Offered Products:• RC Cola• Diet RC Cola

• New Product Development:

Marketing plan for Rc Cola

• Marketing Mix:• Product Quality:• RC Cola has a unique crisp and clean taste and its consistent with its flavor no

matter where you buy it. It has a refreshingly great taste even if it isn't cold.• Everything is tested from water samples to ingredients in order to achieve the

Quality of our Product.

• DEPTH:• The variants that will be offered by RC Cola in terms of size and quantity.• 175 ml Mini Bottle , 250 ml Regular Bottle, 500 ml Bottle.

Marketing plan for Rc Cola

• Price:• Following factors RC Cola should keep in mind while determining

the pricing strategy.• Price should be set according to the product demand of public.• Price should be that which gives the company maximum revenue.• Price should not be too low or too high than the price competitors

charging from their customers otherwise nobody will buy their product.

• Price must be keeping the view of their target market.

Marketing plan for Rc Cola

• Price:• Prices of different bottles:

Marketing plan for Rc Cola

• Price strategy :• Competition based pricing approach. • Promotional Pricing Policy.• Market Penetration Pricing.

• Incentiveto Retailers• These incentives are in the shape of • Deep Freezers• Return Tickets• Free Transportation Services.

• Incentive to Dealers• The best dealer of the year is awarded with a brand new Suzuki Pickup. The second

best is awarded with Motor Cycle. The third best is awarded with Return Ticket to Middle East.

Marketing plan for Rc Cola

• Placement :• DISTRIBUTIONCHANNELS.• We will also use push strategy for our product by using various promotional tactics

and through media. • Distribution will be divided in zonal basis, which will be 5 in number.• We will directly approach retailer by providing credit facility and bonus in form of

incentives.• We will also provide trade allowances to our distributors and retailer to further

intensify usage of push strategy.

(Manufacture--------Distributor---------Retailer---------consumer)

Marketing plan for Rc Cola

• Promotional Stragies• Seasonal advertisement• Frequency of the RC Cola ads will vary from time to time. When the season is on

RC Cola will do heavy advertisement especially in Ramdan days or Eid occasions but this advertisement not remain consist.

• BTL• ATL

Marketing plan for Rc Cola

• Promotional Stragies• Sampling• A successful sampling program can be their most effective mean of

increasing consumer awareness trial and actual product purchase in pakistan

Marketing plan for Rc Cola

• Marketing program• Rc will do joint venture all most commercial place in Pakistan• Rc will do a contract with zong free airtime will offered to consumer after typing

code which will be back on Rc cola cap.

• They will conduct BTL activity.

THANK YOU