

1. Marketing Plan To Introduce ZamZam Refreshment Beverages in Pakistan

 2. Developed By Name of Student: Mohammad Asif Khan Student ID: MB-2-05-51271
Program: MBA Course Name: Marketing Management Course ID: 70394
 3. Company Profile oZamZam Refreshment (Emirates), head quartered in Al- Ain United
Arab Emirates (UAE) was established in 2002. oIt was founded as a specialized company in
manufacturing soft drinks (cola, lemon, orange and diet cola) in cooperation with ZamZam-
Jordan which worked on getting the necessary permission in 1988 to bottle and manufacture
mineral waters for distribution of all of Jordan an neighboring countries.
 4. Company Profile oMeanwhile, ZamZam-Jordan got is activities expanded to include other
products mentioned under group 32 like, juice and other soft drinks. o The company started its
products distribution of soft drinks to all of UAE and other countries starting with UAE, KSA,
Iraq, Syria, Oman, India, as well as African countries like Mali, Senegal, South Africa and
Zambia and many other countries. oIn addition to that, we are now in the advanced stages to
manufacture our products in these countries in the near future.
 5. Situational Analysis oZamZam Refreshment is struggling to enter into a market where
many other strong brands are already serving to the customers in the same products category.
oWe affirm that our product quality and taste is strong enough to compete the existing cola
products which are globally known.
 6. Target Markets Our product is equally acceptable for all the age groups but specially
focuses to the young generations. We can differentiate our target markets as follows: oYoung
Generations including students, sports lovers, etc. (Provide an opportunity to fulfill their hectic
personal life with thrill and adventurism) oFamilies (To enrich their lives with entertainment)
oBusiness Entities (Hotels, Restaurants, Clubs, Resorts, etc.) (Provide an opportunity to increase
their customers’ satisfaction through an exceptional line of soft beverages.)
 7. Market Demographics: The profile of the ZamZam Refreshment potential customers
consist on the following basis: Geographic: ZamZam Refreshment has segregated the market
geographically into two broader categories: Urban Areas: •Large urban areas with heavy density
of population •Small urban areas with low population
 8. Market Demographics: Rural Areas: oDeveloped rural areas (Large villages having
separate living areas with different standards of living). oLess developed areas (Small villages
having community base living standards.
 9. Market Demographics: Demographics: There is almost an equal ratio of male and female in
the country’s population. Age Clusters: oAge between 13 to 60 years oAge between 13 to 20
years (Juvenile & quite young) oAge between 21 to 34 years (Young and Mature) oAge between
35 to 50 years (Middle Aged) oAge between 51 to 60 years (Old generation)
 10. Market Demographics: Behavioral Factors: oThe majority of population belongs to the
same religion and having strong religious trend among the middle income and lower middle
income groups. oMost population having trend on spending money on quality and tasty food and
beverage products. oHectic schedule of urban area’s life compel them to look for a catalyst to
boost their morals.
 11. Market Needs: •ZamZam Refreshment is providing a wide range of soft drink beverages to
the customers. •Market is full of opportunities and there is a strong probability that, ZamZam
Refreshment will penetrate in to the market with its unique taste of cola and wide range of
product line. •Market has a trend to spend on food & beverages and they continuously seek for
the best quality products to satisfy their needs. •The past success of the some foreign owned
restaurant chains endorsed this confidence of the ZamZam Refreshment.
 12. Market Needs: ZamZam Refreshment is committed to serve the target market through
proving value to the money for the customers in the shape of following: oQuality Beverages.
oExtra ordinary Customer Services. oEnriching their lives with joy and happiness.
 13. Market Trends: oThe economy of the target market has been recognized as one of the
emerging economy. oConsumer Price Index (CPI) and inflation are not highly favorable for the
new business but the growing rate of Gross Domestic Products (GDP) indicates that market has
potential. oForeign Direct Investment is welcomed by the government and provides different
type of incentives.
 14. Market Trends: o Urban areas more civilized and developed as compare to rural areas and
literacy rate is high as compare to the rural areas. oPeople of the urban areas have busiest
schedule as compare to the rural areas population. They spend most of their time for the earning
of livelihood for their families and for the love ones. oThey always look for the opportunities to
spend their leisure time with their families to fascinate their life along with their hectic schedule.
oThey spend money for that, this trend is rising day by day and some of the urban areas of the
target market have been recognized as mega metropolitan cities.
 15. Market Growth: oIt has been predicted that the overall industry growth will hardly be
more than 4.5% at the end of the current fiscal year. oBut it has been significant that the food &
beverages industry growth will achieve up to 8% growth in the current fiscal year. oThis growth
trend is remarkable as compare to other large manufacturing scale industries. oIt is strongly
believe that this trend will be rise in the years to come.
 16. Strengths, Weaknesses, Opportunities and Threats (SWOT) Analysis: The following
SWOT analysis is based on ZamZam Refreshment strengths, weaknesses in accordance with the
target market and it describes the opportunities and threats existing in the same market.
 17. Strengths: oSuccessfully operating in the existing markets through its unique taste of cola
and exceptional customer service. oOur state of the art logistics system enables us to minimize
the overall cost. oWe are financially strong enough to cope up with the market responses or we
can bear the early jerks of the market. Weaknesses: oPresently we have not investing on
manufacturing process.
 18. Opportunities: oLarge population of the country belongs to same religion. oLong summer
seasons in the urban areas. oQuality food & beverages are sought in the market. oCan expand
ourselves horizontally in same market. Threats: oExpecting strong resistance from the existing
cola producers in the market. oThe uneven growth of economy and shaky political situation.
oGlobal political scenarios.
 19. Competition ZamZam Refreshment is struggling to enter into the highly competitive
food & beverages market, where there are many foreign renowned food & beverage brands are
serving to the population. ZamZam Refreshment categorizes them as follows: Traditional Cola
Producers: We categorize the following Cola producers in to the high competitive zone, due to
their global presence and one of them has been regarded as the pioneer in cola producing: oCoca
Cola oPepsi Cola
 20. Competition Muslim Cola Producers: There are many other manufacturers are existing in
different Muslim countries and producing soft drinks in the name of Muslim drinks or cola.
These producers can be the future competitors in existing market. Presently the following local
producers are manufacturing the Muslim cola in the market: oGourmet Cola oCola Next
 21. o Nestle o Shezan o Frooto o Apple Sidra o Murrey Beverages o Red Bull Energy Drinks
o Rooh Afza o Jam-e-Shireen o Nurus
 22. Distribution Product Offering: ZamZam Refreshment is in a process to introduce limited
number of products from its wide range of product line. That can be extended according to the
market needs and response. The products can be categorized as under: The core Product:
oZamZam Cola
 23. Distribution The other products: oZamZam Orange oZamZam Lemon oZamZam Diet
Cola oZamZam Water oPower Plus Energy Drinks oPower Plus Energy Drinks Sugar Free
 24. MARKET STRATEGY oAs per demographics the seventy percent of the population lives
in the rural areas and the remaining thirty percent belongs to the urban areas. oInitially ZamZam
Refreshment has been decided to concentrate on large urban areas based on large cities with
heavy population. oWith the passage of time we will enable to capture the whole market and
simultaneously we will enable to increase our market share in the same product line.
 25. Mission Not Available
 26. Marketing Objectives oContinually maintaining upward trend of sale of the ZamZam
Refreshment products. oAchieve steady growth to fully penetrate in to the market. oDecrease
customer acquisition cost each quarter. oExpansion of distribution network all over the market.
 27. Financial Objectives: oMaximize the ZamZam Refreshment profit margin through
efficiency and achieving economies of scale. oA double to triple digit growth rate for first three
years of launching.
 28. Target Markets oZamZam Refreshment has segmented its target market into three
broader categories, large urban areas, small urban areas and rural areas. oMarket niche has been
created through segmenting market demographically. oZamZam Refreshment will target the
young generation in its initial aggressive marketing campaign. Besides the aforementioned
market niche we will also target the families to enrich their life with the new taste of cola
products. oZamZam Refreshment will commence the lucrative promotional activities to attract
the business customers.
 29. Positioning oZamZam Refreshment position itself as one of the finest producer of soft
beverages products. oWe differentiate our self through unique taste of our cola product and raise
slogan “cola for everyone”. oWe would like to make ZamZam Cola the first choice of the
customers in soft beverages and drinks.
 30. Strategies oThe first and the foremost aim of ZamZam Refreshment is to create
awareness of the product and the value offered by us among the customers. oOur market strategy
will focus to communicate the unique taste of cola which they never taste before or they are
unable to find it in any other cola product. oThis message will communicate through variety of
communication media. We have decided to communicate it through: oDeveloping Website and
other digital channels oSocial Media oElectronic Media oPrint Media oBill Boards / Hoardings
oEvent Organizing
 31. o Type: Soft Drink Carbonated beverage o Ingredients: Carbonated water, sugar,( caramel)
color, Acidulant, (Phosphoric Acid) Caffeine, Emulsifier (Arabic Gum), Natural Cola Flavor . o
Size: 250 ml Regular 300 ml Pet Bottle 350 ml Cane 500 ml Pet Bottle 1.5 liters Pet Bottle
Marketing Mix Products:
 32. Size: 250 ml Regular 300 ml Pet Bottle 350 ml Cane 500 ml Pet Bottle 1.5 liters Pet
Bottle Marketing Mix Products: Ingredients: Carbonated water, sugar, Acidulant, (Citric Acid)
Emulsifier (Arabic and ester Gum), Natural Orange Flavor, Preservative (Sodium Benzoate),
Color (Sunset Yellow), Antioxidant (Ascorbic Acid), Vitamin (C).  Type: Soft Drink
Carbonated beverage, Orange 
 33. o Type: Soft Drink, Low Calorie Carbonated beverage, Lemon o Ingredients: Carbonated
water, sugar, Natural Citrus Flavour, Acidulant (Citric Acid), (Malic Acid), Acidity Regulator
(Sodium Citrate), Preservative (Sodium Benzonate), Natural Lemon-Lime Flavor. o Size: 250 ml
Regular 300 ml Pet Bottle 350 ml Cane 500 ml Pet Bottle 1.5 liters Pet Bottle Marketing Mix
Products:
 34. o Type: Soft Drink Carbonated beverage, Diet Cola o Ingredients: Carbonated water, sugar
caramel, Acidulates (Citric Acid, Phosphoric Acid), Sweetener (Aspartame 350 mg/lt.), Acidity
Regulator (Sodium Citrate, Preservative (Sodium Benzonate), Caffeine, Natural Cola Flavor. o
Size: 300 ml Pet Bottle 350 ml Cane 500 ml Pet Bottle Marketing Mix: Products:
 35. o Type: Power Plus, Energy Drinks, Sugar Free o Ingredients: Carbonated water, Acidity
Regulator, Acidity Regulator (sodium Citrate), Preservative sodium Benzonate), Citric Acid,
Taurine(Max-0.4%), lucurono- lactone(0.24%), Sweetener (Aspartame, Acesulfame K), Caffeine
(.03%), Inostiol, Vitamins (Niacin, Pantothenic Acid, B6, B12), Flavour, Colors(Caramel,
Riboflavin). o Size: 300 ml Pet Bottle 350 ml Cane Marketing Mix Products:
 36. o Type: Power Plus, Energy Drinks o Ingredients: Carbonated water, Sugar (Sucrose),
Glucose, Acidity, Regulator (Sodium Citrate), Preservative (Sodium Benzonate), Citric Acid,
Taurine (Max 0.4%), Glucuronolactone (0.24%), Caffeine (0.03%), Inositol, Vitamins (Niacin,
Pantothenic Acid, B6, B12), Flavour, Colour (Caramel, Riboflavin). o Size: 300 ml Pet Bottle
350 ml Cane Marketing Mix Products:
 37. o Type: Power Plus, Citromin C o Ingredients: Carbonated water, sugar (Sucrose),Glucose,
Citric Acid, Taurine, Glucuronolactone, Caffeine, Inositol. Vitamins (Niacin, Pantothenic Acid,
B6, B12), Flavour, Preservative (Sodium Benzonate), Antioxidant (Ascorbic Acid). o Size: 300
ml Pet Bottle 350 ml Cane Marketing Mix Products:
 38. o Type: Power Plus, Genseng o Ingredients: o Size: 300 ml Pet Bottle 350 ml Cane
Marketing Mix Products:
 39. o Type: Power Plus, Vitamin C o Ingredients: o Size: 300 ml Pet Bottle 350 ml Cane
Marketing Mix Products:
 40. o Type: Pure Natural Mineral Water o Ingredients: Pure Natural Mineral Water From
Springs LIE in the heart of the scenic Hatta Peak District Filtering Through Acnient Limestone.
This Water Emerges With a Natural Balance of Minerals, Calcium, Magnesium, Creating Great
Taste, that is Spring Water o Size: 300 ml Pet Bottle 1.5 liters Pet Bottle Marketing Mix
Products:
 41. Marketing Mix Price: oNot les then the market price level of the same drinks. Place:
oLarge Urban areas oSmall Urban areas oRural Areas
 42. Marketing Mix Promotion: oLucrative discounts will be offer to the distributors,
wholesalers and retailers. oThis promotional activity will be accompanied with the other
promotional tools like offering company owned refrigerators; wholesalers and retailers sign
boards, etc. oSales promotion events organizing. oSponsoring the mega events, specifically the
sports events.
 43. Marketing Research: Our market research will be based on two phases: Pre Launching:
At this phase we will carry out a comprehensive research to analyze the market demand and
identify the reasons of the failures of the past attempt made by the other manufacturers in same
products. This research will help us to clearly identify the market depth for the product and its
probability of success and failure.
 44. Marketing Research Post Launching: We will be continuously in a search of that, how we
can improve our existing products quality that can satisfy the customer’s need and to extend our
product line in accordance with the new demands of the market, this will help us to understand
the market dynamics and will able us to serve the market in more effective and efficient manner.
 45. FINANCIALS Marketing Budgets: Marketing budgets is divided in to two parts, the first
part of the marketing budgets deals with the pre launching activities and the second part of the
budget deals with the post launching activities: First Part of the Budgets: Amount in million
rupees and estimated upon current market situation for the three years period:
 46. First Part of the Budgets: Particulars Allocated Amount Description Marketing Research
02.0 • Marketing Consultant Fee & research cost. Adds Preparation & Bringing it on air 20.0 •
Fee of Add Agency for Ad preparation. • Commercial making expenses. • Other expenses related
to print & electronic Ads. Promotional Activities 10.0 • Expenses related to of event organizing.
Marketing Staff Remuneration 06.0 • Marketing Staff Salaries and Wages • Allowances for extra
activities • Other administrative expenses Total 36.0
 47. First Part of the Budgets: Year 1 Year 2 Year 3 Particulars Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
Q1 Q2 Q3 Q4 Description Marketing & Advertisemen t 10 10 5 5 5 3 3 3 5 2 2 2 Expenses
related to the aggressive media campaign. Selling Expenses 2.5 1 1 1 1 1 0.5 0.5 0.5 0.5 0.5 0.5
Expenses related to materialized the sales through providing different kind of incentives and
promotional stuffs like company sign boards, company owned refrigerators, etc. Promotional
Activities 5 5 5 2 5 5 2 2 5 3 1 5 Expenses related to effective promotional activities and event
organizing. Logistics & Distribution 10 5 5 5 10 5 3 2 10 5 3 2 To carefully coordinate with the
logistics to make sure the availability of beverages on time. Total 27.5 21 16 13 21 14 8.5 7.5
20.5 10.5 6.5 9.5 Year wise Total 77.5 51.0 47.0
 48. CONTROLS Implementation: The overall marketing operations & activities have been
divided in to three broader phases: Phase I: oThe company will capture the fifty percent large
urban areas within the six months of its formal launching of products. Phase II: oWe will achieve
hundred percent penetrations in to the urban areas’ markets within the one year. Phase III: oWe
will fully penetrate in to the market through covering all prominent rural and urban areas within
the three years.
 49. Sales Targets The sales targets will be developed according to the potential of the sub
markets or the locations. To achieve this we have segmented the market on the sales potential
and they will be categories on the following basis and the respective targets will be allocated to
the sales team on the basis of their respective locality: oUpper Class Localities (Higher Income
Groups) oUpper Middle Class Localities (Higher Middle Income Groups) oMiddle Class
Localities (Higher Lower / Middle Income Groups) oUpper Lower Class Localities (Upper
Lower / Lower Middle Income Groups) oLower Class Localities (Middle Lower / Lower Income
Groups)
 50. Marketing Organization We have been organizing our marketing activities in to three
broader categories, with an aim to create distinction from our existing competitors and restrict
other producers of the beverages to enter into the same market. We have divided our marketing
activities in to following three broader categories. oMarketing & Advertisement oSelling
Activities oLogistics & Distribution
 51. Marketing & Advertisement Marketing department will be responsible to carry out all the
marketing related activities of the ZamZam Refreshment beverages products. oFirst and
foremost, they will be responsible to carry out a comprehensive research related to the target
market, to provide the desired & required information to the board of directors to review and
analyze the suitability of the investment. oThen they will be responsible to implement this
marketing plan in a manner that all the predefined objectives of the plan will be achieved in an
effective
 52. Marketing & Advertisement oThey will be responsible to develop ads for the products and
get necessary approval from the top management before brining it o the media. After necessary
approval they will be responsible to communicate it through various means of communications
to the target audience in order to achieve desired level of sales of beverages and to create a
profitable relationship with its customer through effective customer services. oMarketing
department will be responsible to create synergy among the Marketing, Sales and Logistics &
Distribution departments to ensure that the uninterrupted supply of the beverages will be
available to the customers. They also responsible to seek continuous feedback from the
individual and as well as the business customers to gauge the potential market growth and rectify
the discrepancies if any.
 53. Selling Activities The sales department will be the part and partial of the Marketing
department, initially they are responsible to report to the marketing head about their selling
activities. oThey are responsible to ensure that the orders from the retailers and whole sellers will
be received frequently and the supply of the goods will be reached to the them on time, without
any hurdle or disturbance. oTo achieve this objective they have to fully coordinate with the
logistics department and make sure that the desired information must reach to the logistics
department on time.
 54. Selling Activities oThey responsible to achieve their predefined sales targets set by the top
management with the help of the marketing department, in accordance with sales opportunities
lies in the respective localities of the target market. oThe marketing department is responsible to
make sure that the market potential will be utilized fully and every individual of the sales team
will be highly motivated to achieve their individual goals as well as the department’s goals and
collectively the organizational goals.
 55. Logistics & Distribution It will be the prime responsibility of logistics & distribution
departments that all the sales order will be delivered on time at minimum cost. They will be
continually in a quest to capture the full market share through their effective and economical
fleet operations of the logistics. Initially they will be directly responsible to the marketing
department regarding their operational activities and have to work closely with the sales team. It
is to be ensure by the logistics & distribution department that with the passage of time the cost of
delivery of the beverages should be minimized but it must be ensure that they have to maintain
same level of quality of services that company has promised to it’s customers.
 56. Contingency Planning Difficulties & Risks: oAs prior mentioned that the already existing
manufacturer and distributors of the renowned cola brands has strong influence on market, the
huge resistance is expected from them. oThe product will be unable to achieve the desired
objectives in term of finance and the number of sales. oA change in political and economic
condition of the country can affect the predicted sales of the products. oFinancial risk can be
minimized through creating or developing a joint venture or including local investors in the
project.
 57. Contingency Planning Worst Case Risks Scenarios Include: oProduct will be unable to get
the desired response from the market. oA negative marketing from the rivals can harm the
product image.
 58. Questions & Answers
 59. Thank You!
Why rc cola failed in pakistan
1. 1. 1905: Mr. Claud Hatcher, Founder, Established the “Union Bottling Works” in Columbus,
Georgia in the basement of the wholesale grocery business of his family. 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.
2. 2. 1933: Mr. Claud Hatcher died on December 31st. 1934: Chero-Cola is reformulated and
the new product is named Royal Crown Cola. 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
Lamarr. 1958: Company changes name for the third time to Royal Crown Cola Company.
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.
3. 3. RC Cola Diet RC Cola Cherry RC Cola RC Edge Cola Diet Rite Cola RCQ Royal Crown
Draft Cola Kick
4. 4. RC cola was a very famous drink in Pakistan. It was well known since the time of its arrival
in the sub- continent which was the 70’s. Internationally RC cola faded away by the early
90’s.
5. 5. 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 its investment in the sub-continent. RC finally stopped production
somewhere in the early 90’s.
6. 6. The initiative to re-launch RC cola seems to be a great idea, as it is a cash crop for Royal
Crown all over the world. Before going to re-launch RC Cola in Pakistani market, several
things should be analyzed.
7. 7. Market share of soft drinks in beverage industry Age factor affecting the sales
8. 8. 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.
9. 9. Strengths: 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. 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.
10. 10. Weaknesses: 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.
11. 11. Opportunities: 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.
12. 12. Threats: 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. 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. Nowadays, health-conscious rural inhabitants also drink bottled water due to
health concerns.
13. 13. Strength: RC Cola is the cola which is more than a 100 years old. Weaknesses: Low
advertising budget. International Law suits.
14. 14. 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 90’s.
15. 15. TARGET MARKET Demographic Factor: Age – from 12-50 Years Social Class – Upper,
Upper Middle., Middle Gender – Male and Female Geographic factor: Country – Pakistan
Province—Sindh City – Karachi Population – about 20 million
16. 16. RC has a factory at SITE industrial Area near Sher Shah Market which covers an area of
5000 Yards. The Project is located at D-210, Estate Avenue, S. I. T. E Industrial Area,
Karachi. Land - One Acre Land. On Prime Location of S.I.T.E on main Estate Avenue. Front
Main Road 176 feet wide Double Roads (Both Ways). 80 feet wide Road, along with entire
Boundary wall of 500 feet CBL Building.
17. 17. Status of Property: Freehold-Self Occupied (CBL) Property is an Industrial Unit at S.I.T.E
Ltd., Approved Plan by S.I.T.E Ltd., SITE Plan Approved. Electricity - 168 KW Approved &
Installed. Sui Gas - Industrial Connection Approved & Installed. Water Line (Two) 2" & 1"
Industrial Connection Installed. 8 Telephone Lines. Huge Sewerage system arranged. Under
Ground Water Tank Capacity 75000 Gallons. Overhead Water Tank 5000 Gallons
(continuous flow from underground tank).
18. 18. DAILY PRODUCTION:- 500,000 LITRES A DAY DENONMINATIONS OF BOTTLES 250
ML 500 ML
19. 19. COST RS.7.75/= SALE TO RETAILERS (250ML) RS.12.50/= COST RS.20.5/= SALE
TO RETAILERS (500ML) RS.27.0/=
20. 20. S.I.T.E. (WITHIN FACTORY) NORTH KARACHI. NAZIMABAD MALIR P.E.C.H.S.
21. 21. 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.
22. 22. Offered Products: RC Cola Diet RC Cola New Product Development
23. 23. Offered Products: RC Cola Diet RC Cola
24. 24. RC’s Ingredients Carbonated Water High Fructose Corn Syrup Sugar Caramel Color
Citric Acid Natural Flavor Caffeine.
25. 25. 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.
26. 26. 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
27. 27. 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
competitor is charging from their customers otherwise nobody will buy their product. Price
must be keeping the view of their target market.
28. 28. Prices of different bottles Quantity Price in Rupees Jumbo 80 1.5 Liters 65 1 Liter 37
500ml 30 250ml 16 Tin 25
29. 29. 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. The second
best is awarded with Motor Cycle. The third best is awarded with Return Ticket to Middle
East.
30. 30. 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, Chat Massala, or Free Drinks with Liter Bottles are offered
31. 31. SPECIAL POINTS Other than these some special points are also being looked after by
direct sales vehicles such hotels restaurants, public parks, big and reputed super stores etc.
At Avari, Pearl continental, village, Seas magnificence etc. RC Cola directly distributes the
products.
32. 32. 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.
33. 33. 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