6521578 RC Cola Marketing Plan
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Transcript of 6521578 RC Cola Marketing Plan
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Marketing Plan
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RC COLA is a franchise of Alfredo M. Yao (owner of Zest-O/Asian Spirit) from Royal
Crown Cola International.
Asiawide Refreshments Corporation (ARC) is the country’s licensed bottler
manufacturer and distributor of U.S. Best Tasting Softdrink, known as RC Cola.
Company Profile
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Company Profile
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 Pepsi-Cola and Coca-Cola. It also
started advertising with a "smooth, laid back" image that it portrayed since the 60s
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Company VMOs
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 needs of
the customers.
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Market Share
Market ShareThe leading company in the market in 2005 was San Miguel
Corporation/CCBI. The second-largest 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 4%
Others share 1%
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SWOT Analysis
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 provide retailers a fruitful
business
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SWOT Analysis
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 identification.
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SWOT Analysis
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.
Poor bottling design and less volume of bottles available.
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SWOT Analysis
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.
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SWOT Analysis
Opportunities
Foreign market and Plant ExpansionChina 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.
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SWOT Analysis
Threats
Effect of Economic CrisisAny 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.
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SWOT Analysis
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 easy for the mother company, so penetration of the lower
class public isn’t a big deal.
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Market Study
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 consuming population of
beverages is in Metro Manila.
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Market Study
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 outside).
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Market Study
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 2007 to 20.6% in 2008.
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Market Study
Our Target Market
Anyone who can drink carbonated softdrinks
1st – Teens / Barkada2nd – Families
3rd – Community4th – Working People
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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.
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Product
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 successful, consumers affectionately abbreviated the name to “RC.”
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Product
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 fluid ounce (12.74mg/100mls).
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Product Analysis
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.
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Product Analysis
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.
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Product Analysis
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
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Product Analysis
Brand Image
RC Cola was famous with MoonPies
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Product Proposals
LOGO
RC Cola Original Logo Proposed New Logo
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Product Proposals
PACKAGING
330 mL500 mL
1.5 L
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Product Proposals
CAPS
Tanzans for Glass Bottles Plastic Caps for PET Bottles
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Price
RC’s Price. Our price is based on what the people can afford. Low-priced 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 a considerable budget.
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Servings (mL/ Liters)
BOTTLED DRINK SRP
200 mL N/A Php 5.50 N/A
240 mL Php 5.00 Php 7.00 Php 6.00
500 mL N/A Obsolete N/A
800 mL Php 12.00 N/A N/A
1 Liter N/A Php 24.00 Php20.00
CANNED DRINK SRP
330 mL Php14.00 Php18.00 Php17.00
PET BOTTLED DRINK SRP
500 mL N/A Php20.00 Php19.00
1.5 Liters Php25.00 Php34.00 Php33.00
2 Liters N/A Php45.00 Php36.00
Price
Competitors Price Comparison (SRP)
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Pricing Strategies
Our pricing will be based on cost of production which is fairly reasonable for a penetrating brand in the market
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.
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Pricing Strategies
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 the tight budget
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.
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Place
From 5 ARC plants to distributors over the country, then sold onto wholesalers and to small groups of retailers and shopping places.
RC’s Placement
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Placement Strategies
Our NEXT TARGET. More Space and P.O.Ps on supermarkets and groceries.
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Placement Strategies
Our NEW MARKETS. Bicol & Visayas Market Penetration
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Placement Strategies
On Going 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 even visit the place for fast orders
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Promo Strategies
RC Cola on MRT & LRTWith the Fare price going 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 4u booths.
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Promo Strategies
RC Cola on MRT & LRTThis will be press released on Inquirer Libre 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 for 2 months only.
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 Products.
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Promo Strategies
RC Cola BillboardsBillboards will be placed where there are a lot people that can see it always. We will distribute this is most areas of Metro Manila especially where our target is.
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Promo Strategies
RC & The PUVsRC Cola Ads will be placed on Buses,Tricycles and Jeepneys 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 “Responsible Citizen”
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Promo Strategies
RC & The Publishing MediaFull Page Ads on major 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 & newspapers.
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Promo Strategies
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 Advertisements.
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Promo Strategies
RC & The SocietyRC Cola will sponsor community and academic events whether it’s Alumni Homecoming, Intramurals, Job Fairs and others. Also would help some charities especially for uneducated kids and malnourished ones.
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Promo Strategies
RC & The Television MediaBarkada is the 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 barkada more closely.
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Promo Strategies
RC & The Television MediaFuture TVCs would feature 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.
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Promo Strategies
Survivor Philippines – RC Survivor of the Week.RC will choose who’s the 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 ARC.
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Promo Strategies
RC & The Online MediaFriendster, 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.
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Thank YOU Po!