NAME ALINA FATIMA

REG.NO 10306
SUBMITTED TO S.MURAD RIZVI

RELAUNCH PRODUCT : RC COLA

RC COLA IN PAKISTAN

In Pakistan, RC cola was a well-known beverage. It was well-known throughout Pakistan

since its introduction in the subcontinent in the 1970s, and it enjoyed the same level of

popularity as Coca-Cola and Pepsi today. Because RC Cola was being sued by various

organisations throughout the world, it reduced its investment in the subcontinent, and by the

1990s, the company had faded away owing to various challenges, and production in Pakistan

had ceased. RC Cola is not currently available in Pakistan, and if it decides to do so, it will

face stiff competition from Coca-Cola and Pepsi, which now dominate the cola industry.

WHY RC COLA FAILED IN PAKISTAN

Pepsi Cola and Coca-Cola were the first to enter the market. In comparison to its competitors,

Pakistan had very little advertising. Because RC Cola was being used by many organizations

throughout the world, it reduced its investment in the subcontinent. RC eventually ceased

manufacture in the early 1990s. RC Cola failed in Pakistan due of a lack of focus on the
advertising strategy. Even in Pakistan, people used to drink RC Cola and like it, although this

was many years ago in the 1970s and 1980s, possibly because there was no alternative cola

available at the time. When other colas arrived, they promoted so effectively that people were

drawn to them.

RC COLA RELAUNCH IN PAKISTAN:

In Pakistan, RC Cola needs to reposition itself. RC Cola has struggled to establish itself as a

distinct brand in the minds of consumers. In their positioning statement, BTL events, and

advertisements, RC Cola will use the phrase "Adventure/Thrill." Because no cola brand in

Pakistan claims to be adventurous, the word "adventure" will be connected with this brand.

THE RC COLA TARGET MARKET: The RC Cola target market in Pakistan will be the

youth. In Pakistan, 80 percent of cola drink customers are between the ages of 13 and 35.

STRATEGY FOR MARKETING: On the brand, a new marketing mix will be

implemented. Product Name: Some changes will be made applied to the logo Product: Some

changes will be made to the bottle's shape, particularly the ordinary bottle, because it appears

to be thin and has bottles.

Cost: When deciding on a pricing plan, RC Cola should consider the following elements. A

price should be established to the public's demand for the product The price should be set at

a level that maximizes revenue for the company. Price should not be either cheap or too

expensive in comparison to what a rival is charging

Location: For the first three months, the product would only be sold in the Karachi and

Islamabad.

DISTRIBUTION NETWORKS: We'll also employ a push plan for our product, employing

a variety of promotional strategies and media. The distribution will be done on a zonal basis,

with a total of five zones. We will approach the retailer directly and offer a credit facility as

well as a bonus in the form of incentives. We will also supply you with trade allowances.
PROMOTION: The Integrated Marketing Campaign will be utilized in all promotional

activities. In conclusion, RC Cola failed in Pakistan due of a lack of focus on the advertising

SPECIAL OFFER: RC Cola will provide unique incentives to consumers on major

occasions such as Ramadan and Eid days, rather than lowering product prices, by offering

unique packs such as Pakkora Mix, Chat Masala, or Free Drinks with Liter Bottles.

Positioning RC Cola distributes its product through a variety of outlets.

STRATEGY. People in Pakistan used to drink RC Cola and loved it, but at that time sue to

lack focus on product it failed so this time we have to focus on product packaging size bottle

shape and must sure that product will be on people minds via too much advertising again and

again that people can easily remember that product. Slogan must be attractive. Availability of

product should be perfect in market there will be no shortage of product in market otherwise

people will convert on others. In starting there will be extra deals promotion for customers.

Like buy one get one free or buy 2 and get 10% discount. Etc.

SUMMARY: Based on our marketing understanding, we can deduce that RC Cola failed in

Pakistan due to a lack of attention paid to the ad campaign. Even in Pakistan, people used to

drink RC Cola and like it, although this was many years ago in the 1970s and 1980s, possibly

because there was no alternative cola available at the time. When other colas arrived, they

promoted so effectively that people were drawn to them. It's also about how you portray it,

the product's appearance. The bottle of RC Cola is unappealing, and the regular one in

particular appears to be very thin, as if there is less fluid inside, which is why the drink has

fallen out of favor in Pakistan. It is possible for them to climb again by paying close attention

to the advertising and the product's appearance. It should be enticing and attractive, as well as

fashionable. That's what it takes, and the right advertising at the right time can make a big

difference. It's crucial to understand how to market a product in such a way that it has a

fashionable and trendy impact on people.