Marketing Programs

As a member of the Royal Crown Cola International franchise family, you'll have ongoing support in key marketing areas such as advertising, sales promotion, point-of-sale (P.O.S.) materials, merchandising, and sales staff training. These are some of the many ways that RCCI works to promote a successful operation for our bottlers and distributors.

• Media

  One of Royal Crown Cola International's challenges is spearheading the creation and communication of our powerful visual brand identity for our network of bottlers. We do this by working with local advertising agencies throughout the world to develop ad campaigns and media strategies (television, radio, print publications, billboards, etc.) appropriate to our bottler's locations and budgets. Using research and local focus groups, RCCI develops strategies which build global awareness of the Royal Crown Cola International brands. At the same time, our goal is to create concepts which are both familiar and market driven.
  
  While advertising draws the consumer toward the product, promotions draw the product toward the consumer. Sales promotions give consumers (and retailers) an additional reason to try or stock a product. Royal Crown Cola International has an in-depth understanding of the factors which motivate impulse purchases of beverages. We understand that quality and value are at the core of a decision to purchase an RC brand for both consumers and retailers. That's why we frequently consult with our bottlers to develop promotions (under cap, self-liquidator, on-pack, contests, sweepstakes, etc.) and premiums that will work to motivate those purchases while maximizing sales volume and profit.
  
  Dramatic, properly placed P.O.S. advertising can make all the difference when it comes to catching the attention of the impulse beverage buyer. Eye-catching, dynamic Royal Crown Cola International P.O.S. is designed to influence impulse buyers while also establishing lasting brand identification. We provide a set of complete marketing materials to our bottlers worldwide – including catalogs and CD's - to help create a strong, graphically consistent presence in the marketplace.

• Packaging Design

  It's a competitive marketplace out there, and when it comes to the "cola wars," strong brand identification is critical in building brand share. Making sure consumers quickly and clearly recognize a product brand comes down to one thing – packaging. The Royal Crown Cola International logo is one of the most distinctive in the industry, allowing for a contemporary package design. Royal Crown Cola International bottlers have discovered how effective this eye-catching design is - as it almost jumps off the shelf with its bold, colorful look.
  
  In addition to innovative graphics, Royal Crown Cola International has also been a leader in packaging design. Our proprietary PET diamond bottle is just one dramatic example. We were also the first major international brand to sell soft drinks in 12-oz. cans, 16-oz. returnable bottles, and the first to develop a generic returnable bottle. We were the first to introduce the 2-liter PET bottle, as well as the 500ml returnable bottle in Latin America, the 250ml can and non-returnable bottle in the Middle East, the 330ml PET bottle in Europe, and the 340ml returnable bottle in the Far East. These are a few of the packaging innovations that have earned Royal Crown Cola International a position of leadership in the soft drink industry.

• Merchandising

  At the heart of any successful Royal Crown Cola International operation is a commitment to servicing the customer. In order to do that, Royal Crown Cola International trains its bottlers in merchandising functions that will ensure visually appealing beverage shelves, coolers, and vending machines. We work in assisting hand in hand to develop pricing, product rotation, backstock control, display building, and proper P.O.S. procedures. With proper shelf management, the customer will soon recognize the quality and value inherent in the Royal Crown Cola International brands.
  
  In addition to shelf merchandising, Royal Crown Cola International assists its bottlers in creating a consumer buzz through sampling programs. Royal Crown Cola International was the first soft drink company to effectively utilize competitive sampling. A successful sampling program can be your most effective means of increasing consumer awareness, trial, and actual product purchases. We'll help train your sampling team, as well as be on hand to supervise this important program, which proves to many consumers that Royal Crown Cola International brands are the best-tasting drinks available.

• Sales Support

  At Royal Crown Cola International, our sales support programs all have the same starting point – our people. Well-trained, motivated personnel are our secret ingredients. That's why Royal Crown Cola International has developed intensive sales training programs. We provide complete, in-depth training materials for both novice and experienced sales people. Our comprehensive training program provides motivational instruction and materials, such as specific techniques; films, and meeting guides, to help your sales managers and supervisors properly train and educate your support staff.
  
  To ensure your staff conveys the image of marketing a global brand, Royal Crown Cola International also provides assistance in developing a dress code and uniforms for your staff members. Because your team members represent your image in the marketplace, it's essential that their uniforms enhance that image - while at the same time allowing your employees to work in comfortable, stylish, and durable clothing.
  
  Once you've established an appropriate image for your personnel, we'll help you extend that image to the trucks, vans, and automobiles they drive. These "rolling billboards" are a roving reminder to the consumer of the Royal Crown Cola International brand identity. Through our Fleet Graphics program, Royal Crown Cola International will help you develop proper fleet identification logos which enhance the brand value in your marketplace.

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