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Marketing Plan

RC COLA is a franchise of Alfredo M. Yao (owner of ZestO/Asian Spirit) from Royal


Crown Cola International. Asiawide Refreshments Corporation (ARC) is the country’s
licensed bottler manufacturer and distributor
Company
In the 1970s, R.C. cola was popular in the Philippines with its franchisee
Asiawide Beverages, after the brand disappeared for 3 decades, R.C. Cola was
relaunched and now became the third largest-selling cola brand, toppling Coca-
Cola's Pop Cola, and now behind PepsiCola and Coca-Cola. It also
Company
Vision
To be the leading food and beverage Filipino company competing with the
multinational companies.

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.

Why RC? RC Cola received its


name from the people who matter the most: its consumers. When the reformulated
product was released in 1934, the manufacturer named it “Royal Crown Cola.” As the
soft drink became increasingly

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.

Caffeine Content - RC Cola


contains 3.77 mgs of caffeine per
Prod
Quality
RC Cola has a unique crisp and clean taste and it’s 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.
Product
Style & Design
RC makes sure consumers quickly and clearly recognize a product brand comes down
to one thing – packaging RC is a leader in packaging innovation and a first to
introduce softdrinks in cans and 2L Pet Bottles.
Product
Brand Name
The first line of fruit flavored beverages was named Royal Crown and the first
cola drink was called Chero-Cola in 1910. By 1934, Chero-Cola is reformulated and
the new product is named Royal Crown Cola

Product
Brand Image

RC Cola was famous with MoonPies


Product
L OG

RC Cola Original Logo

Proposed New Logo

Product
PACKAGI NG
330 mL 500 mL

1.5 L

Product
CA PS

Tanzans for Glass Bottles

Plastic Caps for PET Bottles

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

small groups of retailers and shopping places.

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!

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