...Pepsi Sales Bubble with Limited Edition Soft Drinks Case Summary: Pepsi and its partner in the Japanese beverage market, Suntory, are using limited edition soft drinks to boost market share and increase sales gaining edge on its competition, Coca-Cola. Because the Japanese market is challenging, introducing a new product is very difficult. Consumers in the Japanese market would rather hunt limited-edition products make specifically for certain seasons, regions, or reasons. Others have been successful with this type of marketing there so Pepsi decided to launch its new strategy marketing limited-edition soft drinks. With it first launch the company sold out within weeks demonstrating its effectiveness. Various brands of limited-edition beverages were launched including Pepsi Blue, Pepsi Red, Carnival and Ice Cucumber, all were successful in the company’s new marketing strategy. Pepsi’s strategy is to create a unique flavor that will be approved by the mass and not to reintroduce it to the market, keeping limited-edition truly “limited”. Not only is this strategy effective in the Japanese market, it is all well in the U.S. The appeal to consumers is the value as a collector’s item, due to their novelty, rather than a beverage that is to be guzzled down. Personal Case Analysis In review of the case with Pepsi and Suntory, I learned that Pepsi and Suntory have an effective marketing strategy with the limited-edition line of products. This strategic plane...
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...contemplating event of sale drop 30-40% in two weeks. This crisis for the company took place just after the momentum gained from a highly successful two-year marketing campaign that had given Coca-Cola market leadership over Pepsi. This scenario takes back to august 5th when The Center for Science and Environment (CSE), an activist group in India focused on environmental sustainability issues press release stating: "12 major cold drink brands sold in and around Delhi contain a deadly cocktail of pesticide residues" According to PML (Pollution Monitoring Laboratory) of CSE from three sample of Pepsi and Coke found to contain pesticide residues surpassing global standards by 30-36 times including Toxic chemicals from which human body could suffer from cancer, damage to the nervous and reproductive systems, birth defects, and severe disruption of the immune system. In reaction the Govt. banned Coke and Pepsi products and took series of actions against them. As a result Coca-Cola Bottling Company lost its sock prices in New York in the six sessions following the August 5 disclosure, as did shares of Coca-Cola Enterprises (CCA). As a response to the problem immediately both Coke and Pepsi called the CSE allegations “baseless” and questioned the method of testing but the CSE claimed it had followed standard procedures documented by the US Environmental Protection Agency including Gas Chromatography and Mass Spectrometry. Then both Pepsi took their own private...
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...of syrups and flavors to make the specific soda you want. They also claim that this type of soda is much better for you than your typical Pepsi or Coke product. Vanessa Wong from the Bloomberg Businessweek states, “The Company’s revenue fell 12.9 percent in the third quarter, with revenue in the Americas tumbling by 41 percent”. The company is now going to shift its focus away from soda towards the growing sparkling water market to counteract its struggles in the US. The new tagline will be 'Water Made Exciting' instead of 'Your Home Soda Factory'. I think that people are trying to be more healthy than they have been in the past, and it has caused such a downward spiral for all soda companies. What you see people carrying now is flavored water. I know I carry it just about every day. SodaStream decided to team up with Pepsi Cola to discuss how this product stands for healthy beverages. This will give Pepsi Cola the innovative edge in the health market, and it will give SodaStream a successful brand name to increase the number of consumers. I think that SodaStream has entered this new market for sparkling water at a perfect time. This is why I think that this would be a great business to invest in. The Beverage Digest shows a 33 percent surge in the sparkling water category in this the U.S. in this past year. Flavored sparkling water sales are soaring at 62 %. The difference in the flavored sparkling water and soda is the high amounts of sugar, high fructose corn syrup...
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...EXECUTIVE SUMMARY The following Marketing plan is about the introduction of a new innovative product by Pepsi which is named as “Aloe Tea”. This will be a convenience product which will be readily available to quench the thirst of our customers and will also give the nutritional benefits of Tea. The main characteristics of this product will be the hot and cool nature of the product i.e. it can be served as a hot drink as well as an iced drink; in both ways it will give the same satisfaction to the customer and there will be no weather constraint for this product and it can be used through out the year. So the Aloe Tea will not be a seasonal drink and this will be the main source of success of the product. The product will be introduced to capture the 20% market share in the category of functional drinks market. The market is still unnerved for this segment and the company will be going to introduce a new a market trend as well as going to challenge its competitors. This product will lead the company in functional drink market and will carry the company on the top spot. The target market for the product will be the health conscious and energetic customers. Our product will broadly describe the main benefits of tea, 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 increased the demand for tea. In...
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...company does and if/how the merger with Quaker can benefit PepsiCo. Company Overview The first Pepsi-Cola company was founded in 1902 by a young pharmacist from North Carolina, Caleb D. Bradham. After initial struggles with bankruptcy, the company again emerged in 1934, under new ownership and with better fortunes. Even though this year was in the middle of the Great Depression, sales soared and the company embarked on six decades of sustained and profitable growth. In 1965, Pepsi-Cola merged with the Texas-based snack manufacturer, Frito-Lay, Inc. The company, now called PepsiCo continued to grow during the 1970s and 80s through acquisitions of other companies. In 1984, the company underwent some restructuring efforts to re-focus on soft drinks, snacks, and restaurants. PepsiCo, incorporated on November 13, 1986, is a global food and beverage company. By 1995, PepsiCo sales had reached $30B, and it had 470,000 employees worldwide. Historically, it has been one of the most successful consumer products companies in the world. Between 1988 and 1994, PepsiCo had invested close to $7B to acquire thousands of fast-food and casual dining outlets. The company was investing “too much money too fast” and operational complexities were placing unnecessary stress on management. PepsiCo’s managers initiated a major restructuring of the international beverage division. In 1998, PepsiCo created the Pepsi Bottling Company Group (PBG). The company sold off 65% of PBG’s equity in an IPO in 1999, which...
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...Geneviève 260188501 MURCIA, Nicolas 260177704 NGUYEN, Jean-Louis 260078995 TIAN, Yu 260177360 Course Information Marketing Management I MCGR 352, Section 005 Professor: Constantina Kavadas Marketing Plan Part 1: Market and Consumer Profile Date of submission: Wednesday, March 29th, 2006 2 * 2. The following marketing plan forms the basis for the introduction of an innovative new product by the Coca-Cola Company. The analysis allows us to outline the best strategies to follow for the achievement of the company’s strategic goals. “Bubble Buzz” will be marketed as a unique functional drink while striving to reinforce the company’s status as the leader in innovation and successful product launches. The marketing strategies will enable to reach a market size of an estimated 8,688,300 people (targeted) with a forecasted sales growth prospect of 7.3% over the next 4 years, while satisfying the needs of the still-unserved market for ready-to-drink bubble tea. Success will be reflected by a sizeable capture of market shares within this market, while strategically carrying the company up to the top spot as the market leader in the functional drinks segment of soft drinks. Brief description of the company The Coca-Cola Company’s core undertaking is to benefit and refresh everyone it reaches. Founded in 1886, we are the world’s leading manufacturer, marketer, and distributor of non-alcoholic beverage concentrates and syrups, which are used to produce nearly 400 beverage brands that make...
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...Chapter 01 Executive Summery This report looks in to the three products that have being selected .They're Coca Cola, pizza, Sony Ericsson. With aid of the information I've gathered, I have evaluated each product and analyzed their product levels and given reasons why I placed the characteristic of each product in that specific level, and explained how a marketer can use these to make product awareness. Then, I've placed the products in the tangibility continuum and I have the reasoned out why I placed each product in the tangibility continuum. The chosen service product is further analyzed and given methods of how to improve the tangibility of it. Chapter 02 Product levels Introduction of 5 product levels In the 1960's, the economist Philip Kotler changed the perception of marketing. He described what marketing is rather than what marketers do, thereby changing marketing from a departmental specialization into a corporate wide doctrine. For Kotler, marketing was a 'social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others'. For him, a product is more than physical. A product is anything that can be offered to a market for attention, acquisition, or use, or something that can satisfy a need or want. Therefore, a product can be a physical good, a service, a retail store, a person, an organization, a place or even an idea. Products are the means to an end wherein the end is the satisfaction...
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...INNOVATION: THE COCA-COLA CHALLENGE Abstract The Coca-Cola Company fully understands the meaning of innovation as evidenced by their ever-growing brand portfolio and internal processes. In this paper, I discuss Coke's three cola strategy as both a product and service innovation. Such strategy was implemented to widen the market presence of Classic Coke, Diet Coke and Coke Zero. The three cola strategy was developed initially for the purpose of rekindling the growth of the sparkling beverages. The strategy is basically a campaign to boost public confidence wherein an array of marketing, advertising and promotion was implemented. The three cola strategy was backed by Research Council towards the development of consumer-centered innovation. Introduction Overview of the Organization The Coca-Cola Company Founded by Asa Griggs Candler in 1882 in Atlanta, Georgia, a company that fully understands the importance of innovation in business is the Coca-Cola Company. Coca-Cola, or simply Coke, chose to concentrate their operation on production of soft drink syrup while maintaining an intimate relationship with its bottlers and distributors at the retail level. Basically, the company is engaged into blending raw material ingredients (product planning), packaging in plastic canisters (market research) and shipping to bottlers (advertising). In 1886, John Stith Pemberton invented the company’s flagship product Coca-Cola. Today, Coca-Cola Company offers more...
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...[pic] ACKNOWLEDGEMNT Perseverance Inspiration and motivation have always played a key role in the success of any venture. So hereby, it is our pleasure to record thanks and gratitude to the people involved. Firstly, we thank DR. R.K OJHA, for his continuous support in the project. DR. R.K OJHA was always there to listen and to give advice. He is responsible for involving us in the project on soft drink Industry in the first place. He showed us different ways to approach a research problem and the need to be persistent to accomplish any goal. Without his encouragement and constant guidance we could not able to finish the project. He was always there to meet and talk about any query. Last, but not least, we would like to thank all class mates and hostel mates who support us throughout the project. Introduction to Soft Drink Industry The main production of soft drink was stored in 1830’s & since then from those experimental beginning there was an evolution until in 1781, when the worlds first cola flavored beverage was introduced. These drinks were called soft drinks, only to separate them from hard alcoholic drinks. The drinks do not contains alcohol & broadly specifying this beverages, includes a variety of regulated companies that manufacture carbonated soft drinks, diet & caffeine free drinks, bottled water juices, juice drinks, sport drinks & even ready to drink tea/coffee packs. So we can say that soft drinks mean carbonated drinks. Today, soft drink...
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...size and growth rate The bottled water industry has a high potential in growth rate and in the terms of sales volume or per capita consumption rate. For example, the United States’ capita consumption of bottled water lagged those of soft drinks by more than a 2:1 margin. In term of bottle water, the majority of sales volume has burden on single- serving PET containers than 5 or 1-2.5 gallon high density polyethylene containers which use for home or office. The single PET container has been satisfied by the customers because they are convenience and portable. So it could be purchased from a convenience store. Number of rival There were fierce competitions among the producers that have scale and scope of operations which were similar to each other. For instance, the Pepsi Co. and Coca Cola companies have developed the strategy and infrastructure, which are hard for the local sellers to complete with them. However, there were still many producers including new entrants that try to access the market and compete seriously with low price and differentiation- strategies among rivals. Scope of competitive rivalry The Local sellers have a little amount of scale and scope comparing to huge bottled water production companies (Pepsi, Coca Cola, Nestle Waters, and Group Danone). Those kind brand producers benefits of strong economies of scale and scope. For instance, Pepsi Co has its own spring water company and utilizes the facilities that produce soft drinks. These producers can...
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...67 Billion $52.56-67.61 $64.28 16.34 13.81 $3.81 $5.50 3.00% **** .56 • • • • Broad portfolio in the soft drink, saltysnack market and beverages. Acquisition of bottlers will allow for cost savings and new business opportunities Opportunities for growth in healthy snack, and healthy drink markets; growth in emerging markets Commodity (raw materials) volatility, exchange rate risks Increased bad debt and higher interest rates No high prospects for growth Cons: Porter’s Five Forces: • • • • • Threat of Competition: Moderate Threat of New Entrants: Low Threat of Substitutes: Low to Moderate Power of Suppliers: Moderate Power of Buyers: High Brief Overview PepsiCo, Inc. operates four major businesses: Frito-Lay North America, 31% of sales; Quaker Foods NA, 4%; Latin American Foods, 13% of total revenue, PepsiCo America Beverages, 23% of revenue, Europe, 16% of total revenue, AMEA 13%. PepsiCo recently purchased two of its largest bottling companies for a combined total of $12.6 Billion.1 1 10K 2010 PORTFOLIO CONSIDERATIONS PepsiCo, a consumer staple equity, currently composes 3.39% of the equity value of the EIF portfolio. As a whole, consumer staples make up 11.00% of the equity portfolio of the EIF. 11% does meet our required consumer staples portfolio. The S&P’s consumer staple has a total weight of 11.5%. Industry Overview PepsiCo falls under the consumer staples sector. In the sub-sector of consumer staples, PepsiCo competes in the non-alcoholic beverages...
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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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... : XII-E CBSE ROLL NO. : ACADEMIC YEAR : 2012-2013 TEACHER IN CHARGE : MR. JAMES THOMAS INDEX SL. NO. | TITLE | SOURCE OF THE PROJECT | PAGE NO. | SIGN OF THE TEACHER | 1 | Acknowledgement | - | | | 2 | Brand RivalryAn INTRODUCTION | www.wikipedia.org | | | 3 | PepsiAn Introduction | www.wikipedia.org | | | 4 | Pepsi the history | www.wikipedia.orgwww.pepsiarabia.com | | | 5 | Products Of Pepsi | www.wikipedia.org | | | 6 | Coca-Cola An Introduction | www.wikipedia.org | | | 7 | Coca-Colathe history | www.cocacola.com | | | 8 | Products Of Coca-Cola | www.wikipedia.org | | | 9 | Pepsi Vs Coca-Cola A Comparison | www.versus.com | | | 10 | Pepsi Vs Coca-Cola THE COLA WAR | www.slideshare.netwww.scribd.com | | | 11 | Pepsi Vs Coca-Cola Which Cola brand is the Better Investment? | - | | | 12 | Pepsi Vs Coca-Cola PRESENCE IN INDIA | www.infobarrel.com | | | 13 | Pepsi Vs Coca-Cola Marketing | www.google.com | | | 14 | Pepsi Vs Coca-Cola Advertising Strategies | www.google.com | | | 15 | Pepsi Vs Coca-Cola Conclusion | - | | | 16 | BIBLIOGRAPHY | - | | | ACKNOWLEDGEMENT I have taken efforts in this project. However, it would not have been possible without the kind support and help of many individuals and organizations. I would like to extend my sincere thanks to all of them. I thank my God for providing me with everything that I required in completing this...
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...difficult to identify the fault of launching a new product. If any company wants to survive, it has to differentiate it with other products. If anybody fail to create any difference with other products, that product will go in the dust box. The product should have value than it is easy to create the position in the customer mind. Because when the customer and the product understand their relation the equity can built automatically. 1.1 Proposed Product I have selected a new juice as the new product line of Partex Beverage. The product will be a coconut juice. This drink will be totally new for the customer or for the people in our country and even in various countries in the world. In the market we have many drinks like, Coca Cola, Pepsi, and Virgin cola, URO cola and so one. But coconut juice will be a drink, which will be produced and marketed in our country for the first time. I will try to differentiate this product with the others and coconut juice is the newest concept for the customer. The drinks, which are available in the market is not the natural think. It is a hypothetical feeling about that drink. The mango juice, which is available in the market, is just only the flavor. There is no relation with the juice and the real mango. So I will create my product as different as other. In my...
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...Table of contents List of figures...................................................................................................... III List of abbreviations ........................................................................................... IV 1 Purpose of this paper .................................................................................... 1 2 Company profile of Red Bull.......................................................................... 1 2.1 2.2 2.3 3.1 3.2 3.3 Company introduction..................................................................... 1 Market overview ............................................................................. 2 Financial overview .......................................................................... 2 Market-based view: market positioning .......................................... 3 Resource-based view: business system analysis .......................... 4 Current business strategy and competitive advantages ................. 5 3 Strategy analysis of Red Bull energy drink business .................................... 3 4 Recommendation proposal for Red Bull ....................................................... 6 5 Conclusion..................................................................................................... 8 Appendices ......................................................................................................... 9 Bibliography ..............................................
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