MARKETING STRATEGY OF SOFT DRINK INDUSTRIES FACULTY GUIDE SUBMITTED BY:- DESIGNATION Vipul Kumar Dr. ILA chaturvedi B.COM (H) EVENING
a market research company to find out the preferences and the amount of consumption of carbonated soft drinks in Center City, USA. The research firm selected a random sample of 80 residents, who are 16 years of age or older. The company then collected a data for each resident, including age, estimated amount of soft drink consumption per week and the preferences among four categories of soft drinks; Coca Cola, Pepsi, Dr. Pepper or Other. The responses of the survey were recorded using code numbers
Introduction: In the United States, The Soft Drink Manufacturing and carbonated beverages market is dominated by three major companies. They are Coca-Cola, PepsiCo, and the Dr. Pepper Snapple Group. These companies account for 66% of the total market shares Coca-Cola (28.6%), Pepsi Co Inc (26.8%), and the Dr. Pepper Snapple Group (8.6%). The carbonated soft drinks account for 65%, and noncarbonated beverages account for 35% of the industry market. The demand for soft drinks is driven by consumer tastes
rivalry between the two- Coke and Pepsi has totally shaped the soft drink industry of the world (combined they are 73% of the market share). The most battles of the cola wars were fought over the industry in the USA, where the consumption by an average American is 53 gallons of carbonated soft drinks per year. In a competitive struggle, from 1975 to 1995 both had achieved average annual growth of around 10% because of increase in soft drink consumption consistently in US and worldwide. Then this cozy
The Justification for a Soft Drink Tax The Coca-Cola brand has built itself into a staple of American culture. This is a terrifying thought for public health advocates who see Coke and other soft drinks as being major culprits behind a growing national health crisis. Empirical evidence shows that over-consumption of soft drinks clearly causes harm to the individuals who consume them, however, the waging battle over soda legislation will not be won on the grounds of health alone. The argument that
a combination of a product name, trademark logo, unique packaging and design, but despite these features, a brand does not truly exist yet because the product has no history. Therefore, this essay examines how and why Coca Cola has dominated the soft drink industry for a long time compared to other producers and this explains how branding has influenced the consumers and their buying decision. The strength of a brand differs from one industry to another. In the past, branding was used to determine
1 1. Why is the soft drink industry so profitable? An industry analysis through Porter’s Five Forces reveals that market forces are favorable for profitability. Defining the industry: Both concentrate producers (CP) and bottlers are profitable. These two parts of the industry are extremely interdependent, sharing costs in procurement, production, marketing and distribution. Many of their functions overlap; for instance, CPs do some bottling, and bottlers conduct many promotional activities
Executive Summary Introduction Coca-Cola is the biggest supplier and producer of carbonated soft drink which are heavily known and sold all over the world. The Coca-Cola Company claims that the drink is sold in more than 200 countries worldwide. Coca-Cola are the biggest drink manufacturer in the world and because of its soaring popularity it is the most popular beverage in the world. Forbes ranks Coca-Cola as #4 on the world’s most popular brand with a brand value of $56billion as of 2015. Coca-Cola
1. BUSINESS CASE Pros of Obesity Campaign for a soft drink company i. In the case of business, obesity campaign can lead to awareness of the people to know more about soft drinks and can be a form of marketing to the people. So it can lead to increase of the sales hence generating income to the company. ii. Obesity campaigns can lead to promotions by the soft drinks company, who might develop other drinks and eating beverages which cannot lead to obesity hence cumbering the products which contributes
Written Summary Question: Explaining the role of 'suppliers' in an organization's microenvironment. Discuss the impact the supplier environment might have on the marketing of soft drinks. Definition of suppliers: Firms and individuals that provide the resources needed by the company to produce its goods and services (lecture 3, p10). This includes materials and parts, capital items, supplies and service. (Diagram 1.4) The Role of suppliers Suppliers play a vital role in an organization's microenvironment