Market Segmentation Of Pepsi At An International Level The history of Pepsi-Cola starts in 1896 in the town of New Bern in North Carolina‚ USA in a drugstore owned by the pharmacist Caleb Bradham. He came up with many recipes of new drinks to be served at the soda fountain of his drugstore. Brad ham aim was to create a drink both delicious‚ healthy‚ aiding digestion and boosting energy. It would be free of impurities and it should not contain any strong narcotics. Eventually one of his drinks became
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others as superior to lead the market. Looking back at the 70’s we can see the brawl between the two highly popular brands Pepsi and Coca-Cola. The brawl started with the Pepsi challenge. The consumers were offered a choice of colas between Coca Cola and Pepsi. As it was a Pepsi challenge‚ they were the obvious winner. Moreover‚ in the 70’s‚ people preferred sweet colas. So‚ Pepsi was the obvious choice. Later though Coca- cola came back with the launch of ’Coke’‚ and boasted its taste better‚ the very
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Coke’s image has been linked to the “US” lifestyle: modern/affluent 4. What was Pepsi’s strategy in competing against this strong meaning web of Coca-Cola? Pepsi has always been a follower. It challenged the Coke’s “product-centered strategy” by holding blind-tasting tests into strong coke’s markets in 1960. By 1983‚ the “Pepsi Challenge” had made its way across the
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"Cola Wars Continue: Coke and Pepsi in 2010" Read and Apply: Michael E. Porter (2008)‚ “The Five Competitive Forces that Shape Strategy”‚ Harvard Business Review‚ (January 2008)‚ pp. 2-17 Assignment Questions (AQ) (a) Why has the soft drink industry been so profitable for concentrate producers? Compare the economics of the concentrate business to the bottling business: why is the profitability so different? [50% points] The soft drink industry has been extremely profitable for Concentrate
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between Coca-Cola & Pepsi can be deemed as legendary‚ “the top soft drink competitors in the world spend millions of dollars yearly to try and convince you that their version of soft drink is better” (Dotson pg 1). Over the past century‚ it seems they have feuded over everything from who has superior taste‚ to the pursuit into space‚ and more recently over NASCAR and the social media race. Regardless of who is ahead in the competition‚ the battles between Coca-Cola & Pepsi demonstrate important
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$350-$400 million a year ... forever" (Marketplace Roundup‚ 2004). Pepsi-Cola: The Challenger With the exception of brief bankruptcy stints in 1923 and 1932‚ Pepsi-Cola assumed its place at the heels of Coca-Cola through its creation of an extensive franchise bottling network and distribution outlets (Yoffie‚ 2004). Over the years‚ the Pepsi-Cola company has expanded its product offerings‚ through R&D and acquisitions‚ to include: Diet Pepsi‚ Mountain Dew‚ Mug Root Beer‚ Slice‚ Sierra Mist‚ Lipton‚ Aquafina
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the introduction of New Coke. Coca Cola had been battling with Pepsi Cola since Pepsi’s introduction in 1903. Until just after World War II‚ Coca Cola had a commanding 60% market share1. Pepsi’s superior management decisions and marketing mix with the aging of the baby boomers enabled them to close the gap in the soft drink market segment. As the baby boomers got older and more health conscious coca cola began to lose market share. Pepsi‚ which was already the favorable product for the younger less
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rivalry between Coca-Cola‚ the traditional market leader‚ and Pepsi Cola‚ the perennial runner up‚ took an unexpected turn in the mid-1970s. Pepsi’s consumer research had discovered in blind taste tests that a majority of consumers preferred the taste of Pepsi over that of Coke. In fact‚ even a majority of loyal Coke drinkers were reported preferring Pepsi in the tests. Pepsi began communicating these findings to consumers through "Pepsi Challenge" television ads‚ during those days‚ showing taste tests
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Cola Wars Continue: Coke and Pepsi in 2010 1. Why‚ historically‚ has the soft drink industry been so profitable? Soft drink industry is profitable because the industry has concentrated revenues between 2 major players and it is virtually impossible for a new player to compete with the key players. The industry giant’s wield power over the retail outlets. Convenience stores‚ vending machines‚ fountains are widely distributed and hence they don’t have the power to bargain over pricing issues and
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(147613) Sebastiaan Prins (112381) Luc Zijlmans (149689) | Coca Cola & Pepsi | Analysis International Strategy | Coca Cola & Pepsi | Analysis International Strategy | Index 1. Analysis International Strategy 3 2. The Coca-Cola Company & PepsiCo 4 3. Marketing 5 3.1 Marketing mix of Coca Cola 5 3.2 Marketing mix of Pepsi 7 3.3 Brand differentiation 8 3.4 Coca-Cola & Pepsi Worldwide 8 4. Management 9 4.1 Management Coca-Cola 9 4.2 Management PepsiCo
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