Documente Academic
Documente Profesional
Documente Cultură
Mission
Our mission is to be the leading manufacturer and distributor of juices, dairy and
related food products that best satisfy the growing Company needs of the
customers.
Market Share
The leading company in the market in 2005 was San Miguel Corporation/CCBI. The
secondlargest player was PepsiCo, Inc. with Nestle S.A. in third place.
Coca Cola shares 80% market share from its acquisition of Cosmos Bottling Corp.
Top Sellers: Coke Sakto, Sparkle, Coke Zero, Pop
Pepsi Cola shares a market share of 15%. Top Sellers: Pepsi, Mountain Dew RC Cola
shares a market share of
Market
Strengths
Concentrated Brand Identity. Focused on mass market only & most advertising are
placed in areas where common people can see it. It’s affordable for a product that
tastes great. With Increasing number of plants RC Cola is catering every
wholesaler to
SWOT
Strengths
To draw more attention to the product RC Cola creates contests for people to
purchase more. RC Cola sponsors organizations with their social events and gigs.
P.O.P.s are placed in the right market to achieve proper brand
SWOT
Weaknesses
RC Cola is limited only to lower class markets. It cannot cater to high-end
customers. As a franchise and owned by the no.1 juicer in the country, marketing
may not be pushed very well. Only selected advertisements and exposure.
SWOT
Weaknesses
Not available on Fast-food chains where large crowd eat. It doesn’t follow much
with the global marketing strategies of RC Cola International.
SWOT
Opportunities Foreign market and Plant Expansion
China has a large population and is now a target for RC Cola’s new plant. Asian
market as penetrated by its mother company has been a success. Zest-O’s aim for
global competitiveness also covers its franchise – RC Cola.
SWOT
Threats Effect of Economic Crisis
Any sector can feel the brunt of the economic crisis. And with this, beverage
consumption takes a significant step down on a consumer’s expenditure. Buying the
product would likely be on occasions or some social events, but on regular days it
will depend.
SWOT
As a growing company adding more bottling plants in the southern part of the
country (Bicol and Visayas Islands) can boost sales up to 100%. The product is
affordable and has a feel of what the common people are. Promoting the product has
been
SWOT
Market size
The Philippine population according to the National Statistics Office (NSO),
Philippine population is projected at 88.7 million for 2008 with an average growth
rate of 2.32%. Over 90% of the population is below 60 years old, which means that
the Philippine beverage market is at mass. And 13% of the
Market
Beverage Market
Total family expenditure on for the entire country amounted to P2,038 billion 2000
(NSCB), comprising 43.1% of the total family expenditure for food & beverage
(includes consumed at home at Market
Market
Market Trend
The market for Soft Drinks in the Philippines increased between 2000-2005, growing
at an average annual rate of 5.7%. Beverage Production gained, from 8.7% percent
in 2007 to a 26.7% production in August 2008. The Beverage Industry also gained an
increasing net sales from 2.3% in Market 2007 to 20.6% in 2008.
Our Target Market
Anyone who can drink carbonated softdrinks 1st – Teens / Barkada 2nd – Families
3rd – Community 4th – Working People
Market
USP:
RC Cola – “Ang No. 1 Cola ng Bayan”. We aim to be the no. 1 selling great tasting
cola that’s affordable and available everywhere.
RC’s Taste. RC’s crisp, clean
taste distinguishes it from other colas, and has become a favorite of cola
drinkers.
Prod
RC’s Ingredients - RC Cola
contains Carbonated Water, High Fructose Corn Syrup and/or Sugar, Caramel Color,
Phosphoric and Citric Acid, Natural Flavor, and Caffeine.
Product
Brand Image
Product
PACKAGI NG
330 mL 500 mL
1.5 L
Product
CA PS
Product
RC’s Price. Our price is based on
what the people can afford. Lowpriced but quality wise. This was successful by
just changing the contents volume from 357mL to 240mL and 1 Liter to 800mL. With
such economic crisis going on, everything is increasing in price. RC Cola answers
refreshment that’s on P a considerable budget.
Competitors Price Comparison (SRP)
P
Increase Dilemmas: Price increase would depend on the materials being used. If
sugar goes up, some adjustments would have to incur. Price Adjustment: Volume
discounts are given to our distributors as incentives. P.O.Ps and some other
materials are given to them as product support. Pricing
Our pricing will be based on cost of production which is fairly reasonable for a
penetrating brand in the
We target a market that’s realistic enough to buy out our product. RC Cola is
affordable and a wise decision for people who’s on
Promotional Pricing is a must for new markets to penetrate and a way to spice up
demands from regular customers. But these are temporary only and limited to some
territories. Product bundling and discounts will mostly be used. Pricing
RC’s From 5 ARC plants to distributors over the Placement onto wholesalers and to
country, then sold
P
Our NEXT TARGET. More Space and P.O.Ps on supermarkets and groceries.
Placement
Our NEW MARKETS. Bicol & Visayas Market Penetration
Placement
On Distribution. One of RC
Cola’s distributors here in Quezon City. Deliveries of RC Products are done on a
daily basis. Some wholesalers and retailers
Going
Placement
RC Cola on MRT & LRTFare price going With the
up - people now prefer MRT & LRT as their main transportation. RC Cola is there
for the Filipino people with the new RC Cola “Ride Card 4u”.
It’s a stored value limited edition card which comes with a free 500mL RC Cola
softdrink. These freebies can be claimed at Ride Card
Promo
and Philippine Daily Inquirer. Radio ads inside the trains will also be aired.
Digital TVC’s announcing the promo will be done thru OMNI Prime Advertising (in
LCD Screens). Promo runs The Refreshment Center Booth (RC Booth) The RC Booth will
be situated at major MRT & LRT stations in the metro. Free Product Sampling and
discounted selling of
RC Cola on MRT & LRT This will be press released on Inquirer Libre
Promo
RC Cola Billboards will be placed Billboards
where there are a lot people that can see it always. We will distribute this is
most areas of Metro Manila
Promo
RC & The RC Cola Ads will be placed on PUVs and Jeepneys Buses,Tricycles
throughout the metro, especially in Quezon City & Manila. Small stickers with
“Barya Lang Po Sa Umaga” & Small Trash cans with the RC logo and slogan
Promo
RC & The Full Page Ads on major Publishing Media
newspapers and tabloids for the first month then continuous ads for the
consecutive months. A Press release of the Ride Card 4u and Barkada and RC Cola on
selected magazines &
Promo
RC & The Environment
Cleanliness and Greener Earth is another goal of RC Cola. Small Trash Can will be
placed on areas where there are RC Products or
Promo
RC & The RC Cola will sponsor Society
community and academic events whether it’s Alumni Homecoming, Intramurals, Job
Fairs and others. Also would help some charities especially for uneducated
Promo
RC & The Television Barkada is the Media
theme of our TVC. RC is one of the barkada also. It is there as the refreshment
partner for common people especially teens. Bored, Thirsty or even just being laid
back – RC makes the
Promo
RC & The Television Media would feature Future TVCs
Marian Rivera drinking the product and saying it is the great tasting cola and
will be aired at primetime. Joey and Vic will be saying “its incomparable coz it
tastes great” and will be aired lunch time onwards.
Promo
Survivor Philippines – RC Survivorthe the RC will choose who’s of
best for the week’s episodes and will give a prize and also to the home viewer.
Texting Contest will be thru GMA New Media and RC Cola. Sole Survivor gets 1
Million Cash from
Promo
RC & The Online Friendster, Media Yahoo Messenger, Youtube and Google Ads
are the major targets for Banners and Promo Ads. These websites feature regional
distribution of ads which means all viewers from the Philippines gets the ads
directly.
Promo
Thank YOU Po!