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A. Company Profile
RC COLA is a franchise of Alfredo M. Yao (owner of ZestO/Asian Spirit) from Royal Crown Cola
International. Asiawide Refreshments Corporation (ARC), the country’s licensed bottler manufacturer
and distributor of U.S. Best Tasting Softdrink, known as RC Cola, since 1905. It has bottling plants in
NCR, Davao, Southern, Central and Northern Luzon to respond to the demands of an ever increasingly
competitive environment in the bottling industry.
“In the 1970s, R.C. cola was popular in the Philippines with its franchisee Asiawide
Beverages, after the brand disappeared for 3 decades, R.C. Cola was relaunched and now
became the third largestselling cola brand, toppling CocaCola’s Pop Cola, and now behind
PepsiCola and CocaCola. It also started advertising with a “smooth, laid back” image that
it portrayed since the 60s.”
B. Company’s Vision and Mission
The company does not have a written formal vision statement. The succeeding information is based on
ZestO Corporation’s Vision and Mission.
Vision
To be the leading food and beverage Filipino company competing with the multinational companies.
Mission
Our mission is to be the leading manufacturer and distributor of juices, dairy and related food products
that best satisfy the growing needs of the customers. This, for us is the means by which we can
effectively participate in the social and economic development of the communities we serve, promote
professional growth and wellbeing of our employees, maintain mutually profitable relationship with
our trade partners and achieve growth level equal to or better than the norms of the food industry.
Current position of the company in the market/industry, market share:
The leading company in the market in 2005 was San Miguel Corporation/CCBI. The secondlargest
player was PepsiCo, Inc. with Nestle S.A. in third place.
Coca Cola shares 80% market share from its acquisition of Cosmos Bottling Corp.
Top Sellers: Coke Sakto, Sparkle, Coke Zero, Pop
Pepsi Cola shares a market share of 15%.
Top Sellers: Pepsi, Mountain Dew
RC Cola shares a market share of 4%
Others share 1%
C. Company Analysis (Strengths and Weaknesses)
The strengths of RC Cola are as follows:
1. Concentrated Brand Identity. Focused on mass market only & most advertising are placed in areas
where common people can see it. Recto Manila has a big billboard done by MacGraphics Carranz and
TV Sponsorship ads on Eat Bulaga.
2. Product Price. It’s affordable for a product that tastes great.
3. Availability. With Increasing number of plants RC Cola is catering every wholesaler to provide
retailers a fruitful business
4. Sales Promotions. To draw more attention to the product RC Cola creates contests for people to
purchase more.
5. Social and Community Assistance. RC Cola sponsors organizations with their events and gigs.
6. Proper Placement of Materials. P.O.S. advertising is placed in the right market to achieve proper
brand identification.
The weaknesses of RC Cola are as follows:
1. As a competitor in the carbonated soft drinks industry, RC Cola is limited only to lower class
markets. It cannot cater to highend customers.
2. As a franchise and owned by the no.1 juicer in the country, marketing may not be pushed very well.
Only selected advertisements and exposure.
3. Poor bottling design and less volume of bottles available.
4. Not available on Fastfood chains where large crowd eat.
5. It doesn’t follow much with the global marketing strategies of RC Cola International.
As a growing company and adding more bottling plants in the southern part of the country, the
opportunity to boost sales is 100%. The product is affordable and has a feel of what the common people
are. Promoting the product has been easy for the mother company, so penetration of the lower class
public isn’t a big deal.
Ongoing campaigns of some soft drinks that are developed and priced for the lower class market poses
a threat. But in a healthy competition, RC Cola knows its targets well and caters to what they need.
Coca Cola will always be on the top, so RC Cola will produce to accommodate its tied consumers and
create more promos to double the purchase of their products.