RC Cola Marketing Plan Presentation

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My Pointillism

CGA ADS

Digital COMICS Tutorials

0. Initial steps. This penciller is one of my favorites. The very first step is open the image, set this to RGB mode (I usually work in RGB/CMYK mode) changing the "Background" into a layer n' set it to "multiply" mode. We can call this one "lineart".

1. Flats Here we began to color... I've created a new layer under the "lineart" called "color". This one is a normal layer mode, and we need to establish the colors for all the image using only flat colors at this time.

2.Alpha Channel With all the flat colors done, I'm going to select all the image (ctrl+A) copy (ctrl+C) and paste it (ctrl+V) into a new Alpha layer... We need it for select every color area in the future.

3. Airbrush Now, using the brush tool with a soft brush in screen mode I paint some parts of the image, setting the "light source" for Batman. I use the magic wand tool for select the different areas in the "Alpha channel" like active areas to paint over. You need to paint-over using the same color of the part to paint. It may looks like this:

4.Cuts Now, the next step is where the detailed work is. Using the lasso tool we do selections ("cuts"), and paint this areas using a gradient (using the base color like initial color and finishing in transparent). The gradient tool should be in "screen" mode and 35% of opacity. We do the selection, fills with gradient and make the selection again (more small) and fills again. I usually try 2 or 3 times for every area.

You can change this values for every tool... It depends of you! Experiment, and use the tool and values you feel more comfortably.

5. Secondary Light source and Adjustment When all the Batman are fully colored, a secondary light source helps to create more realistic effect in the image. I've choose a pale yellow tone, and using a soft brush (in screen mode) I add some light spots here and there.

Its almost finished... But I wanna do some adjustments for the colors:

6. Final Image

Our Class Website & Logo

Just finalized our logo and now starting with our class website.



Also our T-shirt/uniform...

RC Cola Market Segmentation

Just submitted my research on marketing. I went over different websites just to find the specifics. See my report below.


I. Marketing Background/ Situational/ Market Analysis

A. Overview of the Industry

1. Market size (volume and value)

The Philippine population according to the National Statistics Office (NSO), Philippine population is projected at 88.7 million for 2008 with an average growth rate of 2.32%. Over 90% of the population is below 60 years old, which means that the Philippine beverage market is at mass. And 13% of the consuming population of beverages is in Metro Manila.

Beverage Market
Total family expenditure on for the entire country amounted to P2,038 billion 2000 (NSCB), comprising 43.1% of the total family expenditure for food & beverage (includes consumed at home at outside).

2. Market trend in the last 5 years
The market for Soft Drinks in the Philippines increased between 2000-2005, growing at an average annual rate of 5.7%. Beverage Production gained, from 8.7% percent in 2007 to a 26.7% production in August 2008. The Beverage Industry also gained an increasing net sales from 2.3% in 2007 to 20.6% in 2008.

B. Market Profile

Limitless Options and Appealing Population
The carbonated drinks industry is more concentrated on teens to adults. Most drinkers would be teenagers, parents, employed persons & families. The approach is to make the product available for anyone, which means a reasonable or even a low price with of course great taste.

Retails Stores
Because of strong consumer spending, the number of retails stores has been increasing not just in Metro Manila but as well as in the key cities all over the country like Bulacan, Laguna, Cebu, and Davao. Production of the product has been doubled especially with the hot tropical climate these past months.

C. Environmental / Industry Analysis

a. Technological-information

Inter-connectivity
Currently, RC Cola uses a system that connects all its plants & satellite branches to the main office. This enables the head office to closely monitor the flow of goods in each area. This system is also used to check sales and production for several areas of target. RC Cola uses most of the available technology today except for a website.

3 Step System
Like its mother company, Zest-O, it has a 3 Step System - Booking, Ex-truck and Wet-market. People on the sales part use Booking Systems to pre-accommodate various orders then if payment is cleared then delivery will be done by logistics and then goes to the sellers (with added promotional materials or given volume discounts). Wholesaling RC Cola Products is one their strategies in the market.

b. Political-legal

Licenses and Instabilities
Acquiring licenses for various industrial or manufacturing plants from targeted provinces is rendered quite difficult due to overwhelming requirements and permits from the government. That’s why wholesaling is another step in delivering products to neighboring provinces. Also, in general, any political instability in the country affects the beverage industry. In times of uncertainties, consumers tend to have a tighter hold of their money in case of any economic difficulty, causing a significant decrease in sales.

2. OT Analysis

a. Opportunities

Foreign market and Plant Expansion
China has a large population and is now a target for RC Cola’s new plant. Asian market as penetrated by its mother company has been a success. Zest-O’s aim for global competitiveness also covers its franchise – RC Cola.

With its popularity increasing, demands have been going up also. Wholesaling was done to fully distribute the products to the whole NCR and some part of Luzon. With these demand new plants were put up to accommodate and expand the market share.

b. Threats

Effect of Economic Crisis
Any sector can feel the brunt of the economic crisis. And with this, beverage consumption takes a significant step down on a consumer’s expenditure. Buying the product would likely be on occasions or some social events, but on regular days it will depend.

News about hording of bottles has been a problem for RC Cola. Before when it was starting to grow sales, an investigative report says that Coca Cola warehouses hordes their bottles in Valenzuela. This will affect the production rate and would not meet the demand. Also the health issues regarding carbonated drinks which concerns our way of living, so vital health research must be done or promoting that the product is still a part of our lives.

Sources
http://www.census.gov/ipc/prod/ppt92-11.pdf
http://www.census.gov.ph/index.html
http://www.census.gov.ph/data/quickstat/index.html
http://www.nationmaster.com/country/rp-philippines
http://www.researchandmarkets.com/reportinfo.asp?report_id=239320
http://www.drinks-business-review.com/research.asp?guid=DMCM4004
http://www.zesto.com.ph/zesto_company_profile.php
http://www.nscb.gov.ph/secstat/d_income.asp
http://www.nscb.gov.ph/secstat/d_popn.asp
http://www.prlog.org/10077022-consumer-expenditure-on-fbt-to-shoot-7-5-in-philippines.html
http://findarticles.com/p/articles/mi_m0EIN/is_2008_Feb_13/ai_n24322939
http://www.businessmonitor.com/food/philippines.html

Busy Doing Oil Painting

This week is a busy week for us students of advertising and we even got a new classmate with just a mouthful of sales talk.. So we welcome Noni to the group..

B&L Multimedia Now Online

Finally.. We're starting our website business. Just transferred everything from yubbyworks.com to bnlmultimedia.com. Even our portfolio is brand new.. have a look click here. Few more adjustments and major coding to make the site functional are needed. So I'm doing it asap, coz my boss will be damn MAD at me.. I even updated my Ziki so that Google could crawl at it fast.

The Plants

My partner likes plants.. but I get annoyed of them every time I see them.. I call them "Man eating plants"..

What If?

I have no where to place my pencil.. So I put it there.. lol

My Oil Painting Workspace..

I use Reeves Oil Paint set and generic brushes only. Easy does it.. I have the messiest palette lol..

Darwin's Tattoo

If there's no paper to draw on to.. Darwin's hand and arm would do.. lol

Self Portrait Using Pen

It isn't a biggie though.. it's my first time to draw my face using pen and ink.. My sis told me it's still me because of the mole on the chin.. sob**

Shapes & Lines

Last Saturday.. Our discussion in Visual Perception were more of a contemporary approach. We were shown artworks of different contemporary artists. They were bizarre and simply admirable.



As students, we were to do them also. So here's mine. The title is "Huli Ka" or "Got Ya". It's a chameleon spotted even with its capability to mimic colors got spotted.

Colours of Life

It was a gloomy and rainy Sunday afternoon when we went to SM Mall of Asia for my partner's check up. I insisted on getting there coz he's having this up and down temperature which is driving me nutts! As we passed by the second floor, just a fwe steps from my favorite stores - there it was an exhibit of Filipino spirits. It's a collection of colorful creations by some of today's known artists. Have a look!

Pen & Ink

We started today with Pen and Ink with the usual Values Scale. On a 1/8 Illustration Board, 3 values scale from dark to light using cross hatch & pointillism. I was the one who submitted my plate first so that I could do my Comics Cover. Here's my study/subject which is almost finished. It's one of my favorite genre of drawing - girl with big boobs / Marvel type of drawing. lol

Oil Painting Again...

Been doing oil painting over the past few weeks and still I'm not finished with it! Man it's fun but I have not much time to do it.. sob**

Even my classmates get bored with it and still haven't finished their works. We're to submit it this Friday.

Our Charcoal Works

First Time Oil Painter

Me and my mom went to Deovir to buy a canvas for our Oil Painting plate. I was very excited amongst the class. I got the compostion as fast as I can, then put on the flat colors. The stuff we have to copy were plastic fruits, but we have to make it realistic.

The Dark Knight 2008

With just one year passed after taking out Ra's Al Ghul's plan to have Gotham eliminated and the mysterious disappearance of Dr. Jonathan Crane AKA the Scarecrow, after the city was nearly plundered with his toxins, Bruce Wayne and his vigilante alter-ego the Batman, continue the seemingly-endless effort to bring order to Gotham, with the help of Lt. James Gordon and newly appointed District Attorney Harvey Dent, but a new threat has now emerged into the streets. The Dark Knight faces a rising psychopathic criminal called The Joker, who's eerie grin, laughter, and inhuman morality makes him more dangerous than what he has yet to unleash. It becomes an agenda to the Batman to stop the mysterious Joker at all cost, knowing that the both of them are in the opposite line. One with no method at all and seeks to see the world plunge into the fire he has yet to lit. One who represents the symbol of hope and uses his own shadow to bring the peace and order he has yet to accomplish on doing.

Download Torrent



But for me,, This is too dark and long.. I slept on the middle of it.. Not worth watching..

Nude Pencil Art

I have nothing to do on a sunny Wednesday morning.. so I practiced with my pencil.. voilah! here it is!

Last Plate doing Charcoal

Prelims Week

Preliminary exams finally arrives and to start with... Here's a our exam on Materials & Techniques - a simple thing but complicated to do. A crumpled paper put on the table and we have to draw it within 45 mins. including the values.

RC Cola Company Background

As a project in Marketing, we were asked to research on Company Background & VMOs. Here's a my work on RC Cola.

III. Company Background

A. Company Profile

RC COLA is a franchise of Alfredo M. Yao (owner of Zest-O/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 largest-selling cola brand, toppling Coca-Cola's Pop Cola, and now behind Pepsi-Cola and Coca-Cola. 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 Zest-O 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 well-being 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 second-largest 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 high-end 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 Fast-food 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.

Sources: http://www.rccolainternational.com ; http://www.zesto.com.ph ; http://www.answer.com ; http://www.marketshareresearch.com ; http://www.cott.com ; http://www.bestjobs.com ; http://www.businessmirror.com ; http://carranzoutdoor.com.i-ph.net/

Saying Goodbye to Yubby! Media Designs

After 4 years of website development, I'm changing my website's name into B&L Multimedia. It's a partnership between Mr. Lacoste and Mr. Briz. It's a dream company for both of us. Starting from scratch and continuously building it to become an Ad Agency.