SWOT

Analysis
Strengths Weakness
Basic consumer needs Large and Negative claim
growing market Different flavors Traditional Preservation
and packaging.
Narrow range of market
Low Costs
Limited market share
Non alcoholic
Less promotion
100+ years in market
Legal issues
Available in different packing
 Opportunities
Release in taxation policy
Release alcoholic drinks
Further replace tea and coffee
New packing materials
Climatic factors
Increase in prices of competitors
Threats
Health issues
Soft Drink in school Guidelines
Environmentalism
Distribution Costs
Boycott from health
Conscious strong competitors
Promotion
Billboards will be used to advertise on roads and buildings near highly
areas
Radio spots will be used to advertise on those selected radio
channels
Online advertisement will also be used to, ads will published through
all the famous social networking websites like Facebook, Twitter etc.
Official websites of RC Cola Pakistan will be made where any kind of
information regarding the drink will be available from the history of
the drink to the ingredients used.
 A successful BTL advertisement program can be their most effective
means of increasing consumer awareness, trail, and actual product
purchases in Pakistan.
Marketing Strategy:
To get to the bottom of the strategy behind this unusual RC Cola ad,
Contagious spoke to Gigil’s managing partner Jake Yrastorza and founding
partner Badong Abesamis. They said that:
With RC Cola unable to compete on price in the Filipino market due to the
sugar tax, the brand worked with Gigil to find an untapped area of
distinctiveness that would engage a Gen Z audience – landing on humour
and absurdity
The cultural insight that shaped the campaign was based on the word
‘Basta’, which means ‘Whatever, I like it because I like it’ and reflects Gen
Z’s laissez-faire attitude toward mundane decisions – Basta is now the
central brand platform that differentiates RC Cola in the category
Marketing Strategy:
Due to budget constraints, the brand had a very basic media strategy.
However, the power of the creative proved to be a catalyst for organic
sharing, with the film being watched 1.6 million times within the first
six hours
RC Cola and Gigil believe that it’s more expensive to be safe than
daring, with larger media budgets needed to compensate for
mediocre ideas. They recommend that agencies focus on making the
work entertaining: reward the viewer, and they will reward you back
with sales.
After Sales Services:
Working with RC Cola International does a lot more than just expand
your portfolio of beverage products. We are much-loved American icon
with a long-standing legacy and well-established reputation, and we
leverage these valuable assets to benefit our bottlers.
At RC Cola, we provide all of our bottlers with recommendations to
improve their business, as well as insight and support. We’re
collaborative in our approach, and pride ourselves on the ability to be
flexible in how we onboard new bottlers.
After Sales Services:
We root for the success of each of our bottlers, and as your biggest fan,
are committed to investing in long-term relationships. Part of our
mission is to ensure that each bottler has both the freedom and the
support to continue growing as an entrepreneur in the beverage
bottling market.