MARKETINGMARKETING MANAGEMENTMANAGEMENT PROJECTPROJECT

ROYAL CROWN COLAROYAL CROWN COLA ROYAL CROWN COLAROYAL CROWN COLA

INTRODUCTION OF INTRODUCTION OF GROUPSGROUPS• Prepared ByPrepared By

GROUP KGROUP KAmna Saeed Shaila ShabbirKainat FatimaLaila Batool

• Presented ByPresented By

GROUP JGROUP JSehrish AfzalAsma YousafAmna KhalilSaman Mahmood

AIM and OBJECTIVEAIM and OBJECTIVE

AIMAIM To re-launch RC Cola in Pakistan and take back our To re-launch RC Cola in Pakistan and take back our

lost valuelost value..

OBJECTIVEOBJECTIVECarry out business in the field of drinks in the area Carry out business in the field of drinks in the area

of Karachi..of Karachi..Target of Capturing at least 10 percent of the Target of Capturing at least 10 percent of the

market share within a year and 20 percent by market share within a year and 20 percent by 2013 end.2013 end.

MISSION and VISIONMISSION and VISION

MISSION STATEMENTMISSION STATEMENTOur Mission is to refresh, attract and to satisfy the Our Mission is to refresh, attract and to satisfy the

customers with this we can effectively participate customers with this we can effectively participate in the social and economic development of our in the social and economic development of our country. We will satisfy our customer to make country. We will satisfy our customer to make

best and energetic drink, and take back our lost best and energetic drink, and take back our lost valuevalue..

VISIONVISION““The lowest cost producer of ready to drink, non The lowest cost producer of ready to drink, non

alcoholic beverages and to be able to market alcoholic beverages and to be able to market products with the best quality and value.”products with the best quality and value.”

REASONS OF FAILURE IN REASONS OF FAILURE IN PAKISTANPAKISTAN

• Strong competiters like Pepsi Cola and Coca Cola. Strong competiters like Pepsi Cola and Coca Cola.

• RC Cola was being sued by different organizations RC Cola was being sued by different organizations internationally so it lowered its investment in the sub-internationally so it lowered its investment in the sub-continent.continent.

• RC finally stopped production somewhere in the early RC finally stopped production somewhere in the early 90’s.90’s.

• Minimum AdvertisementMinimum Advertisement

• Thin shape of bottleThin shape of bottle

NEED TO RELAUNCH RC NEED TO RELAUNCH RC COLACOLA

• The initiative to re-launch RC cola seems The initiative to re-launch RC cola seems to be a great idea, as it is a cash crop for to be a great idea, as it is a cash crop for Royal Crown all over the world. Pakistan’s Royal Crown all over the world. Pakistan’s Public were likes too much RC Cola drinks Public were likes too much RC Cola drinks therefore there is need to re-launch RC therefore there is need to re-launch RC Cola with strong marketing strategies.Cola with strong marketing strategies.

SITUATIONAL ANALYSISSITUATIONAL ANALYSIS

• Current Marketing SituationCurrent Marketing Situation

• Product ChangesProduct Changes

• Customer ChangesCustomer Changes

• Environment ChangesEnvironment Changes

• Distribution ChangesDistribution Changes

SWOT ANALYSISSWOT ANALYSIS

Strengths:Strengths:• RC Cola is a cola which is more than a 100 years RC Cola is a cola which is more than a 100 years

oldold• Unique TasteUnique Taste• Brand EquityBrand Equity

WeaknessesWeaknesses::

• Low advertising budgetLow advertising budget• International Law SuitsInternational Law Suits• Less CapitalLess Capital• Market ShareMarket Share

SWOT ANALYSISSWOT ANALYSIS

Opportunities:Opportunities:• To produce more concentrative n conglomerate products To produce more concentrative n conglomerate products

drinksdrinks• The heat factor in the sub-continentThe heat factor in the sub-continent• To build a brand equityTo build a brand equity• Expansion in the new marketExpansion in the new marketThreats:Threats:• Very strong established competitorsVery strong established competitors• Tax rate increases rapidlyTax rate increases rapidly• This very fact that Royal Crown Cola wasThis very fact that Royal Crown Cola was• New technologyNew technology• People changing trendsPeople changing trends• Instable Economyfaded away in the early 90’s.Instable Economyfaded away in the early 90’s.

TARGET MARKETTARGET MARKET

Primary Market:Primary Market:YouthYouth

Teens (fond of cold drinks)Teens (fond of cold drinks)

Youngsters ( More Buying Power) Youngsters ( More Buying Power)

Athletes ( Use As Energetic Drink)Athletes ( Use As Energetic Drink)

Working People ( For Thirst Purpose)Working People ( For Thirst Purpose)

Secondary Market:Secondary Market:School, Colleges, Hotels, Restaurant, Parks, BarsSchool, Colleges, Hotels, Restaurant, Parks, Bars

SEGMENTATIONSEGMENTATION

Geographical Variables:Geographical Variables:

Country: PakistanCountry: Pakistan

Province: SindhProvince: Sindh

City: KarachiCity: Karachi

Population: About 23.5 Population: About 23.5 millionmillion

Density of area: UrbanDensity of area: Urban

Demographic Variables:Demographic Variables:

Age : From 12 to 50Age : From 12 to 50

Social Class: Upper, Middle, Social Class: Upper, Middle, LowerLower

Gender: Male and FemaleGender: Male and Female

Occupation: Working Occupation: Working people, Students, Youthpeople, Students, Youth

Religion: Does not matter.Religion: Does not matter.

OFFERINGSOFFERINGS

• RC Cola RegularRC Cola Regular

• Diet RC ColaDiet RC Cola

• Cherry RC ColaCherry RC Cola

• The variants that will be offered by RC Cola in terms of size The variants that will be offered by RC Cola in terms of size and quantity:and quantity:

175 ml Mini Bottle175 ml Mini Bottle

250 ml Regular Bottle250 ml Regular Bottle

500 ml Bottle500 ml Bottle

1000 ml Regular Liter Bottle1000 ml Regular Liter Bottle

1500 ml Disposable Bottle1500 ml Disposable Bottle

3000 ml Jumbo Bottle3000 ml Jumbo Bottle

PRICESPRICES

Pricing Strategy:Pricing Strategy:

• Competition based pricing approachCompetition based pricing approach

• Promotional Pricing policiesPromotional Pricing policies

• Market Penetration Pricing policyMarket Penetration Pricing policy

• DiscountsDiscounts

PRICING OFFEREDPRICING OFFERED

QUANTITYQUANTITY PRICES(Rs.)PRICES(Rs.)

JumboJumbo 120120

1.5 Liters1.5 Liters 8080

1 Liter1 Liter 6060

500 ml500 ml 3535

250 ml250 ml 2020

TinTin 3535

PLACEPLACE

RC Cola will bring its products in the market by usingRC Cola will bring its products in the market by usingdifferent promotional tools. They should provide allowancesdifferent promotional tools. They should provide allowancesfor their retailers and try to minimize distribution channelsfor their retailers and try to minimize distribution channelslike manufacturer to Retailer and then to the Shopkeeperslike manufacturer to Retailer and then to the Shopkeepersand then finally to the customers. They will divide area intoand then finally to the customers. They will divide area intodifferent zones and supply their product to that area. Wedifferent zones and supply their product to that area. Wewill place our products on those places where the customerwill place our products on those places where the customercan see and pick them easily.can see and pick them easily.

Market Analyses of Soft Drink Market Analyses of Soft Drink IndustryIndustry

• Market share of soft drinks in beverage industry Age factorMarket share of soft drinks in beverage industry Age factor

• affecting the salesaffecting the sales

• Age factor affecting the salesAge factor affecting the sales

THREAT:THREAT:New TechnologyNew Technology

TECHNOLOGY FACTORS:TECHNOLOGY FACTORS:Use of TechnologyUse of Technology

WHY RC COLA FAIL IN WHY RC COLA FAIL IN PAKISTANPAKISTAN

• Thin shape of bottleThin shape of bottle

RC ColaRC Cola

PepsiPepsi

STRENGTHSSTRENGTHS

• In Pakistan the image of the brand In Pakistan the image of the brand isalready been made 30 years back.isalready been made 30 years back.

•   Just want a good marketing strategy Just want a good marketing strategy torecall the brand.torecall the brand.

PROMOTIONPROMOTION

• A successful BTL advertisement program can be A successful BTL advertisement program can be theirmost effective means of increasing theirmost effective means of increasing consumerawareness, trial, and actual product consumerawareness, trial, and actual product purchases inPakistan.purchases inPakistan.

• Top newspapers of the country like Dawn Top newspapers of the country like Dawn and Jung will be used to advertise the print ads and Jung will be used to advertise the print ads

• TV commercials will be used to advertiser TV commercials will be used to advertiser thebrand. thebrand.

PROMOTIONPROMOTION

• Billboards will be used to advertise onroads and Billboards will be used to advertise onroads and buildings nearf highlydense areasbuildings nearf highlydense areas

• Radio spots will be used to advertise on Radio spots will be used to advertise on thoseselected radio channelsthoseselected radio channels

• Online advertisement will also be used,ads will be Online advertisement will also be used,ads will be published through all thefamous social networking published through all thefamous social networking websites likeFacebook, Orkut, Twitter, etc.websites likeFacebook, Orkut, Twitter, etc.

• Official website of RC Cola Pakistan will bemade Official website of RC Cola Pakistan will bemade where any kind of informationregarding the drink will where any kind of informationregarding the drink will be availablefrom the history of the drink to be availablefrom the history of the drink to theingredients used theingredients used