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Today we discuss failure of Paktel Communication Company in Pakistan and also compare the
4p, s with 4C, s. there are lot of reasons for the failure of the company like noise in call, coverage
problem, network down problem. 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 Paktel connection has low signals and not has much coverage 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 call and sms packages
Promotion right VS customer communication

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. Paktel
connections are available from all market.
Conclusion
Analysis of 4P’s vs. 4C’s shows that the failure of Paktel Company is quality of communication
which is failed. There is lot of noise during call and also disconnection of call occurs. A lot of
places and cities of Pakistan is not covered by Paktel. China bought this company and establishes
it with new name as Zong. Now Zong is going toward boom of industry and providing a lot of
quality service to their valued customer
RC COLA IN PAKISTAN:
RC cola was a very famous drink 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. RC Cola was being sued by different organizations
internationally so it lowered its investment in the sub-continent and in 90s; RC cola started to
fade away due to some issues and stopped its production in Pakistan. RC Cola 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.
REASON WHY RC COLA LOOSED ITS MARKET IN PAKISTAN?

Pepsi Cola and Coca Cola stormed into the market. Advertising was minimal in Pakistan
as compared to its competition. RC Cola was being sued by different organizations
internationally so it lowered its investment in the sub-continent. RC finally stopped production
somewhere in the early 90s. RC Cola failed in Pakistan because of its poor attention given
towards the ad campaign. Even in Pakistan people used to drink RC Cola and they really liked it,
but it’s all about many years ago in 1970's n 80'smay be because there was no other cola at that
time. When other colas came they advertised and they did it so well that people were attracted
towards them.
It is also about how u presents it, the looks of the product. RC Cola's bottle is not appealing
and the regular one specially looks so thin, it seems as if it has less drink inside that is why the
drink has reached its decline and rejection now in Pakistan. It is possible for them to rise again
through the proper attention towards the advertising and the outlook of the product. It should be
appealing and beautiful, it should be trendy. That is what it needs and right advertising at
the right time can do a lot, It needs to know the important about how can we market a product in
a way that it can give a fashionable and trendy impact on the people.
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 it’s 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 RC Cola 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 RC Cola 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, Chat Massala, 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 Tower,
Pearl continental, village, Seas magnificence etc. RC Cola directly distributes the products.
4) Promotion:
Comparative parity method will be used in which RC Cola will be telecasted with
the competition in Coca Cola and Pepsi which are its direct competitors. Frequency of the RC
Cola 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:
TV commercials 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, Orkut, Twitter, etc.

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Product VS Customers Solutions

Promotion right VS customer communication

REASON WHY RC COLA LOOSED ITS MARKET IN PAKISTAN?

A new marketing mix should be applied on the brand:

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