10 step product marketing plan-ariel
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10 step product marketing plan-ariel

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10-Step Marketing Plan for RC Cola

10-Step Marketing Plan for RC Cola

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10 step product marketing plan-ariel 10 step product marketing plan-ariel Presentation Transcript

  • 10 STEPMarketing Plan for RC Cola Ariel T. Lleva November 2012 http://ph.linkedin.com/in/ariellleva
  • DisclaimerThis 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria‟s AGSB marketing management class.The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports.When appropriate, data are “masked” so as not to create unexpected conflicts.The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes. http://ph.linkedin.com/in/ariellleva
  • Steps 1 to 5“RC ng Bayan”1. RC Cola PTM are average teens/barkadas2. Common refreshment partner for teens who are bored, thirsty or even just being laid back3. Can choose from Coca-Cola & Pepsi4. Cheaper than other leading carbonated softdrink brands5. Market size for softdrinks is Php 82.3 billion http://ph.linkedin.com/in/ariellleva
  • Steps 6 to 10“No. 1 Cola ng BARKADA Mag-RCna..”6. RC Cola is the all-time favorite cola in America since 1905 and now preferred cola in Metro Manila7. Price is 10%-15% less than Coca-Cola and Pepsi8. Uses TV, billboards, internet, events and word of mouth for promotions9. Distributed worldwide10. Adopts “Low Cost Producer” as strategy http://ph.linkedin.com/in/ariellleva
  • 1. Focused on mass marketonly RC Cola‟s Target Market is anyone who can drink carbonated softdrinks  1st – Teens/Barkada (13-21 years old)  2nd – Families  3rd – Community  4th – Working People Social Class C, D and E It is the common refreshment partner for teens who are bored, thirsty or even just being laid back http://ph.linkedin.com/in/ariellleva
  • “No. 1 Cola ng BARKADA Mag-RC na..” Self-Actualization Needs (Self-Development & Realization) Esteem Needs (Recognition, Status)I want to share with others Social Needs (sense of belonging, love) Safety Needs (security, protection) Physiological needs (food, water, shelter) Reference: Maslow‟s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler 6 http://ph.linkedin.com/in/ariellleva
  • 2. RC Cola PTM’sneeds, wants & demandsRC is not only “RC ng bayan” but one of the barkada also. Barkadas need sense of belongingness.Barkadas prefer affordable/low-priced carbonated softdrinks but quaity wise.Barkadas DemandWith such economic crisis going on everything is increasing in price. RC Cola answers refreshment that is on a considerable budget. http://ph.linkedin.com/in/ariellleva
  • 3a. RC Cola has manyformidable competitors Direct: Coca-Cola, Pepsi Indirect: Zesto, Del Monte (Fit „n Right), Kraft (Tang/Koolaid), Nestea, Eight o‟ Clock, C2, Wilkins Variables: Price, taste, age, social status, packaging, branding, availability, health benefits, promotions. http://ph.linkedin.com/in/ariellleva
  • 3b. RC Cola’s Competitive Position MapPrice/ Class A Class B Class C Class D Class ESocial ClassMatrixHighpriceLow Price http://ph.linkedin.com/in/ariellleva
  • 3b. RC Cola’s Unique CompetitiveMap Benefit Positioning vs. Brand MatrixGreat taste, no caloriesSame taste, no sugarUnique delicious taste, refreshesAttactive packaging and designCool, hip, different, and alternativeAffordabilityTeen and young professional niche marketEndorsed by local and global teen icons/stars http://ph.linkedin.com/in/ariellleva
  • 4. “Positioning”: brandidentity from the maker RC Cola positions itself to be the lowest cost producer of RTD/non-alcoholic beverages. Caters to the CDE market for them to enjoy a quality drink that‟s at par with international brands, at a price within their budget. Much imitated system initiated by RC Cola is its distribution system, which is almost 90% third party. http://ph.linkedin.com/in/ariellleva
  • 5a. Market size usingcompetitor dataBased on an independent research report, the Philippine carbonated soft drinks market is Php82.3 billion. http://ph.linkedin.com/in/ariellleva
  • 5b. Market size usingcompany data1. RC Cola shares a market share of 4%.2. Pepsi Cola shares a market share of 15%.  Top Sellers: Pepsi, Mountain Dew3. Coca-Cola shares 80% market share from its acquisition of Cosmos Bottling Corp.  Top Sellers: Coke Sakto, Sparkle, Coke Zero, Pop Cola http://ph.linkedin.com/in/ariellleva
  • 5c. Market size usingconsumer dataPhilippine carbonated soft drinks market volume is 2.14 million liters, valued at Php93 billion. http://ph.linkedin.com/in/ariellleva
  • 5. Concluded that carbonatedsoft drinks market is aboutPhp82.3 billion1. Competitor data= Php 82.3 billion2. Customer Usage data = Php 93 billion http://ph.linkedin.com/in/ariellleva
  • 6a. Carbonated soft drinksmarket is dominated by 3major companies http://ph.linkedin.com/in/ariellleva
  • 6b. What makes RC Coladifferent as a product? RC Cola is the all-time favorite cola in America since 1905 and now preferred cola in Metro Manila. Available in 240ml and 800 ml returnable bottles, 1.5 liter PET bottles and 330ml cans. Zesto Fruit Soda is one of the brand portfolios of RC Cola. It is a delightful fruity softdrink that captures the goodness of California oranges. Available in 240ml. Arcy‟s Rootbear is a new dimension in rootbeer taste with just the right blend of flavor and sweetness. Arcy‟s Rootbeer is available in 240ml. http://ph.linkedin.com/in/ariellleva
  • 7. Price RC Cola‟s price is based on what the people can afford. Low-priced but quality wise. It is priced by about 10%-15% lower than that of its competitors. Coca Cola is priced the same as Pepsi. Prices unchanged and uniform across regions. http://ph.linkedin.com/in/ariellleva
  • 8a. RC Cola uses TV Ads, Events and Word of Mouth12 3 http://ph.linkedin.com/in/ariellleva
  • 8a. RC Cola PromoSamples This can be in multiple slideshttp://www.youtube.com/watch?v=RyZnA6r6X2U&feature=fvwrel http://ph.linkedin.com/in/ariellleva
  • 8b. Coca Cola promosSamples Can be multiple slides http://www.youtube.com/user/cocacola http://ph.linkedin.com/in/ariellleva
  • 8b. Pepsi Cola promosSamples Can be multiple slides http://www.pepsiphilippines.com/ads.php http://ph.linkedin.com/in/ariellleva
  • 9. Place From 7 ARC plants, RC Cola is transported to distributors over the country, then sold onto wholesalers and to small groups of retailers and shopping places. No partnered plants in Iloilo, Pangasinan, Cebu, Cagayan de Oro. Minimal investment on distribution. Dealers are provided additional discount for hauling the products. Reduced manning requirement as most of the deliveries are being handled by the dealers. Adopts free enterprise. Dealers have no territories. Increases the possibility that the outlets are frequently visited, products are made available, and empties are collected. http://ph.linkedin.com/in/ariellleva
  • 10. RC Cola is Low CostProducer An advantage ARC holds over its competition is the flexibility of its agreement with RC Cola International. RC Cola gives consumers lower-priced products. This is possible because of its low operation costs. http://ph.linkedin.com/in/ariellleva
  • SUMMARYhttp://ph.linkedin.com/in/ariellleva 25
  • Steps 1 to 5“RC ng Bayan”1. RC Cola PTM are average teens/barkadas2. Common refreshment partner for teens who are bored, thirsty or even just being laid back3. Can choose from Coca-Cola & Pepsi4. Cheaper than other leading carbonated softdrink brands5. Market size for softdrinks is Php 82.3 billion http://ph.linkedin.com/in/ariellleva
  • Steps 6 to 10“No. 1 Cola ng BARKADA Mag-RCna..”6. RC Cola is the all-time favorite cola in America since 1905 and now preferred cola in Metro Manila7. Price is 10%-15% less than Coca-Cola and Pepsi8. Uses TV, billboards, internet, events and word of mouth for promotions9. Distributed worldwide10. Adopts “Low Cost Producer” as strategy http://ph.linkedin.com/in/ariellleva
  • 10 STEPMarketing Plan for RC Cola Ariel T. Lleva November 2012 http://ph.linkedin.com/in/ariellleva