Advertising Sales Promotion Presentation
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Transcript of 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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