2. Pakistan Soft Drink Industry
Pakistan has a huge market of soft drinks. The major competitive and ruling brands of the country are
Pepsi and Coca-Cola. 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.
3. Introduction
RC cola started its operations in US and then further expanded
to Canada. Right now its presence is in over 60 countries. It
was launched in Pakistan also and was one of the favorite
drinks in late 1990s.
RC Cola started to lose its popularity and starts to fade away.
After sometime it was out classed by Pepsi and coke. There
are so many people in Pakistan who used to fancy RC Cola in
their childhood and want it to make a comeback
4. RC Cola Product Line
Internationally, RC Cola has launched eight flavors till date which are:
1) RC Cola (Regular)
2) Diet RC Cola
3) Cherry RC Cola
4) RC Edge Cola
5) Rite Cola
6) RCQ
7) Royal Crown Draft Cola
8) Kick
5. Why RC Cola Failed in Pakistan
RC Cola failed in Pakistan because of its poor attention given
towards the ad campaign.
Strong competitors like Pepsi Cola and Coca Cola
Minimum Advertisement
Thin shape of bottle
RC Cola was being sued by different organizations
internationally so it lowered its investment in the sub-
continent.
6. The objective of drafting out the marketing
plan for RC Cola is to re-launch RC Cola in
Pakistan and beat Pepsi and coke which are
the two big competitors.
This objective is set because in past RC Cola
has been the market leader for more than
20 years in Pakistan and there was no
competition.
Marketing Objective
7. Strengths
• Over hundred years old brand
• Was present in pakistan 30 years ago
• International presence in over 60 countries
Weaknesses
• Low advertising budget.
• International Law suits.
• Low capital
Opportunities
• Unique taste..
• 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.
• Unstable economy.
SWOT Analysis
8. Can Sizes:
300 ml
500 ml
Product Line:
RC Cola
Diet RC Cola
Cherry RC Cola
Marketing Mix Strategy
Product
Bottle Sizes
200 ml Mini Bottle
250 ml Regular Bottle
500 ml Bottle
1000 ml Regular Liter
Bottle
1500 ml Disposable
Bottle
2250 ml Jumbo Bottle
9. Quantity Price in Rupees
2.25 Liters 95
1.5 Liters 70
1 Liter 60
500 ml 45
250 ml 25
200 ml 20
Tin 25
Marketing Mix Strategy
Price
10. Place
Initially for first three months, the product will be available only
in the capital of each province i.e. Karachi, Lahore, Islamabad,
Peshawar and Quetta.
Distribution will be divided in zonal basis, which will be 5 in
number. We will directly approach retailer by providing credit
facility and bonus in form of incentives.
We will also provide trade allowances to our distributors and
retailer to further intensify usage of push strategy.
Marketing Mix Strategy
11. Promotion
Comparative Parity Method: RC Cola ads will telecast with the
competition in Coca Cola and Pepsi which is its direct competitor.
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 will not
remain consist.
Sampling: RC Cola will offer free samples to develop taste.
Integrated Marketing Campaign will be used in every kind of promotional
activity
Marketing Mix Strategy
12. • Kiosk Activities
• Sponsorships
• Personal Selling
• Telemarketing
Newspaper:
• Top newspapers of the country like
Dawn and Jung will be used to advertise
the print ads.
• Youth magazines will also be used to
capture the interests of the desired
target market.
BTL Activities
ATL Activities
13. TV Commercials:
TV commercials will be used to advertiser the brand.
The frequency of ads will be greater specially on youth
channels like Sports Channels, News Channels, Drama
Channels, etc.
The theme of the first re-launching ad will be including like all
the shots from the previous ads of the brand so that people
can recall the brand and then show adventurous and thrilling
scenes.
Radio:
Surveys will be conducted in which young individuals will
be asked questions regarding their favorite radio channels.
Radio spots will be used to advertise on those selected radio
channels.
14. Pakistan celebrates a variety of cultural programs and festivals which will give RC cola the opportunity to
use their promotional activities during those festivals.
Factors Influencing Consumer’s
Buying Pattern
Cultural Force
Law, rules and regulations as the company needs to
follow in order to not break the law.
RC Cola will be promoting their product as a strictly non-
alcoholic beverage.
Political Forces
15. Age as the organization has to obey by certain laws and regulations, for example by advertising to
children, it is morally wrong.
RC Cola will not advertise their products to children and will not show them on children TV channels as
they contain high quantity of sugar and are unhealthy.
Demographic Force
Economic Force
Inflation increases cost of production.
With this increase, RC Cola will risk losing customers
who cannot afford their products because it is a desired
product, not a necessity.
16. RC Cola will respond to different natural forces is by trying more environmentally friendly packaging.
We will use raw materials like petroleum and other fossil fuels to create plastic bottles.
Natural Forces
17. RC Cola’s Market can be segmented in
the following ways:
• Geographic.
• Demographic.
• Behavioral segmentation.
Market Segmentation
18. Geographic segmentation:
RC Cola will divide their domestic market on the basis of urban – rural identification. The company will
serve both urban and rural people as their target consumers.
Demographic segmentation:
RC Cola has different demographic areas to segment their market. Like – age and income.
• Age – RC Cola will target ages from all groups of people. Children, teenagers, young people,
middle age group, and the older people, but we will exclude children under seven years.
• Income – There are a lot of income groups in the market. RC Cola will be targeting almost all
income groups as their target customers. The price of RC will not be very high, so a huge number
of people from different income groups will have the ability to buy RC.
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.
19. • RC Cola positions itself to be the lowest cost
producer of non-alcoholic beverages.
• Caters to the market for consumers to enjoy
a quality drink that’s at par with international
brands, at a price within their budget.
Market Positioning
