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, lowcalorie 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.

Low advertising budget. International Lawsuits.

Weakness

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. RC Cola Diet RC Cola

Offered Products:

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

Incentiveto Retailers

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