10 step product marketing plan-ariel
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10 STEP Marketing Plan for RC Cola
Ariel T. LlevaNovember 2012
http://ph.linkedin.com/in/ariellleva
This 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing management class.
The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports.
When appropriate, data are “masked” so as not to create unexpected conflicts.
The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes.
Disclaimer
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1. RC Cola PTM are average teens/barkadas
2. Common refreshment partner for teens who are bored, thirsty or even just being laid back
3. Can choose from Coca-Cola & Pepsi4. Cheaper than other leading
carbonated softdrink brands5. Market size for softdrinks is Php 82.3
billion
Steps 1 to 5
“RC ng Bayan”
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6. RC Cola is the all-time favorite cola in America since 1905 and now preferred cola in Metro Manila
7. Price is 10%-15% less than Coca-Cola and Pepsi
8. Uses TV, billboards, internet, events and word of mouth for promotions
9. Distributed worldwide10. Adopts “Low Cost Producer” as
strategy
Steps 6 to 10
“No. 1 Cola ng BARKADA Mag-RC na..”
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1. Focused on mass market only
RC Cola’s Target Market is anyone who can drink carbonated softdrinks 1st – Teens/Barkada (13-21 years
old) 2nd – Families 3rd – Community 4th – Working People
Social Class C, D and E It is the common refreshment partner
for teens who are bored, thirsty or even just being laid back
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“No. 1 Cola ng BARKADA Mag-RC na..”
6
Self-Actualization Needs(Self-
Development & Realization)
Esteem Needs (Recognition,
Status)
Social Needs (sense of belonging, love)
Safety Needs (security, protection)
Physiological needs (food, water, shelter)
Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler
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2. RC Cola PTM’s needs, wants & demands
RC is not only “RC ng bayan” but one of the barkada also. Barkadas need sense of belongingness.
Barkadas prefer affordable/low-priced carbonated softdrinks but quaity wise.
Barkadas DemandWith such economic crisis going on everything is
increasing in price. RC Cola answers refreshment that is on a considerable budget.
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3a. RC Cola has many formidable competitors
Direct: Coca-Cola, Pepsi Indirect: Zesto, Del Monte (Fit ‘n
Right), Kraft (Tang/Koolaid), Nestea, Eight o’ Clock, C2, Wilkins
Variables: Price, taste, age, social status, packaging, branding, availability, health benefits, promotions.
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3b. RC Cola’s Competitive Position Map
Price/ Social Class Matrix
Class A Class B Class C Class D Class E
High price
Low Price
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3b. RC Cola’s Unique Competitive Map
Benefit Positioning vs. Brand Matrix
Great taste, no caloriesSame taste, no sugarUnique delicious taste, refreshesAttactive packaging and designCool, hip, different, and alternativeAffordabilityTeen and young professional niche market
Endorsed by local and global teen icons/stars
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4. “Positioning”: brand identity from the maker
RC Cola positions itself to be the lowest cost producer of RTD/non-alcoholic beverages.
Caters to the CDE market for them to enjoy a quality drink that’s at par with international brands, at a price within their budget.
Much imitated system initiated by RC Cola is its distribution system, which is almost 90% third party.
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5a. Market size using competitor data
Based on an independent research report, the Philippine carbonated soft drinks market is Php82.3 billion.
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5b. Market size using company data
1. RC Cola shares a market share of 4%.
2. Pepsi Cola shares a market share of 15%.
Top Sellers: Pepsi, Mountain Dew
3. Coca-Cola shares 80% market share from its acquisition of Cosmos Bottling Corp.
Top Sellers: Coke Sakto, Sparkle, Coke Zero, Pop Cola
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5c. Market size using consumer data
Philippine carbonated soft drinks market volume is 2.14 million liters, valued at Php93 billion.
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5. Concluded that carbonated soft drinks market is about Php82.3 billion
1. Competitor data= Php 82.3 billion
2. Customer Usage data = Php 93 billion
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6a. Carbonated soft drinks market is dominated by 3 major companies
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6b. What makes RC Cola different as a product?
RC Cola is the all-time favorite cola in America since 1905 and now preferred cola in Metro Manila. Available in 240ml and 800 ml returnable bottles, 1.5 liter PET bottles and 330ml cans.
Zesto Fruit Soda is one of the brand portfolios of RC Cola. It is a delightful fruity softdrink that captures the goodness of California oranges. Available in 240ml.
Arcy’s Rootbear is a new dimension in rootbeer taste with just the right blend of flavor and sweetness. Arcy’s Rootbeer is available in 240ml.http://ph.linkedin.com/in/
ariellleva
7. Price
RC Cola’s price is based on what the people can afford. Low-priced but quality wise.
It is priced by about 10%-15% lower than that of its competitors.
Coca Cola is priced the same as Pepsi.
Prices unchanged and uniform across regions.http://ph.linkedin.com/in/
ariellleva
8a. RC Cola uses TV Ads, Events and Word of Mouth
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1
2 3
8a. RC Cola Promo
Samples
This can be in multiple slides
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http://www.youtube.com/watch?v=RyZnA6r6X2U&feature=fvwrel
8b. Coca Cola promos
Samples
Can be multiple slides
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http://www.youtube.com/user/cocacola
8b. Pepsi Cola promos
Samples
Can be multiple slides
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http://www.pepsiphilippines.com/ads.php
9. Place
From 7 ARC plants, RC Cola is transported to distributors over the country, then sold onto wholesalers and to small groups of retailers and shopping places.
No partnered plants in Iloilo, Pangasinan, Cebu, Cagayan de Oro.
Minimal investment on distribution. Dealers are provided additional discount for hauling the products.
Reduced manning requirement as most of the deliveries are being handled by the dealers.
Adopts free enterprise. Dealers have no territories. Increases the possibility that the outlets are frequently visited, products are made available, and empties are collected.
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10. RC Cola is Low Cost Producer
An advantage ARC holds over its competition is the flexibility of its agreement with RC Cola International.
RC Cola gives consumers lower-priced products. This is possible because of its low operation costs.
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25
SUMMARY
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1. RC Cola PTM are average teens/barkadas
2. Common refreshment partner for teens who are bored, thirsty or even just being laid back
3. Can choose from Coca-Cola & Pepsi4. Cheaper than other leading
carbonated softdrink brands5. Market size for softdrinks is Php 82.3
billion
Steps 1 to 5
“RC ng Bayan”
http://ph.linkedin.com/in/ariellleva
6. RC Cola is the all-time favorite cola in America since 1905 and now preferred cola in Metro Manila
7. Price is 10%-15% less than Coca-Cola and Pepsi
8. Uses TV, billboards, internet, events and word of mouth for promotions
9. Distributed worldwide10. Adopts “Low Cost Producer” as
strategy
Steps 6 to 10
“No. 1 Cola ng BARKADA Mag-RC na..”
http://ph.linkedin.com/in/ariellleva
10 STEP Marketing Plan for RC Cola
Ariel T. LlevaNovember 2012
http://ph.linkedin.com/in/ariellleva
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