10 step product marketing plan-ariel

10 STEP
Marketing Plan for RC Cola

Ariel T. Lleva
November 2012

http://ph.linkedin.com/in/ariellleva

Disclaimer
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.

Steps 1 to 5
“RC ng Bayan”
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 & Pepsi
4. Cheaper than other leading carbonated
softdrink brands
5. Market size for softdrinks is Php 82.3 billion


Steps 6 to 10
“No. 1 Cola ng BARKADA Mag-RC
na..”

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 worldwide
10. Adopts “Low Cost Producer” as strategy

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

“No. 1 Cola ng BARKADA
Mag-RC na..”
Self-Actualization
Needs
(Self-Development
& Realization)

Esteem Needs
(Recognition,
Status)

I want to share with others 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

6

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 Demand
With such economic crisis going on everything is
increasing in price. RC Cola answers refreshment that
is on a considerable budget.


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.


3b. RC Cola’s Competitive
Position Map
Price/ Class A Class B Class C Class D Class E
Social Class
Matrix
High
price

Low Price


3b. RC Cola’s Unique Competitive
Map
Benefit Positioning vs. Brand Matrix

Great taste, no calories
Same taste, no sugar
Unique delicious taste, refreshes
Attactive packaging and design
Cool, hip, different, and alternative
Affordability
Teen and young professional niche market
Endorsed by local and global teen icons/stars


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.


5a. Market size using
competitor data

Based on an independent research report,
the Philippine carbonated soft drinks
market is Php82.3 billion.


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


5c. Market size using
consumer data

Philippine carbonated soft drinks market
volume is 2.14 million liters, valued at
Php93 billion.


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


6a. Carbonated soft drinks
market is dominated by 3
major companies


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.

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.

8a. RC Cola uses TV Ads,
Events and Word of Mouth

1

2 3


8a. RC Cola Promo

Samples

This can be in multiple slides

http://www.youtube.com/watch?v=RyZnA6r6X2U&feature=fvwrel


8b. Coca Cola promos

Samples

Can be multiple slides

http://www.youtube.com/user/cocacola

8b. Pepsi Cola promos

Samples

Can be multiple slides

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.


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.


SUMMARY

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10 step product marketing plan-ariel

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