Marketing
RC COLA is a franchise of Alfredo M. Yao (owner of ZestO/Asian Spirit) from Royal Crown Cola International. Asiawide Refreshments Corporation (ARC) is the country’s licensed bottler
Company
In the 1970s, R.C. cola was popular in the Philippines with its franchisee Asiawide Beverages, after the brand disappeared for 3 decades, R.C. Cola was relaunched and now became the third largest-selling cola brand, toppling Coca-Cola's Pop Cola, and now behind Pepsi-
Company
Vision To be the leading food and beverage Filipino company competing with the multinational companies.
Mission Our mission is to be the leading manufacturer and distributor of juices, dairy and related food products that best satisfy the Company
Market Mark et Share Share The leading company in the market in 2005 was San Miguel Corporation/CCBI. The secondsec ondlargest player was PepsiCo, Inc. with Nestle S.A. Coca Cola shares 80% market share from its acquisition of Cosmos Bottling Corp. Top Sellers: Coke Sakto, Sparkle, Coke Zero, Pop Pepsi Cola shares a market share of 15%. Top Sellers: Pepsi, Mountain Dew
Market
Strengths Concentrated Brand Identity. Focused on mass market only & most advertising are placed in areas where common people can see it. It’s affordable for a product that tastes great. With Increasing number of plants RC SWOT
Strengths To draw more attention to the product RC Cola creates contests for people to purchase more. RC Cola sponsors organizations with their social events and gigs. P.O.P.s are placed in the right market
SWOT
Weaknesses RC Cola is limited only to lower class markets. mark ets. It cannot cater to high-end customers. As a franchise and owned by the no.1 juicer in the country, marketing may not be pushed very well. Only selected advertisements and exposure. SWOT
Weaknesses Not available on Fast-food chains where large crowd eat. It doesn’t follow much with the global marketing mark eting strategies of RC Cola International.
SWOT
Opportunities Foreign mark market et and and Plant Expansion China has a large population and is now a target for RC Cola’s new plant. Asian market as penetrated by its mother company has been a success. Zest-O’s aim for global competitiveness also covers its franchise – RC Cola. SWOT
Threats Effect of Economic Crisis Any sector can feel the brunt of the economic crisis. And with this, beverage consumption takes a significant step down on a consumer’s expenditure. Buying the product would likely be on occasions or some social events, but on regular days it will depend. SWOT
As a growing company adding more bottling plants in the southern part of the country (Bicol and Visayas Islands) can boost sales up to 100%. The product is affordable and has a feel of what the common people are.
SWOT
Market size The Philippine population according to the National Statistics Office (NSO), Philippine population is projected at 88.7 million for 2008 with an average growth rate of 2.32%. Over 90% of the population is below 60 years old, which means that the Philippine beverage
Market
Beverage Market
Total family expenditure on for the entire country amounted to P2,038 billion 2000 (NSCB), comprising 43.1% of the total family expenditure for food & beverage (includes consumed at home at
Market
Market Trend The market for Soft Drinks in the Philippines increased between 2000-2005, growing at an average annual rate of 5.7%. Beverage Production gained, from 8.7% percent in 2007 to a 26.7% production in August 2008. The Beverage Industry also gained an increasing net sales from 2.3% in Market
Our Target Market Anyone who can drink carbonated softdrinks 1st – Teens / Barkada 2nd – Families 3rd – Community 4th – Working People
Market
USP:
RC Cola – “Ang No. 1 Cola ng Bayan”. We aim to be the no. 1 selling great g reat tasting cola that’s affordable and
RC’s Taste.
RC’s crisp, clean taste distinguishes it from other colas, and has become a favorite of cola drinkers.
Why RC?
RC Cola received its name from the people who matter the most: its consumers. When the reformulated product was released in 1934, the manufacturer named it “Royal Crown Cola.” As the soft Prod
RC’s Ingredients
- RC Cola contains Carbonated Water, High Fructose Corn Syrup and/or Sugar, Caramel Color Color,, Phosphoric Phosphoric and Citric Citri c Acid, Acid, Natural Natural Flavor Flavor,, and Caffeine.
Caffeine Content Prod
- RC Cola
Quality RC Cola has a unique crisp and clean taste and it’s consistent with its flavor no matter where you buy it. It has a refreshingly great taste even if it isn’t cold. Everything is tested from water samples to ingredients in order to achieve the QUALITY of our Product. Product
Style & Design RC makes sure consumers quickly and clearly recognize a product brand comes down to one thing – packaging RC is a leader in packaging innovation and a first to introduce softdrinks Product
Brand Name The first line of fruit flavored beverages was named Royal Crown and the first cola drink was called Chero-Cola in 1910. By 1934, Chero-Cola is reformulated and the new product is named Product
Brand Image
RC Cola was famous with MoonPies Product
L
RC Cola Original Logo
Product
Proposed New Logo
PACKAGI 330 mL
Product
1.5 L
500 mL
CA
Tanzans for Glass Bottles
Product
Plastic Caps for PET Bottles
RC’s Pric Price. e.
Our price is based on what the people can afford. Lowpriced but quality wise. This was successful by just changing the contents volume from 357mL to 240mL and 1 Liter to 800mL. With such economic crisis going on, everything is increasing in price. RC Cola answers refreshment that’s P
Competitors Price Comparison
P
Our pricing will be based on cost of production which is fairly reasonable for a enetratin brand in the Increase Dilemmas: Price increase would depend on the materials being used. If sugar goes up, some adjustments would have to incur. Price Adjustment: Volume discounts are given to our distributors as incentives. P.O.Ps and some other materials are given to them as product support.
Pricing
We target a market that’s realistic enough to buy out our product. RC Cola is affordable and a wise Promotional Pricing is a must for new markets to penetrate and a way to spice up demands from regular customers. But these are temporary only and limited to some territories. Product Pr oduct bundling and discounts will mostly be
Pricing
RC’s From 5 ARC plants to distributors over the country, then sold onto wholesalers and to small groups of retailers and shopping places.
P
Our NEXT TARGET. More Space and P.O.Ps
Placement
Our NEW MARKETS. Bicol & Visayas
Placement
On One of RC Cola’s distributors here in Quezon City. City. Deliveries of RC Products are done on a daily basis. Some wholesalers
Placement
Going
RC Cola on MRT With the Fare price going up - people now prefer MRT & LRT as their main transportation. RC Cola is there for the Filipino people with the new RC Cola “Ride Card 4u”. It’s a stored value limited edition card which comes with a free 500mL RC Cola softdrink. These freebies
Promo
RC Cola on MRT This will be press released on Inquirer Libre and Philippine Daily Inquirer. Radio ads inside the trains will also be aired. Digital TVC’s announcing the promo will be done thru OMNI The Refreshment Center Booth (RC Booth) The RC Booth will be situated at major MRT & LRT stations in the
Promo
RC Cola Billboards will be placed where there are a lot people that can see it always. We will distribute this is most
Promo
RC & The RC Cola Ads will be placed on Buses,Tricycles and Jeepneys throughout through out the metro, especially in Quezon City & Manila. Small stickers with “Barya Lang Po Sa Umaga” & Small Trash cans with
Promo
RC & The Full Page Ads on major newspapers and tabloids for the first month then continuous ads for the consecutive months. A Press release of the Ride Card 4u and Barkada and RC Cola on
Promo
RC & The
Cleanliness and Greener Earth is another goal of RC Cola. Small Trash Can will be placed on areas where there are RC
Promo
RC & The RC Cola will sponsor community and academic events whether it’s Alumni Homecoming, Intramurals, ob Fairs and others. Also would help some charities
Promo
RC & The Television Barkada is the theme of our TVC. RC is one of the barkada also. It is there as the refreshment partner for common people especially teens. Bored, Thirsty or even just being laid back – RC
Promo
RC & The Television Future TVCs would feature Marian Rivera drinking the product produ ct and saying it is the great tasting cola and will be aired at primetime. Joey and Vic will be saying “its incomparable coz it tastes great” and will be aired
Promo
Survivor Philippines – RC will choose who’s the best for the week’s episodes and will give a prize and also to the home viewer. Texting Contest will be thru GMA New Media and RC Cola. Sole Survivor
Promo
RC & The Online Friendster, Yahoo Messenger, Youtube and Google Ads are the major targets for Banners and Promo Ads. These websites feature regional distribution of ads which means all viewers from the Philippines gets the
Promo
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