...The Cola Wars are a campaign of mutually-targeted television advertisements and marketing campaigns since the 1980s between soft drink manufacturers Coca-Cola Company and PepsiCo Incorporated. * | [edit]Competition Many of the brands available from the three largest soda producers, The Coca-Cola Company, PepsiCo and the Dr Pepper Snapple Group, are intended as direct, equivalent competitors. The following chart lists these competitors by type or flavor of drink. Flavor/type | PepsiCo | The Coca-Cola Company | Dr Pepper Snapple Group | Cola | Pepsi | Coca-Cola | RC Cola | Diet Cola | Diet Pepsi / Pepsi Light Pepsi ONE Pepsi Max Pepsi Next | Diet Coke / Coca-Cola Light Tab Coca-Cola Zero | Diet Rite Diet RC | Cherry-flavored cola | Pepsi Wild Cherry | Coca-Cola Cherry | Cherry RC | "Pepper"-style | Dr Slice | Mr. Pibb / Pibb Xtra | Dr Pepper | Orange | Mirinda Tropicana Twister Tango Slice | Fanta Minute Maid | Crush Sunkist | Lemon-lime | Teem Sierra Mist 7 Up (in countries other than US) | Sprite Lemon & Paeroa | 7 Up | Other citrus flavors | Mountain Dew Kas Izze | Mello Yello Vault Fresca Lift Lilt | Sun Drop Squirt | Ginger ale | Patio | Seagram's Ginger Ale | Canada Dry Schweppes Vernors | Root beer | Mug Root Beer | Barq's Ramblin' Root Beer (until 1995) | A&W Root Beer Stewart's Rootbeer Hires Root Beer | Cream soda | Mug Cream Soda | Barq's Red Creme Soda | A&W Cream Soda | Juices | Tropicana Dole (prepackaged...
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...CASE STUDY : COLA WARS CONTINUE : COKE AND PEPSI IN 2006 The case study “Cola Wars Continue: Coke and Pepsi in 2006” focuses on describing Coke and Pepsi within the CSD industry by providing detailed statements about the companies’ accounts and strategies to increase their market share. ‘ Cola war’ is the term used to describe the campaign of mutually targeted television advertisement & marketing campaigns between Coke & Pepsi. Furthermore, the case also focuses on the Coke vs. Pepsi goods which target similar groups of costumers, and how these companies have had and still have great reputation and continue to take risks due to their high capital. Both Coke & Pepsi have segmented the soft drink industry into two divisions, via – 1.Production of soft drink syrup. 2.Manufacturing & distribution of soft drinks at retail level. Coke & Pepsi have chosen to operate primarily on the production of soft drinks syrup,while leaving independent bottlers with more competitive segment of the industry.The purpose of this report is to gain insight into the possible strategies that can be applied, in order to expand the overall throat share in the future. History revealed that a highly competitive strategy that was utilized in the past by both companies resulted in cannibalization. Because of this, the report is described from the perspective of both Coca-Cola and Pepsi. This report focuses on increasing the overall share and finding new opportunities in the unrevealed...
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...Coca Cola Wars Case Analysis July 31, 2010 Executive Summary Coca-Cola was invented and marketed in 1886 by a pharmacist named Dr. John Pemberton he named Coca-Cola after the coca leaves and kola nuts he used in order to create the product. Twelve years later in 1898 Caleb Bradham created Pepsi Cola for the beneficial effects it claimed to have on upset stomachs and indigestion. The enmity between the two soda companies are known as the “Cola Wars”. The war began in the 1960’s when Coca-Cola’s supremacy ruled the market as the beverage of choice above Pepsi Cola. Due to the competition between the two rival cola companies actions became extreme and forced both companies to implement strategic methods in order to keep the competitive edge over the other. Coca Cola Wars Case Analysis I. Current Situation: Coca-Cola's and Pepsi Cola’s marketing strategies has been as impossible to tell apart as the products themselves, both companies rely on vibrant colors, catch phrases, attractive people, and famous entertainers to grab consumer’s attention and to entice them into purchasing their products. In 1941 Coca-Cola officially renamed their product to “Coke” as an official trademark with a series of advertisements informing consumers that “Coke” means Coca-Cola (Coca-Cola, 2011). Pepsi was first introduced as " Drink" in 1898 by Caleb Bradham its inventor who created Pepsi at his home, it was later that Bradham changed the name and officially named the beverage Pepsi...
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...Soft drink industry: The Soft Drink Industry is primarily engaged in manufacturing non-alcoholic, carbonated beverages, mineral waters and concentrates and syrups for the manufacture of carbonated beverages. Soft drink industry is very profitable, mainly for the concentrate producers than the bottler’s. The leading players of the market are Coca-Cola, Pepsi Cola, and Cadbury Schweppes. In this industry, fierce rivalry between dominant producers Coca-Cola & Pepsi and the bargaining power of the buyers who place huge orders for soft drinks are strong, while the threat of new entry and the threat of substitutes are mild. And, bargaining power of the suppliers is conditional. Threat of Entry: New Entrants to an industry bring new capacity and a desire to gain market share that puts pressure on prices, costs, and the rate of investment necessary to compete. Threat of a new entry is considerably low in today’s soft drink market. In the initial stages of the industry, Coca-cola was the dominant leader of the market, and then new entrant Pepsi made a huge impact on sales and profits of Coke. But, today Cola-Wars between Coke and Pepsi are so dominant, that possible threat of a new entrant is relatively low. The several factors that make it difficult for the new companies to enter the soft drink market include: 1. Role of bottlers: * Bottlers purchase concentrate, add carbonated water and high-fructose corn syrup, bottle the resulting CSD product and deliver it to...
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...<Strategic management case analysis-“Cola wars continue”> 1. There are several reasons for soft drink industry to have been so profitable. To calculate profit, we use this formula “Profit=Price*Quantity-Cost”. The sales of soft drink soared after the 1970s based on its increasing availability and diverse flavors. People literally demanded soda more than any other beverages so it affected the quantity. Due to inflation that made overall price higher, consumers felt the real price of CSD lower than before so the quantity demanded went up. In accordance with this, in my personal opinion, other than the large sales quantity of CSDs, the cost of this category is very low. The materials for soda are mainly concentrate, sweetener, and water-and it costs very low. With certain price and this cheap cost, its gross margin is very high. 2. Concentrate producer’s most significant costs were for advertising, promotion, market research and bottler support. Due to its industrial properties, the concentrate manufacturing process needed little capital investment in machinery, overhead or labor as you can figure out from what its major costs are. Building one plant only costs about $25million to $50million which serves the entire United States. On the contrary, the bottlers purchase concentrate, add additional materials, bottle it and deliver it to customer accounts. As you can see, most part of the manufacturing cycle that we can think of occurs in the hand of the bottlers...
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...Group 8 - Core B Session 4 - Case Notes 08/24/2006 Professor: Arvind Bhambri Case: Cola Wars Continued: Coke versus Pepsi in the Twenty-First Century Intro: Syllabus Page 16 The Soft Drink industry has been assigned as the vehicle for tackling the topic of industry analysis and competitive dynamics. The case covers developments in the soft drink industry through 1993. It describes how the industry evolved into its current structure largely following Coca-Cola’s leadership. What is particularly interesting is determining why the major competitors in the industry have been able to earn above normal returns for close to 100 years, and why the industry is organized the way it is. The case allows us to analyze how the actions and reactions of competitors over time work to create their own industry structure. The case also allows us to examine how prior strategic commitments to particular strategies create competitive positions, which in turn constrain the future competitive moves of firms. Since competitive positioning determines a firm’s long-run performance, we need to thoroughly grasp the essentials of what makes some competitive positions and competitive strategies more viable, and others not, and why. Discussion Questions: 1. 2. 3. Why has the soft drink industry been so profitable? a. Since 1970 consumption grew by an average of 3% b. From 1975 to 1995 both Coke and Pepsi achieve average annual growth of around 10% c. American’s drank more...
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...Cola Case Study 1: Attractiveness of the Carbonated Soft Drink Industry By Section 1_8 Paul Ponomaryov (100390461) Gerald-René Goldwater (100491316) Eric Packer (100481757) Course Name: Strategic Management for Professionals BUSI-3700U- 001 Submitted to: Hamid Akbari Due Date: September 30, 2015 Word Count: 798 Introduction The carbonated soft drink industry has been a very competitive industry over the last hundred years. The two main players in the carbonated soft drink (CSD) market, Pepsi and Coca-Cola, have been in a nonstop rivalry to become the market leader. Smaller players also exist, but how attractive is the industry as a field to do business? We will use Porter’s Five Forces to analyze the market’s overall attractiveness. 1. Buyer Bargaining Power Buyer Bargaining Power has always been high in the CSD industry. Although brand loyalty has always been important, it’s very easy for most customers to change products if they don’t like the price or taste. In the case of New Coke, the outcry from Coca-Cola’s consumers caused Coca-Cola to revert their entire formula. The consumers quickly let it be known that they did not like the change, and Coca-Cola had no choice but to acquiesce. By the early 2000s US soft drink consumption began falling, but by as little as 3% - CSDs still held the majority of market share; around half of the total drinks market (Yoffie & Kim, 2011, pg. 13). In response to this slight decline another outbreak in...
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...clusive use at Institute of Management Technology, Hyderabad (IMT,HYD), 2015 9-702-442 REV: JANUARY 27, 2004 DAVID B. YOFFIE Cola Wars Continue: Coke and Pepsi in the Twenty-First Century For over a century, Coca-Cola and Pepsi-Cola vied for “throat share” of the world’s beverage market. The most intense battles of the cola wars were fought over the $60-billion industry in the United States, where the average American consumed 53 gallons of carbonated soft drinks (CSD) per year. In a “carefully waged competitive struggle,” from 1975 to 1995 both Coke and Pepsi achieved average annual growth of around 10% as both U.S. and worldwide CSD consumption consistently rose. According to Roger Enrico, former CEO of Pepsi-Cola: The warfare must be perceived as a continuing battle without blood. Without Coke, Pepsi would have a tough time being an original and lively competitor. The more successful they are, the sharper we have to be. If the Coca-Cola company didn’t exist, we’d pray for someone to invent them. And on the other side of the fence, I’m sure the folks at Coke would say that nothing contributes as much to the present-day success of the Coca-Cola company than . . . Pepsi.1 This cozy relationship was threatened in the late 1990s, however, when U.S. CSD consumption dropped for two consecutive years and worldwide shipments slowed for both Coke and Pepsi. In response, both firms began to modify their bottling, pricing, and brand strategies. They also looked ...
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...Case Study: Cola Wars In this case study I will be comparing the economic factors that go into both the concentrate and bottling elements of the soft drink industry. I will touch on the varying factors of development for both and talk about the profitability of both types of companies. Coca-Cola and Pepsi both own their own concentrate company and bottling company and do not use outside help. We will be analyzing both companies extensively in this case study. Concentrate Producers First, I will touch on what costs go into a concentrate business and how these companies try to deflect some of these costs. Concentrate companies specialize in converting the raw materials of cola manufacturing into a concentrate and then sending this formula to the bottler. A concentrate factory usually requires little capital in machinery, overhead and labor because one piece of automated equipment will usually be enough to make the different formulas of soda. According to the case one plant with the capability of serving the United States would cost between $50 and $100 million dollars. The producer’s main costs come from the advertising, promotion and market research side. The concentrate company is focused on how to get the consumer to buy their formula and not the other companies. They also are focused on coming to agreements with national retailers in order to get their product on the shelf. Concentrate producers also focus on helping smaller bottlers improve and increase sales efforts...
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...be alike to all stake holders and it depends on the way the stakeholders receive familiarity once in touch with the organization. This may rise from direct experience with organization or through some other medium like news channels or talk with friends. Harrison ( n d) states that Stakeholders’ outlook for a company and their associations and interactions with the per se organization and thus the reputation may be impacted by relationship management actions some of which are outlined below pertaining to the Coca Cola case Customers: Direct Impact: Many consumers got ill effects related to health while consuming the product in 1999 in Luxemburg and Netherlands. The coke further took a step back and did not want to come in limelight to discuss the issue openly. The response time was too high for consumers to accept. France was also affected similarly. The contaminated products were also shipped to Poland. This direct impact which reduced reputation of Coca Cola in these countries also brought the sale down. Employees: The African American employees felt that the organization shows bias during performance assessments and related pay rises and promotions in 1995. They filed a case against the company too. Way back they did...
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...What does Coca-Cola stand for? Is it the same for everyone? Explain. Coca-Cola must understand and recognize that “refreshment” means different things to different people around the world. One of Coke’s strengths is how well it weaves the soft drink, Coke, into people’s definitions of refreshment no matter where in the world they live. Coca-Cola has successfully marketed to billions of people around the world. Why is it so successful? Coke has created a highly current, uplifting global campaign that translates well into different countries, languages, and cultures. Coke’s advertising has primarily focused on the product’s ability to quench thirst. Other than that, they also have different strategies that contribute to their success such as advertising, sponsors and “band wagon.” They advertised through radio, television, billboard and even its own museum. Coca-Cola also sponsors for the Olympics and other sporting activities such as NBA, FIFA World Cup, and English Football League. “Band wagon” aimed at showing the customers that their product is the number one product and customers who are on the winning side will tend to purchase their products. Can Pepsi or any other company ever surpass Coca-Cola? Why or why not? What are Coca-Cola’s greatest risks? Coke’s greatest risks have to be the managing of its mass communications strategy and reaching the brand’s target market—it is so massive that the right media and marketing message is critical, and creating effective...
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...Coca Cola Company 1. What do you think is the most important emerging issue in the design of work? In today’s aggressive business environment, the cutting edge for any business is given by the pace with which it takes decisions to react to changes in the environment, internal or external. A elegant computerized system alone can offer the information and investigation within the shortest possible time. Now-a-days, many organizations are using the computerized systems. They maintain records in a compact manner; facilitating access and recovery, in a flexible way. Products and process alone can’t help organizations to sustain loyal customers. They also need highly-motivated, dedicated and involved employees who are very passionate about their work and their organization; in short, they need “engaged employees”. But, nurturing engaged employees requires a lot of effort and skill 2. Discuss the most likely organizational design for Coca-Cola Company. The most probable organizational design for Coca Cola Company is that the customers are always top main concern and they place high values for their employees. The company objective is to please the clients and anticipate hiring experienced and inspired workers. Managers at the company most possibly have regular meetings with their employees concerning any propositions for new pioneering ideas and traditions to make their jobs more demanding...
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...For the exclusive use of R. PONCE 9-702-442 REV: JANUARY 27, 2004 DAVID B. YOFFIE Cola Wars Continue: Coke and Pepsi in the Twenty-First Century For over a century, Coca-Cola and Pepsi-Cola vied for “throat share” of the world’s beverage market. The most intense battles of the cola wars were fought over the $60-billion industry in the United States, where the average American consumed 53 gallons of carbonated soft drinks (CSD) per year. In a “carefully waged competitive struggle,” from 1975 to 1995 both Coke and Pepsi achieved average annual growth of around 10% as both U.S. and worldwide CSD consumption consistently rose. According to Roger Enrico, former CEO of Pepsi-Cola: The warfare must be perceived as a continuing battle without blood. Without Coke, Pepsi would have a tough time being an original and lively competitor. The more successful they are, the sharper we have to be. If the Coca-Cola company didn’t exist, we’d pray for someone to invent them. And on the other side of the fence, I’m sure the folks at Coke would say that nothing contributes as much to the present-day success of the Coca-Cola company than . . . Pepsi.1 This cozy relationship was threatened in the late 1990s, however, when U.S. CSD consumption dropped for two consecutive years and worldwide shipments slowed for both Coke and Pepsi. In response, both firms began to modify their bottling, pricing, and brand strategies. They also looked to emerging international markets to fuel...
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...Coca-Cola and Pepsi are the two greatest competitors in the soft drink industry. The marketing skills that these companies possess are the reason both Coca-Cola and Pepsi are so successful. In 1886, the Coca Cola Company was developed but it wasn't until 1898 that the fierce competitor Pepsi-Cola entered into the market. These two companies have since been competing to rein the global market in consumer beverages. The market of drinks in the United States alone is valued at more than thirty million dollars annually. With the growth of these two companies, PepsiCo has developed and acquired additional products outside the scope of just the consumer beverage industry. This has not been the case for the Coca Cola Company. They have tried and have failed numerous times at expanding their product and marketing capabilities The competition between the two giants has benefited not only the companies but also the consumers. By checking and challenging each other in the market the competition has lead to improvement and diversification of products, which were available to consumers for lower price then they would have been in the absence of the rivalry. Coke has been the leader in the cola wars since they created cola products. They were the first to introduce their beverages overseas and bring cola vending machines into the industry. Pepsi followed Coke, which ultimately helped both companies achieve true success, and Pepsi benefited from Coke’s success. When it comes...
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...Economics of the US Carbonated Soft Drink (CSD) Industry • • • Americans consumed 23 gallons of CSDs annually in 1970 Consumption grew by 3% per year over the next 3 decades Increasing availability of CSDs and introduction of diet and flavored varieties Non-cola CSDs were introduced • Production & Distribution of CSD 1. 2. 3. 4. Concentrate producers Bottlers Retail channels Suppliers 1. Concentrate Producer • • • • • • Blended raw material ingredients, packaged the mixture, shipped those container to the bottler Key production investment areas like machinery, overhead and labor A typical manufacturing plant cost - $25 million to $50 million Customer Development Agreements (CDA) with retailers like Wal-Mart Significant costs were spent for advertising, promotion, market research Coca-Cola and Pepsi-Cola claimed a combined 74.8% of the U.S. CSD market in sales volume in 2004 2. Bottlers • • Purchased concentrate Added carbonated water and high-fructose corn syrup Bottled or canned the resulting CSD product Delivered it to customer account • • 2. Bottlers • • Bottling process is capital intensive. Packaging accounted for 40% to 45% of cost of sales and same for concentrate and sweeteners for 5% to 10%. Coke and Pepsi bottlers offered “direct store door” delivery. Under Cooperative merchandizing agreements retailers agreed to promotional activities for sales of soft drinks • • 3. Retail Channels In 2004, distribution of...
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