1

FINAL REPORT

PRESENTED BY:

TUBA RIZWAN SIDDIQUI (17953)

ANNOSH MUNAWER (17380)

MUHAMMAD AMAN ABDUL RAUF (20218)

IRTIAZA KHAN (16677)

AZAD WALI (14009)

MUHAMMAD OSAMA SIDDIQUI (15203)

MUHAMMAD AMMAR SALAHUDDIN (20299)

COURSE TITLE:

CONSUMER BEHAVIOR

REPORT SUBMISSION DATE:

31ST MAY, 2022

PRESENTED TO:

MR. TANZEEL RAUF

 2

GROUP MEMBERS WORK CONTRIBUTION

Report Work:

tuba 40%

annosh 20%

Ammar 10%

Aman 10%

Osama 10%

irtaza 10%

azad 10%

TVC:

Irtaza 40%

Osama 10%

aman 10%

azad 10%

tuba 10%

Annosh 10%

ammar 10%

Survey:

Osama 70%

Ammar 15%

Irtaza 15%

Work on physical Product:

Ammar 60%

Osama 40%

Radio Ad:

Osama 50%

Aman 50%

PPT:

Osama 60%

Annosh 20%
 3

Tuba 20% GROUP LEADER SIGNATURE:-

TABLE OF CONTENT
SNO. CONTENT PAGE NO.

01 Summary 04

02 Introduction 04

03 Product identify 04-06

04 How product fail 06

05 Failure cause 06-07

06 Old target market 07

07 SWOT 08-09

08 Re-launch product 09

09 Old and new target market 10

10 Market segmentation 10-11

11 Marketing mix 11-12

12 Brand personality 12-14

13 Advertising strategy 14

14 Consumer behavior 15-19

15 Competitive strategy 19-21

16 Summary 22
 4

SUMMARY:
In this report we discuss the RC Cola in detail which is the famous beverage brand in 80’s.
Therefore, now in 2022 we re-launched RC Cola again in the market with new strategies and
more attractive and do solve all the mistakes which old RC Cola Co., do in the past. We
mentioned the history of the RC Cola, product identify, problems, failure cause, old target
market of RC Cola which they targeted in the 70’s or 80’s, SWOT analysis of the RC Cola,
how we re-launched the product, old and new target, detail explain market segmentation,
brand personality, advertisement strategy which we used, consumer behavior regarding RC
Cola, competitive analysis, we discuss all these things in a detail in this report and deeply
explain all these points and re-launched RC Cola again in the beverage market.

INTRODUCTION:
Whenever you launched old product or death product what things you research? In this
case wherever the organization rebranding old or death product the very first thing which
they research is what is the reason the product failed in the market? Or what are the reason
customers are not stop buying the product? According to us the old product launching is
much easier than launched death product. There is number of products which are famous
but now days those products are not available in the market because they do some blunders
or mistake which made a reason to face decline or stopping productions of that fruits. There
are very few organizations/products available in the merchandise who still maintains their
reputation and image in the market or in front of customers. Although, many products that
are famous in their time now their targeted customers only remember in sub-conscious
mind.
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1. PRODUCTS IDENTIFY:
There is a huge market of soft drinks in Pakistan Industry. Multiple organizations
manufacture soft drinks which are available in market but most consume drink is Pepsi
Cola and then Coca Cola. Almost total beverage market is about 120million cases in
which 65% are Pepsi products and 20% to 22% are Coca Cola product and there are so
many Colas product are also available in the market. When we research on the beverage
market Pepsi and Coca Cola soft drinks are more consumed after the early 90’s but
before 90’s there is an another soft drink which gather the more market in this
segmentation. The ROYAL CROWN COLA (RC COLA) are the one of the most popular and
top of the mind product in the market before 90’s. The RC not only produced soft drinks
they also manufactured flavor drinks, and they categories drinks in different flavors
which are;

 RC Cola (Regular)
 RC Cola Diet
 Cherry RC Cola
 RC Edge Cola
 Rite Cola
 RCQ
 Royal Crown Draft Cola
 Kick

These are the categories of the RC Cola but the most famous and used product is RC Cola
(regular). And the product which we identify is RC Cola (regular), and we re-launched
this product in the market again. The briefly history of RC Cola is;

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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.

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.
 9

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.

The royal crown cola is still having top of the mind and still their product is somewhere
in the sub-conscious mind in the audience and their target market still remember their
cola taste. Whenever, the RC Cola re-launch their same product with new strategy there
is a chance their targeted audience buy their product and they also make new
customers too. But now they faced difficulties reason behind this is the Pepsi and Coca
Cola share a huge market and they capture a large amount of customers.

2. HOW PRODUCT FAIL (PROBLEM):

In marketing there is a product life cycle which is introduction, growth, maturity and
decline. When the product or brand comes on the maturity stage it is an organization
responsibility to look after the product image and maintain the reputation and make
sure that their competitors not capture their market. Whenever, the organization not do
these things they faced decline of the product and when it is on the last stage the
productivity is useless and in the end the product is out of the market. There is very few
organizations available who faced decline stage but they come back and again maintain
their image in the market but mostly organization is vanish after this. The same thing
happened with the RC Cola, the soft drink brand is lie on the maturity stage but they not
focused on the product and they not invest money on the advertisement, or other
expense; the RC Cola Co. is left their place and does big mistakes. When the firms not do
advertisements, poor attention on the product, not do camping’s, relation between
supplier and firm is weak, employee and management relation is weak, owner of the
organization not give proper attention to the firms these and many other reason make a
product or brand fail in the market.

Many products which are famous in their era are now not available in the market and
now a day’s most of the people which are their targeted market in previous years are
remember that product in the sub-conscious or conscious mind only.

3. REASON RC COLA LOOSING MARKET IN PAKISTAN:

Failure Cause:-
When the once product is introduced in the market there is a responsibility to the
organization to maintain the product in the market as same level where it lie or to make
 10

sure that the customers remember their product all the time whenever they want it.
Although, when the corporation see that the competitors of their product is also
available in the market the corporation do more efforts to maintain their product in the
industry and avoid decline face.

But in this case the RC Cola sees that their 2 competitors are now given them a
challenge and they starting capture their market the RC Cola does not do anything for
that, and Pepsi Cola and Coca Cola take the advantage of this mistake and they both
stormed in the market. Another mistake which RC Cola Co. do is the minimal
advertisement in the Pakistan (sub-continent), they not recognized that their
competitors capture more market or their targeted customers through the
advertisements. The organization faced some difficulties internationally, some
organization sued RC Cola internationally due to this reason they invest low in the sub-
continent. And the competitors take advantage, and they start making their product
positioning in the customer mind. The problem is RC Cola product fail in Pakistan is
their poor attention in the product campaigns. Unfortunately, the diet soda generated
controversy due to the inclusion of cyclamates as a sweetener, which was eventually
banned in 1970 over health concerns. Since Diet Rite had helped Royal Crown sail to the
No. 1 diet-soda spot, the health scare caused the company's sales to plummet.

In the era of 70’s and 80’s RC soft drinks are the most famous drink in the market
because they are the only one beverage product in the Pakistan market but their poor
attention on the campaigns, advertisements, relationship with vendors and transporters
they start facing decline because Pepsi and Coca Cola gather their market and analysis
their mistake which really help both product to make their strong place in the beverage
industry. Somewhere early 90’s RC finally stop their production.

4. OLD TARGET MARKET OF RC COLA:

Before introducing any brand or product it is important to learn the market and decide
the audiences who use your product, it is important part before launch any product. The
RC Cola do the same thing in early 1970’s or 1980’s. The previous targeted market of RC
Cola is;

 Children
 Teenagers
 Adults
 Customers in restaurants
 College and university students in canteens

Although, these are the old target market of the RC Cola, this target market help the
product to get famous and the RC Cola soft drink are the most famous drink in the
market when there is no competitor of RC Cola.
 11

5. SWOT ANALYSIS:
Every product or brands have some strength, weakness, opportunities and threats
which help the brand to overcome their weakness and more focused on their strength
and opportunities and always remember threats which help to show more efforts on the
product. According to SWOT Matrix the strength and weakness are the internal
problems of the organization and the opportunity and threat are the external, strength
an opportunity are helpful for the organization and weakness and threat are harmful for
the firm. As same, the RC Cola are also having their SWOT analysis;

STRENGTHS:

Brand Image: the RC Cola is the product of Partex beverage Ltd, the brand image of RC
Cola is strong because the product is vanishes because of their mistakes there is no negative
impact of brand in the market.

Pricing: the price of the RC Cola is quite reasonable for all classes because the price of
product is set as low as compare to others beverages.

Availability: generally, RC Cola available to small and large all retailers shop, marts and
all the area which we target.

Product Quality: RC Cola soft drinks are good in quality and not as much harmful to the
health as compare to the Pepsi and Coca Cola.

WEAKNESSES:

Weak Promotions Activity: the RC Cola doesn’t do any investigation to connect

directly with their customers through other platforms they only focused on TV
 12

commercials at only once and the commercial which they make are not as much
attractive compare to their competitor’s commercials.

Lack of Competency: when the competitors of RC Cola gather the market and make
their brand or product strong in the market due to the competency where RC Cola are
not as much competent as compare to competitors.

OPPORTUNITIES:

Target New Geographic Area: the RC Cola trying to reach every area and target new
cities and their every area and make sure that their product is easily available for all
targeted areas and cities.

THREATS:

Price Increase: Now a day, the price of the raw material price is increase day by day
due to this reason the price of the product is affected.

6. RE-LAUNCH (REENGINEER):
We decided to re-launch the product RC Cola. The RC Cola soft drink is good in taste and
more popular to their others competitors but due to their mistakes they lost their place
but still after so many years ago the people still recall the RC Cola and the taste of the RC
Cola soft drink, this is the reason we only reengineer the product. The organization do
so many mistakes in the past which made a reason of decline the product but we solve
those problems and make RC Cola back in the market in more power.

The major mistake RC Cola do is they ignore advertisements and not invest money on
advertisements, but we not do this mistake and we focus more on ads because the
audience remember product or buy the product whenever the commercials and
advertisement is good and attractive, that’s why we do more effort on advertisements to
spread awareness about RC Cola is back in the market we do awareness campaigns
through social marketing, bill boards, pamphlet, television commercial (TVC), radio ad,
and mouth to mouth announcement.

We make a strong relation with our vendors or suppliers and we used our own
transport for delivery. Strong and good relation with supplier and vendors are very
important because they played an important role for the organization. When the
organization provide value and respect to their suppliers it converted into the loyalty
and while we need a loyal customer for the product we also need the loyal suppliers for
the product and it only happened when the firm give the respect and value to their
suppliers.

Although, when we solve all the problems we launch the RC Cola product in Karachi, we
target almost 20 million populations in the beginning. Karachi city is the main city of all
 13

over the Pakistan the most used of soft drinks are in Karachi. We faced many difficulties
because Pepsi and Coca Cola stormed almost beverage market. These to competitors are
very strong market in Karachi but we have a benefit of strong and good taste product
and RC Cola is somehow are placed in the sub-conscious mind. When we do strong
marketing and make strong relation with customers it helps us to maintain the old place
of RC Cola again.

7. OLD AND NEW TARGET MARKET OF RC COLA:

The RC Cola previous target market is all age group people and they also target
restaurants and school, college and university canteen in 90’s era there is not as many
universities are available in Karachi that’s why it is easy for them to maintain to target
university. But now we target as same as previous target we also target all age groups
except diet conscious and old age group as much. Our focused is on children’s,
teenagers, adults, restaurants, schools, colleges and universities and we also target
marriage halls. We supply RC Cola all the areas of the Karachi, and make sure that the
every area which we targeted the RC Cola is available over there and targeted group buy
our product. RC Cola is interested in increasing its market shares by penetrating in
further markets.

Therefore it has adopted a penetration pricing policy that will help it to reach all overall
Karachi market of our target audience. It faces stiff competition from two rival brands in
the consumer market. The company has implemented competitive pricing and kept its
product prices at same levels with product prices set up by our competitor’s price so
that its prices seem affordable and inexpensive to consumers. The old target Audience
of our RC Cola and Previously RC Cola were more broad and scattered in its targeting,
talking to whole families and the people within them. There was something for dad,
there was something for mom, and there was something for big brother and little sister.

8. MARKET SEGMENTATION:
Market segmentation for any product is important because it tell us the exact location,
age, gender, behavior of the consumer, social class of the consumer which helps to
target the exact audience of the product. RC Cola's market can be segmented in the
following ways:

• Geographic Segmentation

• Demographic Segmentation

• Behavioral Segmentation
 14

Geographic Segmentation:
RC Cola will be divide domestic market of Karachi on the basis of urban- rural
identification. The company will serve both urban and rural peoples as their target
consumers who are living in Karachi. Reason behind to target Karachi is, Karachi is the
large city of Pakistan and here we found all types of people and Karachi market is large
more than other cities.

Demographic Segmentation:
RC cola has different demographic areas to segment their market. Like - age and income

 AGE: RC Cola will target ages from all group of peoples, children’s, teenagers,
young people, middle age group, and the older people, but we will exclude
children under seven years. Some where we also target health conscious people
to provide them low sugar cola according to their health.

 Income: There are a lot of income group in the market. RC cola will be targeting
almost all income groups as their target customers. The price of RC cola will not
be very high, so a huge number of people from different income groups will have
the ability to buy RC cola.

Behavioral Segmentation:
RC Cola will segment the buyers into groups on the basis of their knowledge, attitude,
usage pattern, or response to a Product.

Occasions, user status, and usage rate will be the behavioral market segments of RC
Cola.

Marketing Mix:
These four stratigies are most important in business;

Price: all beverages set their price according to the market price due to this we also set
RC Cola price before re-introduced RC Cola in the market. We arrange our price
according to our targeted market that every buyer easily buys the product and the
buyer cannot go to the substitute of the RC Cola. We set a price of 500ml bottle PRK 30,
1000ml PRK 35, 1.5liter PRK 120 and 250 liter PRK 150. These pricing are the attractive
for the buyer and the low price as compare to RC Cola competitors.

Product: in the beginning of re-launch RC Cola we only offer one flavor in the Karachi.
 15

Product Pet bottle Mission

Name Flavors offered & Statement
Can
Royal Crown Cola: 1.
Liter:

RC Cola (1000ml),250ml, Freedom of

2. 1.5liter, 250liter life

Product Features: the product features which we provide for our customers is 1000ml,
250ml, 1.5liter, 250liter bottle and 1000ml can also available in the market for
customers.

Quality: ensure that to verify the quality of product to internationally and nationally
both then supply the product in the market. And we mentioned it on RC Cola bottle label
that it is approved with FDA (food and drug administration).

Place: the place where RC Cola is re-introduced is Karachi, Karachi is the big city of
Pakistan and it is also divided into parts RC Cola available in all areas of the Karachi and
we plant RC Cola industry in all districts industrial areas to easily supply the product to
the retailers.

Transportation Modes: the transportation which RC Cola used is their own transport.
The RC Cola supply the product through trucks, vans, and the small cycle attached with
fridge as like the igloo cycles.

Promotion: the strategy which we used for promotion is social media marketing,
advertisements, bill boards, television commercials, and mouth to mouth
advertisements, bill boards and pamphlets.

9. BRAND PERSONALITY DEVELOPS:

In order to build a soft drink brand from the very scratch, one needs to follow few steps in a
line. These are the steps that would help the individual build up a strong soft drink brand
that could give a good competition to the other brands that are either established or are
coming up.

What Is The Purpose Of Branding?

 16

 Branding will in turn lead to the increase in the number of customers that would
turn up in your company, thus yielding more and more profits for you.
 in order to reach that goal, you would need ample amount of strategic planning a
framework about how you would make a strong branding for your company.

Build A Soft Drink Brand:

The Competition That Prevails:

When closely looked at the different brands that are there in the market, for sure the
principles that they abide by, are almost the same.

Due to the homogeneous products that are sold by most of the brands or companies in the
market, the competition is elevating at a very fast rate. A healthy competition is important
but only till it goes beyond to the level that could harm a brand or an individual.

Let Us Further Look Into Few of The Principles:

 Let Know As To What Your Brand Stands For:
It is very important to know about the strengths of the brand or company that you are
setting up. This would help you move towards a more focused goal. This would in turn help
you make the audience have a better idea about your brand.

 Choose The Right Color For Your Soft Drink Brand:

The color that you decide to use for your brand should be serving the mission as well as the
mission of your brand.

If you are planning to come up with a soft drinks brand, you should make the packaging very
attractive. The package should be such, which would make mouths water.

Example. When we come to an example, the very first brand that comes to our mind is that
of Coca-Cola. It is a drink that is black in color. In contrast, the packaging is done in a
transparent bottle with a red and white label. Thus, this is the way packaging should be
done.

 Create And Orient The Study On A Target Audience:

A target audience refers to the group of people who are targeted in order to sell the product
to. The way that your brand would be built, depends upon your target audience. They also
provoke your packaging and branding means.
 17

Example Of Target udience For A Soft Drinks Brand:

The main example of a target audience would be Mountain Dew. The target audience being
the children and the ones who are engaged in exciting and challenging lifestyle, they used
the color, green, white, black and red. Each color has a definition.

 Choose A Good Brand Name:

This is one of the most important steps that has to be undertaken. The brand name should
be such that it clearly portraits the message you want to give out. There must be a clear
vision of what services or products your setup is going to offer.

 Creating Attractive And Good Content:

Producing good products is just not of any help. It is also very important for your brand to
reach out to the customers with the message and the description of the products or the
services that your company offers.
A good content can attract a customer like no service or product without any description
can fetch.

 Be More Audience-Oriented:
Audience does not buy technical knowledge. They buy convenience and emotions. Emotions
are the best way to attract customers to your brand or company.

Hitting on the right emotions at the right time, becomes very important for selling your
product or your service to a vast number of audience.

The right emotion on the right point, attract the customer and makes them tilt towards the
products that are offered by you. Thus, your branding procedure should be more audience
oriented, in order to attract them.

 Maintaining Transparency:
Maintaining transparency is important so that the customer, rather than going here and
there, straight comes up to you in order to get the product or the service that they want and
know that you offer them. Thus, this is another key element that needs to be taken care of.

 Get Advises From The Experts:

In order to come up with good and advisable branding procedures, it becomes very easy for
you to build a plan, when contacted with an expert. No body except an expert can give you
the best procedures of branding.

They are the ones who have worked in the industry of branding for years. Their experiences
matter a lot and lead them to advise you with the best branding ideas.
 18

 Get Proper Knowledge From Your Competitors In The Market:

This is a key point in order for you and your brand to grow further. At the starting, before all
the setup, one who is aspiring to develop a startup, should undertake a thorough survey of
all the companies in the market that may turn out to be a competitor.

10. ADVERTISING STRATEGY:

The advertising strategy which we used to promote RC Cola in the market we focused
on the television commercials, advertising through radio, bill boards, and pamphlets,
mouth to mouth which help to do more advertising, we also do a wall advertising its
really help because the person who is targeted or not both see the add and they
remember the product and once they must buy the product due to wall advertising
because the image of the product is set in their sub-conscious mind.

The old ads, of the RC Cola is not as much attractive and the organization is not
providing as much focus on the advertisement which make a reason to loss the market
but now we focus more in advertisements reason is the buyer more buy the product
through ads.

11. CONSUMER BEHAVIOR:

Positive motivation forces like the need and desire drive consumers to buying soft
drink, consumers need the drink to satisfy their thirsty, consumers also desire Coca-
Cola as a pleasure drink. Since one is motivated by a need, a need only becomes a motive
when it is aroused to a particular level; a motive or drive is a need that is extremely
pressing as to force individuals to find satisfaction for that need.

The analysis describes the motivation induces positively that urge people to
buy coca cola, however it is much known to them by the pleasurable taste of it 60% of
the people experiences the cool vibes with coke, even though, Pepsi cannot be hidden
from their eyes, PepsiCo products are enjoyed by consumers one billion times a day in
more than 200 countries and territories around the world. PepsiCo generated more
than $66 billion in net revenue in 2014, driven by a complementary food and beverage
portfolio that includes Frito Lay, Gatorade, Pepsi-Cola, Quaker and Tropicana. PepsiCo’s
product portfolio includes a wide range of enjoyable foods and beverages, including 22
brands that generate more than $1 billion each in estimated annual retail sales. At the
heart of PepsiCo is Performance with Purpose our goal to deliver top-tier financial
performance while creating sustainable growth and shareholder value. In practice,
Performance with Purpose means providing a wide range of foods and beverages from
treats to healthy eats; finding innovative ways to minimize our impact on the
environment and reduce our operating costs; providing a safe and inclusive workplace
 19

for our employees globally; and respecting, supporting and investing in the local
communities where we operate.

RC cola is the product ,which shapes curiosity for the individuals to find a new taste
with an absolute authenticity ,no matter, it tastes as before , though it initiates gradually
, with and affordable amount to be bought .Performance with Purpose means providing
a wide range of foods and beverages from treats to healthy eats; finding innovative
ways to minimize our impact on the environment and lower our costs through energy
and water conservation, as well as reduced use of packaging material.

We do a survey for analysis the target consumer thoughts regarding re-launching RC

Cola in the market again, the survey result are:

QUESTION#01
 20

QUESTION#02

QUESTION#03
 21

QUESTION#04

QUESTION#05

QUESTION#06
 22

QUESTION#07

QUESTION#08

QUESTION#09
 23

These are the survey results which help us to know the ration of the consumers and the
thoughts of the consumer about soft drinks and about RC Cola re-launched.

12. COMPETITIVE ANALYSIS:

The competitors of RC Cola are the two top brands in the beverage market now. The
Pepsi Cola and the Coca Cola are the two main brands who are the competitor of RC Cola
and they both brands share a large number of soft drink market and produced and sell
their product in a bulk quantity.

The Coca Cola Beverage Pakistan Limited holds 38.8% market shares and the Pepsi Cola
Internationals holds the big chunk in the market shares with 51%. The Pepsi earn more
revenue as compare to the Coca Cola.

If we see the revenue of the Coca Cola and Pepsi last 5 years;

Coca Cola Revenue:-

Year Revenue ($)

2017 35,410,000,000

2018 31,856,000,000

2019 37,266,000,000

2020 33,014,000,000

2021 38,655,000,000

Pepsi Cola Revenue:-

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Year Revenue ($)

2017 63,525,000,000

2018 64,661,000,000

2019 67,161,000,000

2020 70,372,000,000

2021 79,474,000,000

As we see, the revenue of the Pepsi and Coca Cola the Pepsi revenue is more than coca
cola, the RC Cola faced difficulties in re-launched and generate their more shares and
revenue in the market. The both competitors brands products are available in all stores
and areas and they have strong targeted audience but one weakness of the Pepsi is their
customers are not loyal as compare to the coca cola customers, it is a benefit for RC Cola
and one thread for coca cola is the RC Cola is more resembles as coca cola it is another
benefit for RC Cola Co.

The RC Cola and the 2 competitors of RC Cola, their strategy which they used for the
pricing, and the variation of their products and the market which they target are discuss
and how RC Cola is similar in these things with their competitors are also mentioned
below;

COKE PEPSI RC COLA

The core target The target market The target market

market of Coke is of Pepsi is youth of RC Cola
the youth, and young adults includes all of the
TARGET MARKET regardless of or people whose people in all
gender. age ranged sections which
around 18-35 include the
years old. children’s, youth,
and adults.
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There are many There are also RC Cola have also

product variations many different many different
that coke offers product variations, which
like Coke Zero variations of are more likely the
(zero sugar and Pepsi around the same from Coke,
calories), Diet world, to mention where they have
PRODUCT Coke (less sugar a few, Pepsi RC Cola Light, RC
VARIATIONS/TYPES and calories), (signature cola Cola Zero, RC Cola
Energy Coke, Coke flavor of PepsiCo), Coffee, Mega 800,
Life (less calories Pepsi Free RC Cola with
and sweetened (caffeine-free), Stevia and also
with cane sugar Pepsi AM some of their
and stevia leaf (contains more flavored soft
extract). caffeine), and they drinks like vanilla
also offer flavored as well.
soft drinks like
Pepsi Vanilla.

The pricing The pricing The pricing

strategy of Coke is strategy that strategy that RC
composed of three Pepsi uses is Cola also uses is
strategies Market-oriented Competitive
according to Jindal pricing and also Pricing Strategy
(2017), first is the Hybrid where its goal is to
PRICING Cost Based Everyday Value keep also their
Pricing, second is Pricing which rivals for the
Penetration they use to some customers to think
Pricing and lastly of their products. it as affordable
is Competition and inexpensive.
Based Pricing. But This goal is same
mainly the pricing as the two
strategy that Coke mentioned brands.
uses is the
Competition
Based Pricing.

CONCLUSION:
According to our research we see that, in the beginning RC Cola faced difficulties but
when we try hard to make strong position of RC Cola product in the market we achieved
our mission. No one product get popularity when the product is introduced in the
market every product or brand take a time like as same the RC Cola takes time to make
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their position back as old but the product achieved it because it is saved in the
customers sub-conscious mind which is very helpful for the RC Cola.