The Marketing mix of RC Cola analyses the 4Ps of RC Cola, including the Product, Price, Place, and Promotions. Royal Crown Cola is commonly referred to as RC Cola. It is a soft drink associated with the beverage industry. RC Cola was founded in 1905 by its founder, Claud A Hatcher. It has a long-lasting and pioneering history and has made it one of the most popular products in the beverage industry. RC Cola is a subsidiary of its parent company, Plano, a part of Dr Pepper Snapple Group. RC Cola faces stiff competition from the following:
About RC Cola
- Type: Soft drink company
- Industry: Beverages
- Founded: 1905
- Founder: Claud A. Hatcher
- Headquarters: Columbus, Georgia, United States
- Area served: Worldwide
- Current CEO: Al Carey
- Number of employees: 1,200+
- Major products: RC Cola, Diet RC Cola, Cherry RC Cola, RC Draft Cola, RC Ginger Ale, RC Cream Soda, RC Peach, RC Cola Zero Sugar
Table of Contents
RC Cola Product Strategy
RC Cola is available in different sizes and packages, including glass bottles, cans, and pet bottles in sizes of 2 liters, 1.5 liters, 1 liter, and 200 ml. It is associated with several innovative options, like the first 16-ounce soda, caffeine-free canned soda, and canned soda. It became the first beverage brand to launch its diet cola in the mainstream market and the first to arrange taste tests nationally. RC Cola has launched several products and variants over the years.
- C Cola: The classic cola-flavored carbonated soft drink that has been a staple of the brand. It is available in various sizes, including 240mL and 800mL glass bottles, 500mL and 237mL plastic bottles, 1.5-liter plastic bottles, and 250mL cans.
- RC Cola No Sugar: A sugar-free version of the classic RC Cola, catering to health-conscious consumers or those who prefer a lower-calorie soft drink.
- Mighty Rain & Rad Rain: These appear to be additional offerings under the RC Cola brand. However, the sources did not provide specific details about their flavor profiles or positioning.
- RC Q, RC Flavor Collection, and Royal Crown: These products are part of RC Cola’s expanded range, indicating the brand’s efforts to diversify its offerings and appeal to a broader market segment. The sources did not mention details on the specific flavors or types of these products.
- RC Refresher and RC Double Caffeine: These are likely variations of the original RC Cola, with RC Refresher possibly being a lighter or more refreshing version and RC Double Caffeine presumably containing a higher caffeine content for consumers seeking an extra boost.
RC Cola Place Strategy
RC Cola was first introduced in Georgia on American soil and, from there, spread its product presence to several countries: the Philippines, Iceland, Thailand, Bangladesh, India, and Estonia. It has several manufacturing facilities to create innovative products. RC Cola has a strong distribution network that includes services of manufacturers, warehouses, distributors, and good logistics along with sales offices, administrative offices, and sales agents so that products reach consumers easily via supermarkets, hypermarkets, discount stores, convenience stores, corner shops, food stores, cafes, fast-food joints, food stores, and restaurants.
RC Cola’s place strategy demonstrates its commitment to global reach and accessibility, ensuring its products are available to a wide and varied customer base. Here are the critical aspects of how diet cola and its strategy:
- Global Distribution Network: RC Cola is available in numerous countries across different continents, including Asia, Europe, Africa, South America, North America, and Oceania, highlighting its extensive global presence.
- Diverse Retail Formats: The brand ensures availability in various retail formats, including supermarkets, convenience stores, and vending machines, catering to consumer shopping habits and preferences.
- Multiple Packaging Options: RC Cola offers various packaging options like glass bottles, plastic bottles, and cans, allowing consumers to choose based on convenience and personal preference.
- Strategic Local Partnerships: By partnering with local bottlers and distributors, RC Cola adapts to regional market dynamics and consumer tastes, enhancing its accessibility and market penetration.
- Adaptation to Regional Markets: The brand’s portfolio includes region-specific products and flavors, indicating a tailored approach to meet local consumer preferences and cultural tastes.
RC Cola Pricing Strategy
RC Cola has targeted every section of society, from all age groups, including adults, teenagers, and children, as its target customers. It has projected its brand as a beverage for the common masses. The RC Cola marketing has been interested in increasing its market share by penetrating further markets.
Therefore, it has adopted a penetration pricing policy that will help it reach the typical consumer market in urban and unchartered areas in the rural sector. It faces stiff competition from two rival brands in the consumer market. The company has implemented competitive pricing and kept its product prices at the same levels as product prices set up by rival brands in the mainstream market so that its prices seem affordable to consumers.
RC Cola’s pricing strategy can be characterized as a blend of competitive and value-based marketing approaches designed to position the brand effectively in the global soft drink market. Here’s an expert analysis of their strategy:
- Competitive Pricing: RC Cola adopts a competitive pricing strategy, setting product prices in line with, or slightly lower than, its primary competitors. This approach is critical in competing against more prominent, more established brands in the carbonated soft drink industry.
- Market Penetration Pricing: Initially, RC Cola may employ market penetration pricing in new or emerging markets. This involves setting lower prices to attract customers and gain market share quickly, a tactic especially effective in price-sensitive markets.
- Value-Based Pricing: RC Cola doesn’t compromise on quality despite its competitive pricing. The brand leverages value-based pricing, which reflects the product’s perceived value to the consumer. This is evident in their diverse product offerings catering to different consumer preferences.
- Psychological Pricing: RC Cola might also use psychological pricing strategies to make its products more appealing. For example, pricing items slightly lower than a round number (e.g., $0.99 instead of $1.00) can make them appear more affordable.
- Dynamic Pricing: Given the fluctuations in global markets and varying regional economic conditions, RC Cola is likely to adopt dynamic pricing strategies. Prices may be adjusted based on local market demand, competition, and economic factors.
RC Cola Promotion Strategy
RC Cola has always believed in advertising and celebrity endorsements to gain maximum brand awareness. During the 1930s, it launched a campaign with the tagline The Season’s Best, and in the 1940s, an ad in magazines starring famous actress Lizabeth Scott with a tagline marketing mix of RC cola tastes best, says Lizabeth Scott. It also roped in famous personalities like Lucille Ball, Shirley Temple, Joan Crawford, and Bing Crosby.
RC Cola entered into sponsorship deals with the New York Mets on an ongoing basis during the 1960s, 70s, and 80s. Ads were later launched on television, and a commercial featured Tom Seaver and his wife, Nancy. RC Cola sponsored Marco Andretti during the IndyCar Series 2012 and 2013. Currently, brand advertisers are via television advertisements, radio, newspapers, magazines, and billboards. Social media platforms like YouTube and Facebook remain in the limelight. As part of its promotional marketing, RC Cola participates in several events and promotes its product portfolio via free tastings.
Some Recent Video ads and Print ads of RC Cola are:
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