...Coca-Cola as the Leading Brand in the Soft Drink Industry A Term Paper Presented To Dr. Sterling Plata In partial Fulfillment of the Requirements for ENGLRES 2nd Trimester, A.Y. 2013 – 2014 Alexandra Beatrice Brion December 11, 2013 Life is a collection of moments. Some are great. Some are bad. Anniversaries, birthdays, gatherings, holidays, weddings, and every defining memory that is etched one’s life makes each moment uniquely significant. In all these occurrences, Coca-Cola is unnoticeably always there. It is a reminder of good times and a recollection of warm feelings (Journey Staff, 2012). The remarkable drink’s amazing journey began when it was formulated and created by pharmacist John Pemberton on May 1886 in Atlanta, Georgia. Frank Robinson, Pemberton’s bookkeeper later coined the brand Coca-Cola and designed its signature logo that is now recognized by 94% of the world’s population (Smith, 2012). In 1895, it was said that, “Coca-Cola is consumed in every state and territory in the United States” (Business Week, n.d., n.p.). The company eventually spread through Latin America, Canada, Europe, and the Asia-Pacific region. Coca-Cola continues to rapidly grow and is present in over 200 countries worldwide (Girard, 2005). Despite the company’s notable achievements, its success did not happen over night as it had its fair share of challenges and obstacles to face over the years. Up until today, the Coca-Cola Company has managed to maintain its products...
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...Story Telling and Marketing The Coca-Cola Company Author: Chetna Aggarwal Date: March 10, 2015 Supervisor: Prof. John H. O’Malley Table of Contents 1 What Is Story Telling? 3 2 Why Did I Select Coca-Cola? 3 3 Did The Story Added To My Awareness Of The Product? 4 4 Did I Connect With The Story? 4 5 Did It Cut Through The Clutter Of Competing Products? 4 6 In A Digital World, How Do You Get Your Message Through? 5 7 Bibliography 6 8 Declaration of Authenticity 9 * What Is Story Telling? Storytelling is the process of explaining real or fictional events through narrative (Storytelling, 2015). Complex ideas are depicted in an entertaining way or an emotional connection helps consumers remembering information (ibid.) by “building a picture of a company” (Bacon, 2013). It is said that people recall facts more easily when emotions are involved (Storytelling, 2015). Especially millennials, who have a shorter attention span and are exposed to an immense mass of information (2015), are more likely to remember an ad that is more interactive (Storytelling, 2015). Why Did I Select Coca-Cola? Coca-Cola is the soft drink giant par excellence – With a global market share of 25.9% in the soft drink market in 2011 (Statista website, 2015), the company has achieved what many companies dream of – Global brand recognition, meaning people can identify Coca-Cola without being directly exposed to the company’s name, but rather to its logo or colors (Brand Recognition, 2015)....
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...Qiaona Wan @03428256 EXP 102-004 Professor Jacob 10/08/2014 Coca-Cola v. Pepsi: Cola Changes the World When I eat at a restaurant which I have never been to, I always order Coke without knowing what the restaurant’s special is. And my friends who join me the meal do the same thing. Nowadays, cola is becoming an important even necessary part of our daily life. Even though we are informed that cola is relatively unhealthy, we still cannot resist the incomparable taste. Unlike other industries which consists of numerous manufacturers, in “cola industry”, Coca-Cola and Pepsi are prevailing. But do you know thoroughly about these two products even you think you do? Meanwhile, some customer still struggle in choosing one of them. So it is meaningful to compare such two successful products in several aspects, which turns out that they do have similarities and differences. Both Coca-Cola Company and PepsiCo Inc. are magnates in manufacturing beverages. According to their company names, it is clear that they became famous essentially for Coca-Cola and Pepsi. You may ask how these two incredible drinks were invented. Luckily, they hold distinct but similarly wild early stories of birth to tell. Coca-Cola came to the world with the help of one man called Colonel John Pemberton. Pemberton became seriously injured during the Civil War and consequently became addicted to morphine. However, abusing morphine was the...
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...Competitive Strategies Coca-Cola vs. Pepsi Co Joyce Conyers Strayer University 3 May 2013 BUS 508 Online Course Instructor: Dr. Phyllis Parise Dowers Grove Campus Phone Number: (630)874-6128 / (630)456-2348 Cell phone Question: Choose an industry in which two or more companies has historically competed to maintain a significant share of the marketplace. These could include: Coca-Cola and Pepsi-Cola, Apple and Microsoft, GM and Ford Motor Company, or any other well-known pair of competitors. 1. To thoroughly determine how each corporate culture differs from the other, I will start with the history of Coca Cola. Type of the company: Public Website: http://www.cocacola.com Employees: As of 2010, The Coca-Cola Company employed just under 140,000 people worldwide. Let’s began with the background on the Coca-Cola Company history from 1886, when an Atlanta pharmacist, Dr. John Pemberton, began to produce Coca-Cola syrup for sale in fountain drinks. The bottling business however, began in 1899 when two Chattanooga businessmen, Benjamin F. Thomas and Joseph B. Whitehead, secured the exclusive rights to bottle and sell Coca-Cola for most of the United States from The Coca-Cola Company. See “LONNIE, 2003” This agreement stayed in place and operated solely as and independent, local business until the beginning of 1980s with certain bottling franchises began to consolidate. In 1986, The Coca-Cola Company merged some of its company-owned operations...
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...University June 12, 2011 Based on your analysis, determine which company is better able to pay current liabilities (debt). Explain your rationale. Based on the analysis of Pepsi Co and Coca Cola Enterprise the company that would be better able to pay current liabilities would be Pepsi Co. The company had retail sales of $108 billion in the year of 2009. In previous years, Coca-Cola would be better to pay current liabilities however the company suffered huge losses in the year of 2008. Pepsi Co has nineteen mega brands that provide revenues in several different markets. Coca Cola has five brands per geographic area. Coca Cola is a large organization that is present in numerous countries around the world. Pepsi Co seems to be better to pay liabilities based upon the several different brands the company provides. If there was an analysis based upon the year of 2010 Coca Cola Enterprise would be better able to pay current liabilities. The company sold $25.5 billion unit cases in 2010 versus the $24 billion in 2009. Coca Cola also had a 13% increase in gross profit and operating revenue. (Coca-Cola, 2011) Pepsi Co in the year 2010 also experienced steady growth in revenue and 12% growth of earnings per share. Pepsi Co continued to deliver top tier financial returns in the year 2010. Pepsi Co Americas Foods provided the largest operating profit of 53% in the year 2010. (PepsiCo, n.d) Determine what profitability ratios can tell you about a company’s performance and...
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...how PepsiCo can increase profitability in the carbonated soft drink (CSD) industry. The industry is a tight oligopoly with Pepsi and its chief competitor, Coca Cola, comprising 70% of the total market. 1 Global beverage sales for PepsiCo in 2000 were $7.6 billion; however, sales growth has averaged only three to four percent in mature markets such as North America2. PepsiCo and Coke have expanded into other ready to drink beverages such as bottled water, tea, and juices in order to counter this low growth in the CSD industry; for the purpose of this paper, however, we will focus on how to affect profitability in the CSD industry. In particular, the paper will examine how current actions by PepsiCo regarding differentiation, pricing, cooperation, and complements have affected their profitability in the CSD industry. Furthermore, the paper will give specific recommendations, with an emphasis on cooperation tactics and complements. Industry Overview The industry for carbonated soft drinks is characterized by the following five forces: Threat of New Entrants – Currently, the biggest threat of entry faced by the majors is from private label manufacturers such as Cott Corporation. Private labels now hold an 8.1% share in the CSD market, the majority of which is held by Cott. The challenge to both Coke and Pepsi is to further build brand loyalty in their core cola products so that consumers will not be swayed by the cheaper, private label imitations products. More importantly, retailers...
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...Sustainability - Pepsi-Cola Company Sustainability - Pepsi-Cola Company Sustainability can impact all the areas of operation within a company; including manufacturing, distribution, development, and support functions. All entities including; employees, supply chain partners, customers, investors and stakeholders involved in a company’s operations should understand the importance of achieving and establishing sustainability. Because of the numerous entities involved along with government regulations, establishing sustainability may come with red tape and barriers. According to The Boston Consulting Group (2009), companies often lack the right information upon which to base decisions and companies struggle to define the business case for value creation. The Consulting Group, also states that flawed execution is often a cause of failure. Creating a successful sustainability and implementation strategy is an important factor to a company’s financial success. Pepsi is an example of a company who has successfully worked through the challenges to execute and maintain sustainability. Sustainability The meaning of sustainability in business is defined more clearly by example of bad practices in sustainability and also success stories throughout history. This way a person who isn’t familiar with the meaning or sustainability practices and strategies can get a solid grasp on what it is truly about. Sustainability is crucial for financial success...
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...Coca Cola Wars Case Analysis July 31, 2010 Executive Summary Coca-Cola was invented and marketed in 1886 by a pharmacist named Dr. John Pemberton he named Coca-Cola after the coca leaves and kola nuts he used in order to create the product. Twelve years later in 1898 Caleb Bradham created Pepsi Cola for the beneficial effects it claimed to have on upset stomachs and indigestion. The enmity between the two soda companies are known as the “Cola Wars”. The war began in the 1960’s when Coca-Cola’s supremacy ruled the market as the beverage of choice above Pepsi Cola. Due to the competition between the two rival cola companies actions became extreme and forced both companies to implement strategic methods in order to keep the competitive edge over the other. Coca Cola Wars Case Analysis I. Current Situation: Coca-Cola's and Pepsi Cola’s marketing strategies has been as impossible to tell apart as the products themselves, both companies rely on vibrant colors, catch phrases, attractive people, and famous entertainers to grab consumer’s attention and to entice them into purchasing their products. In 1941 Coca-Cola officially renamed their product to “Coke” as an official trademark with a series of advertisements informing consumers that “Coke” means Coca-Cola (Coca-Cola, 2011). Pepsi was first introduced as " Drink" in 1898 by Caleb Bradham its inventor who created Pepsi at his home, it was later that Bradham changed the name and officially named the beverage Pepsi...
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...College of University of Phoenix Coca Cola and PepsiCo have been making and distributing soft drinks for over a century. Both companies have survived many hardships, but which one is the strongest? The following report will demonstrate financial information about both companies. I will identify and analyze both companies and determine which company would be the better choice for an investor. Coca Cola and PepsiCo have been competing for a long time in a global market. This report will show what each company has done to build their company and improve their business as individuals and as similar industries. Coca Cola is the largest manufacturer and distributor of non-alcoholic beverage concentrates and syrups in the world. The company has ownerships interests in numerous bottling and canning operations. Finished beverage products are sold in more than 200 countries worldwide. Coca Cola’s major products are: Coca Cola, Sprite, Fanta, Diet Coke, POWERade, Fruitopia, Minute Maid juices, Dasani water and various coffees and teas. Coca Cola was invented by a pharmacist in the year 1886 when he was experimenting for a recipe for headache and an energizer. Nowadays Coke serves as one of the number one recognized brands of the world with a unit sales close to 3200 servings. Coke followed a path of being known as a tonic and a healer with caffeine’s in late 1890’s to being number one beverage in 1900 till present. Subsequently Coca Cola rose its domination under the leadership...
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...References……………………………………………………………………………15 iii. List of Charts/Figures/etc 1. Introduction Product management is whereby an organization is able to define, develop, deploy and at the same time maintain the organizations’ products and services. These roles are basically to be able to deliver more value as to compare to the organizations’ competitors. Besides that, the product management is able to help build more sustainable competitive advantages towards their competitors. Obviously this will create more advantage for the organization as it will bring more benefits in terms of profit towards the organizations’ business. (Brainmates, 2010) On the year of 1985, New Coke that was reformulated by the original classic Coca-Cola was introduced to the market. The Coca-Cola Company initially wanted to replace their existing...
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...PEPSI [pic] Assignment Submitted towards the Partial Fulfillment of the requirement of the two-year full time Master Of Business Administration (MBA). Submitted by: VISHAB VEER SINGH RANA (MBA) 2007-2009 RAI BUSINESS SCHOOL A-41, MCIE, MATHURA ROAD, NEWDELHI- 110044 TEL(011) 26991300, 51560000 E-MAIL: delhi@raifoundation.org WEBSITE: www. raifoundation.org TABLE OF CONTENTS • INTRODUCTION • PEPSI PROFILE 1. BIRTH PLACE OF PEPSI 2 INDUSTRY STRUCTURE 2. PURCHASE AND CONSUMPTION PATTERN • COMMON TERMS USED IN PEPSI-COLA SYSTEM • THE HIERARCHY OF MARKETING DEPARTMENT • JAIPURIA & PEPSI • CORPORATE CITIZENSHIP • PEPSI 10 STEP CALL • PUNCHLINES • PUNCHLINES • SWOT ANALYSIS S. T. P. ANALYSIS • MARKETING MIX • BIBLIOGRAPHY INTRODUCTION Pepsico is a world leader in convenient foods and beverages, with revenues of about $27 billion and over 143,000 employees...
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...In case 9-1, PepsiCo, the makers of Pepsi-Cola and Diet Pepsi, was a target of a scam that created a crisis for the company. PepsiCo was blamed, in multiple claims, for selling cans of Diet Pepsi with foreign objects inside. The issue first arose as only a local problem but soon escalated into a widespread, national news story and became a crisis in the “point of no return” stage for Pepsi. The first case of a foreign object found in an unopened can of Diet Pepsi was reported on June 9, 1993 in Tacoma, Washington. Washington residents reported finding a used syringe in a half-empty Diet Pepsi can (325). Only one local television station reported on this story. The following day, another claim was made in Washington, and in the course of one week, more than 50 incidents of foreign objects, including sewing needles, screws and a bullet, being found in Diet Pepsi cans were reported in 24 states. The issue was now on the national level, and news media all over the country were reporting on the widespread claims. Adding to this obstacle was the pattern of claims, some of which were fatal, regarding product tampering. Pepsi could not see any rational reason for the reported incidents and decided against recalling the product. By insisting that its high-tech production lines produce cans of soda too fast to allow for the entrance of a foreign object, that the objects being described were not those commonly found in a factory, and that the canning factories of the reportedly...
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...difficult process. This market analysis will help determine the specific factors to help Pepsi evaluate how well the product is received by consumers in the marketplace. This analysis is based on our competitor Coca-Cola as a comparison to our product. A brief history is discussed with a look at the demand, supply, and equilibrium prices in the market. Other elements discussed are price elasticity and cost structure, and recommendations made on how to maximize our profits and successfully compete with Coca-Cola. History The original Coca-Cola product is introduced and developed in 1886 by John S. Pemberton (Bhasin, 2013). In the next 15 years Coca-Cola is purchased and incorporated into a business by Asa Candler, and they had their first celebrity endorser musician Hilda Clark (Bhasin, 2013). Coca-Cola began to move into other foreign markets by 1906 and branched out to athletes for their endorsement of Coca-Cola. Coca-Cola was the first to manufacture a contoured glass bottle for their product, and launch production plants in the Philippines and Europe. Between 1906 and 1938 Coca-Cola had entered into numerous foreign markets including Canada, Cuba, Australia, Norway, and South Africa. By 1950 Coca-Cola was entering homes of consumers through the airwaves broadcasting a commercial on Thanksgiving Day to the radio airwaves to promote their product to consumers. Over the next 60 years Coca-Cola has continued to change their image to consumers and grow their product base to remain...
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...COLA WARS: GOING GLOBAL 1. Reading synthesis The Harvard Review article discuss how the 2 most successful cola companies, Coca Cola and Pepsico, had been struggling in the market since they started their operations. The interesting part is how it explained how each one of the companies developed their market in different countries. In this case, it explained the companies history in Mexico, China and India. What I think is more important to understand is that each country has different cultural ideas that affect the companies development among its consumers. For example, in India they had problems with its formula, in China people identify light colored beverages to be healthier and in Mexico first they had price control problems. Another interesting point is that Pepsico has a variety of not only beverages but also their snacks part it’s pretty strong. 2. References: Investigate two references and indicate how they relate to the main argument of the reading. • Andrew Martin, “Does Coke Need A Refill?”; New York Times; May 27 2007; p,C1 The article talks about how Coca Cola’s campaign gets the company to where it is today, they in vested millions on advertising. Also it talks about Coca Cola’s new products and how they achieved even higher sales for the company. IT also explains how the trajectory of Coca Cola made the company that we know today. • “PepsiCo to Spend $1B in China Over Next Four Year,” Yahoo! Finance; November 4...
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...The Coca-Cola Company FINANCE Spring 2013 [FNCE 601] February 1st, 2013 | WEMBA38 | Team 17 Mathieu Verbeeck Why has coca cola been so successful in the past? When Douglas Ivester took over the reigns at Coca-Cola in October 1997, he had big shoes to fill – indeed, Goizueta – who passed away earlier in the year – would be remembered as one of the greatest wealth builders of the 20th century: during his tenure as CEO, Coca-Cola’s market value grew from $4.3 billion to $165 billion and an investment of in the Coca-Cola stock would have earned a compounded annual rate return of 33% over the last 10 years. Goizueta’s and Coca-Cola’s success can be attributed to a number of factors. Business Strategy Coca-Cola’s mission is to maximize shareholder value over time. To achieve this mission, The Coca-Cola Company executes a business strategy driven by four key objectives: increase volume, expand Coca-Cola’s share of worldwide nonalcoholic ready-to-drink beverage sales, maximize its long-term cash flows and create economic value added by improving economic profit. Coca-Cola achieves these goals by strategically investing in the high-return beverage business and by optimizing their cost of capital through appropriate financial policies. Marketing To meet its long-term growth objectives, Coca-Cola continues to make significant investments in marketing to support their brands. Marketing investments enhance consumer awareness and increase consumer preference for their...
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