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Relaunch of RC Cola

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Yutika Sonawane
Yutika Sonawane

This document outlines the product development strategy for Royal Crown Cola in India. It begins with an introduction and history of Royal Crown Cola since its founding in 1905. It then discusses Royal Crown Cola's introduction and performance in the Indian market in 2003. The document performs SWOT and STP analyses to understand the opportunities and challenges for Royal Crown Cola in India. It then proposes potential new products, appropriate pricing strategies, and promotion techniques as part of a product development strategy to help relaunch the brand successfully in India.

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PRODUCT DEVELOPMENT STRATEGY
INTRODUCTION ? Known as Royal Crown Cola ? Is a cola-flavored soft drink ? Developed in 1905 ? By Claud A. Hatcher, a pharmacist in Columbus, United States
HISTORY AND MILESTONES ? 1905: Mr. Claud Hatcher, Founder, Established the ¡°Union Bottling Works¡± in Columbus ? 1910: The first line of fruit flavored beverages was named Royal Crown and the first cola drink was called Chero-Cola and established a franchised system Chero-cola company. ? 1928: The Company changes its name to The Nehi Corporation. ? 1934: Chero-Cola is reformulated and the new product is named Royal Crown Cola.
HISTORY AND MILESTONES ? 1940: The Nehi Corporation is listed on the New York Stock Exchange. ? 1946:The Company began to enhance its advertising by using entertainment celebrities like Bing Crosby, Joan Crawford, and Hedy Lamarr. ? 1958: Company changes name for the third time to Royal Crown Cola Company. ? 2000: Royal Crown Cola Co. is acquired by Cadbury Schweppes. ? 2005:Royal Crown Cola Co. completed its 100th years.
Relaunch of RC Cola
RC Cola Diet RC Cola Cherry RC Cola RC Edge Cola Diet Rite Cola RCQ Royal Crown Draft Cola RC Kick
RC COLA IN INDIA ? Was launched in India in 2003 ? First introduced in Andhra Pradesh and Madhya Pradesh ? Later in Delhi ,parts of Punjab and Haryana ? RC Cola had introduced bottles of 600 ml and 2-litre, priced at Rs 15 and Rs 40 respectively
Reasons for RC Cola loosing market ? Strong existence of Pepsi and Coca-Cola ? Minimal Advertising ? RC Cola was being sued by different organizations internationally so it lowered its investment in the sub-continent.
Need for Re-launch ? The initiative to re-launch RC cola seems to be a great idea, as it is a cash crop for Royal Crown all over the world ? Best time for Re-launch
Indian Soft Drink Industry ? Coke and Pepsi have combined market share of 95% ? 50 billion Rs industry ? Growing from 6-7 % annually ? Employing about 225000 people
SWOT analysis of Soft Drink industry Strengths Basic consumer needs Large and growing market Different flavours and packaging Low Costs Non Alchoholic Weakness Negative claim Traditional Preservation Narrow range of Market Oppurtunities Release in taxation policy Replace alchoholic drinks Futher replace tea and coffee New Packing materials Threats Health issues Soft Drink in school Guidelines Environmentalism Distribution Costs
SWOT analysis of RC Cola Strengths 100+ years in market Available in different packing Weaknesses Limited market share Less Promotion Legal Issues Opportunites Climatic factors Increase in prices of competitors Threats Boycott from Health conscious Strong competitors
Law suits
STP Analysis of RC Cola ? Segment: For all people seeking a soft drink for regular occasions, parties etc ? Target Group: All age group specially youth ? Positioning: Not available in the market
PRODUCT DEVELOPMENT STRATEGY Product modification strategies are generally aimed at existing markets, although a side benefit may be the capturing of new users for the new product.
Relaunch of RC Cola
POTENTIAL PRODUCTS
NEW PRODUCTS RC Cola Kaccha Aam RC Ice Cream Cola
Relaunch of RC Cola
APPROPRIATE PRICES QUANTITY PRICE 250ml ?15 500ml ?27 1lt ?45 2lt ?59 Can ?25 PET Pack ?9
PROMOTION TECHNIQUES ? Sampling ? Attractive offers ? T.V. and Ratio Advertising ? Hoardings ? Newspaper Advertisements ? Celebrities Endorsements
CONCLUSION
Relaunch of RC Cola
NAME ROLL NO DISHA BHANDARI 1003 MRUNAL BHATKAR 1004 SEJAL DINGLE 1011 MANTHANA KADAM 1023 YUTIKA SONAWANE 1042 DIVISION B NAME ROLL NO TEJAL GOHIL 947 MITALI DHARSE 945 PREMA RK 833 DIVISION B

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Relaunch of RC Cola

  • 2. INTRODUCTION ? Known as Royal Crown Cola ? Is a cola-flavored soft drink ? Developed in 1905 ? By Claud A. Hatcher, a pharmacist in Columbus, United States
  • 3. HISTORY AND MILESTONES ? 1905: Mr. Claud Hatcher, Founder, Established the ¡°Union Bottling Works¡± in Columbus ? 1910: The first line of fruit flavored beverages was named Royal Crown and the first cola drink was called Chero-Cola and established a franchised system Chero-cola company. ? 1928: The Company changes its name to The Nehi Corporation. ? 1934: Chero-Cola is reformulated and the new product is named Royal Crown Cola.
  • 4. HISTORY AND MILESTONES ? 1940: The Nehi Corporation is listed on the New York Stock Exchange. ? 1946:The Company began to enhance its advertising by using entertainment celebrities like Bing Crosby, Joan Crawford, and Hedy Lamarr. ? 1958: Company changes name for the third time to Royal Crown Cola Company. ? 2000: Royal Crown Cola Co. is acquired by Cadbury Schweppes. ? 2005:Royal Crown Cola Co. completed its 100th years.
  • 6. RC Cola Diet RC Cola Cherry RC Cola RC Edge Cola Diet Rite Cola RCQ Royal Crown Draft Cola RC Kick
  • 7. RC COLA IN INDIA ? Was launched in India in 2003 ? First introduced in Andhra Pradesh and Madhya Pradesh ? Later in Delhi ,parts of Punjab and Haryana ? RC Cola had introduced bottles of 600 ml and 2-litre, priced at Rs 15 and Rs 40 respectively
  • 8. Reasons for RC Cola loosing market ? Strong existence of Pepsi and Coca-Cola ? Minimal Advertising ? RC Cola was being sued by different organizations internationally so it lowered its investment in the sub-continent.
  • 9. Need for Re-launch ? The initiative to re-launch RC cola seems to be a great idea, as it is a cash crop for Royal Crown all over the world ? Best time for Re-launch
  • 10. Indian Soft Drink Industry ? Coke and Pepsi have combined market share of 95% ? 50 billion Rs industry ? Growing from 6-7 % annually ? Employing about 225000 people
  • 11. SWOT analysis of Soft Drink industry Strengths Basic consumer needs Large and growing market Different flavours and packaging Low Costs Non Alchoholic Weakness Negative claim Traditional Preservation Narrow range of Market Oppurtunities Release in taxation policy Replace alchoholic drinks Futher replace tea and coffee New Packing materials Threats Health issues Soft Drink in school Guidelines Environmentalism Distribution Costs
  • 12. SWOT analysis of RC Cola Strengths 100+ years in market Available in different packing Weaknesses Limited market share Less Promotion Legal Issues Opportunites Climatic factors Increase in prices of competitors Threats Boycott from Health conscious Strong competitors
  • 14. STP Analysis of RC Cola ? Segment: For all people seeking a soft drink for regular occasions, parties etc ? Target Group: All age group specially youth ? Positioning: Not available in the market
  • 15. PRODUCT DEVELOPMENT STRATEGY Product modification strategies are generally aimed at existing markets, although a side benefit may be the capturing of new users for the new product.
  • 18. NEW PRODUCTS RC Cola Kaccha Aam RC Ice Cream Cola
  • 20. APPROPRIATE PRICES QUANTITY PRICE 250ml ?15 500ml ?27 1lt ?45 2lt ?59 Can ?25 PET Pack ?9
  • 21. PROMOTION TECHNIQUES ? Sampling ? Attractive offers ? T.V. and Ratio Advertising ? Hoardings ? Newspaper Advertisements ? Celebrities Endorsements
  • 24. NAME ROLL NO DISHA BHANDARI 1003 MRUNAL BHATKAR 1004 SEJAL DINGLE 1011 MANTHANA KADAM 1023 YUTIKA SONAWANE 1042 DIVISION B NAME ROLL NO TEJAL GOHIL 947 MITALI DHARSE 945 PREMA RK 833 DIVISION B

Editor's Notes

  • #16: An example of this strategy is toothpaste. Toothpastes that promote whitening ability or anti-cavity attributes are built on existing plain toothpastes that only promise clean teeth.