How to re-launch RC Cola in Pakistan

1. HISTORY OF
RC COLA
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

2. HISTORY OF
RC COLA
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
1940:
The Nehi Corporation is listed onthe New York Stock
Exchange.
1940:
The Company first uses results of blind taste tests
in the advertising campaign“BestbyTasteTest”

3. 1946:
The Company began to enhance its advertising by
using entertainment celebrities like Bing Crosby,
Joan Crawford, and Hedy Lamarr.
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.

4. RC Cola
Product Line:
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. SWOT Analysis of RC Cola
Strength:
RC Cola is the cola which is more than a100 years
old.
In Pakistan the image of the brand is already been
made 30 years back.
Just want a good marketing strategy tore call
the brand.
Weaknesses:
Low advertising budget

6. Opportunities:
To produce more concentrative and conglomerate
products drinks.
The heat factor in the sub- continent.
To build abrand equity.
Threats:
Very strong established competitors like Pepsi
and Coke.
This very fact that Royal Crown cola was

7. Reasons why RC Cola loosed its market
in Pakistan?
Pepsi Cola and Coca Cola stormed into the market.
Advertising was minimal in Pakistan as compared
to its competition.
RC Cola was being sued by different organizations
internationally so it lowered its investment in the
sub-continent.

8. How to re-launch RC Cola in Pakistan
: RE-POSITIONING:
RC Cola has to reposition itself here in Pakistan.
RC Cola hasn’t worked well to position as a unique
brand in the minds of the customers.
RC Cola will be using ‘Adventure/Thrill’ in their
positioning statement, BTL activities and
Advertisements.
The word ‘Adventure’ will be associated with
this brand as there is no cola brand in Pakistan
which claim to be adventurous.

9. TARGET MARKET:
The target market for RC Cola will be the youth
of Pakistan.
80% of the consumers of cola drinks in Pakistan is
youth of the age in between 13 to 35
MARKETING STRATEGY:
A new marketing mix will be applied on the brand
Product:
Some modifications will be done
with the shape of the bottle specially
the regular bottle because it seems to
be thin and having bottles.

10. Price:
Following factors RC Cola should keep in mind
while determining the pricing strategy.
Price should be set according to the product
demand of public.
Price should be that which gives the company
maximum revenue.
Price should not be too low or too high than the
price competitor is charging from their
3) 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.

11. Distribution will be divided in zonal basis, which
will be5 in number. We will directly approach
retailer by providing credit facility and bonus in
form of incentives
4) Promotion:
Integrated Marketing Campaign will be used
in every kind of promotional activity.
Conclusion:
.
RC Cola failed in Pakistan because of its poor attention
given towards the ad campaign.
Even in Pakistan people used to drink RC Cola and they
really liked it, but it’s all about many many years ago
in1970's n 80's may be because there was no other cola
at that time.

12. When other colas came they advertised and they did it so
well that people were attracted towards them. Its also
about how u present it, the looks of the product.
RC Cola's bottle is not appealing and the regular ones
pecially looks so thin, it seems as if it has less drink
inside.