Marketing

Plan
 RC COLA is a franchise of
Alfredo M. Yao (owner of Zest-
O/Asian Spirit) from Royal
Crown Cola International.

Asiawide Refreshments
Corporation (ARC) is the
country’s licensed bottler
manufacturer and distributor

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-
Cola and Coca-Cola. It also

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
growing needs of the customers.
Company
 Market Share
The leading company in the market in 2005 was
San Miguel Corporation/CCBI. The second-
largest player was PepsiCo, Inc. with Nestle S.A.
in third place.
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

RC Cola shares a market share of

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

Cola is catering every wholesaler to
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

to achieve proper brand

SWOT
 Weaknesses
RC Cola is limited only to lower class
markets. 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 strategies of RC Cola
International.

SWOT
 Opportunities

Foreign market 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.

Promoting the product has been

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 is at mass. And 13% of the

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
Market
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 2007 to 20.6% in 2008.
 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
tasting cola that’s
affordable and
available everywhere.
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
drink became increasingly
Prod
RC’s Ingredients - RC Cola
contains Carbonated Water, High
Fructose Corn Syrup and/or Sugar,
Caramel Color, Phosphoric and
Citric Acid, Natural Flavor, and
Caffeine.

Caffeine Content - RC Cola

contains 3.77 mgs of caffeine per

Prod
 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
in cans and 2L Pet Bottles.

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
Royal Crown Cola
Product
 Brand Image

RC Cola was famous

with MoonPies

Product
 L
OG

RC Cola Original Logo Proposed New Logo

Product
PACKAGI 1.5 L

NG
500 mL
330 mL

Product
CA
PS

Tanzans for Glass Bottles Plastic Caps for PET Bottles

Product
RC’s Price. Our price is based on
what the people can afford. Low-
priced 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
on a considerable budget.
P
 Competitors Price Comparison
(SRP)

P
 Our pricing will be based on
cost of production which is
fairly reasonable for a
penetrating 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
decision for people who’s on
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 bundling and discounts will mostly be
used.

Pricing
RC’s
From 5 ARC plants to distributors over the
Placement
country, then sold onto wholesalers and to
small groups of retailers and shopping places.

P
Our NEXT TARGET. More Space and
P.O.Ps
on supermarkets and groceries.

Placement
Our NEW MARKETS. Bicol &
Visayas
Market Penetration

Placement
On Going
Distribution.
One of RC
Cola’s
distributors
here in
Quezon City.
Deliveries of
RC Products
are done on
a daily
basis.

Some
wholesalers
and retailers

Placement
RC Cola on MRT
& LRT
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
can be claimed at Ride Card

Promo
RC Cola on MRT
& LRT
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
Prime Advertising (in LCD Screens). Promo runs
The Refreshment Center Booth (RC Booth)
The RC Booth will be situated at major MRT & LRT
stations in the
metro. Free Product Sampling and discounted selling of

Promo
RC Cola
Billboards
Billboards will be placed
where there are a lot
people that can see it
always. We will
distribute this is most
areas of Metro Manila

Promo
RC & The
PUVs
RC Cola Ads will be placed on
Buses,Tricycles and Jeepneys
throughout the metro, especially
in Quezon City & Manila. Small
stickers with “Barya Lang Po Sa
Umaga” & Small Trash cans with
the RC logo and slogan

Promo
RC & The
Publishing
Full Media
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
selected magazines &

Promo
RC & The
Environment

Cleanliness and Greener

Earth is another goal of
RC Cola. Small Trash Can
will be placed on areas
where there are RC
Products or

Promo
RC & The
Society
RC Cola will sponsor
community and academic
events whether it’s Alumni
Homecoming, Intramurals,
Job Fairs and others. Also
would help some charities
especially for uneducated

Promo
RC & The Television
Media
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
makes the

Promo
RC & The Television
Media
Future TVCs would feature
Marian Rivera drinking the
product 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
lunch time onwards.

Promo
Survivor
Philippines –
RC
RC willSurvivor of the
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
gets 1 Million Cash from

Promo
RC & The Online
Media
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
ads directly.

Promo
Thank YOU
Po!