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MKT50 Assignment # 1 Solution

ID: mc090201800
Name: Pervaiz Inayat

MKT-50
Assignment No.01 Marks: 20
Semester fall 2011

Solution:

Today we discuss failure of Candia company in Pakistan and also

compare the 4p,s with 4C,s. there are lot of reasons for the failure
of the company like others company. China bought this company
and renovates this company. But failure of this company in Pakistan
has several reasons.

Product VS Customers Solutions

Analysis shows that Candia has failure in Pakistan. Its competitors
are strong and providing the same facilities with sale rate and
better quality.

Price VS Customers Affordability Price is not high it was same

its competitors but there is lack of distribution and others facts
Analysis shows that almost all the people using mobile know this
company and its advertisement and massage is well defined.

Place VS Customer convenience Target market and place of

promotion also right. Candia are available from all market.

Conclusion
So analysis of 4P,s vs 4C,s shows that the failure of Candia
company is quality of communication which are failed. There is lot
of noise during distribution . A lot of places and cities of Pakistan is
not covered by Candia.
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Candia IN PAKISTAN:
Candia was a very famous drink milk in Pakistan. It was widely
known all over the Pakistan since the time of its arrival in the sub-
continent which was the 70s having the same popularity like Coca
Cola and Pepsi today. Haleeb was being sued by different
organizations internationally so it lowered its investment in the sub-
continent and in 90s; Candia started to fade away due to some
issues and stopped its production in Pakistan. Candia is currently
not operating in Pakistan and if RC Cola wants to re launch in
Pakistan, it may face strong competitors like Coca Cola and Pepsi is
ruling the cola market here in Pakistan.

A new marketing mix should be applied on the brand:

1) Product:

Some modifications will be done with the shape of the bottle

specially the regular bottle because it seems to be thin and having
lower volume compared to other cola-drink bottles. Just
two categories will be launched, which will be RC Cola and Diet RC
Cola to make the produced more focused. RC Cola has a unique
crisp and clean taste and its consistent with its flavor no matter
where you buy it. It has a refreshingly great taste even if it is not
cold.

2) Price:

Following factors Candia should keep in mind while determining the

pricing strategy. Price should be set according to the product
demand of public. Price should be that which gives the company
maximum revenue. Price should not be too low or too high than the
price competitor is charging from their customers otherwise nobody
will buy their product. Price must be keeping the view of their target
market. Incentive to Retailers will be given in the shape of:
Following factors Candia should keep in mind while determining the
pricing strategy.

Price should be set according to the product demand of public. Price

should be that which gives the company maximum revenue. Price
should not be too low or too high than the price competitor is
charging from their customers otherwise nobody will buy their
product. Price must be keeping the view of their target market.
Incentive to Retailers will be given in the shape of:

Deep Freezer, Return Tickets, Free Transportation Services.

Incentive to Dealers will also be given like, The best dealer of the
year is awarded with a brand new Suzuki Pickup. The second best is
awarded with Motor Cycle. The third best is awarded with Return
Ticket to Middle East. RC Cola will give special offers to consumers
on special occasions like Ramadan and Eid days instead of
decreasing the price of the products, some special packs like
Pakkora Mix, ChatMassala, or Free Drinks with Liter Bottles are
offered.

3) Place:
We will use push strategy for our product by using various
promotional tactics and through media. Distribution will be divided
in zonal basis, which will be 5 in number. We will directly approach
retailer by providing credit facility and bonus in form of incentives.
We will also provide trade allowances to our distributors and retailer
to further intensify usage of push strategy. Other than these some
special points are also being looked after by direct sales
vehicles such hotels restaurants, public parks, big and reputed
super stores etc. At Avari, Pearl continental, village, Seas
magnificence etc. RC Cola directly distributes the products.

4) Promotion:
Comparative parity method will be used in which Candia will be
telecasted with the competition in others and Haleeb which are its
direct competitors. Frequency of the Candia ads will vary from time
to time. When the season comes RC Cola will do heavy
advertisement especially in Ramdan days or Eid occasions etc.

( i) BTL:
A successful BTL advertisement program can be their most effective
means of increasing consumer awareness, trial, and actual product
purchases in Pakistan. BTL activities can be done in different
shopping malls and crowded places

( ii) ATL:

Newspaper:
Top newspapers of the country like Dawn and Jung will be used to
advertise the print ads as well as youth magazines will also be used
to capture the interests of the target market. Different youth related
competitions can be organized in BTL activities in which winners can
be rewarded with RC Cola merchandizes.

TVC:
TVcommercials will be used to advertiser the brand and the
frequency of ads will be greater specially on youth channels like
Play TV, Aag, Mtv, G kaboom, Oxygene, etc. The theme of the first
re-launching ad will be including like all the shots from the previous
ads of the brand in black and white and then show youth related
scenes and especially adventurous scenes as whole advertising
campaign will be done on the theme of adventure.

Radio:
Surveys will be conducted in which young individuals will be asked
which are those radio channels which they like to listen more. Radio
spots will be used to advertise on those selected radio channels.

Billboards:

Billboards will be used to advertise on roads and buildings of highly

dense areas and gorilla marketing will be used to directly strike the
emotions of the target audience. Online advertisement will also be
used, ads will be published through all the famous social
networking websites like Facebook etc.