RC cola in Pakistan:-
Current position:-
In Pakistan people used to drink RC
cola .they really liked it, but its all about many years ago in 1970's
n 80's.because there was no other cola at that time. But due to
many issues within the country and internationally RC cola faded away by
the early 90’s like .When other colas came they advertised and they
did it so well that people were attracted towards them and RC
cola gives negligible importance towards the advertisement. Then
it is also about how you present it. The looks of the product RC
cola's bottle is not appealing (Attractive) and the regular one
specially looks so thin (Small).It seems as if it has less drink
inside, in 1998 the time when pepsi stop the retailing of the Rc
cola through it’s heavy investment they cope all the bottles of the
Rc cola and this is the last time when heavily distribute it’s
product.
Repositioning of Rc Cola:-
Soft drinks set to become world's leading
beverage sector Global consumption of soft drinks is rising by 5% a year the
largest overall sector, soft drinks volume is projected to reach 467 billion
liters in 2003, equivalent to 75 liters per person commented Zenith Research
Director Gary Roethenbaugh. "As a combined category, soft drinks offer a
powerful growth proposition. The unrelenting advance of bottled water and
still drinks, coupled with the scale of carbonates, help place soft drinks on
track to become the number one beverage sector in 2005.
Pakistan:-
The soft drinks market in Pakistan enjoyed dynamic growth over the review
period in both volume and current value terms. Carbonates have become part
of the culture in Pakistan and multinational companies have maintained their
standards over the years to provide consumers with high-quality carbonated
drinks. The government of Pakistan has reduced excise taxes to encourage
soft drinks manufacturers and importers
RC however is operational at current in Pakistan but does not have the cola
flavored drink produced, but the RC orange, RC Lime and RC vimto
carbonated drinks. The initiative to relaunch RC cola seems to be a great
idea, as it is a cash crop for Royal Crown all over the world
,
Pakistan is the very much favorable place for the beverage market and
product there are many brands of the beverages work in Pakistan. Pakistan is
the highly populated country. And mostly people of Pakistan like to drink
cola’s according ton figures the Total annual sale of soft drink in Pakistan is
120 million cases.
PEST ANALYSIS:-
POLITICAL VARIABLES:-
In the “political variables” most of
the things are related to Governmental activities..
Ever year when budget in announced government taxes rates
always shoot up. This approach of government decreases the
profit margin of soft drinks.
Non-alcoholic beverages fall within the food category under the FDA. The
government plays a role within the operation of manufacturing these products
in terms of regulations. There are potential fines set by the government on
companies if they do not meet a standard of laws.
Economical Analysis:-
It could be seen that “economical
variables” highly affects the cola’s resolution. . Economic factors
are those factors that effect the production of any industry. So,
Rc cola is not out of question. If the economic condition of the
country is not strong and Rc cola increases its Price, then the
impact would be highly negative. Inflation is also not good for
any country’s production point of view. It also effects negatively
over the production of Rc cola.
for example a recession creating increased activity at the lower ends of
product price ranges. Rate of interest rises depressing business and causing
redundancies and lower spending levels
so we can says that if economic variables are in the favorable
position of country then they have a good impact other wise the
impact is highly bad.
It is the time when the consumer wants to resume their normal habits, going
to the malls, car shopping, and eating out at restaurants. However, many are
still handling their money cautiously.
The non-alcoholic beverage industry has high sales in countries outside the
U.S. like Pakistan Bangladesh etc
SOCIAL VARIABLES:-
The main meaning of social variables is
changing attitudes and lifestyles.
There are two elements of the social variables which influence the industry.
ENVIRONMENT
EDUCATION
COMMUNITY INVOLVEMENT
EDUCATION
COMMUNITY INVOLVEMENT:
Community involment is the highly effected element of
the social variables in which the community create some revolutions in the history
In this element observes that how to react and react united community in any
condition
Like 2005 when earth quake come in the Pakistan and all the country join hand to
hand and start helping for the other citizens
TECHNOLOGICAL VARIABLES:-
Technological innovations
pay a main role in the progress of the all field of world and also in
the cola industry. In cola industry helping in promoting
“paperless environment” .it impacts good, because computers
are the basic need of any person now a days. And though it’s a
big industry so it is promoting the trend of paperless
environment. And it is giving the way of other industries to come
to new technologies and into a new world of business. Through
computers Rc cola can increase the efficiency of its business
and can have up –to-date data about their productions
The effectiveness of company's advertising, marketing and promotional
programs. The new technology of internet and television which use special
effects for advertising through media. They make some products look
attractive. This helps in selling of the products.
SWOT ANALYSIS: -
The swot analysis consists of the four elements, which are as follows
Strength: -
RC Cola is the cola which is more than a 100 years old
Resources and competencies available to the firm
Educated Top Management
Latest Technology
High Productive Team
Skillful Management.
Strong Research and Development Department
Credit rating
target only young customers in their promotions
Demand of disposal bottle is declining
Low advertising budget
Opportunity:-
We can increase our market share due to Relaunching a product
The heat factor in the sub- continent.
To build a brand equity.
Increased interest of people in musical groups, cultural shows and
sports has provided an opportunity for Rc cola to increase its sales
through them
Enhancement of the product
Availability of raw material
THREATS: -
The main competitors of the company is the Coca Cola and Pepsi
New entrance of competitors large and small beverage
companies, including bottled water firms
Uncertain surrounded condition
Terrorists attacks in Pakistan
Consumer buying behavior process is explained in some steps which are discussed below:
• Need Identification
• Information Search
• Evaluation of Alternatives
He will now evaluate from the wide range of beverages available to him
that which one of them is suitable to him in terms of quality, taste and is
pocket friendly.
• Selection
• Purchase
• Post-Purchase Experience:
It is the experience that the consumer gets after using the product. He will
use the product again if he feels that his satisfaction after use is more or
equal to the price of the product.
After looking at above mentioned example, we can get an understanding that a product
should be so desirable that whenever a person identifies his need, he selects our product
among various substitute products and he feel satisfies so that he retains the use of that
product.
Segmentation:-
The market consists of many types of consumers, products and
needs. The marketer has to determine that which segment offers the best opportunity for
achieving company’s objectives. Consumers can be grouped and served in various ways
based on geographic, demographic, psychographic and behavioral factors. As you know
market consists of buyers of differing in their wants, resources, location and tastes.
Demographic Segmentation: -
Age: - (5-55)
• Age
We segment the whole market into the two division’s whole Punjab
providence and larger cities of Pakistan. This mentioned below
Islamabad 901,137
Punjab 81,845,433
Total population of the Lahore 10,000,000
Total Population of the Gujranwala 14, 15,711
Faisalabad 7,000,000
Multan 3,116,851
Psychographic Segmentation: -
Social Class
Basically our product mostly attract the Working Class,