CASE STUDY - PEPSI: PROMOTING NOTHING QUESTION 1: What markets should Pepsi target for Aquafina? Pepsi Cola and Coca-Cola have been competing with each other for many years through numerous taste tests and television ads. One of the ideas they came up with is water. In the early 1990s Evian and Perrier were the brands that dominated the niche and helped establish bottled spring water’s clean‚ healthy image. Pepsi first tried to attack this market with bottled and sparkling water but failed. In
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potential entrants. Of the five forces‚ competition is the highest weight between Pepsi and Coca-Cola. Industry Rivalry • Coca-Cola and Pepsi-Cola claim nearly 75% of the U.S. carbonated soft drinks marker sales volume in 2004. Each are globally established. • Other competitors including Cadbury Schweppes‚ Dr. Pepper/Seven-up Cos.‚ Cott Corporation‚ and Royal Crown Cos. struggle gaining market share due to Coca-Cola and Pepsi-Cola’s tight grip on retailers‚ bottlers‚ and distribution channels. Suppliers
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designed to help companies find ways to off-set a rival company and to help develop a more solid business plan. It has been known over the years a rivalry has existed been two of the biggest soda companies‚ Coca Cola and Pepsi. Three of Porter’s forces that are exemplified in this “coke war” are buyer power‚ barriers to entry‚ and rivalry which will be explained and elaborated on in the following essay. Buyer Power The retailers have a low to moderate buyer power over the consumer soft drink
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The Reformulation 2 3. How had the Coca-Cola management got it so wrong? 3 4. Were there less drastic alternatives? 5 5. Understanding your Loyal Customer 6 6. Conclusion 7 Reference 8 1. Introduction Coke was invented by Dr. John Pemberton‚ an Atlanta pharmacist and his three-legged brass pot all the way back in 1886; by 1985 Coke was closing in fast on its centennial anniversary. (Cook‚ 2002) Coke along with the legendary chairman Roberto C. Goizueta
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in 2008 indicating growth. • As of 2003‚ the Coca Cola brand (regular and diet) was the leader in the Brazilian soft drink market with 35.6% market share. Second closest was Guarana Antartica with 7.9% market share followed by Fanta with 7.1% market share. • Coca Cola is the leader in Brazilian market holding 50.1% market share‚ AmBev with 17.2% market share is at 2nd position and others-Tubainas accounting for the rest (Dec’ 2003). • The cola flavor accounted for 45% of the Brazilian soft drink
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Study Of The Coca-Cola Company Group 1 Charis McWhorter William Chasteen Christina Davis Brian Gladney Jasmine Verden 2 Introduction The Coca-Cola Company operated as an “independent‚ local business” until it merged with John T. Lupton and BCI Holding Corporation. Collectively‚ they became known as the Coca Cola Enterprise Incorporation (Inc.). They began to offer stock‚ and stales instantly increased. Additionally‚ it merged with the Johnston Coca-Cola Bottling Group‚ Inc.
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CBS Tells SodaStream to Revise Brand-Bashing Super Bowl Spot Commercial Attacked Bowl Sponsors Coke and Pepsi -- and Wasn’t Just PR Ploy Published: January 25‚ 2013 All was surprisingly quiet this year on the "They Censored My Super Bowl Ad" front ... until Friday‚ when Alex Bogusky tweeted that CBS had rejected the Super Bowl spot he was working on for SodaStream. Every year‚ the Super Bowl attracts some of the best and most high-priced advertising in the world. But it also lures a horde of
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offers the world’s largest portfolio of billion-dollar food and beverage brands‚ including 19 different product lines that generate more than $1 billion in annual retail sales each. Our main businesses -- Quaker‚ Tropicana‚ Gatorade‚ Frito-Lay‚ and Pepsi Cola -- also make hundreds of other enjoyable foods and beverages that are respected household names throughout the world. With net revenues of approximately $60 billion‚ PepsiCo’s people are united by our unique commitment to sustainable growth by investing
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A BRAND AUDIT Table of Contents Introduction: 3 Brand Inventory 6 Brand Elements: 6 Diet Pepsi and Pepsi Company Profile (appendix)– (To be added) 9 MARKETING MIX: 9 Product Characteristic and Attributes 9 Price 11 Promotion 12 Points of Parity and Points of Difference between Diet Coke and Diet Pepsi – (To be added) 15 Brand Exploratory 15 Brand Awareness 15 Brand Image 16 Interpretation of Brand Exploratory: 19 Introduction: No one thought a drink sold for five
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PESTEL Analysis for Coke Coca-Cola is recognized as the world’s most valuable brand. Political * Firstly we should mention that Coca Cola is a manufacturer and distributer of drinks and syrup that fall under a variety of food laws‚ mainly the FDA (Food and Drug Administration). If those standards (may differ strongly) are not met‚ potential fines may apply. The FDA ensures and certifies that ingredients meet the laws globally. * Changes in laws‚ especially new tax laws or tax rate changes
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