Submitted ASSIGNMENT RC d To: | Mr. Arslan Sarw C-COLA FAILURE & RE-LUNCH MBA “G” Section 6/13/2012 war HING
Oct 26, 2014
Submitted To:
ASSIGNMENT RC
Submitted To: | Mr. Arslan Sarwar
RC-COLA FAILURE & RE-LUNCHING
MBA “G” Section
6/13/2012
Mr. Arslan Sarwar
LUNCHING
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Dedicate
To
Our
Parents
GROUP MEMBERS
M Waqas Afzal
Gohar Ejaz
Usman Nadeem
Bilal Ahmed
Shoaib Arshad Butt
GROUP MEMBERS
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Shoaib Arshad Butt 11014220-126
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Details
RC-Cola failure in Pakistan …
Product ………………
Product ………………
Price ………………
Place ………………
Promotion ………………
Promotion ………………
SWOT analysis ……………
Current market situation
Threats and opportunities
Objective and issue …
Action program …
Budgeting ………………
Controlling ………………
Conclusion ………………
Table of Contents
Cola failure in Pakistan ……………………………
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Current market situation ………………………..…………
Threats and opportunities ………….…………………
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RC-
RC-Cola was very famous drink in Pakistan.
today. RC-Cola was being sued by different organization internationally so it’s lowered
investment and stopped its production in Pakistan RC
they want back in production in Pakistan they must face strong competitors like Pepsi and Coke
because all the market targeted by these in Pakistan.
Reasons for failure of RC-Cola:
• Internationally Sued
• Competitors
• Minimal advertisement
• Low investment
-Cola failure in Pakistan
Cola was very famous drink in Pakistan. They have same popularity like Pepsi and Coke
Cola was being sued by different organization internationally so it’s lowered
investment and stopped its production in Pakistan RC-Cola in not currently open
they want back in production in Pakistan they must face strong competitors like Pepsi and Coke
because all the market targeted by these in Pakistan. (See images below)
Cola:
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They have same popularity like Pepsi and Coke
Cola was being sued by different organization internationally so it’s lowered
Cola in not currently open in Pakistan if
they want back in production in Pakistan they must face strong competitors like Pepsi and Coke
A marketing mix will be applied on RC
Product:
RC-Cola has launched 8 flavors till date which are.
1. RC Cola (Regular)
2. RC Cola Diet
3. RC Cola cherry
4. RC Edge Cola
5. Rite Cola
6. RCQ
7. Royal crown draft Cola
8. Kick
RC-COLA has a unique crisp and taste and it consist it flavor it’s no matter where you buy it.
Some modification will be done with the shape of the bottle like
their bottle shape; RC-COLA must
change the shape of the regular size bottle because more customers want it.
“NOT TOO NAROW, NOR TOO BORED”, they will launch just two to three like RC
RC-DIET, and RC-SUNDROP.
Logo:
When we revive RC-Cola into the market we must change logo. We will create attractive
logo instead of bold and old logo.
Marketing Mix
will be applied on RC-COLA.
Cola has launched 8 flavors till date which are.
COLA has a unique crisp and taste and it consist it flavor it’s no matter where you buy it.
Some modification will be done with the shape of the bottle like Pepsi they recently changed
COLA must do this thing and changed their logo as well.
change the shape of the regular size bottle because more customers want it. The product line
“NOT TOO NAROW, NOR TOO BORED”, they will launch just two to three like RC
Cola into the market we must change logo. We will create attractive
logo instead of bold and old logo.
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COLA has a unique crisp and taste and it consist it flavor it’s no matter where you buy it.
they recently changed
changed their logo as well. They will
The product line
“NOT TOO NAROW, NOR TOO BORED”, they will launch just two to three like RC-COLA,
Cola into the market we must change logo. We will create attractive
Packaging:
RC-Cola packaging is slim and simple, not too much curves. When we revive, we will
change the shape of the bottle like Pepsi
Labeling:
The caps are simply printed and so on with the bottle. There are no plastic label and
boxed label, they are just put simple.
Cola cap trendy design with logo on it.
Cola packaging is slim and simple, not too much curves. When we revive, we will
change the shape of the bottle like Pepsi and Coke recently did.
The caps are simply printed and so on with the bottle. There are no plastic label and
boxed label, they are just put simple. The ingredients are printed on the cap. We will make RC
Cola cap trendy design with logo on it.
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Cola packaging is slim and simple, not too much curves. When we revive, we will
The caps are simply printed and so on with the bottle. There are no plastic label and
The ingredients are printed on the cap. We will make RC-
Price:
RC-Cola should keep in mind while launching products its pricing strategy.
• Price should not too low nor to high.
• Price should be according to
• Price should be according to the demand of the product.
• Price should be that which gives company in profit.
Incentive to retailer in shape of;
• Freezers
• Fridges
• Hotel launch
• Return tickets
Place:
RC-Cola will use push strategy for their product by using different promotional tools. They
should provide allowances to their retailer and try to minimize the channel like manufacturer to
direct retailer and then to the shopkeepers
zone basis, and easily supply to that areas.
customer easily see it or easily pick it up.
Manufacturer wholsalers
Cola should keep in mind while launching products its pricing strategy.
Price should not too low nor to high.
Price should be according to the target market.
Price should be according to the demand of the product.
Price should be that which gives company in profit.
Cola will use push strategy for their product by using different promotional tools. They
should provide allowances to their retailer and try to minimize the channel like manufacturer to
direct retailer and then to the shopkeepers and finally to the customers. They will
zone basis, and easily supply to that areas. We will place our products on those places where’s
customer easily see it or easily pick it up.
wholsalers Retailers shopkeepers
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Cola will use push strategy for their product by using different promotional tools. They
should provide allowances to their retailer and try to minimize the channel like manufacturer to
They will divide area on
We will place our products on those places where’s
Customer
Promotion:
RC-Cola will use some promotional mix tactics to advertise their
• Advertisement ü Outdoor
• Sales promotion ü Discount ü Allowance
• Direct marketing ü Mails ü Online
• Sponsorship
Advertisement:
• Bill boards
• Transport
Cola will use some promotional mix tactics to advertise their product.
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• Electronic advertisement
ü TV
ü Radio
And must use “PEAK-HOURS”
• Online
ü Face book
ü Yahoo
ü Other sites which are mostly used by peoples.
Sponsorship:
RC-Cola will sponsor Cricket, Football, and on other extracurricular activities.
Electronic advertisement
HOURS” for ads on electronic media.
Other sites which are mostly used by peoples.
Cola will sponsor Cricket, Football, and on other extracurricular activities.
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SWOT Analysis in Pakistan
Strength:
• Brand image
• Unique taste
Weakness:
• Less budget for advertisement
• Less capital
• International Law suits
• Market share
Opportunity:
• Expansion in new market
• More festivals
• Build a brand equity
Threat:
• Tax rate increase rapidly
• Competitors like Pepsi and Coke
• Economy not stabiles
• New technology
• People changing trends
SWOT Analysis in Pakistan
dvertisement
Expansion in new market
Tax rate increase rapidly
like Pepsi and Coke
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Marketing plan
Current market situation:
In current market situation we now about the changes that market adopted. And also eye on our
competitor, what they did or do. We know about the market through different changes that we
implement on our product.
Product changes:
We adopt new trend into the market and change the shape of the bottle. We also change our logo
that was too old; we make it trendy and bold. We lunch different packaging and change their
label as well.
Customer changes:
Peoples now these days are being status conscious. They prefer Colas instead of traditional Colas
like Rohafza and Jam-e-sheren. They celebrate their happiness at hotel or at café and use Colas.
Environment changes:
We will adopt fair trade and pay a fair wage to those workers who make it. From the beginning
to the lunching every person should be pay for their work.
Distribution changes:
We minimize the wholesaler effect and directly distribute to retailer. This effect minimizes the
cost in shape of commission. We directly approach the retailer and on weekly basis we check the
demand and supply of the Cola.
Threats & opportunities:
We analyze threats and opportunities through five forces.
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Economic forces:
Economy is threat for us because Pakistan’s GDP rate is low. And here the inflation rate is high.
Economy is not suitable because currency value day by day decreasing. Instead of all we have a
little bit opportunity because peoples spend their money for buying Cola.
Political forces:
We have opportunity because the infrastructure of Pakistan now days are better than pervious.
And government completes their tenure.
Social forces:
People use Cold drinks in functions and parties instead of traditional drinks. It’s because of
peoples now days are status conscious. And also on summer people use cold drinks. So we have
opportunity in shape of social forces.
Technological forces:
Technology is changing day by day due to the competition and globalization. It’s threats for us
because two big competitors Pepsi and coke used high technology for their production. So we
import high technological machinery from abroad.
Competitive forces:
We have eye on competitors and target those areas where peoples use Cold drinks more than
other like shopping center, café, bus stop etc. we have eye on competitors both, Direct and
indirect e.g. Pepsi, coke, Gorment, Big apple etc.
Objective & issue:
Our object is re lunch RC-Cola in Pakistan and issue is that, either government grant licenses to
revive or not. Because RC-Cola is closed in Pakistan and one reason is that internationally suit
against RC-Cola.
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Action program:
After all now we lunch RC-Cola into the market. We implement all strategy that we have make
for lunching. We make our product trendy, we advertise well, we distribute it to the retailer and
after two to three days we check the demand and the supply of our product. And implement all
those strategies that have made.
Budgeting:
• Percentage to sales
10% of the sales ____________ sales promotion.
• On the basis of competitors
Budgeting plan for 3 months for Lahore, Gujranwala, and Gujrat. As the competitors have a
strongly penetrated into the market and less familiar with the promotion techniques. So
company has to fix the certain amount for that purpose from our capital.
Particulars Cost
Television Rs. 9,00,000
Newspaper Rs. 3,05,000
Magazines Rs.1,00,000
Outdoor Rs.17,00,000
Total 30,05,000
Controlling:
At the end we collect questioners from people that how they must satisfy about RC
will see that how much effectively we will
different zones and point head at each zone. At weekly basis we will check the demand and the
supply of RC-Cola into the market. We collect data from market on daily basis that what changes
market adopted or will be adopt in future.
different packages at different festivals like EID, RAMADAN.
retailers who make more sale than other or more than our target.
machinery for production, labeling, packaging.
They increase their prices or decrease. We provide freezers to shopkeeper and place our product
very well manners where’s customer easily see or approach to the pro
At the end we collect questioners from people that how they must satisfy about RC
will see that how much effectively we will do and controlling RC-Cola. We divide area at
different zones and point head at each zone. At weekly basis we will check the demand and the
Cola into the market. We collect data from market on daily basis that what changes
be adopt in future. We use celebrities for advertisement purpose. We give
different packages at different festivals like EID, RAMADAN. We give incentives to
who make more sale than other or more than our target. We use high technological
achinery for production, labeling, packaging. We have eye on our competitors what they did.
They increase their prices or decrease. We provide freezers to shopkeeper and place our product
very well manners where’s customer easily see or approach to the product.
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At the end we collect questioners from people that how they must satisfy about RC-Cola. We
Cola. We divide area at
different zones and point head at each zone. At weekly basis we will check the demand and the
Cola into the market. We collect data from market on daily basis that what changes
We use celebrities for advertisement purpose. We give
We give incentives to those
We use high technological
We have eye on our competitors what they did.
They increase their prices or decrease. We provide freezers to shopkeeper and place our product
According to us, we conclude that RC
and internationally sued against him. In Pakistan peoples really liked RC
ago. It may be because that time no other cola in Pakistan like Pepsi, coke, and others.
other Colas came they advertised well and captured the awareness of the peoples.
rise back in action, so it is possible for them through proper advert
product. It will happen when they use trendy style logo, bottle, caps, and other thing
the product. And advertise at right time at right place where they really need it.
Conclusion
According to us, we conclude that RC-Cola failed in Pakistan because of its poor advertisement
gainst him. In Pakistan peoples really liked RC-Cola, but
It may be because that time no other cola in Pakistan like Pepsi, coke, and others.
other Colas came they advertised well and captured the awareness of the peoples.
rise back in action, so it is possible for them through proper advertisement and the outlook of the
It will happen when they use trendy style logo, bottle, caps, and other thing
And advertise at right time at right place where they really need it.
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Cola failed in Pakistan because of its poor advertisement
, but a lot of time
It may be because that time no other cola in Pakistan like Pepsi, coke, and others. When
other Colas came they advertised well and captured the awareness of the peoples. If they want to
isement and the outlook of the
It will happen when they use trendy style logo, bottle, caps, and other things relating to