Executive Summary: A stock analyst, who is conducting a study of the North American carbonated soft drinks industry, is evaluating the impact of Pepsi’s refresh project (PRP). Pepsi has a long history with its main competitor, Coca-Cola, and they are competing against each other to steal market share in an oligopoly market. CSD market depends purely on marketing strategy to win market share, and Pepsi needs a new innovative marketing strategy to overturn its decreasing sales trend and stock price. To improve the current status, Pepsi introduced a new social media marketing program called Pepsi’s refresh project. With the introduction of PRP, Pepsi boldly stated its confidence in PRP and announced to stop its Super Bowl advertisement.
Emily Lesk brings out a great point that the Coca Cola Company goes out of its way to make the soda pop so great and tasty. “Coca Cola has existed since the late 1800’s and had a boom in the 1900’s and to this day has this appeal towards people” (Coco-Cola History). Coca Cola is the most common soda in stores, households, and restaurants. Emily Lesk explains how her Hebrew Coca Cola T-shirt attracts others’ attention. They
------------------------------------------------- Pepsico challenge to success Tiffany Powell MGT 1304-w1 Fall Semester MGT 1304-w1 Fall Semester Abstract PepsiCo is a company that has become successful of its well-known product Pepsi-Cola. You may ask; how has PepsiCo become successful? What makes PepsiCo better than Coca-Cola Company? The purpose that made PepsiCo marketing strategies for many years. What strategies stand out the most for PepsiCo success?
However, in the late 80s, one of the most serious Coca-Cola competitors, Pepsi, implemented a new marketing strategy and caught up with its market share. The competition of the two companies was primarily based on taste. Pepsi introduced a series of commercials called “The Pepsi Challenge.” Surprisingly, consumers preferred Pepsi over Coca-Cola. Pepsi’s market share skyrocketed. Concerned with Pepsi’s success, Coca-Cola decided to replace its old formula with a sweeter variation and introduced a new product named “New Coke.” The author provided a detailed report about the $4 million budget that Coca-Cola spent on market research.
“Extreme makeover shows us people being made good-looking enough to be on television.” (pg. 804) The author believes that the high percentage rise in plastic surgery is due to the influence of American media. Blum mentions that the American twin poles are Youth and Beauty. Starting with teenagers, American media has made an impact in teenager’s target of body images and taught them to dress to impress. Young girls now have the ideal of the perfect look which that involves thinness and volume in certain areas in their body such as breasts.
Describe the specific type of consumer that the Coca-Cola Company is targeting with each of the following products: Diet Coke, Coke Zero, Diet Coke Plus, Coca-Cola Blak, and Full Throttle Blue Demon. What types of demographic segmentation is each product’s marketing most likely to include? Diet Coke Women who want to lose weight gender Coke Zero young men(18-34) who don’t want all the calories of regular Coke, but neither willing to make the move to Diet Coke gender and age Diet Coke Plus women who want to lose weight and concern with nutrition gender Coca-Cola Blak older, more sophisticated consumers who are willing to pay more age, income Full Throttle Blue Demon Hispanic men ethic Some industry analysts think soft drink companies should develop products that will bring new customers into the market rather than just creating variants on the old. They warn that products such as Coke Zero will cannibalize lost market share from other soft drink categories instead of increasing the number of consumers overall. Which Coca-Cola products are most likely to lose customers to Coke Zero?
coke vs pepsi Comparison between Coke and Pepsi There are two famous beverage companies, Coco-Cola and Pepsi, have competed dramatically and distributed the beverage market profit for several decades. In the free market, it is hard to exactly tell which one is the winner within the perfect competition, because both companies use different style of commercials and product to expend their markets. Personally, I believe that Coco-Cola earn higher profit than Pepsi because Coco-Cola has better marketing strategies and the representatives for their commercials and TV ads cost is lower. I would choose to drink Coke over Pepsi. Because Coke has fair marketing strategy that attracts all generation of people of all ages, whereas Pepsi targets mostly younger generation, and tries to make an image of Coke as an uncool drink, and Coke has made more people to appreciate its value and product than Pepsi.
The Pill In order to understand the Sexual Revolution, one must be aware of the world in which it took place. The Great War had just ended and the United States was in a period of great economic boom. The baby boom generation was just being born and many married couples were looking to enjoy this time of new freedom and change. Not long after, the birth control pill came along. The pill would be a leading cause in the Sexual Revolution.
PEPSI’S REGENERATION, 1990 -1993 INDUSTRY: soft drink industry PRODUCTS: * Traditional : Pepsi Cola, , Diet Pepsi, Cafeine Free Pepsi * New Products added through TBCS: * Bottled water * Ready to drink teas * Isotonics (Gatorade-type drinks) * Juice * Milk and coffee products COMPETITORS: Coco Cola, Private labels, other beverage companies EXTERNAL ENVIRONMENT: * Intense competition: Pepsi and CC were Goliaths of the industry battling for prominence through television advertisement using celebrities * Soft drink growth was softening with cola market slipping downwards * Private labels were gaining marketing share and pushing down industry prices * Alternative beverages including bottled water, ready to drink tea and fruit drinks were growing in popularity * Volume gap between Pepsi and Coke – suggesting the latter was winning the competition because of its distribution networks like McDonalds * Threat of reduction in annual profit target of 15% to about 5-10% * Pepsi also moved from dealing with individual bottle companies to using its own bottlers – covering about 51% of soft drinks --- additional 16% through JVs and franchises * Moved from 600 customers---franchise bottlers to 600,000 customers serviced though newly acquired bottlers * Bottling operations –expansion also challenged PEPSI culture which traditionally relied on individual heroism for promotion activities --- you make thinks happen, you take the ball and run with it Making a case for Change: * The freight train --- 15% annual growth or risk being labeled mediocre * The burning platform and its emotional impact on being daring and making choices Result: Management acknowledgement that things were not right and changes were needed New Stategies adopted: * Strategies –the 4 ACES * Right Side Up
Many alcohol advertisements are placed in different types of media that are popular among adolescent.” They spend billions of dollars in developing an advertisement to capture the publics’ eye, especially the young adolescents. The alcohol industry target a specific group mainly teenagers, but they don’t realize is that all of the colorful effects, the music, and the atmosphere of fun and excitement makes the teenagers want to take a shot or two. At John Hopkins University made a estimate, “the likely effects of several alcohol policies on youth drinking behavior in the U.S. population concluded that a complete ban on alcohol advertising would be the most effective, resulting in 7,609 fewer deaths from harmful drinking and a 16.4% drop in alcohol-related life-years lost.” Banning alcohol commercials can affect the life of young adolescents and adults by not having the influence or the temptation in front of you will decrease the amount of drinking in teens. Commercials have a lot of power over a person’s judgment persuading them to act like different