...Indian Soft Drinks Market 1970’s and early 80’s—the entry and exit of Coke India has proved to be perhaps the toughest battle ground for the Cola giants. Coca-Cola was the 1st international soft drinks brand to enter India in early 1970’s. Indian market was dominated by domestic brands, with Limca being the largest selling brand. Cola was the largest selling flavor with market share of 40%, Lemon drinks 31% and orange drinks only 19%. Up till 1977, Coca-cola was the leading soft drink brand in India. But due to norms set by the Foreign Exchange Regulation Act (FERA), Coca-Cola left India and did not return till 1993 after a 16 year absence from the Indian beverage market. FERA needed Coca-Cola to reveal its secret concentrate formula as well as reduce its equity stake which was not acceptable. Pure drinks, Delhi launched Campa-Cola, to take advantage of Coke’s exit and by the end of 70’s, was the only Cola drink in the Indian market. In 1980, Parle, another major Indian player launched ThumsUp, the drink which till date is most popular soft-drink in India. Pure Drinks strongly objected to ThumsUp being called a “soft” drink as it felt its taste is too strong. For over a decade, Parle led the Indian soft-drinks market, with its market share reaching a peak of 70% in1990. Late 80’s and early 90’s— Pepsi’s struggle to enter India Pepsi saw the exit of Coke as a God send opportunity to capture then estimated 900 crore market of India. India was then a highly regulated...
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...made significant investments to build and continually consolidate its business in the country, including new production facilities, waste water treatment plants, distribution systems, and marketing channels. Coca-Cola India is among the country’s top international investors, having invested more than US$ 1 billion in India in the first decade, and further pledged another US$100 million in 2003 for its operations. However due to certain strategic problems, Coca-cola India had to face certain tough competition with PepsiCo. India. In this segment, we try to discuss the strategic questions facing Coca-cola India. WEAKNESSES • Low Export levels: The brands produced by the company are the brands produced worldwide. In India, major controversies lie regarding the quality of the drink available to consumers, thus decreasing the export levels in the country. • Smaller Scale Sector Reservations Limit Ability To Invest and Achieve Economies Of Scale: the company’s operations are carried out on small scale and due to Government restrictions and ‘red-tapism’, the company’s finds it difficult to invest in technological advancements and achieve economies of scale. • Slowdown in Rural Demand: The rural market may be alluring but it is not without its problems. Low per capita disposable income that is half the urban income are related to social problems like poor living standards. All this leads to a...
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...easy, as it contained several ingredients whose effects on the human body were untested However, permissions were eventually obtained, and Red Bull became exceptionally successful in all the markets in which it was launched. It was generally acknowledged that Red Bull's success was the product of the company's innovative marketing efforts. This case study discusses the marketing strategy adopted by Red Bull GmbH, including the company's effective employment of buzz marketing in new markets, and its sponsorship of sporting activities, especially extreme alternative sports, to enhance its image. The case also talks about Red Bull's target markets, and its pricing and differentiation strategies. It includes a section on the various controversies surrounding Red Bull, and the effects of these on its brand image. The competitive situation in the energy drinks market and Red Bull's position vis-à-vis competitors, is also discussed. The case concludes with a commentary on Red Bull's attempts at brand extension, and the company's future prospects in the light of its excessive dependence on a single product. Issues: » To understand how savvy marketing can transform an ordinary product into a powerful brand. » To study the use of buzz marketing in establishing a product in new markets. » To appreciate the importance of...
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...and the NASDAQ, and reflect on market changes and challenges. When choosing stocks to invest in, I was looking to create a diverse portfolio by choosing a variety of industries, price ranges, well known companies and some that were new to me. I visited their websites, read mission statements, and reviewed past performance, learning as much as I could about each company before investing. I viewed the price graphs using ClearStation when looking for companies to invest in. I was looking for companies who have had a gradual but consistent increase in stock price over the past three to six months. I was not willing to invest in a company who had extreme jumps in price. Overall I invested almost $200,000 in twelve different companies. Coke, Hertz, Best Buy, Crocs, Toro, and Bud were all brands I invested in because they were well known to me. These companies or products have been around for years and have a long standing relationship with the consumers. I was able to use the website ClearStation to view past stock market performance before investing. One of the things I was looking for in the mission statement or website was a focus on going green or the environment. Several of the companies I invested in had a focus on going green. From using environmentally green office supplies to green community improvements. Weyerhaeuser (WY) fits the going green idea and was recently recognized as a leader in Global Sustainability by the Dow Jones Sustainability World Index. Weyerhaeuser...
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...decreasing blood pressure, and preventing Left Ventricular Hypertrophy, or in other words enlargement of the left ventricle in the heart. Other studies of Stevioside show that its chemical compound is similar to the hormones used to prevent pregnancy. (Gunnars) Stevia has been used in Paraguay and Brazil for hundreds of years to sweeten teas and medicine. The first commercial use of Stevia began in Japan in the early 1970’s. During the 1980’s Stevia was used in natural foods and health food industries for non-caloric sweetener and weight-loss blend, until NutraSweet requested the FDA to perform testing on the herb. It wasn’t until May of 2008; introduced by Coca-Cola, that Stevia based sweeteners were allowed by the FDA. There is still controversy about the plant derivatives in many countries. Extraction of the chemicals from the Stevia plant requires the use of solvents such as ethanol and methanol, whereas sugar requires boiling, filtration and drying. Factors that affect Demand, Supply and Equilibrium...
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...Neiman 3/22/12 “Selling Starbucks in the Forbidden City” Ever since the Starbucks retail outlet has opened in the “Forbidden City” of Beijing, China, there has been a huge controversy over whether this store deserves to be in this sacred area of China’s history. I believe that Starbucks has a moral obligation to operate a retail store in the “Forbidden City.” The first objection from some Chinese citizens is that Starbucks is highly considered an American brand, and that American commerce is destroying Chinese culture that they claim goes back 5000 years. In some cases, people may believe that the Chinese have the cultural right to maintain their culture in places of great history, which would definitely apply to the Forbidden city Museum. This claim against Starbucks contradicts this statement somewhat since there are already thousands of stores in the museum. If the Chinese would have wanted to keep the Forbidden City sacred, you would think that they would have not allowed any stores in the area to keep it original so everyone could see the real history behind the place. Some may counter by saying that Chinese stores should only be allowed simply because it is already part of the Chinese Culture. In the case, it states that there are shops that sell American products, such as coke, cookies, and other merchandise. Wouldn’t this be considered American products and upset some Chinese citizens since it is considered American and not part of their culture? I would...
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...Indra Krishnamurthy Nooyi a daughter, a sister, a wife and a mother and an inspiration leader. Her personal mantra ‘is that there no limits to what you do ‘. From a young woman born in India and immigrating to Unites States of America . Through sheer determination and ambition becoming at the age of 50 the first CEO of PepsiCo which under her management is now positioned at the 2nd biggest snack and beverage business worldwide by net revenue. Her goal is to define PepsiCo as a defining coporaration of the 21st Century. Atricles in the Wall Street Journel has claimed she is more powerful than Anglea Merkel. Indra Nooyi like a star rising ,has risen to the pinnacle of both her personnel life and global career making her one of the most influential businesswomen . The Forbes magazine lists her one of ‘The World’s 100 Most Powerful Women’ a position she has retained and places in the top ten for the past two decades, a truly well deserved achievement as a leader in the world of strategic international business. 1.2 Abstract summary of biography. The autobiography is not a conventional story and begins with young Nooyi who was born to a middle class family in Madras India, in 1955. India renowned from being conservative when it came to women in society, this was not the case for Indra. She joined the girl’s cricket team in her school and fronted a female rock band, playing the guitar college in India. Indra Nooyis Mother played a pivotal role in defining her as a future...
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...major cold drink brands sold in and around Delhi contain a deadly cocktail of pesticide residues" (See Exhibit 1). According to tests conducted by the Pollution Monitoring Laboratory (PML) of the CSE from April to August, three samples of twelve PepsiCo and Coca-Cola brands from across the city were found to contain pesticide residues surpassing global standards by 30-36 times including lindane, DDT, malathion and chlorpyrifos (See Exhibit 2). These four pesticides were known to cause cancer, damage to the nervous and reproductive systems, birth defects, and severe disruption of the immune system.4 In reaction to this report, the Indian government banned Coke and Pepsi products in Parliament and state governments launched independent investigations, sending soft drink samples to labs for testing. The Coca-Cola Bottling Company (Coke) stock dipped by five dollars on the New York Stock Exchange from $55 to $50 in the six sessions following the August 5 disclosure, as did shares of Coca-Cola...
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...major cold drink brands sold in and around Delhi contain a deadly cocktail of pesticide residues" (See Exhibit 1). According to tests conducted by the Pollution Monitoring Laboratory (PML) of the CSE from April to August, three samples of twelve PepsiCo and Coca-Cola brands from across the city were found to contain pesticide residues surpassing global standards by 30-36 times including lindane, DDT, malathion and chlorpyrifos (See Exhibit 2). These four pesticides were known to cause cancer, damage to the nervous and reproductive systems, birth defects, and severe disruption of the immune system. 4 In reaction to this report, the Indian government banned Coke and Pepsi products in Parliament and state governments launched independent investigations, sending soft drink samples to labs for testing. The Coca-Cola Bottling Company (Coke) stock dipped by five dollars on the New York Stock Exchange from $55 to $50 in the six sessions following the August 5 disclosure, as did shares of Coca-Cola...
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...Impact of Celebrity Endorsement on a Brand chillibreeze writer — Saurbh Katyal (REF: http://www.chillibreeze.com/articles/Celebrityendorsement.asp accessed on 20 August 2012) "A sign of a celebrity is that his name is often worth more than his services.” - Daniel J Boorstin INTRODUCTION The motif behind total branding may be decocted as an attempt to amalgamate diverse activities to win customer preference. Apropos to this context, the topic “Impact of celebrity endorsement on overall brand”, is a significant one. The crescendo of celebrities endorsing brands has been steadily increasing over the past years. Marketers overtly acknowledge the power of celebrities in influencing consumer-purchasing decisions. It is a ubiquitously accepted fact that celebrity endorsement can bestow special attributes upon a product that it may have lacked otherwise. But everything is not hunky-dory; celebrities are after all mere mortals made of flesh and blood like us. If a celebrity can aggrandize the merits of a brand, he or she can also exacerbate the image of a brand. If I may take the liberty of rephrasing Aristotle’s quote on anger, “Any brand can get a celebrity. That is easy. But getting a celebrity consistent with the right brand, to the right degree, at the right time, for the right purpose and in the right way... that is not easy.” Celebrity endorsements are impelled by virtue of the following motives: Instant Brand Awareness and Recall. Celebrity values define, and refresh the brand...
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...1. BUSINESS CASE ANALYSIS Business Cases (Spring) Professor Dan Nicholes BUSI 4003 Yorkville University BUSINESS CASE ANALYSIS Professor Dan Nicholes Business Cases (Spring) BUSI 4003 Yorkville University Table of Contents Lululemon Athletica Inc.....................................................................................................................5 Pepsi Canada: The Pepsi Refresh Project.......................................................................................9 2. LULULEMON ATHLETICA INC. 1 Kelly Huang (Arman) wrote this case under the supervision of Professor Dante M. Pirouz solely to provide material for class discussion. The authors do not intend to illustrate either effective or ineffective handling of a managerial situation. The authors may have disguised certain names and other identifying information to protect confidentiality. This publication may not be transmitted, photocopied, digitized or otherwise reproduced in any form or by any means without the permission of the copyright holder. Reproduction of this material is not covered under authorization by any reproduction rights organization. To order copies or request permission to reproduce materials, contact Ivey Publishing, Ivey Business School, Western University, London, Ontario, Canada, N6G 0N1; (t) 519.661.3208; (e) cases@ivey.ca; www.iveycases.com. Copyright © 2014, Richard Ivey School of Business Foundation Version: 2014-10-17 Near the...
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...SUBLIMINAL SUBLIMINAL ADVERTISING ADVERTISING S UBLIMINAL ADVERTISING Intergrated Term Project Rakhi Jerly Semster 5 Fashion Communication Design What is Advertising? “Paid non-personal communication from an identified sponsor using mass media to persuade or influence an audience. “ (Wells, Burnett, & Moriaty 1998) Criticism for advertising: While advertising can be seen as necessary for economic growth, it is not without social costs. Unsolicited commercial e-mail and other forms of spam have become so prevalent as to have become a major nuisance to users of these services, as well as being a financial burden on internet service providers. Advertising is increasingly invading public spaces, such as schools, which some critics argue is a form of child exploitation. In addition, advertising frequently uses psychological pressure (for example, appealing to feelings of inadequacy) on the intended consumer, which may be harmful. Human psycology and Advertising: The human being is a complex creature. The same complexity that gives us the ability to manipulate objects also makes us vulnerable to manipulation. It is very Important for advertisers to study the human psycology and consumer behaviour inorder to exert maximun influence on target consumers. They aim at the vulnerabilities of human mind. A successfull ad agency is one which “manipulates human motivations and desires and develops a need for goods with which...
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...The Coca Cola Company: Marketing Strategy Contents Introduction and Summary of the Company ............................................................................................ 3 Environmental Analysis ........................................................................................................................... 3 Political ............................................................................................................................................... 4 Economic............................................................................................................................................. 4 Social................................................................................................................................................... 4 Technological ...................................................................................................................................... 5 Customer analysis – STP analysis ............................................................................................................. 5 Segmentation ...................................................................................................................................... 6 Targeting ............................................................................................................................................. 6 Positioning .............................................................................
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...Daniels Fund Ethics Initiative University of New Mexico http://danielsethics.mgt.unm.edu PepsiCo’s Journey Toward an Ethical and Socially Responsible Culture COMPANY OVERVIEW PepsiCo is one of the largest food and beverage companies in the world. It manufactures and sells eighteen brands of beverages and snack foods and generates over $98 billion in retail sales. PepsiCo encompasses the Pepsi Cola, Frito-Lay, Tropicana, Quaker, and Gatorade brands and offers products in over 200 countries. It currently holds 36 percent of the total snack food market share in the U.S. and 25 percent of the market share of the refreshment beverage industry. The company’s headquarters are in New York and employs over 200,000 people. In 2006, Michael D. White became the CEO of PepsiCo International, and in 2007 Indra K. Nooyi became the CEO of PepsiCo. PepsiCo has received many awards and recognitions over the years, including being ranked in the top 25 of the best global brands, ranking number four overall by Diversity Inc, and earning the Green Award by the Environmental Protection Agency. COMPANY AND MARKETING HISTORY The Pepsi recipe was developed by pharmacist Caleb Bradham in the 1890s. Originally marketed under the unassuming name “Brad’s Drink,” Bradham’s creation was renamed Pepsi-Cola in 1898 due to the pepsin and kola nut ingredients used. Awareness of Bradham’s new creation spread quickly, and in 1902 he decided to create the Pepsi-Cola Company so people everywhere...
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...CONTENTS Media, messages and styles used by Indian marketing communicators of Films 1. Overview of Indian Film Industry and Market 2. 4Ps concept applied on the movie industry as a whole 3. Overview of the film making business 4. Classification of movies from a producer’s or distributor’s point of view 5. Classification of movies as products 6. Publicity of movies 7. How different media is used for publicity of movies? 8. Alterative marketing methods 9. Music as a promotion tool 10. Hollywood marketing strategies in India 11. Messages and styles used for promotion of films 12. Bibliography Objective: To find out the Media, messages and styles used by Indian marketing communicators of Films. Methodology The project is based on secondary data information, as a source of secondary data various websites, movie magazines and marketing journals are used. Abstract: Bollywood, which contributes 27% of entertainment revenues, is changing from a fragmented industry to a few stalwart organisations who occupy all parts of the value chain starting from production to distribution. The article explores the new emerging trends in innovative movie promotions in the industry. The changing paradigm of its viewer ship and the increased role of NRI clusters is leading to a structural change in the way business is done in ‘Bollywood’. Overview of Indian Film Industry and Market India is the world's...
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