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Atlantic Computer: a Bundle of Pricing Options

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Coca Cola y Pepsi tienen una ventaja competitiva sostenible; es decir, una ventaja competitiva que perdura por un espacio de tiempo significativo. Tanto para Coca Cola como para Pepsi, lo que representa una verdadera amenaza, son principalmente las acciones que pueda tomar una de ellas, las que erosionan el modelo de negocios de la competencia (Coca Cola en el caso de Pepsi y viceversa). Para luchar contra ello, una alternativa que se ve conveniente, para el caso de Coca Cola por ejemplo, es inventar algo que sea difícil de copiar; en el caso de Coca Cola, por ser la primera marca en el mercado de bebidas carbonadas (CSD), resulta ser la posición de mercado privilegiada que tiene, pese al cercano segundo lugar de Pepsi.

Respecto a la guerra de precios, en el caso de este mercado, donde se ve un claro Oligopolio por parte de Coca Cola y Pepsi, considerando el reconocimiento de cada marca y el posicionamiento de cada una en la mente del consumidor, resulta perjudicial, ya que el consumidor se acostumbró a pagar por esos precios y por tanto, ambas resultarían perjudicadas y no una por sobre la otra.

La estrategia que siguió Coca Cola tras la amenazante presencia de Pepsi (ventas), como un gran remedio a un gran mal, resultó un fracaso del que afortunadamente salió la empresa gracias a la solidez de la compañía, quien se permitió ese desacierto. Esta decisión evidentemente no había considerado que la bebida Coca Cola, en sí, representaba un intocable icono para los consumidores norteamericanos. El afán por derrotar a Pepsi, pudo costarle mucho a Coca Cola. Sin embargo, se aprende de los éxitos y de los fracasos.

EL CASO

Batalla que duró de 1975 a 1990.

Sin Coca Cola, Pepsi hubiera tomado largo tiempo en ser un competidor original e intrépido. Si Coca Cola no existirá, rogaríamos por hacer que alguien los invente. Nada contribuye más al éxito de Coca Cola que Pepsi.

Aunque ambas empresas divergían en los caminos (Coca Cola atravesaba contratiempos operaciones y Pepsi enfrentaba un nuevo curso de bebidas alternativas), ambas modificaron su embotellamiento, precio y estrategias de marca.

En el 2004, un americano promedio bebía más de 52 galones al año de bebidas carbonas.

En 1970, los americanos consumían 23 galones al año de CSD; el consumo creció en 3% las siguientes tres décadas. Esto se debió en parte a la introducción de bebidas dietéticas y más sabores de bebidas.

La producción y distribución de CSD involucraba cuatro participantes importantes: productores de concentrado, embotelladores, canales de distribución (detallistas) y proveedores.

Los costos más significativos eran publicidad, promoción, investigación de mercado y mantenimiento de embotellado.

Ambas empresas, ocuparon un 74.8% del mercado de U.S. en volumen de ventas el 2004.

Ambas necesitaban cerca de 100 plantas para proveer efectivamente la distribución alrededor del mundo.

Coca Cola fue la primera productora concentrada que construyo una red de franquicias de embotelladoras alrededor del mundo y Pepsi y Cadbury le siguieron. El tratado original de franquicia era un contrato con un precio fijado que no permitía negociación, aunque el costo de los ingredientes cambiara. Para 2003 esto cambio y Coca Cola podía determinar el precio del concentrado y otros términos de venta. El contrato original no dio a Coca Cola un total control del precio, sino utilizar una fórmula que establezca un precio máximo y se ajusten los precios trimestralmente conforme los cambios de precios del endulzante. El contrato de Pepsi con su embotelladora le garantizaba derechos perpetuos para distribuir productos carbonados de Pepsi, pero requería

Los embotelladores no podían manejar marcas que eran competencia. Ellos tenían la palabra final en decisiones acerca del precio al detalle.

En el 2004, la distribución de bebidas en U.S. se dio en supermercados 32.9%, estructuras de tiendas (por menor) 23.4%, máquinas expendedoras 14.5%, comerciales masivas 11.8%, pequeños supermercados y estaciones de gas 7.9% y otras tiendas (por menor) 9.5%.

El principal canal de distribución para gaseosas era el supermercado, donde las ventas anuales ascendían a 12.4$ billones en el 2004.

Históricamente, Pepsi se concentró en ventas en las tiendas al detalle mientras que la Coca Cola dominaba las ventas de bebederos (máquinas gaseosas para servir en vaso), que cubría restaurantes, cafeterías y otras tiendas que servían gaseosas en vaso utilizando estos dispensadores.

La mayor parte de las bebidas carbonadas, estaban empacadas en latas (56%), botellas de plástico (42%) y botellas de vidrio (2%).

Las botellas de 20 onzas, PET Bottles, ganaron popularidad, ya que en 2005 representaron el 36.7% del volumen de bebidas carbonadas y el 56.7% de los ingresos de éstas en pequeños supermercados.

La estrategia de los productores de concentrado hacia los manufactureros de lata, era su relación con los proveedores. Coca Cola y Pepsi eran los clientes más grandes de la industria de las latas.

Coca Cola fue formulada en 1886, con el nombre de “mercadería 7X”. Patento la botella de 6.5 oz. Cuyo diseño o figura se convirtió en un ícono americano.

Coca Cola fue pionera en los contenedores refrigerados en tiendas y otros canales de distribución, distribuidores automáticos y dispensadores de gaseosa en vaso. También inició un “estilo de vida”, enfatizando el rol de Coca Cola en la vida del consumidor.

Pepsi fue inventada en 1983 y como Coca Cola, adoptó la franquicia del sistema de embotellado. Pese a declararse dos veces en banca rota, durante la Gran Depresión, Pepsi bajo el precio de su botella de 12 oz. (mismo precio que Coca Cola tenía para una botella de 6.5 oz.).

Para tener una mejor posición como embotelladora, Pepsi prometió gastar sus ingresos extra en publicidad y promoción.

Coca Cola y Pepsi experimentaron con los sabores de cola y no cola y con las opciones de envases en 1960.

En 1950, Coca Cola utilizó mensajes de publicidad que implicaban el reconocimiento de marcas competidoras: “el sabor preferido de los americanos”. Sin embargo, los ejecutivos de las embotelladoras discutían sólo acerca del crecimiento de su propia marca y nunca se referían a los nombres de sus competidores más cercanos.

Durante 1960, Coca Cola se enfoco en el mercado exterior, basando su estrategia aparentemente por la conjetura de que el consumo en el mercado doméstico de bebidas carbonadas estaba llegando a punto de saturación. Mientras tanto Pepsi atacó agresivamente a Coca Cola en U.S. y duplicó su participación entre 1950 y 1970.

Pepsi demostró, mediante una prueba de sabor a ciegas, que la gente prefería más su sabor que Coca Cola.

En 1980, Coca Cola cambio el azúcar por la jarabe de fructosa, una alternativa de más bajo precio, Pepsi lo copió tres años más tarde.

Coca Cola más que doblegó sus gastos publicitarios entre 9781 y 1984. Pepsi hizo lo mismo en el mismo periodo.

En 1985, Coca Cola anunció que cambiaría su fórmula de 99 años. Seis meses después, anuncio que de ahí en adelante, sería la Coca Cola Clásica (la fórmula original) como marca bandera.

Durante los 80’s, Coca Cola introdujo 11 nuevos productos y Pepsi 13. El empaquetado y los tamaños cambiaron; la batalla por espacio en los supermercados fue grande.

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