Advertising Sales Promotion Presentation

7/31/2019 Advertising Sales Promotion Presentation

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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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Documents

Advertising Sales Promotion Presentation