Placement
There are various channels through which RC Cola distributes its output.
DISTRIBUTION CHANNELS:
We will also use push strategy for our product by using various promotional tactics and through media. Distribution will be divided in zonal basis, which will be 5 in number.
We will directly approach retailer by providing credit facility and bonus in form of incentives.
We will also provide trade allowances to our distributors and retailer to further intensify usage of push strategy.
PRODUCT OUTFLOW:
RC Cola International has given franchise in Karachi. Continental Beverages is the franchised bottler for RC Cola in Karachi Sindh. They have fully automatic German plants for both glass and P.E.T. lines.
MARKET | LOCATION | MARKET | LOCATION |
BLESSINGS SUPER STORE | LALKOTI | QT DEFENCE | DEFENCE |
BADSHAH | NURSERY | SUNNY DEFENCE | DEFENCE |
COLLECT | NURSERY | JABBAR DEFENCE | DEFENCE |
PARADISE | SCHON CIRCLE | FAMOUS DEFENCE | DEFENCE |
AGHA’S | CLIFTON | SOHAILA | DEFENCE |
NOVELTY | CLIFTON | AL-GHANI STORE | BLOCK A. |
YOUSAF | BAHADURABAD | QUALITY STORE | P.E.C.H.S. |
SPECIAL POINTS:
Other than these some special points are also being looked after by direct sales vehicles such hotels restaurants, public parks, big and reputed super stores etc. At Avari, Pearl continental, village, Seas magnificence etc. RC Cola directly distributes the products.
Promotional Strategies
Following are the strategies:
Comparative Parity Method: RC Cola ads are telecasted with the competition in Coca Cola and Pepsi which is its direct competitor.
Seasonal advertisement: Frequency of the RC Cola ads will vary from time to time. When the season is on RC Cola will do heavy advertisement especially in Ramadan days or Eid occasions but this advertisement not remain consist.
BTL
ATL
SAMPLING PROGRAM: A successful sampling program can be their most effective means of increasing consumer awareness, trial, and actual product purchases in Pakistan.
Merchandising:
Royal Crown Cola International trains its bottlers in merchandising functions that will ensure visually appealing beverage shelves, coolers, and vending machines.
They work in assisting hand in hand to develop pricing, product rotation, back stock control, display building, and proper P.O.S. procedures.
With proper shelf management, the customer will soon recognize the quality and value inherent in the Royal Crown Cola International brands in Pakistan.
Sales Support:
Royal Crown Cola International has developed intensive sales training programs. They provide complete, in-depth training materials for both beginner and experienced sales people.
To ensure their staff conveys the image of marketing a global brand, Royal Crown Cola International will also provide assistance in developing a dress code and uniforms for their staff members.
They’ll help them to extend that image to the trucks, vans, and automobiles they drive. These "rolling billboards" are a roving reminder to the consumer of the Royal Crown Cola International brand identity.
Through their Fleet Graphics program, Royal Crown Cola International will help them develop proper fleet identification logos which enhance the brand value in their marketplace.
Media:
They will do this by working with local advertising agencies in Pakistan to develop ad campaigns and media strategies (television, radio, print publications, billboards, etc.) appropriate to their bottler's locations and budgets.
Marketing programs
RC cola will do a joint venture with all the cinemas in Karachi, that only RC Cola will be the soft drink which will be available.
RC Cola will do a contract with Telenor that free airtime will be offered to the customer after typing a code which will be on the back of RC cola’s cap.
They will conduct BTL (below the line activities)
ADVERTISING STRATEGY:
Newspaper (DAWN, JANG)
Radio FM 96, FM 98, FM 107
T.V. Commercials (ARY digital, MTV, PLAY, WIKKID, CABLE CHANNELS)
Bill Boards
ACTION programs:
On June 2nd the Product RC Cola will be launched at the venue Regent Plaza.
On June 6th, 13th, 20th, July 4th, 11th, 18th advertisements will be published in leading newspapers.
After six months of Launch, the company will commence a downward stretch, and will launch a RC Diet Cola which will be targeted to diabetes people.
On alternate days advertisements will be launched in three different channels (Geo, ARY One World and PTV) on the basis of two fixed spots, i.e. 07:30pm and 09:30.
ACTION programs
Advertisements will place on Magazines like Herald, Mag, and Jung once every month.
One month end Distributor will visit each retailer and give the compensation on sales promotion schemes, company has chosen.
The company will participate in meals, trade shows, and exhibitions of all kind to increase the awareness of the new launch.
Particulars | Cost |
Television Cost | Rs. 8,000,000 |
Newspaper | Rs. 3,050,000 |
Magazines | Rs.2,000,000 |
Outdoor | Rs.5,700,000 |
Contingency | Rs.1,000,000 |
Total | Rs.19,750,000 |
Contact :
D-210, Estate Avenue, SITE, Karachi
Phone (9221) 2577000, 2577001, 2564380
Fax (9221) 2577002
Conclusion :
Well, according to our knowledge about marketing, we conclude that 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 years ago in 1970's n 80's may be because there was no other cola at that time. When other colas came they advertised and they did it so well that people were attracted towards them. It’s also about how u presents it, the looks of the product.
RC Cola's bottle is not appealing and the regular one specially looks so thin, it seems as if it has less drink inside, that’s why the drink has reached its decline and rejection now in Pakistan. It is possible for them to rise again through the proper attention towards the advertising and the outlook of the product. It should be appealing and beautiful, it should be trendy. That’s what it needs and right advertising at the right time can do a lot, It needs to know the important about how can we market a product in a way that it can give a fashionable and trendy impact on the people.