business strategy, product design, and customer interactions, understanding how to make the best decisions will make you a more effective professional and manager” (Phillips & Gully, 2014, p. 290). Coca-Cola has created a name for itself in the soft drink industry that cannot be utterly disposed of. Coca-Cola has created a highly demanded and successful product, yet with the changing times, has in addition made a name for itself in providing a product not entirely respectable of the health and well-being
Words: 2677 - Pages: 11
MANAGING THE BRAND EQUITY OF CARBONATED DRINKS AMONG GENERATION-Z Dr. Nishakant Ojha1 ABSTRACT Companies spend large amount of their money on building brand equity. This study explores the relationship between advertising and brand equity. The purpose of this study is to how advertisements of carbonated drinks acts as stimuli in influencing purchase decision of generation-Z. It also explores the role of electronic media in advertising. Data for the study has been collected by using the survey method
Words: 2921 - Pages: 12
GRADUATION DIPLOMA IN MANAGEMENT (PGDM) Submitted to SIES COLLEGE OF MANAGEMENT STUDIES Nerul, Navi Mumbai Submitted By Sunil Kumar Bose 111 Marketing 2014-16 Declaration I, Sunil Kumar Bose, studying in the second year of POST GRADUATION DIPLOMA IN MANAGEMENT (PGDM) at SIES College of Management Studies, Nerul, Navi Mumbai, hereby declare that I have completed the Summer Internship Project titled “Driving Kinley Water NDs at Medical Channels
Words: 17851 - Pages: 72
from France, unique in its qualities, difficult to copy. It has an internationally strong brand name. So it makes sense to keep the existing product available for the market and do not diversify. From the case study we know that before the product’s price was relatively high to soft drinks but still below the price of liqueur and it was available mostly in gourmet shops. However, Perrier’s management is now suggesting to offer it in supermarket, which is not a good idea because supermarkets do
Words: 663 - Pages: 3
Executive Summery This report attempts to study the consumers’ behavior for a particular cola brand, MOJO. It is brand of Akij Food and Beverage Ltd., a sister concern of prominent group of companies of Bangladesh, Akij Group. In the year 2007 MOJO was the market challenger in Bangladeshi cola market with a sales of about 52 crores BDT. The brand was launched in 14th April, 2005 targeting the youth of Bangladesh who like the Bangladeshi trends. All those years MOJO is doing satisfactory in the
Words: 4421 - Pages: 18
Coca Cola’s Marketing Challenges in Brazil: The Tubaínas War Case Analysis I. Summary The case study deals with Coca Cola’s attempt to pursue different strategies in order to stand up to the strong growth of the so called tubaínas. Tubaínas is defined as the numerous brands of inexpensive, carbonated and sweet beverages which are manufactured and distributed locally throughout Brazil by hundreds of small companies. Due to the significant growth of the tubaínas in Brazil, Coca Cola intended to
Words: 841 - Pages: 4
August 5th, The Center for Science and Environment (CSE), an activist group in India focused on environmental sustainability issues (specifically the effects of industrialization and economic growth) issued a press release stating: "12 major cold drink brands sold in and around Delhi contain a deadly cocktail of pesticide residues" (See Exhibit 1). According to tests conducted by the Pollution Monitoring Laboratory (PML) of the CSE from April to August, three samples of twelve PepsiCo and Coca-Cola
Words: 9264 - Pages: 38
COCA-COLA CASE STUDY Presentation Identifier Goes Here 1 STATISTICS AND FACTS ON LIQUID REFRESHMENT BEVERAGE BRANDS The liquid refreshment beverage (LRB) market encompasses CSDs, bottled water, ready-to-drink (RTD) coffee and tea, fruit beverages, energy drinks and sports beverages. Based on sales, Coca-Cola, Pepsi, Mountain Dew, Dr Pepper and Gatorade were the leading liquid refreshment beverage (LRB) brands in the United States in 2013. All five brands combined, held a market share
Words: 5343 - Pages: 22
requirement of local market sensitively. (Coca Cola company Case study). CCE currently provides over 650 brands to customers more than 200 countries, and CCE have the headquarter in Atlanta, Georgia. (Academia). - The global and local strategy of Coca Cola Once again, the Coca Cola enterprise is largest beverage company of the world. It has been recognized the most valuable branch of the world. It has promoted many kind of soft drink of the top worlds brand such as Coca Cola, diet coke, sprite
Words: 747 - Pages: 3
snack chips. PepsiCo the conglomerate king of soft drink has its wide range of soft drinks products available in every book & corner of the world. THE INDIAN STORY Pepsi & Co came to India as food processing unit, Punjab during the year 1986-87 head office Pepsi food unit situated in Delhi, employees are more than 2500 people. Pepsi co today is the leader in the cola and orange segments of beverages in India and enjoys leadership in soft drinks in many parts of the country. It focuses on execution
Words: 4433 - Pages: 18
