Term Paper

On
Brand Rejuvenation of RC Cola
Brand Management (MKT423)
 Submitted to:
Ms Rahma Akther
Lecturer
BRAC Business School
BRAC University

Submitted by:
Team Alpha

Date of Submission: June 19, 2019

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 Group Members:

Team Alpha

Name I’d
Md Hamja Islam 16304129
Afrida Hossain 16204083
Farzana Yasmin Beauty 16304067
Shah Md. Rifat Bin Fazal 16304138
Kazi Samin Saqlain 16204044

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 Table of Contents
List of Illustrations

1.0 Introduction 5
2.0 RC Cola 4’p Illustration 5
3.0 Brand Elements 6
4.0 CBBE Application 9
5.0 POP & POD Identification 12
6.0 Mental Map from Consumer Perspective 16
7.0 Brand Management Grid 17
1.1 Emotional Modifier
1.2 Descriptive Modifier
1.3 Brand Function
8.0 Reference 18

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1.0 Introduction:

Businesses that succeed do so by creating and keeping customers. They do this by providing better
value for the customer than the competition. Marketing constantly have to assess which customers
they are trying to reach and how they can design products and services that provide better value.
Today’s competitive and free business world Marketing is the essence for any organization. In
these days successful companies all levels have one thing in common that is they are strongly
customer focused and heavily committed to marketing. For many business firms, a common
important goal is the long-term increase in the value of their common stock. Every manager must
have an effective marketing strategy. Marketing is more than any other business function that deals
with customers. Understanding, creating, communicating, and delivering customer value and
satisfaction are the very heart of modern marketing thinking and practice. In this term paper we
have tried to understand marketing in practice by studying the marketing process and strategies
followed by marketing department of Partex Beverage and concentrated on the product called RC
Cola.

2.0 RC Cola 4’p Illustration:

The marketing mix is a crucial tool to help understand what the product or service can offer and how to
plan for a successful product offering. The most important part of the marketing mix is the 4P's of
marketing: Price, Product, Promotion, and Place.
Product – The first of the Four Ps of marketing is product. A product can be either a tangible good or an
intangible service that fulfills a need or want of consumers. It is very much important to have a clear grasp
of exactly what the product is and what makes it unique before one can successfully market it.
Price – The second most important among the 4P’s is price. Price determinations highly impact profit
margins, supply, demand and marketing strategy. Among two similar kinds of products, the pricing of the
product may influence the decision of the consumers.
Promotion – After preparing the product and fixing the price the next most important step is to promote it.
Promotion includes elements like: advertising, public relations, social media marketing, email marketing,

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search engine marketing, video marketing and more. Each point must be supported by a well-positioned
brand in order to maximize the return on investment.
Place –It is a fact that, marketing is about putting the right product, at the right price, at the right place, at
the right time. It is a very critical task, to evaluate what are the ideal locations to convert potential clients
into actual clients.

 RC Cola
The 4P’s for the rejuvenated RC Cola is discussed below.
Product: In the rejuvenation of RC Cola, the brand is launching two new drinks. These are RC Zero and
RC Black. Basically RC Zero is the cola drink for those people who are health conscious and also want to
enjoy the taste of soft drinks. In RC Zero there is absolutely zero amount of sugar and zero amount of
calories, yet the taste of the drink is not at all compromised. The RC Black is a new product launched by
RC and this brings a variety to the other existing drinks of RC as it is an energy drink. The company has
also given emphasis on improving the quality of the already existing products, that is, RC Cola and RC
Lemon.
Price: The prices of the rejuvenated RC drinks are given below in the chart.

Product Price (TK)

RC Cola (250ml) 18
RC Cola (250ml-Canned) 35
RC Cola (500ml) 30
RC Cola (1l) 60
RC Zero (250ml) 20
RC Zero (250ml-Canned) 40
RC Zero (500ml) 35
RC Lemon (250ml) 18
RC Lemon (250ml-Canned) 35
RC Lemon (500ml) 30
RC Lemon (1l) 60
RC Black (250ml) 50
Place: The RC drinks have to distribute properly in proper places where there will be interested customers
for the drinks. The RC drinks need to be distributed all over the country. It has to be made highly available
in the general stores, the super stores and all the hotels and restaurants.
Promotion: It has to be made sure while promoting the drinks that the main ideas reach the customers as
we are using various mediums to connect to the customers. The target is to promote the RC drinks with the
help of the TVC which will be broadcasted in the television channels, there ad will also be circulated in the
social medias like Facebook, Instagram, YouTube, etc. The will also be advertisement of the RC Drinks in
the paper and radio stations.

3.0 Brand Element:

Brand elements is sometimes called brand identities, are those trademark able devices that serve
to identify and differentiate the brand.
Elements

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Brand Name:
Royal Crown Company originally called the Union Bottling Works, was born in Columbus,
Georgia in 1905. A young graduate pharmacist, Claud A. Hatcher, began creating his own soft
drinks in the basement of his family’s wholesale grocery business. This was the beginning, Royal
Crown Cola Co. grew to be the third largest soft drink company in America. At first, the Hatcher
Grocery Co. purchased bottled drinks from a local bottler and resold them to its grocery customers.
As this part of the business grew, Mr. Hatcher insisted that the bottler pay the company a
commission or compensate him in some way for handling the drinks. A dispute arose and Mr.
Hatcher concluded that his company had purchased its last case of drinks from an outsider.
Henceforth, it would produce and bottle its own drinks under its own labels.
“RC” came from the first alphabet of Royal Crown and the first cola drink devised was called
Chero-Cola. But for a cola “Royal Crown Cola” seems too large to pronounce and remember as
well. And for the time being “RC Cola” name will suits with the Cola category.

Logo:
A logo is an important part of a company's brand, and creates a significant impact on a company's
public perception. In fact, a logo is one of the most important branding investments a business can
make. A logo can be called as the face of the company.

This is the evolution of RC cola’s logo. Firstly it helps to recognize this perticulat brand from the
alternatives. The final logo of RC shows it is trust worthy and secure to drink according to its color.
And the color is also easily transferable well across cultures. Logo can be changed over time due
to maintain the brand name change, for different flavors, categories and even for rejuvenation. And
we create a brand new category of RC cola which is “RC BLACK”

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We create this flavor for those people who are in diet or sugar problem, so it is basically a Diet RC
cola. And in logo we kept the background black because of giving it a new classy, simple look and
to find out from the other alternative diet drinks in the market.

Color:
Logos are important to a business and specifically for brand to recognize quickly by others. A
good logo can sell itself, especially if the colors match the product correctly. A meaning behind
logo color is always a popular info graphic topic. Blue is associated with the depth and stability of
sky and sea. These words are usually associated with the color blue: Comfort, faith, conservative,
understanding, clarity, confident, calm, trust. And our rejuvenated RC cola has black on the
background of its logo. Black is associated with the formality and mystery of night. These words
are usually associated with the color black: bold, serious, luxurious. As RC Black is our premium
new product which is diet cola so we decided to choose Black as background color.

Slogan:
A slogan is a memorable motto or phrase used in a clan, political, commercial, religious, and other
context as a repetitive expression of an idea or purpose, with the goal of persuading members of
the public or a more defined target group. And the first Slogan of RC cola is “Royal Crown is tops
in taste” (1939) and the last and present one is “Freedom of choice”. And for our Rejuvenated
flavor we come up with the slogan “RC DRINK IT TO BELIEVE IT”
Jingle:
Jingle is a short, simple tune, often with words, that is easy to remember and is used to advertise a
product on radio or television. RC cola has several jingles, one of them is “আমরা RC ভালবাসি”
is the name of the jingle which is available in Bangladesh for commercial purpose.
Package:
The wrapping material around a consumer item that serves to contain, identify, describe, protect,
display, promote and otherwise make the product marketable and keep it clean. Packaging helps
bunch of products to prepare goods for transport, preserving, and finally for sell.

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RC cola comes with few different packaging. Firstly RC cola comes with big plastic bottle about
1.5litter and 2 litters. Secondly, like other beverages RC cola has CAN packaging system. Then it
has another packaging for instant consumer who love to have a bottle of RC cola in front of Food
shop or for a quicker bottle which can be recycled for next time use. And these are the single
product packaging but when it comes out from the factory these products need to cover by a big
packaging where bunch of bottles can hold together for delivering every corner of targeted area in
all over the world.

4.0 Consumer Based Brand Equity Application:

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The most common model for customer-based brand equity is the concept behind the brand equity model is
simply building a strong brand based on customer. Care about how customers think and feel about your
product, how to build the right type of experiences around corporate brand, so that customers have specific,
positive thoughts, feelings, beliefs, opinions, and perceptions about brand. A strong brand equity stimulates
customers to buy more, introduce brands to other people and create customer loyalty and make advantages
compare to competitors.

As Royal Crown Cola Co. International which is commonly known as the RC cola in Bangladesh was
successfully launched by the Partex Beverage limited as the sole official bottler on 20th October 1997. Now
it has been almost 22 years since then, and a number of new products, in new and innovative packages have
been introduced to the market. RC cola was on that time in three common flavor like regular, diet and lemon
etc. but the market rivals on that category started to introduce new items by passes of time. To re-launch
RC cola the product rejuvenation is needed and CBBE model application is one of the key tool on order to
do this.

1.1 Brand Salience:

The brand salience means, how well the customer is informed about the product and how often it is
evoked under the purchase situations? The marketer should not only focus on just creating the
awareness about the product but also includes the ease with which the customers can remember the
brand and the ability to recall it under the different purchase situations. As like RC cola brand makes

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 their own tag line like “RC freedom of choice”, TVC’s and new attractive packaging style which make
it more preferable to buy in the market.

1.2 Performance Dimension:

At this level of the pyramid, the marketers check the way in which product is performing and how
efficiently it is fulfilling the needs of the customers. This soft drinks is available in the market mostly
in cola flavor around 78%. There are other flavor like lemon and diet which are actually not competitive
to other substitute segment rivals. This product is basically a beverage category carbonated drink like
Coca Cola and Pepsi. RC Zero and RC Black will be the next rejuvenated one on this segment. The
features of these product will be refreshing, healthy and new flavor. Coming with a new stylish
packaging that makes it more demandable in the market. RC cola is serving Bangladesh through Partex
Beverage since 1997 and since then people purchase it and have a good market reliability. The new
version of our product will come into 320 ml can and 1 liter bottle version.

1.3 Imagery Dimension:

This aspect deals with the customer’s psychology or the feelings that how they relate to the product in
terms of their social needs. It has found that many consumers became aware of the brand when they
were students and the brand now resonates less with new-generation consumers, unlike people aged 25
to 35. Leading brands were popular among consumers aged 18 to 25 years, meaning there was an
opportunity for RC to further penetrate the 25-35 age group. Here, RC zero is actually for the health
conscious people because the main feature is that the sugar calorie level in this beverage drink is almost
at zero level. On the other hand RC Black is a kind of energy drink on a new flavor. In Bangladesh as
RC cola was serving for a long time it creates an emotion among the peoples mind which increase the
popularity of these new product version. In a research it has found that the brand RC cola should be
made more likely to communicate with consumers. TV advertisements and new paper billboard
advertisement can be applicable and now a days Facebook, YouTube and Instagram promotion sectors
should be also used in order to attract new generation. Under the personality and value it is the product
which fall under the excitement category and will be able to compete in the market.

1.4 Judgment Dimension:

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 The customers make the judgment about the product by consolidating his several performances and the
imagery associations with the brand. The final judgment is made about the product in terms of its
Perceived Quality, Credibility, Consideration, and Superiority. RC was one of the successful brand
which serves since 1997 in Bangladesh through Partex Beverage Ltd. It gets more popularity through
its TVC which has a tagline like “RC freedom of life” and representing Bangladeshi Muslims culture
during the occasion of Eid ul Adha. That 19th tv advertisements creates emotion to peoples mind
satisfaction. Which bring this brand such popularity and increase the value. The new product category
like RC Zero and Black both have unique flavor and people will accept them due to the brand quality.
These two new category of product has different flavor and taste which is completely different to the
immediate rival of this category product as like Coca Cola and Pepsi. RC zero is actually for those
health conscious people and Black one is the energy drink category. Young generation now a days are
more health conscious and this unique flavor version will be able to satisfy their needs.

1.5 Feeling Dimension:

In the consumer based brand equity model feeling application indicates the brand emotion to the target
group of consumers. The consumer can develop emotions towards the brand in terms of fun, security,
self-respect, social approval, etc. RC cola in Bangladesh was launched in 1997 and promote their
product through TVC where they focus the product as a medium of love, happiness, sharing, unity,
family and friends. The brand focus on refreshment feeling and new style.

1.6 Resonance Dimension:

Brand resonance actually focus on “what psychological bond, the customer has created with the brand?”
This is the ultimate level of the pyramid, where every company tries to reach. Here the focus is on
building the strong relationship with the customer thereby ensuring the repeated purchases and creating
the brand loyalty. The application for brand resonance in terms of RC cola is like:
 Behavioral Loyalty:
RC cola creates strong bond with the customers through their product quality and services.
Unique flavor and new packaging style attract consumers to buy the product and as the quality
is maintained properly people repeat purchases.
 Attitudinal Attachment:

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 Here RC cola tried to create full meaning of their product in the minds of the customers, so that
they started to remember it. For instance they made one of their official TVC into 7 different
local Bangla language which makes it more remember able to the all class of people. New
product line makes the brand stronger in the market.
 Sense of Community:
Here RC cola brand focus more on the social kinship through their promotion and packaging.
For instance launce new bottle having printed Pohela Boishakh theme etc.
 Activity Engagement:
To reach more customers this brand can collect more information through community survey
or online poll etc. RC cola can open their own fan page where people can add and get to know
new product line under the same brand.

5.0 Points-of-Difference and Points-of-Parity:

 Points-of-Difference: Points-of-Difference are formally defined as attributes or benefits

that customer strongly associate with a brand, positively evaluate, and believe that they
could not find to the same extent with a competitive brand. The aspects of the product
offering that are relatively distinct to the offerings of like competitors. The concept of a
unique selling proposition (USP) has become quite popular in terminology in recent years.
Essentially what this refers to is points-of-difference and you can use the terms
interchangeably if required. A point-of-difference is basically what is different about the
firm’s product, as compared to most competitive offers. The same meaning is applied to
the term ‘unique selling proposition’; that is, what is unique (that is, different) about the
firms offer.

RC Cola lies under drinking beverage industry. The points of Difference is the image that they
reflect: RC represents freedom RC Cola has a unique crisp and clean taste and it is consistent with
its flavor. It has a refreshingly great taste even if it is not cold. It has got diverse brand portfolio.

Its brand has clearly resonated with consumers, partly due to the product itself, and partly due to
its image: our rejuvenated RC cola has black on the background of its logo. Black is associated
with the formality and mystery of night. As our premium new product RC Black which is energy
drink so we decided to choose black as background color. Black represents the formality and
mystery of night. An attractive black TIN with RC logo printed on it and it shows a strong relation

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with bold, serious and luxurious. While having a drink feeling determined to boost yourself is our
unique attribution. New RC (rejuvenated) slogan is also provocative .

It's all about how consumers perceive themselves when they're drinking it, not the taste of the
drink. Even the function of the drink (that energy boost factor) usually outweighs the taste in this
beverage category. It comes down to strong and consistent branding. That's what the core
demographics of energy drink consumers (teens, college kids, and young adults) want.

Partex Beverage has its own CO2 plant for producing all its beverages unlike other competitors. It
also has a one stop manufacturing technology. So, RC Cola is ahead in quality in this perspective
than other competitors.

RC Cola also gives them the freedom to choose one of the best tasting cola at reasonable prices.
Their tagline (Freedom of Choice) is also catchy to this group. Our new slogan is also attractive –
“DRINK IT TO BELIEVE IT”.

RC Cola has different types of package size like 250ml, 500ml, 1L, 1.5L etc. This variation of
package size eases consumers to make purchase decision.

Other Points of Differences are given below:

 Addition of herbal ingredients such as ginseng, and various vitamins for smooth and fresh
breathing.
 Packaging
 Slightly changed taste
 Different flavors like grapes, blueberry etc.
 Environmentally conscious
 Lower price point
 Classic, iconic symbolism and imagery
 Optimistic view of life
 Distinctive taste profile

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  Points-of-Parity: It is also important to make sure that your customers understand the
specific product category to which your product belongs to. Points of Parity can be viewed
as certain features that are shared by members within a certain product category. The
question to ask in this instance is whether you can at least match the competitors' claimed
benefits. Points-of-Parity are those elements that are considered mandatory for a brand to
be considered a legitimate competitor in its specific category. It is what makes consumer
consider your brand, along with your competitors.
 Category points-of-parity represent necessary—but not necessarily sufficient—
conditions for brand choice. They exist minimally at the generic product level and are most
likely at the expected product level. Thus, consumers consider RC as a beverage company
as it provides wide range of soft drinks or colas and had the best taste factor at very
reasonable prices. Category POPs may change over time because of technological
advances, legal developments, and consumer trends, but these attributes and benefits are
like “greens fees” to play the marketing game.
 Competitive points-of-parity are those associations designed to negate competitors’
points of- difference. In other words, if a brand can “break even” in those areas where its
competitors are trying to find an advantage and can achieve its own advantages in some

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 other areas, the brand should be in a strong—and perhaps unbeatable—competitive
position. Here, RC zero is actually for the health conscious people because the main feature
is that the sugar calorie level in this beverage drink is almost at zero level. On the other
hand RC Black is a kind of energy drink on a new flavor. So, these are new differentiating
competitive advantages of RC cola after rejuvenation.

Correlational points-of-parity are those potentially negative associations that arise from the
existence of other, more positive associations for the brand. One challenge for marketers is that
many of the attributes or benefits that make up their POPs or PODs are inversely related. For RC
correlational points of parities are low price vs. high quality, taste vs. low calories and so forth.

In other words, in the minds of consumers, if your brand is good at one thing, it can’t be seen as
also good on something else.

RC Cola has taken a very strong place in people’s heart within very short time. Popularity of RC
Cola is rapidly increasing day by day. In a small town, city even in villages RC Cola is available.
One of the reasons is its price and another reason is its taste. Their range of selection fits every
lifestyle of customers. Partex Beverage (RC Cola) is a franchisee of the “Royal Crown Cola” of
USA. All the flavors offered by the Partex Beverage are as same as the “Royal Crown Cola” of
USA. In case of product development they mainly mean the change of flavor and change of
packaging & labeling. Till now there is no change in the flavor and the labeling of the product.
But they have an idea to launch new Beverage product like juice item, tea etc.

RC Cola also considers themselves refreshing and robust cola which coke and other colas could
also claim.

Points of parity are as follow:

 Ingredients
 Tin sizes
 Formula
 Refreshing flavor

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  Age factor affecting the sales
 Popularity in the international market
 Acceptable taste
 Regular targeted consumers with readiness to buy.
 Weak television advertising
 Beverage category
 Accessible

6.0 Mental Map:

Mental Map of RC Cola from the consumer perspective:

Good quality and

Cola flavor taste
User friendly
packaging

Available
Beverage everywhere
product

Famous brand
name

Lemon flavor Low price

Country wide Emotional appeal

distribution

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7.0 Brand Mantra Grid:
The brand mantra is the method that is more and more use that define the company. Brand mantra offers a
great advantage to be very easy to use and implement. Brand mantra is created for internal purpose of the
brand. It is not a tagline or a sentence, it is a short massage of 3 words. The brand mantra of RC Cola are
given below-

Emotional modifier Descriptive modifier Brand function

Fun Athletic Beverage

1.1 Emotional modifier:

When we share any information or product or any service, we do not share only statement or
communication, we also share emotions and a stronger massage is always based on emotions and feelings
because this is something that a part of a brain we will accept more easily than the logical demonstration.
This is why in the description in our company, we have to bring one concept that is the emotional modifier.
Emotional modifier is to describe the types of feelings. When we innovate a product or service, we actually
innovate the solutions of the problems that people feel. In our company we also have emotional modifier
as well. As we are offering RC Energy drink so we are not just offering a product, we are offering fun,
excitement because when people buy the RC Energy drink they not only buy a product but also buy the
solution of their problem.

1.2 Descriptive modifier:

The descriptive modifier is to describe that what we want to do in a specific way. The function of the
descriptive modifier is to describe what makes the difference our products from others. So we select athletic
word to describe our products as the RC Energy drink is looking for energy which helps to take challenges
to do any adventure.

1.3 Brand function:

The third function of brand mantra is brand function. Through the brand function we must be specific about
the feelings, about the values that we want to share with the people but we also have to describe our
activities. So we choose Beverage as a word to describe our domain activity so that people can easily get
to know.

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8.0 Reference:
http://www.partexbeverage.com/

http://www.partexbeverage.com/products.html

http://rccolabd.blogspot.com/

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