...bottler promotion campaign for U.S Hispanic nationalities 5.4 Food, Cone & Belding estimation of Hispanic Squirt consumption on a Spanish-only program for selected markets 6.0 RECOMMENDATION 7.0 PLAN OF ACTION 7.1 Promotion 7.2 Product 7.3 Price 7.4 Place 8.0 CONTINGENCY 1.0 INTRODUCTION Nowadays, marketplace is fundamentally different as a result of major societal forces that have resulted in many new consumer and organization capabilities. These forces have created new opportunities and challenges and marketing management has changed significantly in recent years as organization seeks new ways to achieve marketing excellence. Furthermore, to maintain the product’s reputation in the market, organization focuses on branding the product internally and externally through market targeting and product positioning in order to increase organization sales volume and gaining trust from their respective consumers on their products 2.0 CASE SUMMARY The case is about three companies with 90% of the market share control the carbonated soft drink industry in the United States. These companies include in order of market share size, Coca-Cola, Pepsi Co, and Dr. Pepper/7Up. These three companies also represent the top ten selling brands in the United States market. In the United States, people consume more carbonated drinks than tap water....
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...positioning in order to increase organization sales volume and gaining trust from their respective consumers on their products. 2.0CASE SUMMARY The case is about three companies with 90% of the market share control the carbonated soft drink industry in the United States. These companies include in order of market share size, CocaCola, Pepsi Co, and Dr. Pepper/7Up. These three companies also represent the top ten selling brands in the United States market. In the United States, people consume more carbonated drinks than tap water. Research has shown that the average American drinks about 53 gallons of soft drinks per year. However, soft drink consumption has declined over the past few years (Kerin & Peterson, 2004). The soft drink industry has three major participants in the production and distribution; concentrate producers, bottlers, and retail outlets. Concentrate producers are responsible for consumer advertising and promotion programs, product development and planning and market research. The bottler’s responsibility is to set up local and retail trade promotions. Among this is selling and servicing retail outlets, placements and maintenance of advertisements, and the restocking of retailer’s shelves and vending machines. Competition in the soft drink industry is mostly relevant among the top three companies;...
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...buyer behavior In the United States, people consume more carbonated drinks than tap water. Research has shown that the average American drinks about 53 gallons of soft drinks per year. However, soft drink consumption has declined over the past few years. The soft drink industry has three major participants in the production and distribution; concentrate producers, bottlers, and retail outlets. Concentrate producers are responsible for consumer advertising and promotion programs, product development and planning and market research. The bottler’s responsibility is to set up local and retail trade promotions. Among this is selling and servicing retail outlets, placements and maintenance of advertisements, and the restocking of retailer’s shelves and vending machines. Competition in the soft drink industry is mostly relevant among the top three companies; Coca-cola, Pepsi-Cola, and Dr. Pepper/Seven Up. Each of these companies offers a product similar to Squirt, but each has their own variation. Coca-Cola’s Fresca is also a grapefruit flavored carbonated rink, but it has sugar and is caffeine free. Coco-cola also offers Mello Yellow and Surge. Pepsi-Cola has the largest carbonated citrus drink called Mountain Dew. The Organization Squirt Brand carbonated drink is a caffeine-free, low sodium soft drink that is a blend of grapefruit juices mixed with carbonation. It is the best selling carbonated grapefruit drink in the United States. Squirt is marketed under Dr. Pepper/Seven Up...
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...ECO 740 SOFT DRINK DEMAND ESTIMATION Prepared by: Bajuriah binti Yunus Salmiwati binti Mohamad Jamili Suraya Hani binti Su’id Zerafinas binti Abu Hassan Prepared for : Prof. Dr. Saadiah Mohamad In economics demand can be defined the relationship between the prices of a commodity and the quantity of the commodity which the consumer wants to buy at certain price. It is essentially the attitude and reaction of a consumer towards the commodity they want to purchase. Demand forecasting involves techniques including both informal methods and quantitative methods, such as the use of historical sales data. As an example, soft drink consumption in cans per capita across 48 contiguous in the United States can be defined using multiple regression analysis. It used to be multiple regressions due to involving several independent variables which is six-pack price, income per capita and mean temperature. Table 1 Soft Drink Demand Data Cans/Capita/Yr 6-Pack $ Price Income $/ Capita Mean Temp Alabama 200 2.19 13 66 Arizona 150 1.99 17 62 Arkansas 237 1.93 11 63 California 135 2.59 25 56 Colorado 121 2.29 19 52 Connecticut 118 2.49 27 50 Delaware 217 1.99 28 52 Florida 242 2.29 18 72 Georgia 295 1.89 14 64 Idaho 85 2.39 16 46 Illinois 114 2.35 24 52 Indiana 184 2.19 20 52 Iowa 104 2.21 16 50 Kansas 143 2.17 17 56 Kentcuky 230 2.05 13 56 Lousiana 269 1.97 15 69 Maine 111 2.19 16 41 Maryland 217...
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...Kabul Cola Demand Estimation Research Assignment Advance Research Design Prepared by MBA - 2 August 5th, 2015 Instructor: Kalimullah Table of Contents Executive Summary…………………………………………………………………..2 Introduction of Kabul Cola…………………………………………………………….2 Consumer Behavior……………………………………………………..…………….9 Buying Behavior…………………………………………………………...….………9 Competitors………………………………………………………………….………..9 Methodology………………………………………………………………………….10 Model Summary……………………………………………………………….……...11 Coefficients…………………………………………………………….…….………10 Regression Line………………………………………………………………………14 Interpretation and Decision Making………………………………………………….15 Recommendations…………………………………………………………………….16 Executive Summary Introduction With the development and peace in Afghanistan, all the companies and industries have shown great progress. The demand of Soft Drinks has also shown great increase, strong competition in this trading company exists in the international and domestic market. Provision of high quality and aggressive marketing is essential to get permanent place in the market. Kabul Cola, with over a few decades of experience in both domestic as well as international business has now established a fruit processing factory in Kabul, Afghanistan. Kabul Cola, Fruit Processing Facility is the first and only factory of its kind in Afghanistan. The factory is the state-of-the-art facility with the most modern fruit processing technology imported...
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...Chapter-1 Project Background & History 1.1 Project Background: The main idea of our project is to establish a beverage company named Refresh Beverage Company concerning the market conditions and consumer preferences overtime and considering various policies or regulations needed to maintain for the project. The major project parameters that will be served us as the guiding principles are listed below: ⇨ Our project will be domestic market oriented. ⇨ Geographical levels will be- national, areal, and local. ⇨ Will be the first business of two kinds of products. ⇨ Business will be located a major cities as well as other cities. ⇨ Product variety will include a large variety of different flavored juices and drinks. ⇨ Use of modern and attractive selling system. ⇨ Best quality of advertising by using popular media. ⇨ Quality control for the production. 1.2 Project Promoter(s) or initiator(s): |Name |Address |Financial possibilities | |Masuma Bhuyan Farha (Initiator) |22/13 Khiljee Road, Dhaka. |Has the fund about BDT 1,500,000 | |Nazia Dilshad (Initiator) |881 Monipur, Mirpur-2, Dhaka. |Has the fund about BDT 1,800,000 | |Sumia Sultana Nadia (Promoter) |8/2 Kallyanpur, Dhaka. |Has the fund about BDT 950000...
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...MGT314.8 DEMAND FORECASTING, PRODUCTION OPTIMIZATION AND CAPACITY MANAGEMENT FOR PRAN FOOD PRODUCTS BANGLADESH LIMITED Prepared By: Abdullah Al Rafi 111 0129 530 SM Nabil Afroj 113 0818 030 Faculty: Dr. Kais Zaman North South University Table of Contents Objectives 3 Brief Company Profile 4 Methodologies 5 Need for the forecasting 5 Forecasting Methods 8 Qualitative Analysis 10 Linear Programming 13 Conclusion 17 Objectives The primary objective is to find the demand and supply management techniques and the tools that the company uses to predict the demand for their products. The project will also determine the appropriate changes the company makes in their production process and their capacity management with regard to their forecasted demands. Many companies were and are still established to derive financial profit. In this regard the main aim of PRAN RFL Group is to maximize (optimize) profit. This report is on using Linear programming technique along with forecasting methods to derive the maximum profit from production of soft drink for PRAN RFL, Bangladesh Ltd. Linear Programming of the operations of the company was formulated and optimum results derived using Microsoft Excel. The result shows that two particular items should be produced even when the company should satisfy demands of the other - not - so profitable items in the surrounding of the plants...
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...MARKETING PLAN FOR BIG RED By Name Course Professor Institution City/State Date Marketing plan for Big Red I. Background Big Red a small soft drink company in the United States. It started in 1937 as a manufacturer of cream soda with almond used as flavour. Big Red is popular in Southern United States for its unique taste and flavour. The company uses carbonated water, sugar, caffeine and natural flavourings in the manufacture of soft drinks. Other ingredients include phosphoric acid and caramel colour which the company uses to produce various flavours of product. Big Red’s marketing tactics and trade secret has made the company to register significant sales volumes (Mangold & Faulds, 2009). This growth has made the company to spread across countries. Currently, the company is spreading to every part of the United States as a promising small business. The company origin dates back in 1937 under Grover. Thomsen and R. H. Roark. Big Red not only undertakes manufacturing of its products but it also carries out retail distribution and marketing functions. The company has plans to grow the brand. Most vending machines in southern United States have the company brands that include Big Red (Kotler & Armstrong, 2010). This paper explores the marketing function of the company and the strategies that it employs to retain dominance in the market. It assess the market audit and gives a brief an overview of the market in terms of size, trends and competition. The...
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...New Launch Marketing Plan III Executive Summary Coca-Cola continues to be an industry leader in offering and reinventing some of its core drink products in new global markets. The company currently has captured over 50% of the soft drink market and seeks to obtain 55% or better in the next three years. With the introduction of its latest product, millions of new customers can be reached. The New Product Launch Marketing Team is prepared to introduce the “Snatch a Pack” in both the domestic and global markets; with a great push on its Coca-Cola International India’s market. An emphasis is placed on Coca-Cola International India because it is one of the most populous countries in the world and is receptive to international trade. The product is cost-effective, easy to use, and very flexible. Launching the product, “Snatch a Pack” will help the company expand its customer base while increasing revenues by an estimated $2.5 billion. An integrated communication marketing plan will be developed to ensure that market segmentations are identified and communication channels are established. Pricing strategies for the Snatch a Pack will be defined and distribution plans established. An integrated communications marketing plan will be designed, three year objectives defined, and a description of the milestones to be implemented presented for the new product lunch. In addition Coca-Cola New Product Launch Team will create a budget to Market the “Snatch a Pack” and establish an evaluation...
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...concentrate on achieving high production efficiency, low costs, and mass distribution. They assume that consumers are primarily interested in product availability and low prices. This orientation makes sense in developing countries, where consumers are more interested in obtaining the product than in its features. * The selling Concept - A firm using a sales orientation focuses primarily on the selling/promotion of a particular product, and not determining new consumer desires as such. Consequently, this entails simply selling an already existing product, and using promotion techniques to attain the highest sales possible. Such an orientation may suit scenarios in which a firm holds dead stock, or otherwise sells a product that is in high demand, with little likelihood of changes in consumer tastes that...
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...| | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | Marketing Research in India – About Us eMpulse India mission is to provide high quality, cost effective market research in India to businesses operating in the global market. eMpulse India Vision is to grow into a leading provider of outsourced market research services to Indian companies. eMpulse India is a market research firm that provides custom market research solutions to our clients. The strong background of the leadership team and the employees allow us to deliver very high quality service. We focus on balancing three basic metrics for any project : * Quality * On-Time-Delivery * Price Our research has indicated that these are the three value parameters that Indian market research customers are demanding. We do not believe in sacrificing one metric at the expense of the other. Our global cost arbitrage model gives enough cost advantage that we don’t need to cut corners on quality and On-Time-Delivery performance. Market Research in India – Our Services We conduct Market Research in India. Market information is brand battleground of today. To help you understand the market using Market Research in India, the Services provided by eMpulse are : * Field Data Collection * Market Research Analysis * Market Research Reporting * India Marketing Consulting * Market...
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...PEPSI COLA [pic] Introduction: Pepsi Cola started in the January 1898, from a small Drug store in the city of North Carolina. The owner of the Drug store, Mr. Caleb Bradham, prepared a drink, which the customers called "the Bred Drink". Bred registered this drink with the name of Pepsi Cola in 1903. Then he started his own production at Marco level and established his own company. The business expanded and this drink got fame time. In 1909 this company reached to 24 states of America with more than 250 dealers. The very first packing of Pepsi was in 16.5 ounce. In 1932 Pepsi cola has introduced its new packing in 12 ounce. In 1950 Pepsi Cola has started its new Advertising Campaign with the name of "Refresh without Filling". It also changed the chemical formula and decreased its sweetness and calories. With the efforts of the Sales & Marketing Department, Pepsi got so much fame that it established new plants at a rate of thirty per annum. In 1985 the design of the bottle has been changed after 20 years. And a new and attractive packaging has been offered with two new flavor i.e., Teem & Mirinda. Today Pepsi is available in more than 160 countries of the world including Soviet Union & China. HISTORY OF PEPSI COLA: 2001 Pepsi puts "a little twist on a great thing," introducing lemon-flavored Pepsi Twist and Diet Pepsi Twist. The product launch marks the return to lemon-flavored...
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...Rozemarijn 561548 561526 561503 Barendsen, 552505 Marketing Management Block 1-2008 Date: 25 February 2008, Amsterdam To: Dr. L. Lin Mr. van der Rest Version 1 Chapter 1 Introduction We started this project with a choice, Coca Cola or Pepsi. We chose to analyze Coca Cola, we all preferred the brand image, and were eager to find out how Coca Cola is organized. The next step was determining what geographic location would be analyzed. We chose the United States, the soft drink capital. Soft drinks are invented in the United States, and has the highest consumption of soft drinks. After analyzing the Cola War Continues: Coke and Pepsi in 2006 we were able to state the problems in the case. These are divided into a main and several sub problems, that are stated below. Main problem: To analyse the case about the Cola War and the position of Coca-Cola a main problem is formulated. ‘What could coca cola do to remain its market position and stay ahead of its competitors?’ Sub problems: To finally give an answer to the main problem sub problems are needed. They will help to find answers to different segments in the case. These answers to the sub problems together will provide the answer to the main problem. The sub problems can be arranged under different...
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...Table of Contents Executive Summary 1.0 Company Description 1.1 Company History 1.2 Missions Statement 1.3 Products 1.4 Current Status 1.5 Legal Status and Ownership 2.0 Industry Analysis 2.1 Industry Size Growth Rate and Sales Projections 2.2 Industry Structure 2.3 Nature of Participants 2.4 Key Success Factors 2.5 Industry Trends 2.6 Long Term Prospective 3.0 Market Analysis 3.1 Market Segmentation 3.2 Buyer Behavior 3.3 Total Market Demand 3.4 Competitors Analysis 3.5 Market Share 3.6 Sales Forecasting 4.0Marketing Plan 4.1Overall Marketing Strategy 4.2Product Price Place Promotion 4.3Marketing Expense 5.0 Production Plan 5.1 General Approach to Production 5.2 Fixed Asset Requirement 5.3 Life of Fixed Assets 5.4 Planned Capacity and Future Capacity 5.5 Factory Location and Layout 5.6 Raw Material Requirement and cost 5.7 Labor Requirement and Cost 5.8 Labor Motivation 5.9 Indirect Factory Overhead 5.10 Per Unit Cost of Production 6.0 Product Design and Development Plan 6.1 Development Stats and Tasks 6.2Challenges and Risks 6.3 Intellectual Property 7.0 Management Team and Company Structure 7.1Management Team 7.2Company Structure 7.3Preoperatibng Activities and Cost 7.4 Fixed Asset Requirement 7.5Administrative Office 8.0 Financial Plan and Projections 8.1 Assumptions Sheet 8.2 Sources and Uses of Funds Statement 8.2.1.0Total Capital Requirement 8.2.1.1Fixed Capital 8.2.1.2Working Capital 8.2.1.3Preoperating...
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...Форма № Н-9.02 ХАРКІВСЬКИЙ НАЦІОНАЛЬНИЙ ЕКОНОМІЧНИЙ УНІВЕРСИТЕТ ІМЕНІ СЕМЕНА КУЗНЕЦЯ _______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ (повне найменування вищого навчального закладу) ФАКУЛЬТЕТ МЕНЕДЖМЕНТУ ТА МАРКЕТИНГУ _________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________...
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