AProposed2018MarketingPlanfor

RoyalCrownColaamongstServiceWorkersinSelectAreainMetroManila

PresentedtoRCColaInc.
ThroughtheABMStrandofJubileeChristianAcademyand
theMarketingandAdvertisingDepartmentoftheRamonV.DelRosarioCollegeofBusiness
DeLaSalleUniversity-Taft

Submittedby:
Ngo,AryanDanielleL.
Sy,HaroldStanleyS.
Yap,LaurenT.
Yu,AndreiT.
Yulangco,JustinE.

Submittedto:
Mr.BienvenidoL.C.Encarnacion

Submittedon:
November29,2017
 Acknowledgment
Thegroup’sdeepestgratitudegoestothefollowingpeoplewhomadethispaperpossible:

Godfortheneverendingsupport.Hehasinspiredtheresearcherstocontinueworking,
providingthemenoughstrengthandskilltofinishthetaskproperly.

Mr.BienvenidoEncarnacion,ourmarketingteacher,whodedicatedhisprecioustime in
guidingthroughthewholeresearchpaper

Fellowparticipantswhoparticipatedinthestudy,thankyouforallottingtimetoanswer the
surveyandprovidingalltheinformationnecessarytocompletetheresearch

JubileeChristianAcademyforgivingtheresearchersanopportunitytoconducta
research

Thefamilyandfriendswhogavewordsofencouragementandtaughttheresearchersto never
togiveup

1
 TableofContent

I. ExecutiveSummary 3
II. CurrentMarketingSituationAnalysis
A. EnvironmentalScan 6
B. IndustryAnalysis 7
C. CompetitorInformation 7
D. CompanyInformation 13
E. RCCola-CompetitorsAnalysis 15
III. SWOTMatrix 17
IV. GoalsandObjectives 22
A. ShortTerm 22
B. MediumTerm 22
C. LongTerm 22
V. MarketingMixStrategiesandPrograms
A. MarketSize 23
B. Demographics 24
1. Age
24
2.
EducationalAttainmentandOccupation 25
3. Location
26
C. Phychographics
26
D. Behavioral
26
E. ProductDevelopment/Innovation 27
F. PricingProgram 29
G. SalesandDistributionProgram 29
H. MarketingCommunicationProgram 31
1. AdvertisingProgram 31
2. SalesPromotionProgram 33
3. PublicRelationProgram 34
4. Timeline 35
VI. Appendix 36
VII. Bibliography 47

2
 I. ExecutiveSummary
ARCRefreshmentCorporationbelongstothefoodandbeverageindustry,specifically the
carbonatedsoftdrinksindustry.ThispaperlooksintothecurrentsituationofARC Refreshment
CorporationsRCColainthecarbonatedsoftdrinksindustrytodayandhowit positionsitselfagainst
itscompetitors.
Thegroupcreatedgoalsforthecompanytoincreasebrandawarenessandmarketshare through
programs,plansandstrategies.Thegroupwasalsotaskedtoonlygatherdatafroma specifictargetmarket
segmentofserviceworkersorminimum-wageearnersintheMetroManila area.Focusingonthemarket
segmentofminimumwageearnersorserviceworkersorpersonnel, thegroupwastaskedtocreateanduse
asurveythatgathersinformationaboutusership, awareness,preferences,consumptionandperception
ofconsumersonthecarbonatedsoftdrink industry.Theresultsofthesurveyshowthatthereisatrendofon-
the-spotconsumingofthe beverageandaconsumersprefercoldandrefreshingdrinks.
Thisstudyalsolooksintothecarbonatedsoftdrinkindustryandthecurrenttrendsofthe said
industrythatmayaffecttheprogramsorstrategiesstatedinthisstudyandtheproductsof RCCola.In
ordertomeetthegoalssetbythegroup,theycreatedsalespromotionplansand publicrelationplansto
meetthesaidgoals.

3
 II.CurrentMarketingSituationAnalysis
ENVIRONMENTALSCAN
Social
TheNielsenGlobalSurveyonCorporateSocialResponsibilitywaspostedontheinternet and
30,000consumersin60countriesresponded.AccordingtothesurveyconductedbyNielsen (2014),
fifty-fivepercentofglobalonlineconsumersacrossthe60countriessaytheyarewilling topaymorefor
productsandservicesprovidedbycompaniesthatarecommittedtopositive socialandenvironmental
impact.Peoplearewillingtopaymoreforproductsthataremarketed asenvironmentalfriendlyThis
createsanopportunityforthecarbonatedsoftdrinksindustryto increasesalesthroughtappingintothe
marketofpeoplewho’llpaymoreforsociallyresponsible productsorservices.

Legal
AccordingtoMercurio(2017),ajournalistfromThePhilippineStar,forthepastfew months,the
senateandthedepartmentoffinancehavebeenintalkswhetherexcisesugartax shouldbeimplementedin
thePhilippines.IftheHouseBill5636orTheReformforAcceleration andInclusion(TRAIN)Actwillbe
implemented,itwillallowproducersofdrinksthatcontain sugarsuchassoftdrinks,energydrinksand
liquidfruitdrinkandetc.toincreaseuptoa140%. UnderSection150-AofHouseBill5636,sugar
sweeteneddrinkswillhaveataxvaluedat10 pesoperliterofvolumecapacity.Moreover,itisprojectedthat
theretailpriceofone-litters Coca-Colabottlewillincreasefrom31pesosto42.2pesos.Afollowupnews
madealsoby MercuriolastSeptember2017statedthataccordingtothedirectoroflegalandcorporate
affairs ofCoca-ColaFEMSA,theincreaseintaxmakeaffecttheinvestmentsofCoca-Colahereinthe
country.From2010to2014,CocaColahasalreadyinvested1.5billionUSDollarshereinthe country.
However,duetothepotentialthreatthatthetaxmayimpose,thedirectorofCoca-Cola saidthattheyhave
beenkeepinganeyeofthebillbecauseoncethisbillisestablish,hesaidthat therewillbeadecreaseinsales
andsaidthattheyfeelthattheywillnotbeviableforthe country.
JeffreyDinowitz(2016),amemberoftheNewYorkStateAssemblyfromtheBronx,
introducedabillrequiringsugar-sweetenedbeveragestoshowthesewordsonthefrontofthe
4
bottleorcan:“SAFETYWARNING:Drinkingbeveragewithaddedsugarcontributesto obesity,
diabetesandtoothdecay.”LawmakersfromCaliforniaandWashingtonStatehave introducedasimilar
bill,andSanFranciscopassedalawlastJuly2016,thatoutdoordisplayads forsugar-sweeteneddrinks
carrythewarningoveratleast20percentoftheposter.Thislaw quicklycameunderchallengebyalawsuit
fromthebeverageindustry,seekingthatitbestopped frombeingimplemented.Accordingtothe
AmericanBeverageAssociation(A.B.A.),beverage companiesalreadyprovideclearcalorielabelson
thefrontoftheirproductsandthatasafety warningisnotneededanymore.Furthermore,itcitedthatthe
warninglabelssuggestionthatsoda beveragebeingauniquedriverofcomplexconditionsuchasdiabetes
andobesityisinaccurate andmisleading.Howeverstudiesshowsthatthereisastrongassociation
between sugar-sweetenedbeveragesandobesityrelateddiabetes.ChristinaRoberto,anassistant
professor ofmedicalethicsandhealthpolicyatthePerelmanSchoolofMedicineattheUniversityof
Pennsylvaniaconductedastudycomparingtheeffectsofcalorielabels,nolabelsandthe warninglabel
proposedinNewYorkandCalifornia,alongwithseveralminorvariations.The studyshowedthatthe
calorielabelsnowfoundonsodabottlesworkednobetterthannolabelsat alltoincreaseknowledgeofthe
healtheffectsofsugar-sweetenedbeverages.Thewarning labels,bycontrast,werealleffective.
Technological
Coca-Cola,awell-knownsoftdrinkcompanyisatcrossroadstoday.Inthearticleof Horovitz
(2014),publishedinTheUSAToday.Asanattempttoboostsales,thecompany introduceditsFreestyle
machine.TheFreestylemachinewasdesignedbytheItaliandesigner, PininfarinaStudios.Themachine
dispensesabout146differentflavors,andithasatouchscreen featurethatisabletodispenseself-created
flavorsinmicro-doses.Furthermore,thefreestyle machinehasanappthatallowstheirconsumerstopre-
mixtheirdrinksontheirmobiledevice. TheycanalsoholdtheirdeviceuptoaFreestylemachine,andthey
wouldreceivetheexact drinkthattheydid.AccordingtoJenniferMann,thevice-presidentofCoca-Cola
Freestylethe machineisagamechangerforthecompany.Itissaidtobeoneofthelargestinvestmentson
innovationinthehistoryofCoke.TheFreestylemachineintendstotargetthemillennialmarket, andtohit
theyoungdrinkersconsciousnesswithitstechnology.

5
Economics
Theeconomicenvironmentisneededineveryindustrytodeterminethestrategiesandthe
methodsofachievingsuccessandtheabilitytogainprofit.AccordingtoEasternDaylightTime (2017),
problemsaboutsugarandartificialingredients,alongsidewithgeneralboredomto traditionalbeverage
options,aredrivingconsumersawayfromcarbonatesinfluencingconsumers towardshealthierchoices
suchasbottledwater,coffee,RTDtea,andotherfunctionaloptions. Assugartaxationcontinuestospread
globally,pressuregoestocompaniesinthatindustryas theyareyettodevelophealthyandexcitingdrinks
tobeabletoregainitsvalueinthemarket. AccordingtoEuromonitorInternational(2016),duetothe
exceptionalperformanceofcategories suchascarbonates,juiceandRTDteain2016,growthacrossthe
entiresoftdrinksindustryis expectedtoslowdownovertheforecastperiod,withslowerratesofgrowthin
off-tradevolume andvaluetermsexpected.Thematurityofcertaincategories,specificallycola
carbonates,is likelytosuppresshigherratesofgrowthacrosstheindustry.
Environmental
AccordingtoLavilleandTaylor(2017),millionsofplasticbottlesareboughtaroundthe world
everyminuteandifnottakenintoseriouscontextmayresulttoanestimateriseof20%by 2021,far
outstrippingrecyclingeffortsandjeopardisingoceans,coastlinesandother environments.Datafrom
2016alsostatesthatlessthanhalfofsodabottlesboughtin2016were areactuallyrecycled,whileonly7%
wasturnedintonewbottlesleavingtheremainderin landfillsorinoceans.Mostbottlesusedassoftdrinks
packagingaremadefrompolyethylene terephthalatealsoknownaspetbottles,thatarehighly
recyclable,howeverfailingtokeepup witheffortstocollectandrecyclethebottlestoavoidpollutionof
theocean.
AnarticlebyTheHindustatesthatconsumptionofsodamaybepoisoningthelivesof people
wholiveinthenearbycommunitiesofthesodaplants.TheNGO,HazardsCentre,have reportedlyfound
highlevelsoftoxicchromiumandotherpollutantsinsoilsnearaCoca-Cola plantandPepsiPlantin
India.ThestudywasreleasedmonthsafterKeralagovernmentsaidthat Coca-Colamustpayaspecific
amountforthecompensationofpollutionanddepletionof groundwaterresourcesforresidentswho
livedinthevillagenearby.

6
Political
Governmentsaroundtheworldaretaxingcarbonatedsoftdrinkstodiscourage purchasing
carbonatedsoftdrinks.Thiscreatesproblemsforsoftdrinkcompaniessincethe increaseinpricedueto
taxwillsurelydecreasetheiroverallsales.Discouragingthepurchaseof softdrinksmayleadto
catastrophicdecreasesincarbonatedsoftdrinkssales.However, accordingtoTaylor(2016),thetaxdid
littletoconvinceconsumerstodrinklesssugary beverages.Thoughthetaxmaynothavealargeeffectto
themarketcurrently,itispossiblethat itmayhavedetrimentaleffectstothecarbonatedsoftdrinks
marketinthefuture.

INDUSTRYANALYSIS
ThehistoryofcarbonatedsoftdrinksinthePhilippinesstartedwhenSanMiguelBrewery
introduceditsfirstnon-alcoholic,carbonatedbeveragewhichislaterknownasRoyal-Tru,the orange
flavoredsoftdrink.In1927,SanMiguelBrewerybecameCoca-ColaCompany’sfirst international
bottlerwhichexpandedthevarietyofsoftdrinkproductsinthePhilippines. Currently,softdrinksare
morepopularinsmallersizedvariantsratherthanlargesizedonesas statedbyEuromonitorInternational.
AreportfromIbisWorldstatesthatforthepastfiveyears,theaverageannualgrowthfor the
carbonatedsoftdrinksindustryis-1.7%whichmeanstheindustry’stotalsalesdeclinedfrom fiveyears
ago.AccordingtoCabrera(2015),thesoftdrinkmarketseemstobedeclininginthe Philippines.Since
healthierdrinksarebeingpreferredbythemarketandthistrendseemslikeit willcontinueoninthenext
years,thecarbonatedsoftdrinksindustryisputintoabadposition. Marketsharesofcarbonatedsoft
drinksarebeingdominatedbyhealthandwellnesssoftdrinks. Withthecurrenttrenditdoesnotseemthat
thecarbonatedsoftdrinksindustrycollapse,but surely,itwillbeovertakenbythehealthandwellnesssoft
drinkindustry.

COMPETITORINFORMATION
TheRoyalCrownCola,moreknownasRCCola,ispartoftheCarbonatedDrinks Industry.
AccordingtoEuromonitorInternational(2017),TheCoca-Colaremainsastheleading

7
brandintheCarbonatedDrinksIndustryhereinthePhilippines.Thetypeofmarketstructure thatcolored
softdrinksbelongtoisanOligopoly.ItisbeingdominatedbyCoca-ColaorCokein shortandfollowedby
PepsiCola.AccordingtoCahiles-Magkilat(2016),ajournalistinmanila bulletin,Cokeholdsmorethan
halfofthemarketshareinthePhilippines;65%tobeexact.In comparisonwiththemarketshareofRC
Cola,whichis12%,itisextremelyfarfromcoke’s. AsidefromCokeandPepsiasthecompetitorofRC
cola,PopColaalsousedtobeamajor competitorofRCColauntilCoca-ColaFEMSAboughttheentire
companyofComsoBottling CorporationthatmanufacturesPopCola.

Coca-Cola

CompanyName:Coca-ColaFEMSAPhilippineInc.
ContactNumber:(02)866-2000
EmailAddress:coke.foundation@coca-cola.com.ph
Address:25/FNetLimaBldg..5thAve.corner26thSt.,BonifacioGlobalCity,Taguig,
Philippines
Website:http://www.coca-cola.com.ph/en/home/

Cokewasestablishedbackin1886andwasfirstserveatJacob’sPharmacy.Frank Robinson,the
companyaccountant,brandedthedrinkCola-Colawithitssignaturescriptlogo.It originatedinAtlanta
City,Georgia,USA.Itstartedproducingitsdrinksinbottlestheninnovated itscasetocansin1963.Today,
Cokeremainsasthemostpopularandbiggestsellingsoftdrink brandintheworld.

8
 ItwasbroughtinthePhilippinesbySanMiguelCorporationin1927.Coca-ColaFEMSA hasa
totalof15thousandemployeeswith19bottlingplantsand52distributioncenters.Ithasa totalof104.5
millionconsumers.
Category Product

Coloredsoftdrinks Coke

Colorlesssoftdrinks Sprite

Sparkle

Dietsoftdrinks CokeLight

Sugar-freesoftdrinks CokeZero

RootBeer Sarsi

Fruit-FlavoredDrink Royal-Tru

EnergyDrink Powerade

FruitDrink MinuteMaid

Table2.1:Coca-ColaFEMSAPhilippinesInc.ProductOffering
Can:

330ml

PlasticBottle:

220ml

250ml

300ml(CokeMismo)

500ml

9
1.2Liter

1.5Liter

2Liter

GlassBottle:

200ml(CokeSakto)

237ml

750ml(KasaloSize)

Table2.2:CokeStockKeepingUnit(SKU)
Coke

TotalFats:

SaturatedFats ✓

Cholesterol ✓

Sodium ✓

Carbohydrate:

DietaryFiber ✓

Sugar ✓

Table2.3:CokeActiveIngredients

10
PepsiCola

CompanyName:Pepsi-ColaProductsPhilippinesInc.
ContactNumber:(02)88PEPSI
EmailAddress:daryl.isio@pcppi.com.ph
Address:Km.29NationalRoad,Tunasan,MuntinlupaCity,Philippines
Website:https://www.pepsiphilippines.com/contact.php

PepsiColawasinventedbyCalebDavisBradhamin1893.Itwasformerlyknownasthe Brad’s
Drink;madeupwithsugar,water,caramel,lemonoil,nutmegandothernaturaladditives. Similarto
Coca-Cola’shistory,italsostartedinadrugstore.BradhambelievedthatPepsiCola wasnotjustadrinkfor
refreshmentbutahealthydrink.Thecompanyrankednumber41onthe Fortune500listandin2013,Pepsi
rankedfirstonCoreBrand’slistofMostRespected Companies.

In1946,JohnClarkinintroducedPepsiColainthePhilippineMarket.Asof2017,
Pepsi-ColaProductPhilippinesInc.istheownerofPepsiColahereinthePhilippines.Ithas multiple
manufacturingfacilitiesacrossthenationandisservingatleast500,000outletsintotal.
Category Product

Coloredsoftdrinks Pepsi

Colorlesssoftdrinks 7-Up
MountainDew
Dietsoftdrinks PepsiLight

11
Sugar-freesoftdrinkks PepsiMax

RootBeer Mug

Fruit-FlavoredDrink Mirinda

EnergyDrink Gatorade

Sting

FruitDrink Tropicana

BottledIcedTea Lipton

Table2.4:PepsiColaPhilippinesInc.ProductOffering
Can:

330ml

PlasticBottle:

500ml

1.5Liter

GlassBottle:

237ml

355ml

1Liter

Table2.5:PepsiStockKeepingUnit(SKU)
Pepsi

TotalFats:

12
SaturatedFats ✓

Cholesterol ✓

Sodium ✓

Carbohydrate:

DietaryFiber ✓

Sugar ✓

Table2.6:PepsiColaActiveIngredients

COMPANYINFORMATION
RCCola

CompanyName:ARCRefreshmentCorporation
ContactNumber:(02)7400941
Address:89SolmacBuilding,BanauecornerDapitanStreet,QuezonCity,Philippines
Website:http://www.arc.com.ph/

ARCRefreshmentsCorporationissetupbysuccessfulentrepreneursastheygather knowledge
andestablishacompanythatisprofitable.ARCRefreshmentsCorpsells differentiatedproductssuchas
RCCola,RCColaFree,JuicyLemon,FruitSodaOrange, Seetrus,Arcy’sRootBeer,RitenLite,and
ExtraJossMaxx.Accordingtotheofficialwebpage

13
ofARCRefreshmentsCorporation,anexclusivelicensewasawardedbyRCCola,USAto
manufactureanddistributeRCColainthePhilippines.
AnewsarticlefromthePhilippineDailyInquirer(2017)statesthat,thecompanyhasan
estimatedmarketshareof13to15percentinthedomesticcarbonatedbeveragemarketwhich makesit
thethirdlargestplayerinthecountrynexttoCoca-colaFemsaPhilippinesInc.and PepsiColaProducts
PhilippinesInc.
Incomparisontothefirstarticle,GMANewsOnline(2014),saysthatthecompany estimates
showedRCColahasa30percentPhilippinemarketshareintermsofvolume,mostof whichis
concentratedinMetroManila.ThetwoarticlesexplainthatRCColaisstilloneofthe largestplayersinthe
Philippines.
ARCRefreshmentCorporation

Coloredsoftdrinks RCCola

Colorlesssoftdrinks JuicyLemon

Seetrus

RootBeer Arcy’sRootBeer

Fruit-Flavoredsoftdrinks FruitSodaOrange

Dietsoftdrinks RCColaFree

Sugar-Freesoftdrinks RiteN’Lite

Table2.7:ARCRefreshmentCorporationProductOfferings
Can:

250ml

PlasticBottle:

500ml

14
1.5Liter

GlassBottle:

240ml

800ml(Mega800)

Table2.8:RCColaStockKeepingUnit(SKU)
RCCola

TotalFats:

SaturatedFats ✓

Cholesterol ✓

Sodium ✓

Carbohydrate:

DietaryFiber ✓

Sugar ✓

Table2.9:RCColaActiveIngredients

RCCola-CompetitorsAnalysis
Products
AccordingtoNeary(2010),thisindustryishighlybarrieredduetothemassive productionof
thetoptwoleadingbrand.Thematerialsandequipmentneededtoproducesoft drinksrequireshuge
amountoffinancialcapital.ThestrategythatisbeingusedinCarbonated DrinksIndustryisthe
productionofhighlydifferentiatedsoftdrinks;however,basedfromthe chartbelow,thethree
companieshascatersdrinkofthesamecategorytobeabletosatisfythe needsoftheconsumersandto
establishacompetitivemarketbetweentheothercompanies.

15
Although,ARCRefreshmentCompanyisslightlybehindwhenitcomestomanufacturing brands
thatfallsunderdifferentcategories,itcanstillcompeteandhaveaplaceinthemarket. Brandloyalty
alsoplaysanimportantroleforthegrowthofthecompany.
Taste
Basedfromthetablesabove,alloftheactiveingredientsinmakingcoloredcarbonated softdrinks
canbefoundinRCCola,Coca-ColaandPepsiCola.Althoughthethreebrandsare madeupofthesame
ingredientstheyarestilldifferentiatedintermsoftheirtaste.Accordingtoa surveymadebyJiPoshy
(2013),thetasteofCokeissweetercomparedtoPepsiColadueto higheramountofsugarpresentincoke.
PepsiColahasacitrusytastewhileCokehasatasteof vanillaflavor.Insteadofsugar,PepsiColahasa
highercitricacidthanCoke.ThetasteofRC ColaissimilartoPepsithantoCoke.Otherssaythatthetasteof
RCparswithcokeandcanacts asanalternativeforit.
StockKeepingUnit
WhenitcomestotheStockKeepingUnit(SKU),Cokehasaverydifferentiatedsizingin plastic
bottlesandglassbottles.Cokehasproducedsizesthatarebeingadvertiseonscreentobe abletoattract
customers.Oneoftheircommercialsisthe“CokeSakto”and“CokeMismo” presentingtheproducttoits
consumersinasmalleramount.Oneofthedifferentiatedsizeof cokeisthe2liter.PepsiandRCCola
simplyfollowsthesizesthattheleadingbrandproduces; however,bothcompaniesarealsopushingtheir
brandintermsofsize.OneofthesizesthatRC ColaispushingistheMega800.Itisusuallyfoundinsari-sari
storeswitha“deposit”whereyou cangetasmallamountofcashifyoureturnthebottleback.

16
 III.SWOTMatrix
STRENGTHS WEAKNESSES
1. ARChasa 1. Marketistoo

concentrated.
concentratedbrand
identity 2.
Nonewvariantsof
2. ARCproductsare RC.
affordable 3.
3. Hasadvertising

exposurethrough
sponsoringevents

OPPORTUNITIES SOSTRATEGIES WOSTRATEGIES

1.
ARCeyesplant 1. Expandpromotional 1. Expansioncanhelp
expansions
planthroughbrand increasemarketshares
2.
Reputationis identityand throughbetter
currentlyincreasing partnershipswith promotionand
3. advertising.
Salespromotion othercorporations
throughpartnering 2. Increasingreputation
withother canhelppartnerships
corporations
withothercompanies
andincreasemarket
shares.

THREATS STSTRATEGIES WTSTRATEGIES

1.
Decliningsoftdrink 1. Utilizebrandidentity 1. Createanewlineof
market
todecreasethedecline RCColathatfitsthe
2.
ToughCompetitors inthesoftdrink increasinghealth
3. trends.
EconomicCrisis industrythrough
socialmediaaccounts.

Table3.1:SWOTAnalysisMatrix

17
Strengths
1. ConcentratedBrandIdentity
ARCcertainlyknowswheretoputtheirproductinthemarketorwheretheir product
standsinthemarket.Notbeingaleadingbrand,ARCknowsthattheymustplacetheir advertisingin
commonplacesthatcanbeseenbyeveryone.ARCalsofocusesmainlyonmass markettargetingeach
andeveryonewhocanbepotentialbuyersoftheirproduct.
2. Affordable
ARCmaintainsthepriceofRCColaatanaffordablepricetobeabletokeepits demand
high.BeingaffordableisoneofRCCola’smainstrengthcomparedtoothersoftdrink brands,anddoing
soARCisabletocapturethemarketofconsumerswhoareinneedofany typerefreshmentfortheleast
amount.ThepriceARCprovidesconsumersfortheRCColaisa pricethatisrelativelylowcomparedto
thequalityofdrinkprovidedtoyou.Withthefinancial andeconomiccrisisgoingon,ARCanswers
refreshmentsonaconsiderablebudget.
3. Sponsors
AccordingtoanarticlebyThePhilippineStar(2011),ARCjoinsandsponsorsan eventof
thegovernmentcateringtothelessfortunatebydonatingcasesofRCColainan blood-lettingactivityat
thePhilippinePostOfficeforeachindividualthatdonatesblood.The greatestadvantageofsponsoring
suchactivitiesisthat,ARCisnotonlyabletohelpthepoor, buttheyareabletoprovidegenerousblood
donorwithrefreshments,whilebeingableto establishanamefortheircompany.Helpinganddonatingto
thelessfortunateinsuchevents mayalsogiveconsumersthementalityofbuyingRCColaoverothersoft
drinkbrandsdueto knowingthatARCisacompanythatunderstandsthem.

Weaknesses
1. ConcentratedMarket
ARC’smaintargetmarketforRCColaisunlikeothersoftdrinkbrands.Coke,for
exampleisasoftdrinkthatcaterstopeopleofallclasses.WhileRCColaontheotherhandis mainly
targetedforpinkandbluecollaredworkers.Totargetcustomersofothersocioeconomic classeswill
makeachangeinRCCola’samountofsales,althoughnotassignificantlybigasthe

18
amountofsalestopinkandbluecollaredworkers,anaddedamountofsalesisnevertoobafora company.

2. NoNewVariants
Tokeepthenameofyourbrandaliveisacriticalfactorforacompany.Onewaytodoso
istocreatenewvariantsofyourproductonceinawhilejusttokeepthehypeofyourbrand going,ortobe
abletoincreasethepopularityforyourproduct.LikeCoke,theyareabletocreate variantsofcokesuited
foreveryonewherethereisDietCoke,CokeZero,andevenflavored CokesuchasVanillaCoke,being
abletomarkettopeopleofdifferentwants.RCColahasbeen knownsolelyfortheoneandonlyflavorithas
notbeingabletohypeupthenamefromtimeto time.

Opportunities
1. PlantExpansion
AccordingtoTheManilaTimes(2015),ARChasninemanufacturingplantsatpresent
andtheyarestilllookingtoexpandinAseanmarketssuchasVietnamandMyanmar.Seeingas ARCwill
expandanddistributetheirproductsintheAseanmarket,thiswillprovidegreat opportunityforthe
companytoshowcasetheirproduct.
2. Recognition
Asmentionedabove,ARChasninemanufacturingplantsatpresent.AsARCisthe
biggestdistributorofRCColainthePhilippines,RoyalCrownColaofGeorgiaUSAhas expressed
interesttogivethegroup“anchorbottler”statusinSoutheastAsia(Dumlao,2014). Thisrecognition
givenbyRCColaUSAtoARCcanbeanopportunityforthecompanyto obtainmorestakeholders.
3. Partnership
AnewsarticlefromMalayaBusinessInsight(2017),explainsthatARChaspartnered
withBountyFresh.Thispartnershipwasbecauseofbothcompanies’desiretoofferbettervalue for
moneyforconsumers.Astheneedsofaconsumerchange,today’sconsumersarenowalso after
convenience.Duringfamilygatherings,ithasalreadybecomecommonpracticefor Filipinostoenjoy
mealswithabottleoficecoldcola.WiththepartnershipbetweenARCand

19
BountyFresh,customerswhopurchaseChooks-to-Goaregiventheopportunitytoenjoythe refreshing
tasteofRCColaatgreatlydiscountedprices.Otherthanthatthisnotonlysatisfiesthe consumers,butalso
thecompanycausingtheirproducttoincreaseinsalesastheirpartnership makesbuyingtheirproducts
convenientforconsumers

Threats
1. SoftDrinkmarketisdeclininginthePhilippines
According to MacFadden (2011), a journalist from The Philippine Daily Inquirer, stated
that a survey by the Philips Index Health and Living was conducted. 54 percent of the Filipino
Population have stated that they’re longing for food and drinks that are beneficial to their bodies.
In order for these companies to continue to stay on the line, they have to continue to reach out to
their consumers effectively. The food manufacturing industry is experiencing a shift towards the
demand of the consumers, and it has been a challenge for them to keep up with it. According to
the Medical Daily (2015), carbonated soft drinks may increase the risk of metabolic syndrome
which may lead to diabetes and heart disease. Health-conscious consumers are evolving and
they’re continuously longing to keep their bodies healthy. This may be a threat to companies that
sell sugary beverages like carbonated soft drinks, because consumers would always choose
productsthatwouldbenefitthem.
2. ToughCompetitors
AccordingtoCahiles-Magkilat(2016),ajournalistfromTheManilaBulletin,statedthat
Coca-Colawillcontinuetoinvesttheremaining$1billioncommitmentoverafive-yearperiod inthe
Philippines.Withthatbeingsaid,Coca-ColahasbeenthePhilippineslargestdominant beveragebrand
withatotalof65%marketshareforthecategoryofcarbonatedsoftdrinks.RC Colaontheotherhandhas
beenoneofthecompetitorsofCoca-Cola.Infactbasedonthearticle byWells(2016),Decadesago,RC
Colausedtobeoneofthemostinnovativecompaniesinthe beverageindustry.Itwasthefirstcompany
whocreatedthefirstcannedsoda,caffeine-freesoda and16-ouncesoda.However,theyhavebeen
overpoweredbyCoca-Coladuetothelackof advertisements,badjudgmentandaningredientcalled
cyclamate.UptonowinthePhilippines, Coca-ColaandPepsiarestillontheleadingpositionagainstRC
Cola.

20
 3. EconomicCrisis
Duringaneconomiccrisis,consumerswouldalsocutdownontheirexpendituresastheir
spendingpowerbecomeslimited.Consumersprioritizespendingonthebasicneedssuchas food,milk,
riceovercarbonateddrinkswhichareconsideredasnon-essential.Duringtheglobal financialcrisisof
2008,salesofcarbonateddrinksdropped.AstudyconductedbyOleary
(2010),statedthattheU.Scarbonatedsoftdrinkslipped2.1%toatotalofapproximately9.4 billioncases
in2009.Ifthereiseconomiccrisistherewillbenojobopportunitieswhichmay resulttonospending
power.Therefore,consumerswillthinkofsurvivalneedsfirst.RCCola, justlikeanyothercarbonated
softdrinkscompanyisaffectedbythechangesthathappensinthe economyofacountry.

21
 IV.GoalsandObjectives
ThegoalofthebrandisforRCColatoincreaseitsmarketshare.Thiswillbedone through
promotingandadvertisingRCColatoserviceworkersinmetromanila.
ShorttermObjectives(nextyear)
Basedonoursurvey,only4outof30respondentsareactualdrinkersofRCCola.The current
marketshareofRCColabasedfromthesurveyis13.33%.Thegoalofthebrandisto increasethemarket
shareofRCColainthesoftdrinksindustryby5%withinthenextyear.To gainamarketshareof5%will
haveagreateffectonthesalesandpopularityofRCCola.
MediumtermObjectives(2-3yrs)
Inaspanoftwotothreeyears,thegoalofthebrandistoincreasethemarketshareofRC Colato
10%.Inachievingthisgoal,RCColawillthenincreaseitsusershipto7outof30soft drinkusers.

LongtermObjectives(4-5yrs)
ThegroupseesthatARCRefreshmentsBottlerscancreatenewlinesofproductsthatfit the
changingtrendsofconsumers’perceptionofhealthandcarbonatedsoftdrinks.RCColacan createand
produceproductsthatareinthehealthybeverageindustry.

22
 V.MarketingMixStrategiesandPrograms
MarketSize
Occupational 2016 2017
Group(in

thousands)
Jan April July Jan April July

Service 5,219 6,382 6,213 6,076 6,041 5,807

Worker

Skilled 4,587 4,884 5,324 5,253 5,435 5,427

Agricultural,
Forestryand

Fishery
Workers

Plant& 2,182 2,452 2,376 2,397 2,551 2,635

Machine
Operators

Craftand 2,713 3,345 3,261 3,191 3,000 3,376

Related
Trade
Workers

Elementary 12,710 10,794 11032 9,982 10,788 10,755

Occupations

Totals 27,411 27,857 28,302 26,899 27,815 28,000

Table5.1:ServiceWorkerPopulation
AccordingtothePhilippineStaticAuthority,thepopulationwhohaveblueandpink collared
jobsdonotshowtrendswhetheritwoulddecreaseorincrease.Thetargetmarketofthe

23
brandareallblueandpinkcollaredjobworkersinthePhilippinessincetheyarethemainmarket thatthe
businessshouldfocuson.Thecarbonatedsoftdrinksindustry’scustomersinthe Philippinesaccordingto
surveyresultsmostlybuyfromsari-saristores.87%oftherespondents buycarbonatedsoftdrinksfrom
thesari-saristoreand80%oftheconsumersdrinkthebeverages rightafterthepurchaseismade.Sari-sari
stores’maincustomersarethoseofthelower socioeconomicbracketswhichbelongtotheblueandpink
collaredjobs.

Demographics
Age
Basedfromthemarketresearcher,theprimarytargetmarketofRCColaareblueand pink
collaredjobsthatfallsundertheagegroupof20to30yearsold.Thesecondarytarget marketfallsunder
theagegroupofbelow20andothertargetmarketsbelongtopeopleaged above30.Sincethemajorityof
theservicesworkersbelonginthe20to30yearsoldagegroup, RCColamustbepresentandmustbe
easilyaccessibleneartheirworkplaces.
Basedonthe30respondents,thebreakdownoftheprimarymarketare2individualswho are20
yearsofage,5whoare21yearsofage,2whoare23yearsofage,2whoare24yearsof age,4whoare25years
ofage,2whoare26yearsofage,2whoare27yearsofage,1whoare 28yearsofage,2whoare29yearsof
age,1whoare30yearsofage(SeeFigure5.1).The secondarymarketarecomposedof2individualswho
are19yearsofage,1whoare31yearsof age,2whoare35yearsofage,1whoare43yearsofage,1whoare52
yearsofage(SeeFigure
5.2).

24
 Figure5.1:AgeofPrimaryTargetMarket

Figure5.2:AgeofSecondaryTargetMarket
EducationalAttainmentandOccupation
Thegrouptargetsthosewhoseoccupationfallsunderthecategoryofblueandpink collaredjobs.
Serviceworkerssuchasdrivers,maids,secretaries,janitors,anddishwashers surveyedbythegroupare
theprimarytargetofARCRefreshmentFoodCorporation.Asmostof

25
theblueandpinkcollaredjobsdonotneedformaleducation,thegroupbelievesthatthereisno limitto
levelofeducationalattainmentforthemarket.

Location
ThetargetmarketofRCColabelongstothoselocatedintheNationalCapitalRegion (NCR)
whicharecomposedof16citiessuchastheCityofManila,QuezonCity,Caloocan,Las Pinas,Makati,
Malabon,Mandaluyong,Marikina,Muntinlupa,Navotas,Paranaque,Pasay, Pasig,SanJuan,Taguig,
ValenzuelaandthemunicipalityofPateros.

Psychographics
Minimum-wageearnersareusuallycomposedofblue-collarandpink-collaredjobs.
Theseworkersspendmostoftheirworkingthroughoutthedayorthroughoutthenight.On
weekends,theyusuallyrestbecauseofthephysicaltoiltheyhavetogothroughduringthe
weekdays;however,someblue-collarandpink-collarjobsdonothaverestdays.

Behavioral
Thesurveyconductedontherespondentsalsoinstructedthemtospecifythedishesthat theymost
frequentlypairwitheachcarbonatedsoftdrink.Theresultsshowsthatoutofthe severaldishesmentioned
bytherespondents,thetop5mostnotedarechips,candies,bread, coffee,andskyflakeswhicharealltaken
duringtheirmeriendatime.Ontheotherhand,thereare onlyminimalrespondentswhopairssoftdrinks
togetherwitharicemeal.Basedonoursurvey, majorityofsoftdrinkconsumersbuysoftdrinksforthe
refreshingfeelingitgivesthemandthe sweettasteitgives.Althoughthesearethemajorreasonsfor
consumerspurchaseofsoftdrinks, thebeveragebeingcoldisalsoaverycriticalfactorfortheconsumers
purchase.

26
 Figure5.3:Productspairedwithsoftdrinks
Productdevelopment/Innovation UniqueBenefitorProposition

TheRCColadrinkwillbeshownasaproductthatgivesenergytoconsumerswhouseit toquench
theirthirst.Sincesurveyresultsshowedhowimportantitisforcarbonatedsoftdrinks tobethirst
quenchingwhendrank,itwillbepromotedasathirstquencherandanenergy booster.Sincethetarget
marketareserviceworkers,physicalstressandenergylossarefewof theissuesneededtobeanswered.
Beingathirstquencherandanenergybooster,RCColawill havetochangeitscontentswhile
maintainingitstastetomeettheneedforenergyand refreshment

ProductPositioning:Benefits,Performance,Usage,Quality
Theperceptionofcustomersonthebenefits,qualityandcharacteristicsofRCColawas
gatheredthroughasurveyconductedbythegroup.Thespecificsurveyquestionusedascaleof 1-5to
gradehowimportantarethesefactorsforthemtobuytheproduct.Respondentswere askedtorateRC
Colaineachspecificfactor.Mainfactorsthatarekeyforcustomersarethe following:itisreadily
availableinstores,itissulitoraffordableanditstasteisgood.The respondentsgaveanaveragescoreof
4.47foritspresenceandavailabilityinstores,anaverage

27
of4.27foritsaffordabilityandprice,4.24forhavingagoodtaste.Anotherfactorthatthe customersare
consideringarethevarianceofsizesthatisavailablewhichgotanaveragescore of4.20(SeeAppendix
G).

Productfeatures
Theresultsofthestudyshowsthedifferencebetweenthemeanscoresofsoftdrinksin general
comparedtoRCCola.RCColacametoameanscoreof4.17whilegeneralsoftdrinks cameuptoamean
scoreof4.97forthecategoryonwhatismorerefreshingfortheconsumers (SeeAppendixG);thisresult
indicatesthatRCColastillneedstoimproveitsrefreshingeffect. AccordingtoLecher(2013),the
fizzinessofthedrinkallowssoftdrinkstobecomemore refreshing.Hestatedthatthetheamountofcarbon
presentinthedrinkhasadirectrelationship withthedrink’srefreshness.Anotherfactorthataffectthe
refreshmentisthecoldnessofthe drink.Inlinewiththis,thegroup’smarketingresearchshowedthatthe
fizzinessandthecoldness ofthedrinkisthemostimportantfeatureforthemajorityoftheconsumersnext
torefreshness. Sweetnessisalsooneofthefeaturesthatconsumersgiveimportanceto;however,RC
Cola,with ascoreof4.25,scoredlowerthanthescoreofthegeneralsoftdrinks,whichgot4.57(See
AppendixG).RCColaalsogotalowerscoreintermsofhavingtherightsugarcontent.These arethe
featuresthatRCColamayfocusonimproving.

Packaging
Basedonthedatagathered,thecountofsatisfactionlevelforthepackagingofRCCola, whichhas
anaveragescoreof4.2,isclosetoitscompetitors(SeeAppendixG).Thismeansthat theconsumersare
satisfiedwiththepackagingofRCCola.RCColacurrentlyhasfivesizes;240 ml,250ml,500ml,800ml
and1.5Litersaccordingly.Thechosenpackaginghasdictatedthe product’spricingstructureandchosen
distributionchannels.Itisimportanttonotethatthe250 mlsizeofRCColahasbeenthemostmarketable
comparedtoothersizes.Themajorityofthe consumersofsoftdrinksalsoboughtthesmallersizes,from
250mlto500ml(SeeAppendixH). Theperceivedimpactofsmallersizedbottlescomparedtolargerone’s
increasesconsumption

28
levelsofaconsumer.Thisresultalsoindicatesthatblueandpinkcollaredjobspurchasesoft drinks
forsingleconsumptionoronthespotconsumptionmorefrequentlythanforsharing.
PricingProgram
ForRCCola,thepricingstrategyhasbeenpushedtoitslimitswithloweringpricestofit the
market’spreferenceofpricing.Comparedtotheleadingbrand,RCColaischeaperbyat least10%.With
theleadingbranddominatingmarketshareswhileRCColahasalreadydropped itspricestoomuchany
changesinpricingmayleadtoalossornoprofitatall.Increasingthe pricemayleadtolosingwhat’sleftof
RCCola’smarketshares.
Intermsofgeographicalpricing,RCColamustutilizeanyinformationonpricingthere is.For
locationsthathavehigherpurchasingpowerandcompetitorsalsoincreasetheirprices, RCColamay
adjustpricingaccordingly.Sameistrueforlocationswithlowerpurchasing power.Ifcompetitorsalso
lowertheirpricesinspecificlocations,RCColacanalsoadjust accordingly.Accordingtothemarketing
survey,RCColascoredanaverage4.27inthe affordabilityrating.ThismeansthatpeopleseeRCColaas
affordablebutcanstillbemore affordablebysettingsmallerandcheapervariantstoincrease
affordability(SeeAppendixG). However,inpricingRCCola,furtherstudieswillbeneededto
accuratelypriceRCCola accordingtoitsgeographicplacement.Thisstudyislimitedtoknowingatwhat
pricedoretailers sellRCColaatandnothowmuchconsumersarewillingtospendonRCColaorthe
psychologicalaspectsofpricingRCCola.

SalesDistributionProgram
ThesalesdistributionstructureofRCColaisasimple.ARCRefreshmentCorporation
manufactureRCColaanddistributeittoretailersnationwide.TheprimaryretailersforRCCola arethe
sari-saristores.SomeconvenientstoresalsosellRCCola,butthemajorityofbusinesses thatsellRC
Colaaresari-saristores.Itisalsoseeninthemarketingsurveythatmajorityof consumersbought
carbonatedsoftdrinksfromsari-saristores,soprimarily,majorityofRC Cola’ssalescomefromsari-
saristores.

29
 Figure5.4:Summaryoflocationswherebeverageswerebought
SalesTargetbyMarketorbyGeographicalArea
AccordingtothePSAorPhilippineStatisticsauthority,thereareapproximately30 million
serviceworkersinthePhilippinesthisyearandaccordingtothemarketingstudy,100% oftheseworkers
areawareofthecarbonatedsoftdrinksindustryandareawareofitskey corporationssuchasCokeandRC
Cola.RCColaisexpectedtohaveatleast13%ofthemarket share,sothesalestargetofRCColaisthe
same.Thegoalissellingtothe13%ofthetotal serviceworkermarket.13%ofthemarketentailsselling
975thousandlitresofRCColaovera yearwithanaverageof350mLperconsumer.

Extent/TermsofDistribution
ThesalestargetforRCColaisthesari-saristores.However,anadditionaltargetcanbe
karinderyassinceRCColaisusuallyboughtwithfoodaccordingtothemarketingsurvey.Even with
sari-saristores,increasingRCCola’sreachthroughbeingpartofthediningexperiencein karinderyas
canincreasesalesandmarketability.

30
MarketingCommunicationProgram
1.Advertising
ThegoalsoftheAdvertisingProgramofRCColaarethefollowing::
1. Toincreasebrandawarenessby7%.
2. ToincreasethesalesofRCColaby5%.
3. ToestablishtheavailabilityofRCColaintheirneareststore.
4. Tohelpaidthecompany'spromotionalstrategies.

Thegroupaimstoachievethesegoalsthroughdifferentformsofadvertising.After improving
thedrinktomeetitscustomers’standards,thecompanywillnowlaunchthethree typesofadvertisement
thattheywillbeusing;signboardsinsari-saristores,TVcommercials andbillboards.Inthiscampaign,
thecompanywillchangeitsprevioustagline“RCngbayan”to “Araw-ArawRealCoolKaSaRC”.The
goalofthisistoincreasethesalesandconsumptionof RC,knowingthatpeopleareawareoftheproduct.
Basedfromthemarketresearch,outofthe30blueandpinkcollaredworkers,only25of them
knowsandhavetriedRCCola.Thecompany'sgoalistoincreaseitto27outof30orto makethebrand
awarenessto90%(SeeAppendixD).

Figure5.5:RCColaBrandAwareness

31
 1. Sari-SariStores
Theresultsofthesurveyshowsthatmajorityoftheblueandpinkcollaredworkers
becomesawareofsoftdrinkbrandsthroughsari-saristore(SeeAppendixC);therefore,the primary
focusofthecompanyisadvertisingthroughsari-saristores.RCColawouldbeoffering signboardsto
sari-saristoreownerstobeabletoadvertisethebrandaroundtheareaandto informthepeoplethatthis
sari-saristorehasRCCola.Theobjectiveofthesesignboardisto makethemwanttodrinkRCCola
everydayasthenewcampaignpromoteRCColaasadaily refreshmentforeveryone.Alongwiththis,we
wouldbegivingdiscounttothestorefortheir nextrestockiftheymeetacertainnumberofsalesforRC
Cola.Throughthis,thecompany wouldbedeterminedtopromoteourbrandtoitscustomersresultingto
anincreaseinthe consumptionofRCCola.RCColawouldalsocreateposterstobeplacedinthestore.

Figure5.6:Sari-SariStoreSignboardSample
2. TVCommercial
RCColawillalsobecreatingTVcommercialtopromoteitstagline“Araw-ArawReal
CoolKaSaRC”.Thecommercialwillemphasizeonthedailylivesoftheregularfilipinos working.It
willshowitsviewersthatwithRCCola,yourbodywillberefreshedeveryday.The commercialwillbe
airedfrom6:30-10pm.InthePhilippines,thenewsusuallystartsat6:30 followedbythetopsellingTV
seriesorteleseryes.Thisisthebesttimetoairthecommercial becausethisisthetimewhenmostpeople
watchTV.Theviewersoftheseshowsvariesfrom

32
childrentoadultsincludingRC’stargetcustomerssuchasmaids,drivers,anootherservice
workers.
3. Billboard(OutofHome)
Accordingtotheresultsofthesurvey,thethirdmosteffectivemodeofadvertisementisthrough
billboard.SimilartoTVcommercial,thebillboardwillbeemphasizedonitstagline.The purposeof
thesebillboardsistoincreasethebrandawarenessandconsumptionofRCthrough advertisingittodaily
commutersandtothepeoplewithinthearea.

2.SalesPromotionProgram
ThegoalsoftheSalesPromotionProgramofRCColaarethefollowing:
1. ToincreasetheconsumptionofRCCola.
2. ToswitchtoRCColaandestablishbrandloyalty.
3. Toincreasebrandloyalty

Throughouttheyears,RCColahasbeenusingdifferentplatformstoestablishbrand
awarenesssuchasbillboards,radio,television,magazine,internet,friends,andconvenient stores.
However,asseeninthebrandloyaltymatrix(SeeAppendixE),customersdonothave brandloyaltyto
anysoftdrinkcompany.Thereforethegroupdecidestoproposethefollowing strategiestofurther
encourageconsumerstopurchaseproductsofthebrand:

1. PushCartVendors
Theprimaryreasononwhyblueandpinkcollaredjobsdrinksoftdrinkisonthespot
consumption.Havingpushcartvendorsoutsidefactorieswillenablethecompanytobetheone togoto
thecustomersbecauseitisthefirstthingtheyseewhentheygoout.Inthisway,the companywillbeable
toincreaseamountofsalesandthecompanywillalsobeabletoincrease theirpopularityasabrand.

33
 2. PromoPacks
Inlinewiththeresultsofthemarketingsurvey,consumersbuysoftdrinkswithasnack
orwithsomethingtoeat(SeeAppendixH).HavingpromopacksofRCColawithbreador snackssuchas
Skyflakes,willsurelyincreasesaleswherethereisalargepopulationofpeople whobuyRCwithsnacks
orbread.Todeterminethelocationswherethesepromopackswillbe mosteffectivewillrequiremore
marketingstudies.
3. Raffle
CreatingrafflepromoswillhelpinfluencethecustomerstobuytheproductsofRCCola.
UsuallythemechanicstojoinarafflepromoisbypurchasingRCColaproductswhichmeans thesalesof
thecompanyalsoincrease.Foreveryfivebottlespurchased,theycanexchangeitfor oneraffleticket.
ThiswillinfluencecustomerstochooseRCColaoverdifferentbrandsofsoft drinks,becausetheywillget
achancetowinvariousprizes.

3.Publicrelations
ARCRefreshmentsCorporationwillengageinpublicrelationsprogrambybeingvisible to
potentialcustomersandtothegeneralpublictoincreasesales,brandawareness,andbrand loyalty.The
publicrelationsprogramwillbeschooleventsorschoolpartnershipswhereRCwill besoldatthe
schools’canteens.AneventthatwillalsobedoneisRCRefreshmentDayin schools.Thiseventwill
improvemarketabilityinschoolsandincreasetheconsumptionrateof RCColainthemarketsegmentof
studentsinhighschoolorcollege.RCColawillalsoprovide discountsforstudents.Uponthepurchaseof
RCCola,showingyourstudentIDwillgiveyoua 10%discount.Thiswillincreasethenumberofstudents
thatwillbuyRCColaregularly.

34
4.Timeline
Startoftheyear:Implementationofalladvertisementandsalespromotion
March:Createadvertisement,promosandrafflerelatedtosummerseason“beattheheat”
1stRCRefreshmentDay
June:2ndRCRefreshmentDay
Checkforimprovements(MidYear)
CreateAdjustments
September:3rdRCRefreshmentDay
StartofPamaskoRaffles
December:4thRCRefreshmentDay(ChristmasSpecial)

35
 AppendixA
AwarenessofItemsinStore
Product NumberofPeoplewhoAre Total

AwareoftheProduct

CoffeeCreamer 30 30

EnergyDrinks 30 30

InstantCoffee 30 30

InstantNoodles 30 30

InstantSoupMix 30 30

PowderedMilk 30 30

SoftDrink 30 30

SportsDrink 30 30

AppendixB
UsershipofSoftDrinks
Brand TotalNumberofUser

Coke 12

MountainDew 4

RCCola 4

Royal 2

Sprite 4

Others 3

TOTAL 30

36
 AppendixC
BrandAwareness
Radio TV Magazine/ Internet Friends OOH Sari-Sari
Print (Billboard) Store

Arcy’s - 2 - - - 1 10
Root
Beer

Coke 6 21 2 2 1 9 13

Fruit - 2 - - - 1 15
Soda

Juicy - 3 - - - 1 11
Lemon

Mirinda - 7 1 - 1 - 13

Mountain 1 15 - 1 2 2 12
Dew

Mug - - 1 - - - 9

Pepsi - 18 - - 3 2 10

RCCola 2 11 - - 1 5 16

Royal - 17 2 1 4 2 13

Sarsi - 5 - 1 4 - 14

Sprite 4 21 1 - 1 7 12

7-Up 1 10 - - 3 1 13

37
 AppendixD
ResultsofBrandAwareness-Trial-Usership
Brand Awareness Trial Used

First OtherMention Aided Total

Mention

Arcy’sRootBeer - - 10 10 6 -

Coke 23 7 - 30 30 12

FruitSoda - 3 13 16 14 -

JuicyLemon - 2 12 14 8 1

Mirinda - 1 16 17 17 -

MountainDew 1 10 13 24 24 4

Mug - 10 10 6 -

Pepsi - 18 8 26 25 -

RCCola 1 17 7 25 25 4

Royal 1 22 3 26 26 3

Sarsi 1 11 7 19 17 1

Sprite 3 19 5 27 27 4

7-Up - 8 16 24 19 1

Others:

Seetrus - 1 - 1 1 -

Sparkle - 5 - 5 5 -

VirginCola - 1 - 1 1 -

38
 AppendixE
BrandLoyaltyMatrix
Coke MountainDew RCCola Royal Sprite Others

Coke 4 -- -- 2 6 --

MountainDew 2 -- 1 1 -- --

RCCola 3 -- -- -- -- 1

Royal -- -- 1 2 -- --

Sprite 2 -- -- -- 2 --

Others 2 . -- -- -- 1
--

AppendixF
ProductFeaturesandBenefits
Coke Mountain RCCola Royal Sprite Others

Dew

ProductBenefit

Cold 3 4 1 - - -

“Fizzy” 2 - 1 - - 3

Helps 1 1 - - - -
Digestion

Popularity - - 1 - - -

Nakakagana 1 - - - - -
Kumain

39
 Refreshing 6 - 1 1 1 1

Sweetness 5 2 1 - - -

ProductFeatures

SKUSize 1 - - - 1 -

AppendixG
AverageRatingsofAttributesofCarbonatedSoftDrinksIndustry
GeneralSoft Coke Mountain RCCola Royal Sprite Others

Drink Dew

Readily 4.77 4.74 3.67 4.47 3.47 4.64 4.40

availablein

stores

Hasmany 4.34 4.24 3.90 4.2 4.37 4.54 4.30

sizesto
choosefrom

Isaffordable 4.47 4.40 4.97 4.27 4.64 4.67 4.77

Hasataste 4.57 4.34 3.83 4.24 4.67 4.77 4.40

thatIlike

Hastheright 3.9 3.9 3.42 3.67 4.07 3.9 4.03

amountof
sugar
content

Good 4 4.20 3.59 3.64 4.24 3.94 4.53

Packaging

40
Refreshes 4.97 4.50 4.18 4.17 4.84 4.4 4.77
me

Thebrand 4.20 4.24 3.66 4.03 4.34 4.47 4.13

forme

Doesnot 2.84 2.57 2.73 2.7 2.9 2.77 2.93

cause
hyperacidity

Goodto 4.44 4.30. 3.49 4 4.44 4.40 4.23

drinkwith
thefoodI
like

AppendixH
SummaryofBoughtItems’Features
Coke Mountain RCCola Royal Sprite Others

Dew

Size

250mL 1 1 3 1 1 1

350mL 3 2 - 2 1 1

500mL 2 - - - - `

800mL - - 1 - - -

1L 1 - - - - 1

1.5L 2 1 1 - 1 -

1.75L 3 - - - 1 -

41
Price

P10 - - - 1 1 -

P11 - - - 1 - 1

P12 - 3 2 - - -

P13 1 - - - - -

P14 - - - 1 - -

P15 - - - - 1 -

P16 - - 1 - - 1

P18 2 - - - 1 -

P20 1 - - - - -

P30 1 - - - - 1

P40 3 1 - - - -

P45 - - 1 - - -

P50 - - - - 1 -

P52 1 - - - - -

P55 1 - - - - -

P60 1 - - - - -

LengthofUsage

1Day 10 3 3 3 2 3

2Days 3 - - - 2 -

3Days - - 1 - - -

42
ItemBoughtWith
Bread 3 1 - - - -

Burger - - - - 1 -

Candy 4 - - - - -

Chips 5 1 1 - 2 1

Coffee 2 - - - - -

FrenchFries 1 - - - - -

FudgeeBar - 1 - - - -

IceCream - - 1 - - -

InstantNoodles 1 - 1 - - 1

Meat - - - - 1 -

Sisigw/Rice - - - - - 1

SkyFlakes 2 - 1 - - -

None 1 1 - 2 1 -

NumberofProductUnitsBought

1 11 2 3 3 4 2

2 2 1 1 - - -

4 - - - 1 - 1

5 - 1 - - - -

43
 AppendixI
ConsumptionMatrix
Coke MountainDew RCCola Royal Sprite Others

Myself Others Myself Others Myself Others Myself Others Myself Others Myself Others

SariSari 11 2 3 1 1 - 2 1 2 1 1 1

Store

Convenient - - - - 1 - - - - - - -
Store

Supermarket - 1 - - - - - - 1 - - -

Internet - - - - - - - - - - - -

Other - - - - - - - - - - 1 -

AppendixJ
FrequencyofPurchase
When2ndsoftdrinksBought

1Week 8

1Day 7

2Days 4

1Month 2

3Days 3

4Days 2

5Days 1

2Weeks 2

2Months 1

44
 AppendixK
Demographics

Age

27 21 25 26 21
30 29 35 31 52
43 25 24 23 21
19 26 25 24 21
27 28 20 29 21
25 23 19 35 20

Location/NatureofWork

House(Kasambahay) 17

ARCMegaPacificFoodCorp 10

RooseveltChemicalInc 3

MaritalStatus

Single 23

Married 5

Separated 2

Widowed -

45
 LivingCondition

Rent 6

Owner 4

Stay-In 20

GadgetUsage

Cellphone 30

Computer 14

Tabler 14

46
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