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RC Lemon
Freedom of Life
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Table of Contain
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Rebranding of RC Lemon
Marketing 201 SEC:07

Prepared for

Nurun Naher Popy

Lecturer
Department of Business Administration
East West University

Prepared By
Group 4
Name ID
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Letter of Transmittal
Nurun Naher Popy
Lecturer,
Department of Business Administration
East West University
Aftabnagar, Dhaka-1212, Bangladesh
Subject: Term paper on Rebranding of “RC Lemon”.
Dear Ma’am,
It gives us immense pleasure in submitting to you the report on “RC Lemon”
which is the new market plan under our preparation.
While preparing the report, we closely focused on the topic & tried to
cover all the information available. We believe that it will provide you a clear
scenario of the service, how to capture the target customers again, how the
company could position as like as before.
We thank you for allowing us to do a term paper on an idea. This will definitely
give us an experience which we can use in our professional life. We will be
always available for any further queries and to answer any questions on this
report.
Sincerely,
Student Name: Mehedi Hasan
ID: 2019-3-10-131
On behalf of the Group 4
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Acknowledgement
Successful completion of any work needs inspiration, guidance, and financial and
logical help from others. Our study is not behind this theme. In preparing this
report, different persons have extended their helping hand to us. It would have
not been possible for us to prepare this report without their help. We are very
much fortunate to get the sincere guidance and supervision from a number of
experienced persons. First of all, we would like to express our indebtedness and
deep sense of gratitude to our honourable teacher Nurun Naher Popy, Lecturer
Department of Business Administration, East West University, whose kind and
whole hearted guidance, warm advice and encouragement have enabled us to
prepare this term-paper.

The Royal Crown Company Inc

Royal Crown Company Inc. initially called the Union Bottling Works, was
founded in Columbus, Ga. in 1905. A young graduate pharmacist, Claud A.
Hatcher, started making his own soft drinks in the basement of his family's
wholesale grocery business. From these beginnings, Royal Crown Cola Co.
developed to be the third biggest soft drink company in America. At first, the
Hatcher Grocery Co. purchased bottle drink from a local bottler and again sold
them to a grocery customer. As this part of the business developed, Mr. Hatcher
demanded that the bottler pay the organization a commission or compensate him
there for handling the drinks. A dispute arose and Mr. Hatcher conclude that his
company had bought its last case of drinks from an outsider. From this time
forward, it would start production and bottling drinks under own labelling.

The first line of drinks was named Royal Crown, and the first cola drink that he
planned was called Chero-Cola. Many generations were to apply the Royal
Crown trademark to a cola, and it was to turn out to be imperative to the point
that the partnership would be renamed "Regal Crown Cola Co." Shortly after the
Hatcher Grocery Company chose to engage in the making of soft drinks, its
authorities organized the entirely possessed Union Bottling Works. The
production and packaging of soft drinks proceeded inside the system of the Union
Bottling Works until 1912, when the newly organized Chero-Cola Co. assumed
control over the business and immensely extended it. Among the early products
were Royal Crown Ginger Ale, Royal Crown Strawberry, Royal Crown Root
Beer and Chero-Cola.
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As the sales of carbonated drinks by the Hatcher Grocery Co. turned out to be
more significant, it was chosen to consolidate the Chero-Cola Co. In 1912, a
contract was conceded by Judge S. Value Gilbert in Muscogee County Superior
Court of Columbus. The organization was to manufacture a line of syrups and
flavours concentrates to be offered to diversified bottlers who bottle and sell these
concentrates and syrups under trademarks claimed by the Chero-Cola Co. In
April of 1914, Chero-Cola Co. send application in the United States Patent Office
to enrol its brand name, Chero-Cola. The Pepsi Co. at that point established a
claim that went on for over nine years. In fact, integration concerning the use of
the organization's trademark proceeded in some structure until 1944 when the
final victory was won by Royal Crown Cola Co., setting for all times its right to
use "cola" for the sake of its refreshments. The years 1914–1920 indicated
consistency, yet now and again, rapid growth in sales. Both profits and
companies’ assets increased gradually.

Executive Summary
RC lemon, a product of Royal crown cola who’s bottling right goes to Partex
Beverages LTD is a well renowned soft drink of late nineties and early two
thousand. It was the most popular soft drink manufacturers after Coca-Cola and
Pepsi. Large scale promotional activities and a diversified target market strategy
made it a popular soft drink in Bangladeshi households.
However, recent decreases in sales and failure to maintain environmental safety
regulations has forced them to shut down several factories of RC cola in
Bangladesh. As a result, RC lemon has almost disappeared from the soft drink
market and production is also very limited.
So, the purpose of this study is to redesign the marketing concept of RC cola and
re design it according to current market environment. This study will help us to
revitalize the RC lemon product and establish it as a competitor of current market
leaders of the product segment. The key points of the study are,
The study outcome will help to understand the current marketing strategy of RC
(Partex Beverage) and also by developing the new marketing strategy, measuring
the level of customer satisfaction of RC (Partex Beverage) in Bangladesh and
identifying the strengths, weaknesses, opportunities and threats of the marketing
strategy of RC (Partex Beverage) in Bangladesh. This research is helpful not only
for the people who are related to soft drink industry in Bangladesh, but also the
people who are interested in conducting further research in this area.
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Introduction
RC lemon is a product of Royal crown cola (RC Cola), a U.S. based cola company
which is introduced in Bangladesh By Partex Beverage LTD. It was the best seller
amongst Partex beverages product line of soft drinks during the late nineties and
early two thousand. The refreshing lemonade taste of RC lemon didn’t take long
to attract the attention of customers from suburbs to the utmost rural areas of
Bangladesh.
Royal Crown Cola Company is the third most popular soft drinks producer in
America. It was introduced in 1934. In 1969, the company name was changed
from Royal Crown Ginger Ale to Royal Crown Cola. RC Company decided to
enter into the global market and at that time, a number of experienced soft drink
people assembled to manage and direct the company’s international efforts. In
1994 the chairman of Partex group visited an international trade exhibition in US
where he happened to meet the executives of Royal Crown Cola Co.
International. From then he started a conceptualization the idea of “RC” beverage
brand in Bangladesh. In 1996, the Corporate Head and the Directors formed
Partex Beverage Ltd. The company started commercial production on 6th
October 1997, and RC was launched in Dhaka on 20th October 1997. Its initial
product line included classis fizzy RC Cola, RC Lemon with refreshing lemonade
taste, the fresh orange flavor of RC Orange, the tangy lime taste of Upper 10.

Why RC LEMON failed

RC Lemon fit into the category which is appealing to individuals looking for
flavors and products that are a little bit different or more interesting. It started in
the market with a good kick and reached the growth level very fast, but before
turning into maturity level it suddenly started to decline. Once RC Lemon was a
very renowned brand in beverage sector and had a decent market share.

The major reasons are:

• Weak distribution
Though Partex Beverage has a good distribution channel but RC Lemon suffered
a distribution problem over the time. It had good promotions but customers
couldn’t find it at their doorsteps easily. The sales persons and distributors failed
to ensure availability of the product in the market.
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• Brand equity crisis

RC Lemon was loved by the consumers for its unique taste but RC failed to create
an overall strong brand equity in Bangladeshi market. So, customers couldn’t
recognize them as a source of quality, reliability and unique experience. On the
other hand, its competitors (Coca-Cola, Pepsi) made a positive image of their
brand in the brain of the customers.

• Less market shares

RC failed to secure the necessary market share to run a product line in beverage
industry. RC lemon grew fast but failed to secure that much revenue for the
company as a result company had to cut expenses in promotions and other things.
That led the product into a overall crisis situation.

• Relationship weakness
The most necessary relation in a distribution channel, relation between company
and retailers was ignored. As a result, the retailers were not that much encouraged
to keep the product and promote that by words of mouth. RC also failed to
maintain effective relationship with the customers as a result they couldn’t make
a loyal customer base.

• Competition
RC was lagging behind in the competitive beverage market led by the giants like
Coca-Cola and Pepsi co. RC came to the market with a mission to be the
challenger but it failed to perform consistently in terms of taste, quality and
promotions. Local competitors like AFBL and PRAN challenged RC Lemon with
their lemon-flavored products which reduced the market share of RC lemon.

Current Market Situation

Due to worldwide pandemic situation and health concerns overall market demand
is decreasing for Carbonated Beverages. There’s a greater interest in beverages
that not only quench thirst and taste great, but also improve your health. This
deadly COVID-19 has encouraged all of us to be more focused on health, and
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current interest in adding healthy and natural ingredients in drinks is a clear

reflection of this consumer trend.

Companies are seeking to add “functionality” to products by adding a touch of

natural feeling to more common fruit flavors. In Bangladesh the trend is also
being revised and manufacturers are trying to introduce more unique flavors.
But all of them are facing problem due to an overall demand shrinkage. So, all of
the manufacturers are trying to offer something different or adventurous. So that
consumers can take a different experience in this boring and exhausting pandemic
situation. So, reintroducing a vintage product like RC Lemon will be a smart
move. So many 90’s children have sweet memories with this kind of drinks. It
can recall a remembrance.

BD Market
The market leaders of Bangladeshi beverage market are Transcom with pepsi co.
product line, Abdul Monem with coca-cola, Globe Beverages with local products
like Uro Cola and Tiger, AFBL with versatile product line and local branding.
The Partex Beverage offering Royal Crown Cola(RC) is the market challenger
with many other like PRAN.
Many companies are making a comeback with its classic products like Jeera Pani
by RC and PRAN, AFBL’s LEMU, Cloudy Lemon by Pran and many more fruit
flavored drinks are being introduced in the market. Which makes an image of
health consciousness. These products are competitor of RC lemon in the new
market situation.
The major direct competitor in the market for RC Lemon is 7up & Sprite. These
brands have passed their maturity level in their product lifecycle but for the
innovative and customer focused marketing programs have created a sustainable
platform for these brands.
Significant Strategies of 7up incorporates their 360-degree marketing strategies
to spread their one centric message that is "share your happiness". 7up focused
on customers emotional perspective to enhance the brand resonance. Now to the
customers of 7up isn't just a product but it is a love. The corporate strategies
include:-
Focused on driving revenue and profit growth
Investment in the brands and business
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More efficient production channels

Simplified company
Refocused time to time on core business model

7up is the most well-known drink Bangladesh. Because of the appropriate

distribution it has been delivered every part of the country. 7up have always been
busy on their changing marketing activities. The marketing strategies changes
along with change of the behaviour of the consumers. In a sentence the Pepsi Co.
changes their marketing programs according to the behaviour of their consumers.

SWOT Analysis of RC Cola Lemon

Strengths are defined as what each business best in its gamut of operations which
can give it an upper hand over its competitors. The following are the strengths of
RC Cola are:
1. RC Cola Lemon has local and International brand recognition.
2. The RC Cola brand is known to have a taste that is drastically different
from that of other brands like Pepsi and Coca –Cola.
3. They form an association with a major company in the country, Partex
Group, which is good for establishment.
4. RC Cola Lemon offers affordable pricing. It is enough clear that the price
is quite reasonable to be succeeded.

Weaknesses are used to refer to areas where the business or the brand needs
improvement. Some of the key weaknesses of RC Cola are:
1. The company has poor factory facilities for production and distribution.
2 The company is utilizing poor distribution channels.
The distribution channels of the company are not widespread and this has
prevented them from expanding their networks into foreign countries
3 It has unskilled workforce working for them.
4 There are various ways of doing promotion of the product but RC Cola
Lemon just focused on the TV advertisement at once. They are not doing
any investigation to the fact that where is the problem to get in touch with
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customers directly. It lacks in effective promotional campaign. In

comparison to big brands like Pepsi and Coca-Cola the advertising spends
of RC Cola is relatively low and this affects the overall perception of
customers about the brand
5 Lack of new products. RC Cola Lemon has been continuously under the
scanner with many legal issues like copyright and anti-trust issues. Even
the competitors try to strangle RC Cola Lemon in a number of lawsuits
while trying to maintain the lead.

Opportunities refer to those avenues in the environment that surrounds the

business on which it can capitalize to increase its returns. Some of the
opportunities include:
1. Governmental support in brand progress is important for company stability
and growth.
2. Rapid population growth is good for improving sales
3. Increase in supply can reduce costs.
4. Good online reviews of customer can boost perception and sales.
5. Research discovers a new health benefit from soda drinking can boost
consumption of soda drinking.
6. Other competitors shutting down. They are trying to reach every area as
much as they can because of customer’s positive response.
7. Increase in the availability of skilled workforce.
8. RC Cola’s multinational presence can help them accumulate online
reviews from around the world too boost up perception and sales.
9. Using their strong alliance with partex, RC Cola Lemon can prosper and
capture market share of the smaller companies if they go out of business.
10. Emerging economies in Asia and Africa are seen as the biggest consumers
of soft drinks globally and are turning to be lucrative markets for cola
drinks. These markets are largely unexplored and offer huge prospects for
soft drinks manufacturers
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Threats are those factors in the environment which can be detrimental to the
growth of the business. Some of the threats include:
1. There is an intense competition from established companies of soft drinks
in the country. The competitors of RC Cola Lemon are the two top brands
not just in the soft drinks segment but amongst the leading companies in
the world- Coca-Cola and Pepsi. This makes them unbeatable threats for
RC Cola.
2. Governmental restrictions and low support can have a significant impact
on the company’s growth and stability.
3. Change the customer preference away from soft drinks can reduce the
demand for the company’s products dramatically.
4. Public exposure of uncontrollable rumors due to leaks and social media
can be harmful for the overall company’s image and product sales. The
media, as well as healthcare experts, portray colas and other soft drinks as
health risks and high in calories. This forms a risk in boosting sales.
5. Quite unlike earlier days today many off the shelf brands are available for
fresh juices, iced teas, and the milkshake. The presence of these brands
eats into the market shares of soft drink companies.
6. Pepsi has covered worldwide international event like World cup football,
Cricket world cup during this time. Its demand rising internationally, it
also affects the customer of Bangladesh
7. Now-a-days the price of raw materials is increasing and for this production
cost is increasing. So, as a result the price of the product will be increasing.

Objective and issue:

The primary goals of RC lemon are to give everyone most loved beverage and to
fulfil the customer needs and want. The second primary Objective is to give
benefit to the investors furthermore, make more piece of the pie. In promoting
plan, the goal is the starting point.
1.To need to make persuaded people. Furthermore, groups to increase a shared
objective. To give an acceptable, compatible canter for all exercises of an
association. Everything targets require to be SMART, Specific, Measurable,
Achievable, Realistic and Timed. Be exact about what we are going to
accomplish. Quantify our goals.
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▪ Market offer: To increase 61% of the market for sodas industry by 2021.
▪ Profitability: To accomplish a 20% return on capital employee.
▪ Promotional: To increment cognizant ness about the result of the market.
▪ Objectives for survival: To endure the current market war between
competitors.
▪ Growth: To increment the size of the overall Rc lemon venture by 10%.

Marketing Mix Strategies

Our marketing strategies will be made looking at the factors:
Product, Price, Place, Promotion.

Product:
RC lemon is a soft drink. We will get it as a bottled and canned drink. We will
get it in different size, quantity and taste. It contains calories, carbohydrate and
sugar. There is no fat, protein and sodium. We will get it in different colours and
flavours. It has no harmful element. It will be a refreshing drink for all classes of
people.
RC Lemon is a product that consists of the basic physical offering and an
accompanying set of images and services features that seek to satisfy needs. RC
Lemon is also that type product.
Quality:
To ensure the quality international quality controller and as well as international
quality standard will be followed by us. Everything should be tested from water
samples to ingredients in order to achieve the Quality of our Product.

Labeling or Packaging:
Label will contain the company logo and the manufacturing date and expiry date
of the product to inform the consumer about the product. In addition, we will give
some social massage in labeling. Full grade bottle can create further utility to
consumers. The pet bottle can create further utility to the consumers. Most of the
consumers do not crash the bottle rather using to carry water or similar consuming
things into the bottle. The marketing strategy is emphasizing this behavior of the
consumer and also designed the bottle convenient for the consumer.
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Our packaging variation:

The variants that will be offered by RC Lemon in terms of size and quantity:
175 ml Mini Bottle
250 ml Regular Bottle
500 ml Bottle
1000 ml Regular Litre Bottle
1500 ml Disposable Bottle
2500 ml Jumbo Bottle

Price:
All the beverage products in Bangladesh are delivered to the general consumer
on an average. Demand of this type of product is very price sensitive, as there are
some other competitors such as Coca-Cola, Pepsi, Virgin, Uro Cola, Mojo, Lemu
etc. We will be very careful about our pricing policies, strategies, approaches,
influencing factors etc. Pricing decision is very versatile as well as intellectual
act for the company. Partex beverage has already reached to the door of maximum
consumers more or less with a flexible price with positive response. We need to
continue that strategies.

Setting the final price:

Most of our country people earn very limited income. But the culture, the custom
has been so like that a cold drink in a party or in meeting or picnic is prestigious
looking. Again, if we are in an easily available price, there will be no question.
People will rush to it. But we also are sensible about the quality level too. So,
Partex Beverage emphasizes quality and standard level.
We will use product line pricing, and we will also offer lower prices than others.
Bottle size price
RC mini 200 ml 13tk
250ml 15tk
250ml Can 25tk
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500ml 30tk
1000ml or 1 litter 55tk
2000ml or 2 litter 95tk

Special Offers:
During Eid, puja, pohela boishakh and other occasions special pricing offers will
be given including free little bottles with large ones etc.

Place & Convenience:

Our target is to distribute RC lemon all over the country. So that people can get
it starting from departmental stores to every remote general stores.
There are various channels through which RC lemon distributes its output

Distribution Channels:

Producer

Retailer/Street
Vendors/Restaurant
s

Consumers
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Direct Channel:
Role of Divisional Agents: They will collect order from regional agents and
inform us. Then we will distribute our product to the Divisional Agents. They
distribute our product to the Local and Regional agents.

Role of Regional Agents: Will take order from Super shops, restaurants and
other retailers and deliver order information to the devotional agent. Regional
Agents receive our products through Divisional Agents and deliver those to
desired location.
We will appear in several areas with some stalls and vans carrying our products.
Our workers and volunteers will sell the products directly to the customers.

Indirect Channel
We will also use push and pull strategy for our product by using various
promotional tactics and through media. Distribution will be divided in zonal
basis, which will be 7 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.

Online Channel: We will also sell our product online. The market is firstly
getting online oriented; we have decided to take this step. We will sell our product
through ‘Chaldal’, ‘Pandamart’ and many other online marketplaces. In this way,
customers will be able to consume our product sitting at home.
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Promotional Strategy:
As we are rebranding our product RC Lemon, we have followed several
promotional strategies. Those are:

Delivering free samples: We have decided to giveaway samples in school

colleges and many other educational institutions. As our targeted markets are
young people around us, we have decided to take this initiative.
Sponsoring Events: We are also trying to sponsor some events so that we can
reach to the customer as much as possible. We are choosing big events. Because
if the event is big then many people will come to join it and they will get to know
that RC Lemon has again appeared in the market.

Social Media Promotion: We have created a Facebook Page because we believe,

soon people will be online oriented and they will want to know every information
online. In that page we have announced that whoever likes our page will get one
case of RC Lemon with 30% discount. In our Facebook Page we come with all
the information about our upcoming sponsored events so that everyone can join
us.

Competitive Parity Method: We have set our promotional budget according to

the expenditure of our competitors like, 7up, Mountain Due, Sprite etc. Because
if we want to grab the market, we have to match our promotional budget and
expenditure with the competitors. Also, we are following this method to know
about the marketing objectives of our competitors and we are willing to know
what they are going to do next so that we can compete with them in the same
way.

Sales Support:
We are trying to increase our production and sales. We are recruiting new sales
representatives from several areas. We are training them as well as our old sales
representatives so that they can apply this training to increase our sales in their
areas. Also, for transportation progress we have managed to have some more new
vehicles such as vans, trucks etc. We are sending different teams in different areas
so that they can help the other sales representatives and also get the information
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about the sales progress of our product. We believe these activities will help us
to reach as many consumers as possible.

Advertising Strategies:
Developing Advertising Strategies: At first, we have to create effective
advertising massage then we have to select several social media. In previous time
we were advertised through TV’s channels for our product. As we are rebranding
our product RC-Lemon, we have decided to fix some advertising strategies.
Previously we used to give advertisement in TV channels only. But now we have
decided to spread different kinds of advertisement in the social media also.
Because now people are spending their most of the time in social media and we
assume in future all advertisements are going to be social media oriented. Our
advertising medias are:
Electronic Media:
1. Television: We will run newly made 3 tvc on different satellite tv channel.
2. Facebook: Facebook is one of the biggest social media platforms. Most of
the people are engaged with Facebook. Now we have decided to grab this
platform with our advertisement.
3. YouTube: We have decided to spread the advertisement in every YouTube
videos as much as possible.
4. Instagram: We will run an Instagram business account for promoting our
product.
5. Different Websites: We have decided to attach all our advertisements with
several links so that the visitors who are visiting in the links they can watch
it and know about our product.

Print Media:
News Paper: News-paper is the oldest and a popular media for advertisement of
a product. We will use this platform too.
Magazines: We are going to use magazines also to place advertisements.
Billboards:
Electronic: We will use electronic billboards in the big cities.
Normal: In all over the country normal, which are not electrical billboards we
are going to use that too to place advertisements.
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Vehicle Advertisement: In cities we can see maximum buses are being used to
place advertisement of different products by different companies. we can place
some advertisement on the buses which are large.

Persuasive advertising: Through some persuasive advertisements, we are

making the consumers believe that we are giving much more benefits in our
product than the products of competitors.

Reminder advertising: As we are rebranding our product, through reminder

advertisement we are reminding our customers that we have come back in the
market.

Action Plan
In order to completely revitalize the product RC Lemon, some certain actions
could be taken to modify its brand strategy and Increase sale. This step should be
taken on the basis of new marketing strategy and customer needs. The core
purposes of this proposed new action plan are,
1. Understanding current Market trends
2. Make Customers aware of the products
3. Increase products desirability
4. Controlling the whole process.
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In order to successfully achieve these objectives, the steps are distributed to

certain group of individuals with certain time period.
Objectives Tasks Designated Due date Resources
person
(List of goals) (What you (By when (Required
need to do to (Person or they need to manpower or
achieve the team to complete logistics)
goals) whom the the task)
task is
given)
Understanding Monitoring Sales 1st June research team,
current and Manager population,
Market trends analyzing the Sample, research
market related logistics
Make Promotional Marketing 19th July Marketing team,
Customers activities Manager Advertising
aware of the agencies, media,
products Marketing
logistics
Increase Prepare the Production 1st June Manufacturing
products products for Manager plant, bottling
desirability launching plant, first line
workers, other
necessary
production
logistics
Controlling Monitor all HR Manager Prior to HR team,
the whole activities of launching operations team,
process subordinates Necessary HR
logistics

We basically want to launch our product through an occasion which is Eid Ul

Adha. So as the launching date is 20th of July so our each and every plan should
be complete by then.
For Monitoring and analyse the market Sales Manager is assigned and have to
done till mid of July even after that it should be continued.
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Marketing Executive is assigned to implement all 4p including promotional

activities. And not all but many of the activities should be continued.
But production should complete 80% by beginning of July. And this is assigned
to production manager.
Monitoring all executives task is a on-going process there is no fixed time limit.
This task is assigned to HR manger.
Following these steps rigorously would establish RC Lemon as one of the market
leaders of the soft drink market.

Budget and Controls

Budget Allocation:
Budget Allocation Implementation of a plan needs finances, if there is no finance
allocated to the plan than the plan will always remain as a piece of paper left
inside the drawer of office table. So, that we have to allocate the budget of the
rebrand product. Budgeted expenses are:
Production cost 100,000,00;
Employee training cost: 10,000,00;
Television Adverts (including TVC) 30,000,00;
Social Media 3,000,00;
Newspapers 7,000,00;
Light Boards 30,000,00;
Magazines 6,000,00;
Once budget is allocated to the project than company should move on to start
allocating the responsibilities and tasks. We have to increase employee to rebrand
the new product. Employee cost will be increase. The marketing plan will be of
no use if capable people of staff are not assigned duties and given the deadline
for fulfilling their tasks. Specify the date on which product will be launched into
the market.
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Control:
Budgetary control is a system of controlling cost which includes preparation of
Budgets coordinating the departments and establishing responsibilities
comparing performance with budgeted and acting upon results to achieve the
maximum profitable. The process of controlling budgets:
• First, the budget needs to be prepared. This budget is simply a set of financial
goals that the management wants to achieve.
• Second, when company gets the actual performance results, the management
compares it with the performance/standards set in the budget. The goal is to find
out to what extent the actual performance is in line with the budgeted performance
and to what extent is the performance off-track.
• Third, the company analyses the reasons for the deviation in the actual
performance and take corrective actions in order to improve the performance of
underperforming operations. Thus, the company may decide to increase its
workforce by a certain percentage so as to achieve the desired increase in sales. •
Fourth, Budgetary control is a system of controlling cost which includes 20

preparation of Budgets coordinating the departments and establishing

responsibilities comparing performance with budgeted and acting upon results to
achieve the maximum profitable.

Conclusion
The whole process is to rebrand RC Lemon in Bangladesh’s soft drink market.
We believe that our hard work will make RC Lemon one of the popular soft drink
in Bangladesh as it was before.