packaging (bottles and cans), the suppliers of these raw materials have less bargaining power against the concentrate producers (CPs) and bottlers. i. Sugar: Sugar can be obtained from various sources on an open market and if price of sugar increases, the cola companies can easily switch to low price artificial sweeteners or high-fructose corn syrup. Though aspartame, used in diet beverages, gained the bargaining power for time-being while it was under patent protection ii. Cans: With abundant supply of
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ROBERT F. HARTLEY • Cindy Claycomb 12th Edition T W E L F T H E D I T I O N MARKETING MISTAKES AND SUCCESSES Robert F. Hartley Late of Cleveland State University Cindy Claycomb Wichita State University VICE PRESIDENT & EXECUTIVE PUBLISHER SENIOR EDITOR PROJECT EDITOR EDITORIAL ASSISTANT ASSOCIATE DIRECTOR OF MARKETING MARKETING MANAGER MARKETING ASSISTANT DESIGN DIRECTOR PRODUCT DESIGNER SENIOR PRODUCTION MANAGER ASSOCIATE PRODUCTION MANAGER PRODUCTION EDITOR
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Coca-Cola vs. Pepsi-Cola Introduction The soft drink industry has been a profitable one in spite of the “cola wars” between the two largest players. Several factors contribute to this profitability, and these factors also help to show why the profitability of the concentrate production side of the industry has been so much greater than the bottling side. Over the years the concentrate producers have experimented with different levels of vertical integration, and although it has not necessarily
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the market at the time. During the Great Depression, Pepsi sold their product as “twice as much for the same price” (pepsi.com, 2011). This helped to keep business booming. During the Second World War, the company adopted the red, white, and blue colors to show patriotism and even had planes write Pepsi Cola in the skies. Today they continue with the red, white, and blue colors and also continue to target the entire soft drink market (pepsi.com, 2011). Target Market The target market for this brand
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His juices were sold in small glass bottles which ensured easy transportation. The idea was immediately successful but it was only in 1949 that the Britvic brand was formally launched into the marketplace. In the years following the Second World War, Britvic went from strength to strength, building a modern factory in its hometown of Chelmsford. In 1971, the British Vitamin Product Company formally changed its name to Britvic in recognition of its leading brand’s appeal. In 1986, Canada Dry Rawlings
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PART II INSTRUCTOR’S NOTES ON TEXT CASES CASE GUIDE CHAPTER CASE | 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14 | 15 | 16 | 17 | 18 | 19 | 1–1 Starbucks – Going Global Fast | X | X | | X | X | | | | | | X | X | | | | | | | | 1–2 Nestlé – The Infant Formula Incident | | X | X | X | X | | | X | | | X | X | | | | | | | | 1–3 Coke and Pepsi Learn to Compete in India | | | | X | X | X | | |
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Indian Ethos and Values Ethical Dilemmas faced by Pepsi Co. INSTITUTE FOR INTERNATIONAL MANAGEMENT & TECHNOLOGY, GURGAON SUBMITTED BY: SUBMITTED TO: Swati Khandelwal Ms. Monica Bhardwaj PGPM (2012) (Module Leader) Executive Summary: This assignment is all about
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most important product” and although they have continued their almost 100 year expansion their core product remains to be their brick. In 1958 their “stud-and tube” coupling system was patented and by 2007 they managed to create a set for the Star Wars franchise of a model of the millennium Falcon which weighed 6 kilograms and features 5192 pieces to be exact. Today Lego Group is the fourth largest toy manufacturer in the world in terms of revenue and is aiming for future growth, faster adaptability
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Toyota (Chapter 1) Overview. This case concerns the systems used by Toyota to become the third largest automobile manufacturer in the world. The case illustrates how this organization strives to serve customers and achieve a profit. The case intentionally emphasizes features of Toyota's manufacturing system, rather than its marketing strategies per se, to show how the whole organization is focused on serving customer wants and needs, not just the marketing department. Suggestions for Discussion
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decade of experience working on Mountain Dew. Representing PepsiCo were Scott Moffitt (Marketing Director, Mountain Dew), Dawn Hudson (Chief Marketing Officer, and a former senior ad agency executive), and Gary Rodkin (Chief Executive Officer, Pepsi Cola North America). Scott Moffitt scribbled notes as he listened to Bruce speak. Moffitt and the brand managers under him were charged with day-to-day oversight of Mountain Dew marketing. These responsibilities included brand strategy, consumer and sales
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