- PAGE 4-6 CHAPTER 2 INDUSTRY PROFILE - PAGE 7-11 CHAPTER 3 COMPANY PROFILE - PAGE 12-63 COCA-COLA COMPANY - PAGE 13-17 GLOBAL MARKET SHARE OF COCA-COLA - PAGE 17-18 TRENDS AND FORCES - PAGE 19-22 POTER’S FIVE FORCES - PAGE 22-29 PESTLE ANALYSIS - PAGE 29-33 SWOT ANALYSIS - PAGE 33-40 COCA-COLA INDIA - PAGE 41-42 PRODUCTS IN INDIA - PAGE 42-46 MARKETING MIX - PAGE 49-58 PESTLE ANALYSIS
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Case Study: Coke Zero I highly agree with the statement that “companies should develop products what will bring new customers into market rather than just creating variants on the old” (Lamb et al. 289) because when old products failed‚ it is an opportunity for the company to invest in different market segments— “a subgroup of people or organizations sharing one or more characteristics that cause them to have similar product needs” (Lamb et al. 261)—that could potentially increase additional consumers
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The Coca Cola Company: Diversity and a Global Presence You do the Research: 1. I don’t think that Coke can stay up with changing tastes for non-cola drinks. I believe that Goizueta did have the right idea to develop new products‚ but Coke fell behind after some embarrassing problems within the company‚ such as the 1999 contamination scare‚ their slowing unit growth‚ ugly class action racial discrimination suit (which result in a $195.2 million settlement with 2000 employees)‚ and an aborted
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rationale behind choosing Coke Zero Coca cola We recognise that Coca Cola is the market leader of the soft drink industry‚ currently holding a 26.7% share of the market [Snapdata International Ltd (2006) UK Soft Drinks 2006] The company has a reputable brand image‚ which has been upheld continuously through various marketing strategies‚ mainly a straight extension approach of continuous reinforcement of the same message to create global brand awareness [Hollesen‚ S. (2001)] Coke Zero 2006 saw the
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that also has a great effect on the corporate image as well. It is rated as the world’s number one cold drink and is famed for its internationally well-known brand name “Coca-Cola”. Coke is well supported by Coca-Cola Ltd. in the local market and enjoys distinct position. Brand Positioning The brand positioning of the Coca Cola is very strong. Company focuses on the TOM. This top of the mind strategy leads the consumers to remember the product as well as position the product as number one. Positioning
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image. Cindy even helped to design a collection dedicated to her: the Constellation My Choice. PEPSI: Today’s PepsiCo‚ Inc. was found in 1965 through the merger of Pepsi Co and Frito-Lay‚ the world’s largest manufacturer and distributor of snack chips. In 1998‚ it acquired Tropicana‚ the world’s largest marketer and producer of branded juices. In addition to the main body of 3 companies‚ the Pepsi-Cola Incorporation also owns four well-known fast food restaurants in the world; they are Pizza Hut
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Pepsi Max 1 problem identification: Introducing new low calorie and sugar free soft drink and consumers are unaware of it‚ but they are aware of Pepsi brand in the market 2 target audience: Geographic: Land: world wide Demographic: Age: 15-35 Gender: males who want to stay healthy Psychographic: Social status: upper / middle / lower SWOT analysis Strength Pepsi has stayed in this market for almost one century. So they are so experienced and stationed in
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of offering cheaper sodas than Coke or Pepsi? Dr Pepper likely depends more heavily on advertising to gain market share because their product is completely different then the anchor products offered by Coke or Pepsi. Both of which are cola based products‚ whereas Dr Pepper is a different pepper flavored based soda. Additionally Dr Pepper is held by Cadbury Schweppes‚ a company who holds the third largest share of the U.S. soft drink market‚ behind the Coca-Cola Company and PepsiCo. Inc. Given
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1. * Coca-Cola is a carbonated soft drink sold in stores‚ restaurants‚ and vending machines in every country except Cuba and North Korea. It is produced by The Coca-Cola Company of Atlanta‚ Georgia‚ and is often referred to simply as Coke (a registered trademark of The Coca-Cola Company in the United States since March 27‚ 1944). Originally intended as a patent medicine when it was invented in the late 19th century by John Pemberton‚ Coca-Cola was bought out by businessman Asa Griggs Candler
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embracing the concept of "customer life value"‚ branding is integral. A powerful‚ well-established brand also removes the product from the "commodity" category and often allows the company to operate without the need to participate in competitive price wars. Branding has taken on a greater significance in the past decade as companies begin to see their brands as assets - as valuable and as tangible as their systems and patents. So brands have become more than marketing slogans and icons today: they are
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