Cola Wars Continue: Coke and Pepsi in the Twenty- First Century As given in exhibit 1. Per capita consumption of carbonated soft drinks has rose from 1970 to 1999 but in year 2000 there has been a slight drop in per capita consumption. However if we see the similar data for other drinks‚ there has either been a slight rise or fall in per capita consumption in the year 2000. So the per capita consumption data reveals that other drinks are not necessarily eating up the market share of carbonated
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Coke and Pepsi Coke and Pepsi are both two big companies in the world which are known by cola. Pepsi is the biggest competitor of coke. The Coca-Cola Company is the world’s largest manufacturer‚ distributor and beverage company.(No author‚ 2009-6-26) Pepsi company is also a transnational corporation with long history. Each of them has big market in the world. However‚ a comparison of Pepsi and Coke reveals several similarities but a great number of differences. Coke and Pepsi are similar
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Marketing 7100-01 Crystal Pepsi A Giant’s Failure Fawad Anwar 6/24/2014 Crystal Pepsi: A Giant’s Failure I. Introduction Brief history of PepsiCo Brief Overview of Crystal Pepsi II. Marketing Mix Product – Crystal Pepsi and its product strategy (answering what and why) The making – Crystal Pepsi Launch Taste – The different taste promised by PepsiCo to its consumers Packaging – The attractive packaging
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POSITIONING STRATEGY POSITIONING Creating a unique and distinctive image for a brand relative to the competition Brand should be perceived as different from competitors by consumers EFFECTIVE POSITIONING Meaningful to consumers Credible/believable Unique to your brand Durable over time FOCUS OF POSITIONING Attributes and benefits of the product Competition Product user Product use or application Product class Cultural symbols Jet Blue Airways Focus on the benefits of Jet Blue
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C ASE 3 PEPSI ONE INTRODUCTION On June 30‚ 1998‚ PepsiCo shocked the beverage industry with its introduction of a revolutionary new sugarfree cola with no aftertaste. Within one hour of FDA approval of acesulfame potassium (ace K)‚ the main sweetening ingredient‚ the launch of Pepsi One was announced. Samples of the new drink were in the hands of reporters and bottlers within hours. How was PepsiCo able to formulate a new core brand so quickly? The answer is that Pepsi is no longer an American
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POSITIONING Positioning the process of designing an image and value so that consumers with the target segment understand what the company or brand stands for in relation to its competitors. It also refers to the place an offering occupies in consumers minds on important attributes related to competitive offerings. Positioning is not actually something that is done to product; rather it is something that is done to minds of consumers by marketers. It relates to now consumers perceive the product
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- 4 4.3 Promotion 4 4.0 Information Search 4 5.4 Culture and Subculture 4 - 5 5.5 Memory 5 5.6 Product 6 - 7 5.7 Promotion 7 5.0 Evaluation of Alternatives 7 6.8 Attitudes 7 6.9 Product 7 - 8 6.10 Price 8 - 9 6.11 Promotion 9-10 6.12 Personality 10 6.0 Purchase 10 7.13
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influences 9 Sociocultural influences 9 Technological influences 10 External Environment: Industry Analysis (Dess and Lumpkin‚ 2003; Porter‚ 1980) 10 Five Forces Analysis 11 External Environment: Strategic Group (Major Competitors) 12 Coca-Cola‚ Inc. 12 Kraft-Food Company‚ Inc. 13 Evaluation of the Balanced Scoreboard 13 Evaluation of RBV 14 FINANCIAL ANALYSYS 15 PROBLEM STATEMENT 17 Problem Statement #1 17 Problem Statement #2 18 Problem Statement #3 18 Alternative Solutions
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Segmentation & Product Positioning Antonio Sanguinetti Dr. Eva Ananiewicz Strayer University Marketing Management July 21‚ 2012 This paper will describe the details of a fictitious company and provided its background and will develop a marketing plan with a focus on segmenting and positioning its product and service. Thirdly‚ this paper will determine and decide upon at least one (1) foreign market for the product and service.; identify the marketing segment for the product and provide
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direct and indirect employment 1‚50‚000people (including suppliers and distributors) BEVERAGES Pepsi‚ 7UP‚ Mirinda‚Mt. Dew and DietPepsi HYDRATINGAND NUTRITIONAL BEVERAGES Aquafina ISOTONIC SPORTS DRINKS Gatorade JUICE BASED DRINKS Tropicana100%‚ Tropicana Nectars‚Tropicana Twisters and Slice LOCAL BRANDS Lehar Evervess Soda and DukesLemonade Manufacturer Sponsored Retail Franchisee Pepsi Co licenses bottlers in various markets that buy its syrup concentrate. These bottlers then
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