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by Kotler’s Saints
Revitalization of
History
The path wasn’t easy.
1994:Renowned Mr. M. A. Hashem met RC Cola
1997:The launch of RC Cola in Bangladesh
2000:RC Cola was worthBDT 80 Crore
History The Fall Changes in the Ps Strategies The End
The Fall
• The storm of competitors• Changing trend of consumers• Lack of effective promotional effort• Weak IMC• Lost brand awareness
History The Fall Changes in the Ps Strategies The End
We don’t need the change.The change needs us.
Stretching the Line
Cola: Coca-Cola, Pepsi, Mojo, Pran Maxx Cola etc.Clear: 7up, Sprite, Clemon, Pran UP etc.
Lemon: Pran Lemon, Uro Lemon, Lemu etc.Fruit: Fanta, Mirinda, Tango, Uro Orange etc.
Menthol: ?
Opportunity
RC Cola Mint
Product Line Price Place Packaging
Exactly What You Pay For
Now Proposed
250 ml BDT 18.00 - BDT 12.00 BDT 18.00 BDT 13.00
500 ml BDT 28.00 BDT 32.00 BDT 22.00 BDT 25.00 BDT 23.00
1000 ml BDT 45.00 BDT 55.00 BDT 40.00 BDT 50.00 BDT 42.00
2000 ml BDT 80.00 BDT 90.00 BDT 65.00 BDT 70.00 BDT 60.00
Product Line Price Place Packaging
Effective Pathway
• Efficient supply chain management.• Effectively designed fringe benefits, incentives,
holiday offers etc. for territory officers or equivalent & others.
• Better relationship with retailers through attractive benefits and incentives.
Product Line Price Place Packaging
New Look
Everybody has his own color.
is RED. is RED & BLUE. is BLUE.
Wait ..We areBLUEtoo.
Product Line Price Place Packaging
INTRODUCING
BLACKRCCOLA
• New look.• New image.• A distinguished brand.
Product Line Price Place Packaging
The Target
Age LifestyleAttitude towards the
productUsage
16 – 23 Mostly high school and college goers.
Serves as the better version of water by omitting thirst.Cannot be avoided after
special meals.
Most frequent.
24 – 34College goers and
mostly office holders after recently graduating.
Serves as an alternative of water by omitting thirst; however, not the better
version.Best after a special meal.Serves a great deal after a
long tiring day.
Mostly every day.
35 – 55Parents.
Wise bodies of the family.
Retirees.
Will avoid whenever possible due to health consciousness and other dieting reasons.
Occasions.
55+ Retirees. Avoid. Very minimal.
Target Market
Awareness
TV Commercials.
Banners & posters at dynamic touch points.Advertising
Sharing updates in Facebook and Twitter.
Sharing exclusive campaign images at Instagram, along with Facebook and Twitter.
Sharing videos of exclusive campaign moments at YouTube.
Social Media
Promotional Strategies
Awareness
Exclusive sale booths at target market specific locations, such as universities & colleges.
Personal Selling
Exciting consumer driven promotional campaigns at target market specific locations, such as universities & colleges.
Direct Marketing
Promotional Strategies
Awareness
Buy 1 get 1 free at exclusive marketing campaigns at target market specific locations only for any sized bottles.
Sales Promotion
A new face for the brand.Public Relations
Promotional Strategies
The Face
• Relates to the phase.• New favorite.• Unique.
“Revitalized Tamim”
Promotional Strategies
The Revitalizing Message
“Refresh Your Taste”
• Clear.• Concise.• Compelling.• Communicates directly with the target consumer.• Delivers the accurate message.• Relates with the revitalizing phase.
Promotional Strategies
The Revitalizing Message
“Refresh Your Taste”
• Clear.• Concise.• Compelling.• Communicates directly with the target consumer.• Delivers the accurate message.• Relates with the revitalizing phase.
Promotional Strategies
Thank You
History The Fall Changes in the Ps Strategies The End
Questions?Confused?
Agree? Disagree?
Good? Bad?Excellent?
