WHYWHY RCRC COLACOLA FAILEDFAILED ININ PAKISTAN?PAKISTAN? HOWHOW TOTO RE-LAUNCHRE-LAUNCH IT?IT?

GROUP MEMBERS: SUFYAN ALI SP08-BB- 0116 SYED FARAZ HUSSAIN SHAH SP08-BB- 0120 SYED FARAZ TAUHED SP08-BB- 0121 HistoryHistory ofof RCRC ColaCola

  1905: Mr. Claud Hatcher, Founder, Established the “Union Bottling Works” in Columbus, Georgia in the basement of the wholesale grocery business of his family.   1910: The first line of fruit flavored beverages was named Royal Crown and the first drink was called Chero-Cola.   1912: Started to manufacture a line of syrups and flavor concentrates and established a franchised system by licensing sales territories to its bottlers under trademarks of the now HistoryHistory ofof RCRC ColaCola

1925: Over 300 bottlers were part of the bottling network producing Chero-Cola. 263 of these bottlers also produced the fruit flavored products under the new brand .  1928: The Company changes its name to The Nehi Corporation.  1933: Mr. Claud Hatcher died on December 31st .  1934:Chero-Cola is reformulated and the HistoryHistory ofof RCRC ColaCola

 1940: The Nehi Corporation is listed on the New York Stock Exchange.  1940: The Company first uses results of blind taste tests in the advertising campaign “Best by Taste Test”.  1946:The Company began to enhance its advertising by using entertainment celebrities like Bing Crosby, Joan Crawford, and Hedy Lamarr. HistoryHistory ofof RCRC ColaCola

1958: Company changes name for the third time to Royal Crown Cola Company.  2000: Royal Crown Cola Co. is acquired by .  2001: Royal Crown Cola International is acquired by Cott Corporation.  2005:Royal Crown Cola Co. commemorated its 100th Anniversary. RCRC ColaCola ProductProduct Line:Line:

RC Cola has launched eight flavors till date which are:

1) RC Cola (Regular) 2) Diet RC Cola 3) Cherry RC Cola 4) RC Edge Cola 5) Rite Cola 6) RCQ 7) Royal Crown Draft Cola 8)

Pakistan’sPakistan’s SoftdrinkSoftdrink Industry:Industry:

Pakistan has a huge market of softdrinks beverages.  The major competitive and ruling brands of the country are PepsiCo. and CocaCola Company.  65% per cent are products. 20 to 22 %are Coca-Cola products and there are so many SWOTSWOT AnalysisAnalysis ofof Pakistan’sPakistan’s SoftSoft DrinkDrink Industry:Industry:

Strengths:  The soft drinks market in Pakistan enjoyed dynamic growth over the review period in both volume and current value terms.   Carbonates dominate the market in both the on-trade and off-trade with the lion's share of sales.   Carbonates have become part of the culture in Pakistan.   Multinational companies have maintained their standards over the years to provide consumers with high-quality carbonated drinks.  SWOTSWOT AnalysisAnalysis ofof Pakistan’sPakistan’s SoftSoft DrinkDrink Industry:Industry: 

Weaknesses: Liquid concentrates and powder concentrates are both seasonal categories in the market and their sales peak in the summer in Pakistan.  Both Rooh Afza and Jam-e-Shirin are traditional sandalwood drinks in Pakistan which are highly regarded by consumers.  These drinks can be found in every home in Pakistan especially in rural areas, SWOTSWOT AnalysisAnalysis ofof Pakistan’sPakistan’s SoftSoft DrinkDrink Industry:Industry: 

Opportunities:   The government of Pakistan has reduced excise taxes to encourage soft drinks manufacturers and importers.   The government also reduced other applicable taxes to promise more profits not only for soft drinks manufacturers already in the market but also to attract potential soft drinks manufacturers to invest in Pakistan.  Th lsdidd hb