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    Group Details

    Syed Danish Raza

    Muhammad

    Zeeshan Syed Waseem

    Abbas

    Ahmed Ali Kausar Parveen

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    Brand

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    Introduction

    Royal Crown Cola was born from the efforts of a young

    pharmacist in Columbus, Georgia. After a disagreement with alocal soda bottler, Claud A. Hatcher began creating his own softdrinks. Never in his wildest dreams could he have imagined thathis experiments would become an American icon affectionatelynicknamed RC Cola.

    RC cola was a very famous drink in Pakistan. It was well knownsince the time of its arrival in the sub- continent which was the70s.

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    Reasons of Decline:Low attention on advertising campaign

    New Colas came with comparatively goodstrategies

    Inappropriate packaging

    Counterfeiting

    Decline in quality

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    Re-Launching RC Cola

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    Situation AnalysisStrengths

    More than 100 years old International Brand

    Good taste

    WeaknessesInconsistent with strategies

    OpportunitiesHuge Market with potential to grow

    ThreatsWell Established Competitors

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    Situation AnalysisMarket Share

    Coca Cola55 percent approx

    Pepsi Cola30 percent approx

    RC Cola5 percent approx

    Others10 percent approx

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    Sizes

    Regular (250 ml)

    0.5 litter

    1.0 litter

    1.5 litter

    Tin pack

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    Prices

    Regular (PKR 15)

    0.5 litter (PKR 30)1 liter (PKR 45)

    1.5 litter (PKR 70)

    Tin Pack (PKR 40)

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    Advertising Plan

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    Objective

    To increase Awareness and recall for the

    Brand and its new features

    To increase Market Share from 5 to 15percent

    (To be accomplished by the end of January 2013)

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    Major Competitors

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    Target Audience

    DemographicsAge: 12-45 years

    Geographic

    CitiesTowns

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    Advertising Budget

    Rs. 50 million

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    Media Strategy

    Above The Line

    Television

    Radio

    Internet

    Outdoor

    Print Media

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    Media Strategy

    Television

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    Media Strategy

    Radio

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    Media Strategy

    Print Media

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    Media Strategy

    Outdoor

    Hoardings

    Trans Advertising

    Floats

    Gondolas

    Wall Chalking

    Gorilla Advertising

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    Media Strategy

    Below The Line

    Consumer PromotionTrade Promotion

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    Below the Line

    Consumer Promotion

    Consumer buzz through sampling programsContests

    Trade PromotionVisually appealing beverage shelves, and vending machines

    Point of purchase displayTrade incentivesTrade shows and exhibitsContests

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    Public Relations

    Dress code and uniforms for staff members.

    Fleet Graphics program

    a. Trucks

    b. Vans

    c. Automobiles of the employees

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    Packaging

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    Advertising Budget AllocationCategory RS.

    ATL

    Television 25,000,000Radio 1,000,000

    Print 10,000,000

    Outdoor 10,000,000

    Internet 1,000,000

    BTL 13,000,000

    Total 60,000,000

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