Re Launch of Rc Cola

Only available on StudyMode
  • Download(s) : 201
  • Published : April 12, 2013
Open Document
Text Preview
 
 
 
 
Re Launch: "RC Cola"
 
 
 
 
 
 
 
 
 

ASSIGNMENT #2 SUBMITTED

TO
SIR

MANSOR MAHMOOD AASHIQ

SALES MANAGEMENTBATCH: F10 (BBIT)
GROUP: “C”
REPRESENTATORS

NAMES:ROLL NO:
1. ALI SULEMANF10BA056
2. HAFIZ MUHAMMAD ZULQARNAINF10BA155
3. UMER BILALF10BA064
4. AURANGZAIBF10BB042
5. ABEEHA MAHMOODF10BB038
6. MARYAM TARIQF10BB113
7. RUBAB BASHIRF10BB155
8. HIRA NAJEEBF09B101

1.Executive Summary4
2.Situation Analysis4
2.1.Market Needs4
2.2.The Market5
2.2.1.Market Trends6
2.2.2.Macro environment6
2.3.The Company7
2.3.1.Mission8
2.3.2.Product Offering8
2.3.3.Positioning8
2.3.4.SWOT Summary9
2.3.4.1.Strengths9
2.3.4.2.Weaknesses9
2.3.4.3.Opportunities9
2.3.4.4.Threats9
2.4.Competition10
2.4.1.Direct Competition10
2.4.2.Indirect Competition11
3.Marketing Strategy12
3.1.Value Proposition12
3.2.Critical Issues12
3.3.Financial Objectives13
3.4.Marketing Objectives13
3.5.Target Market Strategy13
3.6.Branding13
3.7.Product Marketing16
3.8.Pricing16
3.9.Promotion17
3.9.1.Advertising17
3.9.2.Public Relations18
3.10. Channels18
4.Controls19
4.1.Implementation19
4.2.Keys to Success20

Executive Summary
The offering of RC cola is soft drink to the targeted consumers starting from the age of 14-40 with the income more than 15000. They are mostly experiences and strivers. The product fulfills the need of thirst. RC cola is striving to achieve favorable sales figure and trying to reduce expenses but most of the expenditures are done on marketing the product.

Situation Analysis
The situation analysis of RC cola is that we are providing a new trend in the market of soft drinks. The international market of soft drink contains many competitors. But the major of them are very well known. There taste and style is very famous round the globe. RC is competing with them in every possible field.        Our product is available for all soft drink lovers, but our main focus is on the people of age groups 14 - 40. And our main geographical segmentation is Pakistan's major cities.        Our distribution channels include all the famous food spots in big cities. These famous food outlets include Sardar Machli Farosh, major wholesale stores like Metro, Hyper star, Macro and all the general stores.

Market Needs
Royal Crown (RC) cola, a soft drink manufacturing company, wants to revitalize its product in an existing market, Pakistan. It has to make its product available in the market so that it can compete with its competitors as PEPSI and COCA COLA are the biggest competitors of RC Cola. As Pepsi and Coca cola are available to the targeted customers easily so it’s better for RC cola to provide its product to the targeted customers in a more convenient way. RC cola has to use production concept as well as marketing concept to capture the heart and mind of share of the targeted customers. The product has existing demand as it is the existing need of the people. RC cola is fulfilling real need of its targeted customers by providing soft drink to them. Soft drinks have become the part of the culture of Pakistan. We have the marketing research related to this need; this need is satisfying through different means. Basically, we are fulfilling the want and our aim that our product becomes need. We are here to sell the delightedness to our targeted customers not only the product. The success of any company depends on how it is providing value to its targeted customers. We save our customers time, effort or money by providing our product more conveniently to the shops to which they have easy approach.

The Market
We are targeting strivers and experiences. The market Growth of RC cola is shrinking for many years in Pakistan because other soft drinks like both Coca...
tracking img