TYPES OF ELASTICITY Elasticity is a term widely used in economics to denote the “responsiveness of one variable to changes in another.” In proper words, it is the relative response of one variable to changes in another variable. The phrase “relative response” is best interpreted as the percentage change. The quantity of a commodity demanded per unit of time depends upon various factors such as the price of a commodity, the money income of consumers, the prices of related goods, the tastes of the
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beverages of Coca –Cola Company. When Europe was under the crisis during recession since 2007 and India had felt the drawback of crisis in issue related with coke-cola various campaigns were launched various to invite people all around the world to refresh themselves and enjoy the pleasure in life. One of the leading campaigns was the “Coke side of life “launched in 2006 to regain the sales. The aim of the campaign was to make Coca-cola relevant to the customers but due to global economic recession
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soft drink industry been so profitable? We will use the Porter’s Five Forces framework to demonstrate why the soft drink industry – where Coke and Pepsi were, and still are, the two largest players – has been so profitable. Historically, several factors indicated high barriers to entry. Firstly, the successful consolidation and vertical integration of Coke and Pepsi’s bottling networks created an extensive, and almost exclusive, distribution prowess. In addition, franchise agreements since 1987
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Marketing Channels 3.4 Porter’s five forces 4 5 4 2 2 2 2 4 Competitive / corporate strategies of Coke and Pepsi 5 SWOT Analysis 6 Questions 6.1 How has the competition between Coke and Pepsi affected the industry’s profit? 6.2 If it has been such a profitable industry, why have so few firms successfully entered this business over the last century? What are the barriers? Why have Coke and been so successful in launching their products? 6.3 Why, historically, has the soft drink industry been
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Cola Wars Continue: Coke and Pepsi in 2010 Table of Contents 1 Overview 2 General environmental analysis 3 Industry Analysis 3.1 Industry Structure - U.S. soft drink market share of concentrate producers - Suppliers within the carbonated soft drink industry 3.2 Market Structure - U.S. Liquid Consumption Trend (gallons/capita) - U.S. non-alcoholic refreshment beverage volume 2009 - U.S. soft drink market share – soft drink brands 3.3 Marketing Channels 3.4 Porter’s five forces 4 5 4 2 2 2 2
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These days Coke and Pepsi are using the 4Ps of marketing mix (Price, Product, Place and Promotion) in such a way so that a good quality can be provided to the consumers at a reasonable price to attract the consumers towards their brands. Both the companies know that there is so much potential in the Indian soft drink industry and the can increase their sales by making good marketing strategies. So, they are spending a huge amount of money on advertising and other sales promotional activities of their
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increasing demand for non-carbonated drinks has been to introduce zero or low calorie drinks. One of its stated goals is to innovate with natural sweeteners, which has the potential to lower calories per serving. This is a departure from its past where the company thought that it could dictate public taste, not the other way around (Freedman and Butterfield). Additionally, to address the growing concern over the obesity rate in the US, Coke has decided not to directly market their beverages to children
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variety of still beverages, such as waters, enhanced waters, juices and juice drinks, ready-to-drink teas and coffees, and energy and sports drinks. It owns and markets a range of nonalcoholic sparkling beverage brands, which includes Coca-Cola, Diet Coke, Fanta and Sprite. The Coca Cola products appeal to a wide range of people throughout the world from all races, genders, and ages. Coca Cola is well known for its worldwide popularity as its products are sold to over 200 countries. The company business
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billion-dollar brands, including Diet Coke, Fanta, Sprite, coca cola Zero (Coca Cola.com, 2010). They are globally the No. one provider of sparkling beverages, juices and juice drinks and ready-to-drink teas and coffees. Consumers in more than 200 countries enjoy the Company's beverages at a rate of nearly 1.6 billion servings a day. This company has expanded the business by accommodating customers and suppliers with Diet Coke with others including Caffeine-Free Coca-Cola, Diet Coke Caffeine-Free, Coca-Cola Cherry
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Muhtar Kent. Coca Cola (the drink) Coca-Cola is a carbonated soft drink sold in stores, restaurants, and vending machines in more than 200 countries.[1] It is produced by The Coca-Cola Company of Atlanta, Georgia, and is often referred to simply as Coke (a registered trademark of The Coca-Cola Company in the United States since March 27,
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