Note: Sample below may appear distorted but all corresponding word document files contain proper formattingExcerpt from Research Paper:
Instead, the Cola Wars helped the industry grow. In 2000, for example, 41% of total non-alcoholic beverages sold were CSDs. In the late 1990s and into the 21st century, the drinks with high growth (and media hype) were non-carbonated juices, sports drinks, tea drinks, dairy drinks, and bottled water. Pepsi dominated this market with Gatorade, Lipton and Aquafina. The bottlers were also required to reinvest in more complex equipment to keep up with the market, since they were poised for CSDs which were growing at a far slower pace. Labor costs, equipment costs, and higher retail prices also changed the landscape (Yoffie, 13). Pepsi was more innovative in flavor, acquisition, and most particularly, remarketing its product to a newer generation of consumers (energy drinks, combo drinks, etc.).
Building on SWOT
In July 2006, Coke built a website called "The Coke Show," attempting to get people to build their own profile (mycokerewards.com). This was the first time the company used precision marketing -- collecting data and then giving particular content they've either asked for or visited -- provable by lifting pack size by 15 points over the average customer. This, combined with other sites like designtheworldincoke.com, catches the market in events like the Olympic games, etc. -- the lean and mean Coke marketing machine can now react and interact with the touch of a button -- no month or quarter long tests and print processes -- a simple change and focus (Barone, 2008).
Thus, for Coca-Cola, the Internet has offered several marketing solutions -- enhanced visibility and credibility, providing consumers with an experience they not only desire but become habituated towards, accelerate brand community and finally, provide greater fiscal and measurable efficiency in their marketing model.
Comments on Strategic Vision
Like many other mega brands, Coke has a tradition based on years of being the market leader. Decades of executives have been trained in that culture -- the Coke way, and know nothing else. While not as drastic, this is slightly reminiscent of the late 1980s and early 1990s and the mega giant Ogilvy and Mather. Briefly, O&M were resting on 40 years of tradition and awards. Ultimately the Board appointed Charlotte Beers, who, with no timer to spree, had to develop an integrated company culture based on the future customer, not the past customer. Beers was an outside, not part of the culture, giving her the advantage in seeing paradigm after paradigm shatter while, at the same time, like Coke, managing a successful brand (Sackley, 1985).
Pepsi owns, KFC, Pizza Hut, and Taco Bell, as well as Wilson Sporting Goods. This diversification, merger with Frito-Lay, acquiring Tropicana and Quaker Oaks, etc. allows for a regular cash flow (e.g. each of Pepsi's 19 product lines generated retail sales of more than $1 billion each). The battle continues, and in December 2005, Pepsi finally surpassed Coke in sheer market value; a figure that flows back and forth fairly regularly (Pepsico.com, 2012). Coke is not in a position to catch up, they are in a position in which they must redefine themselves strategically and get rolling tactically.
Global Consumption of Soft Drinks Rising 5% Globally. (December 12, 2003).
Minfully.org. Retrieved from:
How Coca-Cola is Reinventing their Marketing Strategy with Social Media.
(December 2, 2009). Articlebase. Cited in:
Barone, L. (May 7, 2008). The Coca-Cola Marketing Metrics."EMetrics. Cited in:
Coca-Cola (2012). Coca/cola.com.
Pyke, J. (31 October 2010). Cola Wars: Considering a Coke and Pepsi Pairs Trade.
Seeking Alpha. Retrieved from: http://seekingalpha.com/article/233645-cola-wars-considering-a-coke-and-Pepsi-pairs-trade
McKay, B. (November 6, 2000). Juiced Up: Pepsi Edges Past Coke, and it has nothing
To do with Cola. The Wall Street Journal. Cited in:
Muris, T., et.al. (1993). Strategy, Structure, and Antitrust in the Carbonated Soft-
Drink Industry. New York: Quorum Books.
Pendergrast, M. (2000). For God, Country, and Coca-Cola: The Definitive History
Of the Great American Soft Drink and the Company That Makes it.
New York: Basic Books.
PepsiCo. (2012). www.pepsico.com
Warner, M. (December 31, 2005). "University of Michigan Becomes 10th College to Join Boycott of Coke." The New York Times. Retrieved from:
Yoffie, D. (2002). "Cola Wars Continue: Coke and Pepsi in the Twenty-First Century,"
Harvard Business School. 9-702-442, Cited in:
"Coca Cola Before 1970 Coca" (2012, March 10) Retrieved December 9, 2016, from http://www.paperdue.com/essay/coca-cola-before-1970-54916
"Coca Cola Before 1970 Coca" 10 March 2012. Web.9 December. 2016. <http://www.paperdue.com/essay/coca-cola-before-1970-54916>
"Coca Cola Before 1970 Coca", 10 March 2012, Accessed.9 December. 2016, http://www.paperdue.com/essay/coca-cola-before-1970-54916
Coca-Cola Supply Chain Management-A Coca cola supply chain management The first section of this paper touches on the Coca-Cola Company's historical background detailing the time of its inception and the brains that were behind its formation and growth. This section also touches on the advertisements that have since been used from its inception. This section finally illuminates its mission statement. The second section talks about the challenges that Coca-cola has faced. These challenges
Coca-Cola Bottles Coca cola is probably the largest company in the world. What started off as a kind of medicine in a little pharmacy in 1886 has now evolved into a world famous soft drink, having production units in about 200 countries. This paper shall discuss the ways in which the coca cola packaging has evolved over the years and briefly discuss the kind of impact different slogans and advertising campaigns
In addition, the other two decades were far more traditional and nostalgic. The 70s commercial used images from as far back as the 1920s, like Charlie Chaplin, and that would appeal to a much older audience, people that would remember the old silent films, or appreciate them. The 80s commercial was traditional and nostalgic, as well. It used young people, (as all their commercials do), but it also seemed to
products or service of your chosen organization, and two (2) key factors in the organization's external environment that can affect its success. Provide explanation to support the rationale. De Beers is the world's famous diamond company, established in 1888, with proficiency in exploration, mining and marketing of diamonds. More than 20,000 employees make contribution to the communities in which we work. De Beers carries out profitable business which helps the
Management Organizational Behavior and Teamwork CASE ASSIGNMENT Southwest Airlines, Inc. has become an example of notable success. One reason for its significant achievement is its application of Reinforcement Theory to its employees. These applications have resulted in a highly motivated workforce, which is intimately tied to Southwest's success among business leaders. Even so, not even Southwest can satisfy its employees' needs according to Maslow's Hierarchy; rather, Southwest can only give some raw materials
" Fiscal year 2007 was ended with sales worth more than $37 billion and with a total staff number of 103,000 employees. The Ongoing Battle against Coca Cola PepsiCo and Coca Cola's endless disputes have been organized by the specialized literature under the syntax 'cola wars'. They generally received this name due to their intensity and their continuous occurrence, but also for the not always positive effects they had upon the two
Semiotics Its product debut in Atlanta occurred the same year as the Statue of Liberty was erected in New York City. The Coca-Cola Company (2011) avers its achievement of material culture: "It was 1886, and in New York Harbor, workers were constructing the Statue of Liberty. Eight hundred miles away, another great American symbol was about to be unveiled." The first Coca-Cola sold for 5 cents per glass at the Jacobs'