Perceived quality or consumer’s perception about the quality of a product, brand, etc. is the consumer's opinion about the product’s (or a brand’s) ability to fulfill his or her expectations. Consumer’s outlook of the brand may have little or nothing to do with the actual performance and excellence of the product and is based on brand’s current repute or public image, consumer’s experience with the brand’s other products, and the influence of the consumer’s opinion or perception of the brand. Brand
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To: Upper Management From: Jimmy Blodgett Subject: External Analysis of U.S. Cola Industry Date: August 31, 2014 Purpose of the Report Per your request, our team has spent the last month analyzing the competitive environment of the cola industry in the United States. Utilizing tools such as the Porter’s Five Forces Framework and PESTEL (political, economic, social, technological, ecological, legal factors) we were able to better create an external analysis
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table of content External Analysis: 2 Macro environment: 2 Meso environment: 5 Internal Analysis 7 SWOT Analysis Pepsi case: 9 Objectives 10 Marketing Strategy 10 Marketing Plan 12 Product 12 Place 14 Price 14 Budget & Control 15 External Analysis: Macro environment: The environment is constantly changing and therefore also influencing PepsiCo’s operations. Environmental changes which are not directly involved with the company but do influence it can be put in six categories:
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States Markets increasing from 20.3 gallons per capita consumed in 1965 to 40.1 gallons per capita consumed in 1982; This explosion in growth led to the era of what has become known in the industry as the “Cola Wars.” As the consumer trended towards becoming more health conscious, the diet cola segment represented a significant opportunity for growth in the industry and companies were scrambling to understand how to position themselves for a competitive advantage. With an emphasis on sales and profit
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able to automatically change prices according to ambient temperature. How it works: ▪ If the temperature is high then price will be high. ▪ If the temperature is low then price will be low. Coca Cola tried to maximize profit from these smart vending machines, after facing war price in supermarkets. This practice is called price discrimination, where a company is charging different prices for the same product to different consumer. In the Coke’s vending machine case, the differentiation
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Life Cycle of Pepsi: 1) Pre-launch – the 1890s In 1898, pharmacist Caleb Bradham developed ‘Brads Drink’, a formula designed aid digestion. After strong interest from consumers in his pharmacy, Brad renames the drink ‘Pepsi-Cola’ and purchases the trademark ‘Pep Cola’ for $100. The origins of Pepsi are very similar to that of Lucozade, which was also first produced for medicinal purposes. Although $100 does not appear much, adjusted for inflation that amount of money in the 19th Century is
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Suppliers – Weak The ingredients the concentrate producers use are cheap and easy to get. There are a lot of substitutes available if the supplier threatened to raise his price. “Concentrate producers required few inputs: the concentrate for most regular colas consisted of caramel coloring,” Power of Buyers – Medium The power of buyers depends over which distribution channel we are talking about. For example the mass merchandiser category had high buyer power because they also sold their own private-label
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rather than wasting time and money on training new employees. In recent years, Pepsi Cola has been unsuccessful with winning the beverage war against Coca Cola mostly because of the marketing difference. We here at Kelly service’s would like to extend a mutually beneficial partnership, where we will supply you with a marketing force that will help you get back into the competition with Coca Cola. Pepsi Cola has fallen behind in sales little by little every year due to marketing not being successful
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of the world’s most successful companies of consumer products. Enormous awards have gone in the worlds. In 2009, Pepsico is ranked 175 in the Fortune’s. 18 brands out of its series boast an annual sales volume of over 1 billion USD, including Pepsi-Cola, Mountain Dew, Gatorade, Lay’s, Diet Pepsi, Tropicana, Doritos, Lipton Teas, Quaker Cereals, Cheetos, 7-UP, Ruffles, Aquafina, Mirinda, Tostitos, Sierra Mist, Walkers, Fritos. In addition, PepsiCo entered new markets including Japan and Eastern Europe
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Your name: Title: Established companies, such as Coca Cola and McDonalds do not need to waste profits on advertising as they already have a vast and loyal customer base. I. Introduction | | A. Background | Advertising plays an increasingly important role in business. However, some famous companies do not willing to spend profits on advertising. | B. Thesis statement | Disagree. I believe it is better to spend a certain amount of profits on advertising. | II. Main
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