Download or read book An Analysis of Marketing Strategies of the U S Carbonated Soft Drink Industry written by Danai Sukhavat and published by . This book was released on 1992 with total page 170 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book An analysis of marketing strategy in the soft drink industry written by Charles Douglas Mahin and published by . This book was released on 1967 with total page 150 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Strategy Structure and Antitrust in the Carbonated Soft Drink Industry written by Timothy Muris and published by Praeger. This book was released on 1993-05-30 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Pepsi-Cola and Coca-Cola are widely recognized as being two of the premier marketing companies in the world. They have introduced a great variety of new products and package types. They have raised celebrity advertising to a new level. Coca-Cola even changed the formula for Coke. These and other developments in the carbonated soft drink industry came about from major strategy changes by Pepsi-Cola and Coca-Cola. Rather than simply reacting to a changing competitive environment, PepsiCo and The Coca-Cola Company have created and implemented strategies that turned the new environment to their advantage. Although Pepsi-Cola attacked Coca-Cola's dominance and achieved near-parity with Coke in bottled soft drinks, both Coke and Pepsi have benefitted from fighting the Cola Wars. The battle between them has stimulated continuing growth in an industry regularly pronounced by the experts for many years to be on the verge of maturity. One widely ignored aspect of the Cola Wars is the ongoing transformation of the soft drink distribution systems of Coca-Cola and Pepsi-Cola from systems of independent bottlers to captive bottling subsidiaries. Chandler advanced the hypothesis that successful firms develop strategies to take advantage of new opportunities, and that those strategies then determine the organizational structure required for effective implementation. We find that changes in the organization of the two leading carbonated soft drink firms' distribution systems provide support for Chandler's hypothesis. The independent bottling systems were a unique and effective organization for many decades. Changes in the external environment, however, raised the costs of transacting between the parent concentrate manufacturers and their independent bottlers. In particular, the new competitive environment required rapidly changing product and marketing strategies, and the implementation of these strategies required the close cooperation of the distribution systems. In effect, Coke and Pepsi needed to change the organization of their distribution systems to implement effectively the strategies that stimulated the new competitive environment, because the relative transaction costs of the independent bottling systems in the new environment were too high. The book presents a strategic analysis of the history of the industry.
Download or read book Coca Cola s Marketing Strategy An Analysis of Price Product and Communication written by Julia Anders and published by GRIN Verlag. This book was released on 2013-09-11 with total page 59 pages. Available in PDF, EPUB and Kindle. Book excerpt: Research Paper (undergraduate) from the year 2011 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,0, , language: English, abstract: Coca-Cola: a Soft drink which is not only refreshment, but an American symbol. Coca-Cola has grown to one of the world’s biggest and most successful companies. Such a success could only be achieved by a strong and outstanding Marketing Management. Coca–Cola connects with its audience and customers in a way that other companies don’t do. This report provides information about Coca–Cola’s Marketing Strategy and analyzes its communication, product and price policy.
Download or read book Coca Cola s Marketing Strategy written by Julia Anders and published by . This book was released on 2013-09 with total page 60 pages. Available in PDF, EPUB and Kindle. Book excerpt: Scholarly Research Paper from the year 2011 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,0, - (University of International Studies, Ramkhamhaeng, Bangkok), language: English, comment: A profound paper about Coca Cola's Marketing Strategy. It was a final paper for two combined Marketing courses taught by a German professor (Wiesbaden Business School)., abstract: Coca-Cola: a Soft drink which is not only refreshment, but an American symbol. Coca-Cola has grown to one of the world's biggest and most successful companies. Such a success could only be achieved by a strong and outstanding Marketing Management. Coca-Cola connects with its audience and customers in a way that other companies don't do. This report provides information about Coca-Cola's Marketing Strategy and analyzes its communication, product and price policy.
Download or read book The U S Soft Drink Market a Strategic Marketing Analysis and Biennial Review written by Business Trend Analysts, Inc and published by . This book was released on 1984 with total page 520 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Analysis of key marketing themes for Pepsi Cola written by Benjamin Pommer and published by GRIN Verlag. This book was released on 2014-08-25 with total page 25 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2014 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3, University of Applied Sciences Essen, language: English, abstract: PepsiCo is a global consumption goods company with a very diversified portfolio. The company focuses on beverages and “junk” food. When it comes to brand value and numbers of sold cola beverages, Coca-Cola Co has a unique market share. Especially on the cola-market, both companies are the most successful competitors worldwide. In Germany, Pepsi-Cola has not been as long on the market as Coca-Cola. None-theless, Pepsi proved to be a strong opponent by initiating clever marketing cam-paigns. However, the German market for cola products is much more competitive than the US-market. The strategic planning analysis of PepsiCo, using Kotler’s four P’s, shows, how much Pepsi-Cola’s suffers from its lack of image compared to Coca-Cola. Pepsi-Cola is very present in retails and commercials, but does not have a trustful brand image. Pepsi-Cola’s image as a cheap cola drink is a threat to its future deveopment, because a decline in the product-life-cycle is possible. PepsiCo’s focus on the German beverage market needs to include a product development, that show consumers, that Pepsi-Cola can be a tasty as well as a sustainable product. The strategy of product diversification must not contain Pepsi-Cola as the main beverage drink of the company.
Download or read book Transformation and Continuity written by Harold Saltzman and published by . This book was released on 1999 with total page 280 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Competition and Concentration written by Robert D. Tollison and published by Free Press. This book was released on 1991 with total page 232 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Dynamic Interaction written by Andreas Stahel and published by . This book was released on 2010 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: This paper analyzes dynamic interaction between Coca Cola's and PepsiCo's marketing strategy in the duopolistic U.S. carbonated soft drink industry. The focus is on advertising activity as well as product innovation and imitation of both rivals between 1990 and 2008. By means of a qualitative model it will be shown that strategic decisions are highly dependent on competitor's previous and current strategic action. The methodology of the causal loop diagram allows to understand the causal interrelation of marketing strategy between the two complex systems Coca Cola and PepsiCo. Based on theoretical knowledge and empirical data from the U.S. carbonated soft drink industry, the model explains where and how interaction in the duopoly takes place.
Download or read book The U S Soft Drink Market written by and published by . This book was released on 1989 with total page 756 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book An investigation into the role of emotional branding in the cola market with particular reference to Coca Cola written by Miriam Mennen and published by GRIN Verlag. This book was released on 2010-03-12 with total page 56 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bachelor Thesis from the year 2005 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 70 % - A, New College Durham, course: BA (HONS) Management, Business and Administration, language: English, abstract: The business area of marketing has become increasingly important over the last few decades turning marketing activities into a critical success factor. Emotional benefits in marketing have received more and more attention and discussion because they work beyond the awareness of the customer and influence their buying behaviour. In an article from the Canadian Marketing Association, Glenn Livingston (2004) says that most of the people do not want to believe that they are or can be emotionally influenced by brands. They do not want to admit to using brands as a method of partially supporting their self-esteem but this is what makes the emotional benefit motivation such an important technique in marketing. It is the case that emotional benefits are so elusive and hidden that it makes them incredibly powerful and persuasive. Companies like Coca-Cola, Gillette or Victoria’s Secret understand the art of accessing, with intelligence and sensitivity, the true power behind human emotions. They form their brands in a way that they become a face and a character in order to reach the overall aim: the identification of customers with the brand. Today’s most successful brands have built relationships with consumers by engaging them in a personal dialogue that responds to their needs. In fact, many brands make the mistake of trying to force the emotional benefit by telling the customer directly. As soon as this thought is then put into language and made conscious, a person’s adult mind will make rational decisions and realize that this product does not make them a different person. As Coca-Cola is the number one on the “Interbrand’s Annual Ranking of 100 of the World’s Most Valuable Brands”, the researcher will take this brand as an example and applies the findings on how consumers are emotionally attached by this brand and how it was able to find its way into consumers’ psyche. The basic knowledge of marketing and the nature of emotional branding as a specific marketing tool is provided in chapter two through the use of an extensive literature review, which examines the key theoretical perspectives influencing this study.
Download or read book Transformation and continuity the U S carbonated soft drink bottling industry and antitrust policy since 1980 written by and published by DIANE Publishing. This book was released on with total page 274 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Market definition and analysis of Pepsi Cola written by Benjamin Pommer and published by GRIN Verlag. This book was released on 2014-08-25 with total page 29 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2014 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3, University of Applied Sciences Essen, language: English, abstract: PepsiCo is a global consumption goods company with a focus on beverages and “junk” food. The total revenue in 2013 underlines its global significance. Compared to Coca-Cola Company, PepsiCo is stronger in North America and around the globe, but that is a direct result of PepsiCo’s diversified portfolio. When it comes to brand value and numbers of sold cola beverages, Coca-Cola Co has a unique market share. Especially on the cola-market, both companies are the most successful competitors worldwide. Pepsi-Cola has a very long history, but had only been a domestic product in the United States until the late 1940s. Therefore, Coca-Cola has an advantage regard-ing international distribution. In Germany, Pepsi-Cola entered the market almost 30 years after Coca-Cola. Nonetheless, Pepsi proved to be strong opponent by initiat-ing clever marketing campaigns. After the so-called “Pepsi-Challenge” in the 1970s PepsiCo could succeed temporarily in winning the consumers’ hearts. However, the German market for cola products is much more competitive behind Coca-Cola than the US-market. Traditionally, Coca-Cola is the main producer of cola in Germany followed by local products from dicount markets. Next to the big international players, the German beverage industry is very diversified and oriented locally. Pepsi-Cola is available in nearly every German supermarket. It is also very present due to PepsiCo’s strong focus on advertising and sponsorship. But among German consumers Coca-Cola still maintains its pole position supported by a dominent brand image. This turns out to be one of the most obvious threat to Pepsi-Cola’s market position. Addtionally, Pepsi-Cola’s image as a cheap cola drink is firmed, because of PepsiCo’s focus on distribution through discount markets. The development on the German beverage market shows the importance of sustainable packaging and ingredients. Therefore, Pepsi-Cola has to rely on its niche position in order to offer an alternative meeting consumers’ requirements in the future.
Download or read book American Soft Drink Industry and the Carbonated Beverage Market written by K'o-ching Shih and published by . This book was released on 1965 with total page 147 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book A Strategic Analysis of the U S Soft Drink Market and Conclusions for Red Bull written by Daniela Stettler and published by . This book was released on 2014 with total page 286 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Incomplete Vertical Integration written by Takanori Adachi and published by . This book was released on 2020 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: This paper empirically illustrates a new aspect of vertical integration that may hurt consumer welfare other than foreclosure and misuse of rivals' information by considering the possibility that a vertical merger turns out detrimental to the merged entity. My empirical results using data from the U.S. carbonated soft drink industry show that one company's vertical merger is consistent with the efficiency-based view: it raised its market shares, lowering its product prices. In addition, whether its bottler also distributes another company's products has little effects on its prices and market shares. These results hold qualitatively if heterogeneous time trends and non-uniform weighting across the treatment and the control groups. However, it is less apparent that the other big company's vertical merger improved its internal coordination. As opposed to the efficiency-based view of vertical integration, its prices did not decrease, though its market shares rose. More importantly, its vertical merger increased another company's shares by 5 to 6 percent (with a slight price increase) in counties where it takes charge of that company's distribution, and this effect is statistically significant, remaining true with the robustness checks described above. This contrast is also observed in a complementing event study analysis.
