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RC Cola Case Study

K Roopesh visited RC Cola to gain experience in applying business principles and operations at the industrial level, where they learned about the multi-step process for manufacturing beverages including water purification, bottle production, syrup making, carbonation, filling, and packaging. The visit provided insights into resource utilization, necessary job skills, and distribution channels in the beverage sector. RC Cola was innovative in introducing canned soda and diet cola but lost market share to competitors with stronger supply chains and distribution that RC Cola failed to expand sufficiently.

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Roopesh Kesavaraju
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1K views

RC Cola Case Study

K Roopesh visited RC Cola to gain experience in applying business principles and operations at the industrial level, where they learned about the multi-step process for manufacturing beverages including water purification, bottle production, syrup making, carbonation, filling, and packaging. The visit provided insights into resource utilization, necessary job skills, and distribution channels in the beverage sector. RC Cola was innovative in introducing canned soda and diet cola but lost market share to competitors with stronger supply chains and distribution that RC Cola failed to expand sufficiently.

Uploaded by

Roopesh Kesavaraju
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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CASE STUDY

Full name: K ROOPESH


E-mail:[email protected]

1. Which company did you visit?

RC Cola or Royal Crown Cola

2. What was your aim of the visit?


The aim of visiting rc cola is experience to gain on ground
implementation and applying business principles and operation
activities at industries base level.

3. Write a brief introduction about the industry you visited?

Rc cola is flavored beverages producer since 1905.


For the Andhra Pradesh and Madhya Pradesh markets, it had
appointed Trinity Beverages.
There are different operational steps involved in manufacturing
process of beverages:
1. Firstly, Collection of Water from different sources like municipal
supply and private suppliers.
2. Next, purifications of water. In purification there are three step :
neutralization, primary filter, secondary filter.
A. Neutralization process is to make beverage taste same all over
the world.
B. In primary filtering the Pressure Sand Filter systems is used to
remove suspended solids and remove the turbidity in water.
C. In secondary filtering the Activated carbon filter is used to
adsorb natural organic compounds, taste and odor compounds,
and synthetic organic chemicals in drinking water treatment.
3. Making of PET Bottles: The raw from of bottles is called as
preform this preform is import or manufactured by others in
shipped to bottling plant. From this preform tube shaped passed
through the blow molding machine to make final shape of bottle
we use. This preforms comes in different sizes 200ml, 500ml,
1litre,2 liter. Final shape of bottle depends on shape mold with
company logo and name and other details.
4. Next, sugar syrup making, highly concentrated sugar syrup is
manufacture from fine powder and heated mixture to speed up
process this syrup is transfer through pipeline added with
carbonation.
5. Carbonation: mixture of beverage with carbon dioxide in liquid
form under high pressure from storage tanks .the carbonation
effects in fizziness and bubbles to beverage.
6. After the bottles are cleaned and sent for filing through
computerized control machine, Cooling, labeling of bottle based
on flavors. finally packed with 24 bottles and sent to storage unit.

4. What are your key take backs from the visit?

 I learned from the visit are that how beverage and bottling
industries resources utilization for cost efficient.
 Kind of activities and operation skills needed for beverage sector
and personnel to work with and recruit.
 Distribution and supply channels.

5. Case Study:

Royal Crown Cola came out with the first canned soda in 1954, the first
caffeine-free soda, and the first 16-ounce soda. It was the first to take diet
cola mainstream and the first to stage nationwide taste tests. It used to be
one of the most innovative companies in the beverage industry. Given its
long and pioneering history, RC Cola deserved to be more than the middling
soda brand it is today.
what made RC cola different from its competitors? What according to
you are the reasons for the downfall of the company? Suggest 5 ways
to improve the growth in the Indian market.

RC cola is first to introduce canned soda in industry. RC cola is first one to


diet coke it is huge success but in later on competitors invested huge capital
in adverstiments and marketing.
 Over the years the RC cola last huge market share in competitors
who’s supply chain and distributions strong to support their demand
but RC cola had not backed the distribution channel expansions.
 To improve in Indian market brand awareness is very important.
 All metro cities needs to be targeted because there huge urban
population residents.
 Need to implement gorilla-marketing strategies, so consumer view that
RC cola is different to other brands.
 RC cola need to improves product range in all fruit based beverages
and
 Supply chain and distribution is very limited in India for rc cola,
expansion of presence in operation.

2) Fill the Business Model Canvas for RC Cola

Bottling, Hording
Distribution, displays,
Rc cola
Bottlers Marketing,
flavored adverstiments Rural
(Trinity Production
drinks market.
beverages) of syrup. Mass
market,
Secret Large scale Small shops.
Distrubtion Syrup distribution Retails.
channels recipe, centres,
onwers Preform zonal
tubes. distribution
s

Marketing, Bulk sales.


Production of syrup, Distribution rights.
distribution Franchises.

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