10 step product marketing plan-ariel

10 STEP Marketing Plan for RC Cola

Ariel T. LlevaNovember 2012

http://ph.linkedin.com/in/ariellleva

This 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.

Disclaimer


1. RC Cola PTM are average teens/barkadas

2. Common refreshment partner for teens who are bored, thirsty or even just being laid back

3. Can choose from Coca-Cola & Pepsi4. Cheaper than other leading

carbonated softdrink brands5. Market size for softdrinks is Php 82.3

billion

Steps 1 to 5

“RC ng Bayan”


6. RC Cola is the all-time favorite cola in America since 1905 and now preferred cola in Metro Manila

7. Price is 10%-15% less than Coca-Cola and Pepsi

8. Uses TV, billboards, internet, events and word of mouth for promotions

9. Distributed worldwide10. Adopts “Low Cost Producer” as

strategy

Steps 6 to 10

“No. 1 Cola ng BARKADA Mag-RC na..”


1. Focused on mass market only

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



6

Self-Actualization Needs(Self-

Development & Realization)

Esteem Needs (Recognition,

Status)

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

I want to share with others


2. RC Cola PTM’s needs, wants & demands

RC 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.


3a. RC Cola has many formidable 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.


3b. RC Cola’s Competitive Position Map

Price/ Social Class Matrix

Class A Class B Class C Class D Class E

High price

Low Price


3b. RC Cola’s Unique Competitive Map

Benefit Positioning vs. Brand Matrix

Great taste, no caloriesSame taste, no sugarUnique delicious taste, refreshesAttactive packaging and designCool, hip, different, and alternativeAffordabilityTeen and young professional niche market

Endorsed by local and global teen icons/stars


4. “Positioning”: brand identity 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.


5a. Market size using competitor data

Based on an independent research report, the Philippine carbonated soft drinks market is Php82.3 billion.


5b. Market size using company data

1. RC Cola shares a market share of 4%.

2. Pepsi Cola shares a market share of 15%.

Top Sellers: Pepsi, Mountain Dew

3. Coca-Cola shares 80% market share from its acquisition of Cosmos Bottling Corp.

Top Sellers: Coke Sakto, Sparkle, Coke Zero, Pop Cola


5c. Market size using consumer data

Philippine carbonated soft drinks market volume is 2.14 million liters, valued at Php93 billion.


5. Concluded that carbonated soft drinks market is about Php82.3 billion

1. Competitor data= Php 82.3 billion

2. Customer Usage data = Php 93 billion


6a. Carbonated soft drinks market is dominated by 3 major companies


6b. What makes RC Cola different 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 Mouth


1

2 3

8a. RC Cola Promo

Samples

This can be in multiple slides


http://www.youtube.com/watch?v=RyZnA6r6X2U&feature=fvwrel



8b. Coca Cola promos

Samples

Can be multiple slides


http://www.youtube.com/user/cocacola



8b. Pepsi Cola promos

Samples

Can be multiple slides


http://www.pepsiphilippines.com/ads.php




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.


10. RC Cola is Low Cost Producer

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.


25

SUMMARY


1. RC Cola PTM are average teens/barkadas

2. Common refreshment partner for teens who are bored, thirsty or even just being laid back

3. Can choose from Coca-Cola & Pepsi4. Cheaper than other leading

carbonated softdrink brands5. Market size for softdrinks is Php 82.3

billion

Steps 1 to 5

“RC ng Bayan”


6. RC Cola is the all-time favorite cola in America since 1905 and now preferred cola in Metro Manila

7. Price is 10%-15% less than Coca-Cola and Pepsi

8. Uses TV, billboards, internet, events and word of mouth for promotions

9. Distributed worldwide10. Adopts “Low Cost Producer” as

strategy

Steps 6 to 10



10 STEP Marketing Plan for RC Cola

Ariel T. LlevaNovember 2012


10 step product marketing plan-ariel

Documents

rc cola ariel

rc cola ptmsneeds

pepsi cola

rc coladifferent

maker rc cola positions

cola ng barkadamagrc

rc ng bayan1

alltime favorite cola