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.