| Coca Cola carries market development by introducing new types of Coca-Cola in their market by catering the needs of the market such as dietary needs. Coca Cola has therefore introduced a new type of dietary cola that cater to different dietary requirements. Coca Cola has developed a new dietary soda called Coke Zero | Product Development | Cadbury carry out their product development, by developing new products for example new types of chocolate such as the Cadbury Dairy Milk Ritz and Lu chocolate, which they investing highly on through market research. This generated sales and interests and allowed the organisation to get new customers. | Coca cola carries out its product development in almost the same manner as Cadbury except Coca Cola he company's Business Intelligence and Planning Department is responsible for collecting the research and presenting it to the Consumer Marketing Department.
Coca-cola believed that as this segment aged, it would move on to healthier diet drinks and hence they needed to look into the “full-calorie” young segment. Figure 1 below graphically depicts this understanding. At that time the youth favored Pepsi’s high calorie content by even more overwhelming margins than the market as a whole. Thus Coca-cola zeroed-in on this segment and launched the “New” Coke (of course they substantiated their strategy with surveys and focus groups, the unbiased nature of these efforts is now being questioned) Fig 1 What went wrong: The purpose of segmentation is to break mass markets into
High Fructose Corn Syrup (HFCS) was introduced back in the 1970’s and quickly filled the demand within the soft drink industry. Sodas depended heavily on the sugar cane as a natural sweetener; unfortunately it was unstable and volatile. HFCS provided consistency and was easily accessible when it was introduced and financially made more sense when compared to the unsteady cost of sugar. Before you knew it, HFCS found its way into foods and was no longer just for the soft drink industry. Today, HFCS can be found in just about every food product that you can think of.
In 1965 PepsiCo Inc was formed when beverage giant Pepsi cola and snack food icon Frito-lay agreed to a merger. In the years after, leading up to 1996 the company pursued a growth strategy through acquisitions of businesses in the snack food, beverage and fast food industry, which they believed had potential benefits in cost sharing and skills transfer. Companies acquired during this period included KFC, Pizza Hut, Taco Bell, Mug root beer, 7UP, sun chips, etc. However, by 1996 it became apparent theses potential benefits were difficult to accomplish and in 1997 the company underwent a major portfolio restructuring which spun off the company’s restaurants as publicly traded companies. This portfolio restructuring initiative was geared to acquire powerful and emerging brands which would bolster PepsiCo’s profits and dominance within the market.
Problem Pepsi has been targeting Quaker as a potential acquisition target because of its ownership of Gatorade (a brand Pepsi actively wants to include in its portfolio) and several synergy opportunities in distribution expertise. Pepsi needs to determine a fair price to offer for a stock-for-stock exchange that accounts for Quaker and Pepsi’s current values, synergy opportunities, and other offers on the table. Facts and Assumptions * Quaker’s portfolio and especially Gatorade is attractive to multiple large food/beverage conglomerates. Due to scale, many of these potential acquirers have synergy opportunities with Quaker. * Quaker portfolio can be seen as two distinct product groupings with differing growth rates – foods (including Oatmeal, Golden Grain, Granola Bars, and Aunt Jemima) and beverages (including Gatorade).
Smuckers list of acquisitions and brands reads off like an all star team, Pillsbury, Smuckers, Jif, Folgers, Dunkin Donuts, Hungry Jack, Crisco… Smuckers has been careful to purchase only well established and successful brands and focused on leading brand names. Smuckers has decided it is better to acquire already established brands than to build a new brand from scratch. Smuckers brands are positioned as the leading brands in many of the processed foods segments in which they compete. Folgers is the leading coffee, Crisco is the leading cooking oil, Smuckers leads in fruit spreads, Knudsen leads in health and natural beverages, and Jif leads in peanut butter. 3.
Rings of dough are raised into yeast balls which are then baked, deep fried, flipped and lastly glazed for perfection. Krispy Kreme's competitors include Dunkin Donuts and Starbucks. Krispy Kreme has had a stable reputation for providing a high quality and original product since 1937. One can say the great taste of a glazed sugary treat it what keeps customers coming back for more. However in a declining economic it is hard to predict how Krispy Kreme will fair epically when so many have become heath conscious in all areas of eating.
Heineken Beer Marketing Research Spring 2012 Group 1 [pic] Abstract In our research, we chose criteria based on our literature which is important to consumers, including: Packaging/design, taste, image of brand, price, calories, lifestyle of consumer, and social/economic factors. As a group, we researched these criteria, making connections with our points and the empirical evidence that was found. There are many factors and alter the consumers' perceptions of different beers and different brands, and often times each individual consumer's criteria is not weighted the same way as the next person. One thing is for certain though; Americans love to drink beer. Because of this phenomenon, Heineken wishes to reposition their flagship brand as a younger, trendier beer and capture more of the 21 to 30 year old beer-consuming market.
Analyzing the Marketing Environment (PepsiCo) Name: Seaton Johnson Course:MKT 120 Instructor: Mr. A Woherem Report on Analyzing the Marketing Environment ( PepsiCo) Relations of PeopsiCo with terms from Chapter 3 of the text (Analyzing the Marketing Environment) Micro environment: These are actors close to the company that affects its ability to serve its customers- the company, suppliers, marketing intermediaries, customers market, competitors and publics. 1. This term can be related to PepsiCo because they have their micro environment; their largest competitor is coca-cola, they have their private intermediaries who put their product out their out to the public. Macro environment: This is the larger societal forces that affect the micro environment- demographics, economic, natural, technological, political and cultural. 1.
In an age of obesity and sedentary lifestyles, individuals quickly accept easy ways to promote better health. Over the last several decades, many fad diets have come and gone, and hundreds of diet pills have been on and off the shelves. For years, a popular measure taken to help trim the waistline has been the consumption of artificial sweeteners. Replacing sugar in everything from soda to pudding mix, sugar substitutes are widely used to provide sweetness without providing calories. While artificial sweeteners tempt the public with sugar-free sweetness, their use poses confirmed risks for serious health problems.