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1905: Mr. Claude Hatcher, Founder, Established the “Union Bottling Works”
in Columbus, Georgia in the basement of the wholesale grocery business of his family.
Prepared By: Sajid Ali
1910: The first line of fruit flavored beverages was named Royal Crown and
the first cola drink was called Chero-Cola.
1912: Started to manufacture a line of syrups and flavor concentrates and
established a franchised system by licensing sales territories to its bottlers under trademarks of the now Chero-Cola Co.
1925: Over 300 bottlers were part of the bottling network producing
Chero-Cola. 263 of these bottlers also produced the fruit flavored products under the new brand Nehi.
1928: The Company changes its name to The Nehi Corporation. 1933: Mr. Claud Hatcher died on December 31st. 1934: Chero-Cola is reformulated and the new product is named Royal
1940: The Nehi Corporation is listed on the New York Stock Exchange. 1940: The Company first uses results of blind taste tests in the advertising
campaign “Best by Taste Test”.
1946: The Company began to enhance its advertising by using
entertainment celebrities like Bing Crosby, Joan Crawford, and Hedy Lamar.
1958: Company changes name for the third time to Royal Crown Cola
2000: Royal Crown Cola Co. is acquired by Cadbury Schweppes. 2001: Royal Crown Cola International is acquired by Cott Corporation. 2005: Royal Crown Cola Co. commemorated its 100th Anniversary.
RC Cola Product Line:
Prepared By: Sajid Ali
Carbonated water, Sugar, Color (E150d), Phosphoric acid, Flavorings (including caffeine), Citric acid.
Diet RC Cola:
(RC stands for Royal Crown) is manufactured by Cadbury-Schweppes. The drink is sweetened by Splendid.
Cherry RC Cola:
Cherry RC Cola is a soft drink offering from Royal Crown Cola International. Each serving of Cherry RC Cola contains 160 calories and 43 grams of sugar, which is 38.7% more than the average for all Soda Calories & Nutrition.
RC Cola Edge:
1999 A Cola with extra caffeine
RC Cola Kick:
RC Cola Kick is a cola drink with Guarani. Guarani is a fruit from Brazilian Amazonian rainforests that naturally contains caffeine.
Diet Rite RC cola:
Diet Rite was introduced in 1958 by the Royal Crown Co. as the first diet soft drink. With this revolutionary introduction, health-conscious soft drink lovers were finally given a choice consistent with their lifestyle - a great-tasting cola with no calories, sodium or caffeine.
RC Q Orange:
Prepared By: Sajid Ali
Water, sugar min. 10%, CO2 min. 4.9 g / l, citric acid 2.9 g / l, Acacia gum, atrium benzoate (conserved) 120 mg / l, natural and artificial flavor, glycerol apostate and yellow 6 (E110).
Royal Crown Draft:
Hand-crafted, high quality production methods combine pure cane sugar (no corn syrup),
Pakistan Soft Drink Industry:
Pakistan has a huge market of soft drinks. The major competitive and ruling brands of the country are Pepsi and CocaCola. 75 million cases a year for Pepsi alone. The total beverage market is about 120 million cases of which 65% per cent are Pepsi products. 20 to 22 %are Coca-Cola products and there are so many colas.
The soft drinks market in Pakistan enjoyed dynamic growth over the review period in both volume and current value terms. Carbonates dominate the market in both the on-trade and off-trade with the lion's share of sales. Prepared By: Sajid Ali
SWOT ANALYSIS OF PAKISTAN’S SOFT Strengths: DRINK INDUSTRY:
Carbonates have become part of the culture in Pakistan and multinational companies have maintained their standards over the years to provide consumers with high-quality carbonated drinks. Off-trade sales of carbonates are higher than those of the on-trade but both achieved strong growth over the review period.
Liquid concentrates and powder concentrates are both seasonal categories in the market and their sales peak in the summer in Pakistan. Both Rooh Afza and Jam-e-Shirin are traditional sandalwood drinks in Pakistan which are highly regarded by consumers. These drinks can be found in every home in Pakistan, especially in rural areas, throughout the summer and are the mainstay of liquid concentrates.
The government of Pakistan has reduced excise taxes to encourage soft drinks manufacturers and importers. The government also reduced other applicable taxes to promise more profits not only for soft drinks manufacturers already in the market but also to attract potential soft drinks manufacturers to invest in Pakistan. The government also decided to tax the beverage industry on capacity of production rather than on actual production and those brave move encouraged soft drinks manufacturers to maximize production and reduce prices.
Increasing health and hygiene awareness among Pakistanis has greatly increased sales of fruit juice products. Both the government and the media have started health awareness campaigns to make Pakistanis realize that consumption of fruit juice is as essential as eating food. Fruit juices are doing very well in both urban and rural areas. On the other hand, health and hygiene awareness has also led to increased sales of bottled water in Pakistan. Prepared By: Sajid Ali
continent which was the 70’s having the same popularity like Coca-Cola and Pepsi today.Previously bottled water was targeted only at major cities where consumers are more health-conscious and aware of the difference between bottled water and tap water. Royal Crown Cola in Pakistan RC cola was a very famous drink in Pakistan. It was widely known all over the Pakistan since the time of its arrival in the sub. it may face strong competitors like Coca-Cola and Pepsi are ruling the cola market here in Pakistan. Owner of RC Cola in Pakistan: Prepared By: Sajid Ali . RC Cola was being sued by different organizations internationally so it lowered its investment in the sub-continent and in 90’s. health-conscious rural inhabitants also drink bottled water due to health concerns. RC cola started to fade away due to some issues and stopped its production in Pakistan. Nowadays. RC Cola is currently not operating in Pakistan and if RC Cola wants to prelaunch in Pakistan.
MIDDLE EAST. Prepared By: Sajid Ali RC Cola SWOT Analysis .Vimto etc etc. REGIONAL DIRECTOR. Haas School of Business GOVERNMENT COLLEGE LAHORE IQBAL KHAN's Summary: Owner & Business Executive with 45+ years of experience with Int'l Soft Drink Industry and have worked with companies like Coke Cola. AFRICA & FAR EAST at Dr Pepper / 7UP Education: University of California. Berkeley . Specialties: COMPANY MANAGEMENT.FOOD & RESTAURANTS CHAINS.Salute Cola.Dr.DUTY FREE.CHANGE MANAGEMENT.Aer Riana Duty Free Shops. ROYAL CROWN COLA (RC COLA) at CONTINENTAL BEVERAGES (PRIVATE) LTD Past: CHIEF EXECUTIVE at AER RIANTA PAKISTAN LIMITED/KARACHI DUTY FREE SHOPS.IQBAL KHAN's Overview: Current: Owner at CONTINENTAL BEVERAGES (PRIVATE) LTD CHAIRMAN & MANAGING DIRECTOR.Pepper-7up.BEVERAGE OPERATIONS.MARKETING.Walter A.TELECOMMUNICATION. Royal Crown Cola/ RC COLA.FRANCHISING.FRANCHISEE OF WORLD RENOWNED SOFT DRINK.SALES.TAKE OVERS & MERGERS.Pak American Hotels / HOST Marriott Int'l. KARACHI INT'L AIRPORT.
continent. Weaknesses: Low advertising budget. RC Cola was being sued by different organizations internationally so it lowered its investment in the subcontinent. The heat factor in the sub. RC finally stopped production somewhere in the early 90s. This very fact that Royal Crown cola was faded away in the early 90’s. Opportunities: To produce more concentrative and conglomerate products drinks. RC Cola failed in Pakistan because of its poor attention given towards the ad campaign. To build a brand equity. Threats: Very strong established competitors like Pepsi and Coke. Advertising was minimal in Pakistan as compared to its competition. Why RC Cola Failed In Pakistan Pepsi Cola and Coca Cola stormed into the market. but it’s all about many years ago in 1970's n 80'smay be because there was no other Prepared By: Sajid Ali . International Law suits.Strength: RC Cola is the cola which is more than a 100 years old. Even in Pakistan people used to drink RC Cola and they really liked it. In Pakistan the image of the brand is already been made 30 years back and it just want a good marketing strategy to recall the brand.
Social Factor: Sometimes it happens that a group of friends goes for shopping and after a while everyone gets thirsty then they decided to have a drink. during the time of summer season the weather is so hot that people get so thirsty and try to have some lemon flavored drink which is then influence people to have RC Lemon and at a cheaper price they purchase RC Cola rather Coca-Cola or Pepsi. When other colas came they advertised and they did it so well that people were attracted towards them. Factors influencing consumer’s buying pattern: Cultural Factor: The city celebrates a variety of cultural programs and festivals which give RC cola the opportunity to use their promotional activities during those festivals. So. Lifestyle can affect buying behavior like. Because sometimes people get monotonous to have the same kind of feelings. Then anyone of the friends can influence his or her choice to other friends. a person who is more likely to be different from others may consume RC Cola rather than others. A person’s occupation may affect his or her buying behavior. Prepared By: Sajid Ali . the person who drinks Coca-cola every time may taste RC Cola to change his or her taste. Personal Factor: People change their goods and services over their lifetime. The person who has less income can be biased by the RC Cola. Then the others can be influenced by that person and when they taste it they may become a regular consumer of RC Cola. Sometimes a family member can influence to have RC Cola. Because it tastes different to people who has always drink Coca-Cola or Pepsi.cola at that time. For example.
Information Search: Most of the time friends and family members become major information sources. The advertisement saying that it refresh people and has a freedom of choice can work as stimuli for a person to consume RC Cola and its other flavors. Evaluation of Alternatives: As urban areas are located very tactfully by RC Cola then it’s easier to target the general people through hat-bazaar. thirst pushes him or her to consume RC Cola for cultural factors depending on different festivals. Externally a person can be influenced by the other consumption and TV advertisement. In this way Parted beverage Ltd. Buying Decision Process: Problem Recognition: Our research shows that a person’s internal stimuli like. Purchase Decision: Prepared By: Sajid Ali . packaging and past experience helps people to purchase RC Cola. tea stalls with little grocery. are being able to grab the availability. Obviously TV advertisement. Through the Slogan of the advertisement called “freedom of choice” people understand the taste and flavor.Psychological Factor: Hearing from the others that RC Cola tastes better than any other drink may drive a person to the RC Cola.
attributes of others like evaluation of the product may publish on the newspaper or magazines and can change a consumers mind.T.T. Estate Avenue. Prepared By: Sajid Ali . On Prime Location of S. S.I.E on main Estate Avenue. Plant Location RC has a factory at SITE industrial Area near Sher Shah Market which covers an area of 5000 Yards. They start following information on those kinds of products to find out the best for him or her.One Acre Land. Post purchase Behavior: After consuming the product RC Cola the customer may become disappoint to purchase it further or may not be. In other way. Land . Status of Property: Freehold-Self Occupied (CBL) Property is an Industrial Unit at S. and Karachi. 80 feet wide Road.Unanticipated situational factor sometimes happens that a buyer of Coca-Cola may consume RC Cola for different reasons like. E Industrial Area. Front Main Road 176 feet wide Double Roads (Both Ways).E Ltd.I. The Project is located at D-210.. along with entire Boundary wall of 500 feet CBL Building. T. a salesperson may turn him or her off and drive his or her choice or decision. I.
I. Water Line (Two) 2" & 1" Industrial Connection Installed. Under Ground Water Tank Capacity 75000 Gallons. Huge Sewerage system arranged.. Production Capacity DAILY PRODUCTION:500. Electricity . Overhead Water Tank 5000 Gallons (continuous flow from underground tank).T.000 LITRES A DAY DENONMINATIONS OF BOTTLES 250 ML 500 ML Prepared By: Sajid Ali .E Ltd. Sui Gas .Approved Plan by S.168 KW Approved & Installed.Industrial Connection Approved & Installed. 8 Telephone Lines. SITE Plan Approved.
75/= RS.12. (WITHIN FACTORY) NORTH KARACHI. NAZIMABAD MALIR P.COST SALE TO RETAILERS (250ML) COST SALE TO RETAILERS (500ML) RS.E.T.C.I.20. Marketing Mix Strategies Product RC Cola is the most popular brand in the international market and is consumed by children and adults alike. Prepared By: Sajid Ali .0/= S.7.27.E.5/= Warehouses RS.H.50/= RS. Royal Crown Cola International products are sold through a global network of more than 100 franchised bottling plants and distributors.S. Consumers enjoy RC in more than 60 countries worldwide.
Offered Products: RC Cola Diet RC Cola Cherry RC Cola RC Edge Cola Diet Rite Cola RCQ Royal Crown Draft Cola Kick RC’s Cola Ingredients: Carbonated Water High Fructose Corn Syrup Sugar Caramel Color Citric Acid Natural Flavor Caffeine. Prepared By: Sajid Ali . 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.
Price should not be too low or too high than the price competitor is charging from their customers otherwise nobody will buy their product.Everything is tested from water samples to ingredients in order to achieve the Quality of our Product. Price should be set according to the product demand of public. Prices of different bottles: Prepared By: Sajid Ali . Price should be that which gives the company maximum revenue. 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 1000 ml Regular Liter Bottle 1500 ml Disposable Bottle 3000 ml Jumbo Bottle Price Following factors RC Cola should keep in mind while determining the pricing strategy. Price must be keeping the view of their target market.
5 Liters 1 Liter 500ml 250ml Tin Price in Rupees 80 65 37 30 16 25 PRICING STRATEGIES: Competition based pricing approach Promotional Pricing Policy Market Penetration Pricing Policy Discounts Quality Discount: 1/10 Discount 2/20 Discount 3 B – F Discount Prepared By: Sajid Ali .Quantity Jumbo 1.
or Free Drinks with Liter Bottles are offered Placement There are various channels through which RC Cola distributes its output. The second best is awarded with Motor Cycle. The third best is awarded with Return Ticket to Middle East.PRICING STRATEGIES: Incentives: Incentive to Retailers These incentives are in the shape of: • • • Deep Freezers Return Tickets Free Transportation Services. Incentive to Dealers The best dealer of the year is awarded with a brand new Suzuki Pickup. Chat Massala. Special Offers RC Cola will give special offers to consumers on special occasions like Ramadan and Eid days instead of decreasing the price of the products. some special packs like Pakkora Mix. DISTRIBUTION CHANNELS: Prepared By: Sajid Ali .
E. Prepared By: Sajid Ali . MARKET LOCATION MARKET QT DEFENCE LOCATION DEFENCE BLESSINGS SUPER LALKOTI STORE BADSHAH COLLECT PARADISE NURSERY NURSERY SCHON CIRCLE CLIFTON CLIFTON BAHADURABAD SUNNY DEFENCE DEFENCE JABBAR DEFENCE DEFENCE FAMOUS DEFENCE SOHAILA DEFENCE AGHA’S NOVELTY YOUSAF DEFENCE AL-GHANI STORE BLOCK A.H. We will directly approach retailer by providing credit facility and bonus in form of incentives. which will be 5 in number. Continental Beverages is the franchised bottler for RC Cola in Karachi Sindh.We will also use push strategy for our product by using various promotional tactics and through media.T. QUALITY STORE P. We will also provide trade allowances to our distributors and retailer to further intensify usage of push strategy. PRODUCT OUTFLOW: RC Cola International has given franchise in Karachi. lines.E.S. Distribution will be divided in zonal basis. They have fully automatic German plants for both glass and P.C.
At Avari. Promotional Strategies Following are the strategies: Comparative Parity Method: RC Cola ads are telecasted with the competition in Coca Cola and Pepsi which is its direct competitor. Merchandising: Royal Crown Cola International trains its bottlers in merchandising functions that will ensure visually appealing beverage shelves. and actual product purchases in Pakistan. coolers. trial. When the season is on RC Cola will do heavy advertisement especially in Ramadan days or Eid occasions but this advertisement not remain consist. and vending machines.SPECIAL POINTS: Other than these some special points are also being looked after by direct sales vehicles such hotels restaurants. Prepared By: Sajid Ali . village. big and reputed super stores etc. public parks. Pearl continental. RC Cola directly distributes the products. BTL ATL SAMPLING PROGRAM: A successful sampling program can be their most effective means of increasing consumer awareness. Seasonal advertisement: Frequency of the RC Cola ads will vary from time to time. Seas magnificence etc.
back stock control. print publications. in-depth training materials for both beginner and experienced sales people. procedures.O.S. They provide complete. Marketing programs RC cola will do a joint venture with all the cinemas in Karachi. Royal Crown Cola International will also provide assistance in developing a dress code and uniforms for their staff members. that only RC Cola will be the soft drink which will be available.) appropriate to their bottler's locations and budgets. display building. Through their Fleet Graphics program. vans.They work in assisting hand in hand to develop pricing. These "rolling billboards" are a roving reminder to the consumer of the Royal Crown Cola International brand identity. With proper shelf management. Sales Support: Royal Crown Cola International has developed intensive sales training programs. the customer will soon recognize the quality and value inherent in the Royal Crown Cola International brands in Pakistan. They’ll help them to extend that image to the trucks. Royal Crown Cola International will help them develop proper fleet identification logos which enhance the brand value in their marketplace. Media: They will do this by working with local advertising agencies in Pakistan to develop ad campaigns and media strategies (television. Prepared By: Sajid Ali . and proper P. billboards. To ensure their staff conveys the image of marketing a global brand. radio. etc. and automobiles they drive. product rotation.
20th. the company will commence a downward stretch. FM 98.V. FM 107 T. Commercials (ARY digital. WIKKID. MTV. One month end Distributor will visit each retailer and give the compensation on sales promotion schemes.RC Cola will do a contract with Telenor that free airtime will be offered to the customer after typing a code which will be on the back of RC cola’s cap. On alternate days advertisements will be launched in three different channels (Geo. Mag. 18th advertisements will be published in leading newspapers. After six months of Launch. PLAY. and will launch a RC Diet Cola which will be targeted to diabetes people. and Jung once every month. JANG) Radio FM 96. They will conduct BTL (below the line activities) ADVERTISING STRATEGY: Newspaper (DAWN. i. ARY One World and PTV) on the basis of two fixed spots. 11th.e. On June 6th. July 4th. 13th. company has chosen. 07:30pm and 09:30. Prepared By: Sajid Ali . ACTION programs Advertisements will place on Magazines like Herald. CABLE CHANNELS) Bill Boards ACTION programs: On June 2nd the Product RC Cola will be launched at the venue Regent Plaza.
SITE.750. trade shows. Particulars Television Cost Newspaper Magazines Outdoor Contingency Total Cost Rs.700.5.000.000 Rs.19.000 Rs. 2564380 Fax (9221) 2577002 Emails (General enquiry) firstname.lastname@example.org Contact : D-210.com rccolapakistan@yahoo.The company will participate in meals. and exhibitions of all kind to increase the awareness of the new launch.com Prepared By: Sajid Ali .com.000 Rs. 2577001. Estate Avenue.000. 8.000 Rs.pk email@example.com Rs. 3. Karachi Phone (9221) 2577000.1.
ask. it seems as if it has less drink inside. It is possible for them to rise again through the proper attention towards the advertising and the outlook of the product.com/pages/RC-COLA./why-rc-cola-failed-in-pakistan-page1.oppapers. according to our knowledge about marketing.com/doc/30380835/Relaunching-Rc-Cola-in-Pakistan Books: Marketing (Berry Barman) Prepared By: Sajid Ali .com/questions-about/RC-Cola www.. › Countries States and Cities › Pakistan www. we conclude that RC Cola failed in Pakistan because of its poor attention given towards the ad campaign.Conclusion : Well... It’s also about how u presents it. That’s what it needs and right advertising at the right time can do a lot. It should be appealing and beautiful..scribd..answers.Pakistan/142220685837097 www. It needs to know the important about how can we market a product in a way that it can give a fashionable and trendy impact on the people.org/wiki/RC_Cola wiki. RC Cola's bottle is not appealing and the regular one specially looks so thin.com/. When other colas came they advertised and they did it so well that people were attracted towards them..wikipedia.facebook. it should be trendy. References: Links from Internet: en.html www. Even in Pakistan people used to drink RC Cola and they really liked it. the looks of the product. that’s why the drink has reached its decline and rejection now in Pakistan.com › . but it’s all about many years ago in 1970's n 80's may be because there was no other cola at that time.
Prepared By: Sajid Ali .
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