Marketing Plan: Virgin ColaSubmitted to:

Mr. Bobby Torres

Submitted by:Azores, Charmane

Cadahing, Diana ArviCruz, Christine Adrielle

Ngo, RaynaldSanchez, Jaynielynn

2-Alex

Background of the Brand

• Virgin Group Limited is a British branded venture capital conglomerate organization founded by business tycoon Richard Branson.

Background of the Brand

• At present, It has more than 400 companies under its helm.

• This includes Virgin Atlantic Airways, Virgin Drinks, Virgin Megastores, Virgin Mobile and Virgin Records, among others.

Background of the Brand Name

• The brand name "Virgin" arose when Branson and a partner were starting their first business, a record shop. They considered themselves virgins in business.

Background of the Logo

The current Virgin logo was originally sketched on a paper napkin and remains largely unchanged since 1979.

Background of Virgin Cola

• Virgin Cola was set up during the early 1990s in conjunction with Cott, a Canadian company that specializes in bottling own-label drinks.

Background of Virgin Cola

• It was formally launched in the UK in the year 1994, to compete with Coca-Cola and Pepsi.

• Within a few months of its release, Virgin Cola had a 50% market share in the outlets that sold it. In its first year, more than 500 million units were sold worldwide

Background of Virgin Cola

• It went on to be launched in France, Belgium, Switzerland and South Africa.

• Today, Virgin Cola is sold in Afghanistan, France, Italy, Japan, Kosovo, Malta, Nigeria, PR China, Switzerland, the UK, among others.

Worldwide Distribution of Virgin Cola

Virgin Cola in the Philippines

• In 2004, taipan Lucio Tan invested P1 Billion to secure the license of producing Virgin Cola in the Philippines

Virgin Cola in the Philippines

• It was positioned as a lower-priced alternative to the more established and pricier Coke and Pepsi.

Products

Virgin Cola is a carbonated cola soft drink produced by Silver Spring and is the flagship cola of the Virgin Group. It was launched in 1994.

Virgin Cola – Regular and Diet

Virgin Colours

Virgin Colours

• A brightly coloured range of fruit flavoured drinks, in fruitastic [sic] combos such as tutti frutti, banana pineapple, and cranberry & lemon, tingling the taste buds in over 10 countries worldwide

Softdrinks Industry in the Philippines

The Players in the Industry

The Players in the IndustryCompany Brand

Coca-Cola Company Coke, Diet Coke, Coke Zero, Sprite, Sprite Light, Royal, Pop, Sarsi, Diet Sarsi, Lift, Cheers, Jaz Cola, Sparkle

Pepsi Cola Pepsi, Diet Pepsi, Pepsi Light, Pepsi Max, 7Up, Diet 7Up, Mountain Dew, Jazz, Mirinda, Mug

InterBev Corporation Virgin Cola

Zesto Corporation Zesto Cola, Zesto Cola Zero Cal, Rootbeer, Rootbeer Light, Twist, Squiz Orange, Squiz Grape, Dalandan Fruit Soda, Calamansi Fruit Soda, Pomelo Fruit Soda

Asiawide Refreshments Corporation

RC Cola

Market Shares of the Companies

50%

23%

17%

10%

Market Shares of Softdrinks Companies

CCBPI CBC PCPPI Others

• CCBPI – Coca-Cola Bottlers Philippines Incorporated

• PCPPI – Pepsi Cola Products Philippines Incorporated

• CBC – Cosmos Bottling Corporation (owned by CCBPI)

Packaging, Distribution and Pricing

Company Brand Packaging / Retail Price (in PHP)

2L PET 1.5L PET 500ml PET 330ml Can

Coca – Cola Company

Coke 34.00 21.00

Diet Coke 49.50 36.75 20.00

Coke Zero 44.95 33.50 22.50

Sprite 35.25 18.50

Sprite Ice 18.50

Sprite Light 21.00

Royal 34.50 21.00 18.50

Indicative Prices of Selected Softdrink Products, September 2008

Packaging, Distribution and Pricing

Company Brand Packaging / Retail Price (in PHP)

2L PET 1.5L PET 500ml PET 330ml Can

Cosmos Bottling Corporation

Sarsi 36.00 21.00

Sarsi Light 39.50

Sarsi Rootbeer Light

21.00

Packaging, Distribution and Pricing

Company Brand Packaging / Retail Price (in PHP)

2L PET 1.5L PET 500ml PET 330ml Can

Pepsi Cola

Pepsi 34.00 17.50

Pepsi Light 34.00

Pepsi Max 36.00 29.00 17.50

7Up 33.25 20.00 17.50

Mountain Dew 33.25 20.00 17.50

Mirinda 33.25 20.00 17.50

Mug Rootbeer 33.50 17.50

Packaging, Distribution and Pricing

Company Brand Packaging / Retail Price (in PHP)

2L PET 1.5L PET 500ml PET 330ml Can

Zesto Corp.

Cola 31.00 18.50

Cola Zeri 14.50

Dalandan Soda 30.75 17.00 17.00

Calamansi Soda 30.75 18.75

Diet 17.00

Squiz 29.25 17.50 14.50

Rootbeer 31.00 17.50 15.95

Packaging, Distribution and Pricing

Company Brand Packaging / Retail Price (in PHP)

2L PET 1.5L PET 500ml PET 330ml Can

Asiawide Refreshments Corporation

RC Cola 31.50 15.95

*Source: Selected Supermarkets

Comparison of Physical Attributes