...BMKT01C03 BMKT01C03 Dr. Farid Haddad Dr. Farid Haddad The CocaCola Company Group Report Done by: Yasmeen El Feki 113108 Merna Ashraf 113593 Salma Rakha 112877 Yasmine Mokhtar Yehya Tarek Salem Mady The CocaCola Company Group Report Done by: Yasmeen El Feki 113108 Merna Ashraf 113593 Salma Rakha 112877 Yasmine Mokhtar Yehya Tarek Salem Mady Outline: 1. Coca Cola Background 2. 7 P's 3. Market PESTEL analysis (Egypt) 4. SWOT analysis (Egypt) 5. Competition Analysis 6. Consumer Targeting, Segmentation, Positioning & Differentiation 7. Brief Marketing Plan 8. Creating value for customers and building customer relationships The Coca-Cola Company It is an American multinational beverage corporation and manufacturer, retailer and marketer of non-alcoholic beverage concentrates and syrups. The company is best known for its flagship product Coca-Cola, invented in 1886 by pharmacist John Stith Pemberton in Columbus, Georgia. The Coca-Cola formula and brand was bought in 1889 by Asa Candler who incorporated The Coca-Cola Company in 1892. Besides its namesake Coca-Cola beverage, Coca-Cola currently offers more than 500 brands in over 200 countries or territories and serves over 1.7 billion servings each day. The Coca-Cola Company is headquartered in Atlanta, Georgia, United States. Its stock is listed on the NYSE and is part of DJIA, S&P 500 Index, the Russell 1000 Index and the Russell 1000 Growth Stock...
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...beverage industry comprising of 3300 products. Beverages are divided into diet category, 100% fruit juices, fruit drinks, water, energy drinks, tea and coffee etc. As per Nielson’s data, Coca cola is the No.1 brand in sparkling beverages, juice, and retail packaged water in 2010. Coca cola has its market presence around 200 countries. Coca cola brands in Egypt are Fanta, sprite, etc. Price The long-term pricing strategy of Coca-Cola can be best described as value oriented. Despite being a leader in its industry, its fierce rivalry with Pepsi has forced Coca-Cola to maintain affordable price points to appeal to its vast middle class market. The company was criticized by shareholders and analysts in 2011 for maintaining relatively low price points in response to economic recession in the United States. While this point emphasizes the risks to any company of adopting a price-driven strategy, Coca-Cola's strong global brand allows for brief periods of price drops. Promotion Coca-Cola invests billions of dollars a year in advertising and promotions around the world to maintain its position of industry leadership against rival Pepsi. Pepsi increased its TV ad budget by 30 percent in 2011 when it fell behind Diet Coke. Coca-Cola spends a good portion of its ad budget on television advertising. It has used polar bear characters and a message of nostalgia and tradition as part of its branding over time. Magazine ads, online and social media have also been used as media for Coca-Cola marketing...
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...and making friends. After that, both people and companies started making changes in real life thru the social media. Facebook was a perfect field to be famous around the world. Many people got connected and became friends because of Facebook. People found Facebook their free space to talk about everything they think about, also, online games kept some people setting for days playing, uploading, and chatting. After that, Twitter came and changed the world with 140 characters only. People prefer twitter because you can reach famous people like soccer players and chat with them and also get retweet from them which make you getting popular in twitter world. Getting more followers might give you a chance to be targeted from companies like Pepsi, for example, they might buy your tweets to use them in...
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...Investment Analysis for Pepsi versus Coca Cola ACC557 – Financial Accounting December 13, 2012 Company Synopsis Pepsi Cola | Coca-Cola | The Pepsi Bottling Group, Inc. (PBG) is the world's largest manufacturer, seller, and distributor of Pepsi-Cola beverages. Separated from parent PepsiCo, Inc. in 1999, it accounted that year for 55 percent of Pepsi-Cola beverages sold in the United States and 32 percent worldwide. The company delivers its products directly to stores without using wholesalers or other middlemen. In addition to its extensive production and distribution facilities, PBG leases and operates about 20,000 vehicles and owns more than 1.1 million soft drink dispensing and vending machines. PepsiCo holds a controlling interest in the firm. | The Coca Cola history extends back to 1885, when John Pemberton invented the original recipe for a new cocawine. Pemberton developed Coca-Cola, a non-alcoholic version of his original cocawine, when Fulton County passed prohibition legislation. Carbonated water was added later by accident when Pemberton was mixing drinks for a friend and incidentally included it. His friends loved the new taste, so he altered the original formula to incorporate it. | Pepsi - International Directory of Company Histories, Vol. 40. St. James Press, 2001. (http://www.fundinguniverse.com/company-histories/the-pepsi-bottling-group-inc-history/). Major Suppliers Pepsi Cola | Coca-Cola | PolandEgyptUnited Arab EmiratesCanada | Poland...
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...-------------------- 8-9 2. Creativity and using existing resources-------------------------------------- 9-10 3. They had what it takes----------------------------------------------------------- 10-11 Why bey2ollak is such a success-------------------------------------------------- 11-12 Bibliography---------------------------------------------------------------------------------13 Abstract The frustration caused by everyday traffic in Egypt’s biggest cities such as Cairo and Alexandria made people wish if they only knew that the road they are planning to drive thru is blocked they would have probably took another route to where ever they hoping to go.Bey2ollak nowadays is helping to achieve such wish throughout all Egypt. With almost one million trusted users and more than two thousand active monthly users. This five years old application is now an award-winning mobile application with its every day updated ideas and creativity of its user interface What is bey2ollak and how it all started are two of the topics that will be covered and explained in this paper. Also to know how bey2ollak is such a huge success some of their success factors will be presented and explained. Introduction Cairo is counted as one of the worlds most populated...
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...INX COLOUR BOOK PROJECT Eslsca 10 May 2015 Group (4) Shereif Gawish; Khaled Mousa; Mostafa Gamal; Marwa Said; Nevein Mahmoud; Basem Abdalla; Sherif Saad; Gamal Abd Elatif; Colour Book Project: 2 What is color book ? It is a book containing all colors made by INX applied on aluminum substrate sorted according to color categories 3 1. Introduction: Ali ElKattan 1.1. Project Description and Vision 4 Rexam is a beverage can making company where it stands as the 2nd biggest company in the industry of can making in the whole world. INX company is a pioneer company in the ink industry where it’s the main supplier for inks for Rexam & other companies. The company Vision is to grow through strategic partnerships, organic growth, and product innovation and to keep its aggressive market share. The project idea is to have and create a “Colour Book or Catalogue” where it is a book containing all colours applied on aluminium substrate sorted according to colour categories. Why ?? 5 The Project idea came because of the high spoilage of Ink & Cans & the long time for customer approval cycle was an important action point to Rexam & INX where the process almost took from 20 to 30 days where at this cycle processes INX & Rexam kept back & fourth with the customer for the colour satisfaction on the can colour. In addition to every time the customer refuses a sample almost 15,000 cans where...
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...The Coca Cola Company Market Audit. Table of Contents. Executive summary | 1 | Table of Contents | 2 | Introduction | 3 | 1-History of the company | 5 | 2- SWOT analysis | 7 | 2-1-Strengths | 8 | 2-2 Weaknesses | 9 | 2-3Opportunities | 10 | 2-4Threats | 10 | 3-Corporate Social Responsibility | 11 | 4- PESTEL Analysis | 14 | 4-1 Political analysis | 14 | 4-1-1 Coca Cola Company is an American symbol of imperialism | 15 | 4-1-2 Coca Cola in MENA Region | 15 | 4-2Economic analysis | 16 | 4-3 Social analysis | 19 | 4-4 Environmental analysis | 19 | 4-5 Legal analysis | 19 | 5- marketing mix | 19 | 5-1 product line and range | 19 | 5-2 pricing | 19 | 5-3 promotion | 19 | 5-4 place | 21 | 6 – the bottling company | 21 | 7 - conclusion | 22 | Executive Summary Coca cola company market audit should be wider than the range of this report. With a pioneer company holding the biggest market share in its industry, there are lots of parameters to analyze and study to find out the secrets and factors of this huge success. A SWOT analysis was done, explaining strengths, weaknesses, opportunities and threats facing the company. And that is followed by a SELPET Analysis explaining Social, Economical, Legal, Political, Environmental and Technological factors. In the sustainability report, the current CEO Muhtar Kent announced a company expansion target of the double by 2020, and the ways to reach their. He explained the main areas which...
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...A Marketing Plan for Lipton Ice Tea Institutional Affiliation Date Marketing Plan: Lipton Ice Tea Industry Analysis In 2005, the tea industry reached the $1.7 billion category and it is expected to continue growing indefinitely (Mintel 2005). Market analysts believe the tea industry will continue to boom and is not expected to reach saturation level in the near future. The favorable movement in the tea industry can be attributed to two major factors: a) consumers need for convenience and time-saving services; and b) the positive press given to tea. American lifestyle and work habits have made convenience a necessity. As employers demand for productivity from their employees, consumers are more pressed for time. In addition, the shaky economy has made Americans fear for their jobs; thus, any product that can fill the consumers' need for convenience and speed are almost automatically embraced into the American lifestyle (Mintel 2005). For the last decade, the health benefits of tea have gained wide coverage in the media. Studies continue to show the beneficial properties of teas, with health benefits ranging from lower cholesterol levels to improve arterial health and decreasing chance of cancer. This positive press has definitely catapulted the demand for tea (Mintel 2005). Both the need for convenience and positive press on tea have spurred an increase in sales of tea products, specifically ready-to-drink (RTD) teas sold in single-serve containers (Mintel 2005). Recognizing...
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...This paper investigates the strategic management of Pepsi Cola and Coca-Cola in an effort to make recommendations on how Pepsi Cola can build strategies in gaining a larger share of the market. The assessment of strategic management begins with the vision and mission of both organizations, which leads into literature review that identifies the consumer preferences of both Pepsi Cola and Coca-Cola. Following the literature review is the teams’ own personal assessment of consumer preferences for the Pepsi Cola and Coca-Cola brand (Please refer to Appendix A for the assessment). Finalizing the investigation are recommendations for Pepsi Cola to gain a larger share of the market. The Cola Wars Research Paper According to an industry report from Hoover’s (2014), the U.S. soft drink industry yields $34 billion annually and continues to grow internationally. The largest markets of consumption for soft drinks outside the U.S. are: Mexico, Chile, Argentina, and Uruguay (Hoover’s, 2014). The constant change of consumer preferences is what drives Pepsi Cola and Coca-Cola to compete for a larger share of the market. The intense rivalry between Coca-Cola and Pepsi Cola have been going on since the late 1800’s (Economy Watch, 2011); when Pepsi Cola was born from a “combination of: carbonated water, kola nuts, vanilla, and rare oils” (Pepsi Legacy Book, p.7. 2005). This paper focuses on the diversified strategies of both Pepsi Cola and Coca-Cola in their efforts to gain the largest...
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...CASE 21 PepsiCo’s Diversification Strategy in 2014 John E. Gamble Texas A&M University–Corpus Christi P epsiCo was the world’s largest snack and beverage company, with 2013 net revenues of approximately $66.4 billion. The company’s portfolio of businesses in 2014 included Frito-Lay salty snacks, Quaker Chewy granola bars, Pepsi soft-drink products, Tropicana orange juice, Lipton Brisk tea, Gatorade, Propel, SoBe, Quaker Oatmeal, Cap’n Crunch, Aquafina, Rice-A-Roni, Aunt Jemima pancake mix, and many other regularly consumed products. The company viewed the lineup as highly complementary since most of its products could be consumed together. For example, Tropicana orange juice might be consumed during breakfast with Quaker Oatmeal, and Doritos and a Mountain Dew might be part of someone’s lunch. In 2014, PepsiCo’s business lineup included 22 $1 billion global brands. The company’s top managers were focused on sustaining the impressive performance through strategies keyed to product innovation, close relationships with distribution allies, international expansion, and strategic acquisitions. Newly introduced products such as Mountain Dew KickStart, Tostitos Cantina tortilla chips, Quaker Real Medleys, Starbucks Refreshers, and Gatorade Energy Chews accounted for 15 to 20 percent of all new growth in recent years. New product innovations that addressed consumer health and wellness concerns were important contributors to the company’s growth, with...
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...Case Study: Lipton and Kai Shii Competitors in the iced-tea market Author: Parag Agarwal Date: 25/11/2002 Tutorial Group: 7 Tutor: Ms Gillian Scott 1. Executive Summary Unilever Bestfoods, USA and Shin Shii, Taiwan are competitors in the rapidly growing iced-tea market with their brands Lipton (in alliance with Pepsi) and Kai Shii respectively. Unilever has also introduced an instant hot-tea can by the name of Brooke Bond’s PG Tips. Kai Shii is about to be launched in the US market. The following study evaluates various market segmentation strategies, potential consumer target segments, and factors to forecast demand that were used or could have been used by these two companies. The main reference for this report was Chapter 3 of the textbook ‘Principles of Marketing’ by Kotler et al. The main results of the analysis are as follows: • Both companies’ SWOT analysis reveals that they are dominant and successful in their home markets. • Kai Shii would require a great amount of effort to market itself and bridge the cultural divide and varying tastes and perceptions between Taiwanese and American consumers. • Behavioural (seeking convenience, health conscious), demographic (age groups) and geographic factors largely influence the market segmentation. • Pricing amongst competitors...
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...7 Economic 7 Social 7 Technological 7 Legal 8 Environmental 8 Appendix 2 9 SWOT ANALYSIS 9 STRENGHTS 9 WEAKNESSES 10 OPPORTUNITIES 10 THREATS 11 References 13 Bibliography 13 Introduction This report provides an analysis and an evaluation on PepsiCo and how they apply the concepts of marketing and there customer segmentation models. This analysis includes Market segmentation, market targeting, Market positioning. PepsiCo International PepsiCo is a world leader in the convenient snacks, beverages and also the foods. The company has revenues of more than $39 billion and has over 185,000 employees. The company consists of PepsiCo Americas Foods, PepsiCo Americas Beverages, and PepsiCo International. Besides owning the Pepsi brands the company owns many brands such as Walkers Crisps, Tropicana, Gatorade, Mountain Dew and Quaker Oats. The company’s products are really highly recognised as well as recognised across the world. The company has attained a position of being the leader in soft drink bottling, the world’s largest snack chip producer and also the worlds largest franchised and company operated restaurant system. PepsiCo Mission Statement “Our mission is to be the world's premier consumer Products Company focused on convenient foods and beverages. We seek to produce financial rewards to investors as we provide opportunities for growth and...
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...DIRECTION DE L'ENSEIGNEMENT RESSOURCES PEDAGOGIQUES 79-81 avenue de la République 75543 PARIS Cedex 11 Tél: 01 49 23 57 24 Fax : 01 49 23 57 41 E-mail : ccmp@ccip.fr Internet : www.ccmp.fr NESTLE - DANONE and the bottled water sector G1329(GB) Par Franck BRULHART & Tim WHITE Faculté des Sciences Economiques et de Gestion Marseille - EUROMED Université Aix-Marseille II Intégration CCMP : 2004 Licence d'utilisation accordée à : _Euromed Marseille Ecole de Management Pour ce produit, l'établissement acquéreur est autorisé à : • Diffuser le produit à l'ensemble du corps professoral de l'établissement dans le but d’utiliser ce produit pédagogique pour son enseignement. • Reproduire le produit sans limitation de quantité, ni de durée. S'il s'agit d'un document au format numérique, celui-ci peut être diffusé par tout moyen et support (intranets et extranets dûment autorisés par l'établissement acquéreur) à l'exclusion de sites web librement accessibles au public extérieur à l'établissement acquéreur L’établissement acquéreur du produit s'engage à : • ne pas communiquer ou céder tout ou partie du produit à un tiers n'enseignant pas dans l'établissement acquéreur • conserver une version originale intégrale et datée du produit telle qu'elle a été livrée par la CCMP lors de l'achat, • conserver le logo de la CCMP et le logo de l'établissement créateur ainsi que les logos ou marques des entreprises citées dans le produit, Cette étude de cas est un...
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...CASE: IB-84 DATE: 06/27/08 PEPSI COLA PAKISTAN: FRANCHISING & PRODUCT LINE MANAGEMENT 1 In July 1991, Irfan Mustafa faced several dilemmas. As West Asia area vice president and chief executive officer of Pepsi Cola Pakistan Incorporated (PCI), Mustafa was charged with developing a strategy to grow share and profitability across PCI sales but focusing particularly on 7-Up. Pepsi Cola International had shifted focus to its global brands and, since acquiring 7Up International in 1986, had withdrawn all marketing and technical support for Pepsi’s local Pakistani brand, Teem. As a country manager, however, Mustafa was evaluated on profitability, and Teem was a profitable brand. Mustafa knew that he would need to make important decisions about Teem in developing a brand strategy and marketing plan. Considering Teem’s success in Pakistan, Mustafa wondered how he should position the soft drink and whether to continue investing in it despite the loss of international support. With PepsiCo’s acquisition of 7-Up International, arranging for 7-Up and PCI bottlers in Pakistan to merge also became a priority for Mustafa. The ability to coordinate strategies across all bottlers producing PCI brands would be essential. By August 1990, PCI had been able to merge 7-Up and PCI bottlers in three regions. As contracts expired over the next year or two, Mustafa would need to convince the remaining 7-Up bottlers to sell their plants to PCI bottlers as well. With the mergers complete, Mustafa’s...
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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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