Black and Red-inspired by CocaCola

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Black and Red-inspired by CocaCola

  1. 1. 3 and learn to Compete in Loading
  2. 2. Case Summary Lessons
  3. 3. The Indian soft drinks industry 1993: over 45% sof t dr i nk M ket l eader s: Par l e Agr o, Pur e D i nks, ar r M oder n Food 1998: car ci nogeni c chem cal i n sof t dr i nks i W ni ng ar  i al N l ar ge Pr oducer s W t hdr aw on-car bonat ed vs C bonat ed ar 6 pr oduct segm s : C a, C oudy ent ol l l em O ange, Soda, M on, r ango and C ear l em l on.
  4. 4. India: Unfriendly to Foreign Investors Pr i nci pl e of I ndi genous Avai l abi l i t y N I ndust r i al Pol i cy: el i m nat e ew i Bar r i er s
  5. 5. The enter of Coca Cola & Pepsi Coca Cola 1993 Sel Pepsi 1986 l 49% equi t y as a Sal es coul d not ri ecei ved er i ng exceedus upon ent r y al i en st at 25% condi t on of ent and buyi ng Par l e‘ (an Pepsi Foods Lt d: I ndi an com pany) pr ocess and di st r i but e l ocal Becam ‚C e oca C a I ndi a‛r ui t s e ‚Lehar Pepsi ‛ ol  f Becamand veget abl es
  6. 6. Fast Forward to the New Millennium Seasonal Sal es Pr om i ons-2006 N at r i ot avr C pai gn am TV C pai gn am Pepsi Sponsor shi p of C i cket and r Foot bal l C oca-C a‘s Li f est yl e ol Adver t i si ng The Af f or dabi l i t y Pl ank
  7. 7. A New Product Category
  8. 8. Comments on the decision   +Ti m y r esponded t o el t he decl i ne i n car bonat ed dr i nks consum i on and pt i ncr ease i n noncar bonat ed ones. -N cor e pr oduct s ot consum m e t i m and e or e m oney i n R , not have nD enough exper i ence t o com e w t h m ket pet i ar l eader s (Par l e) +D ver si f y t o gai n i m e m ket shar e or ar -‚Sel f -canni bal i ze‛
  9. 9. PepsiCo’s Aquafina Products Price - 750m =10R l s - At f i r st : (w l e l eader hi onl y 750m l Bi sl er i :1l =10R s) bot t l e  ‚af f or dabl e - Lat er : added pr i ce‛ 500m and 1l l +guar ant eed bot t l e  t he qual i t y + an young, on-t he- i nt er nat i onal go cust om s, t am -pr oof er per seal Place Promotion - Popul ar pl aces: r et ai l st or es, m r os, et super m ket ar s  t ar get ed cust om s er - ‚pur i t y, saf et y and heal t h‛ posi t i oni ng - Thr ough pr i nt , TV, out door ads - St r ong pr om i on at ot school s/col l e ges
  10. 10. Products - Var i ous pack si zes: 500m t o l 25l - 200m cups  l Tar get r est aur ant s, w eddi ngs, par t i es and si m l ar soci al i occasi ons Coca-Cola’s Kinley Price Place Promotion - ‚Tr ust i n - The sam as e - Fi r st i n ever y l eader ’s i n 2003 sout her n dr op‛><unr el i abi et - I n 2009, C oke m r os, t hen l i t y of or di nar y i kept sam pr i ce nat i onw de t ap dr i nki ng e w er at f or 500m l bot t l es,w hen - C onnect i ng Pepsi C and o w t h cust om s i er Bi sl er i hi ked by ur gi ng t hem pr i ce. t o r edi scover t r ust i n each ot her .
  11. 11. Who won??? Market share of bottled water brands Others 24% Bisleri 36% Aquafina 15% Kinley 25%
  12. 12. Heavily Affected by Pressure Groups An envi r onm al or gani zat i on accused ent t hei r pr oduct s of cont ai ni ng car ci nogeni c pest i ci de I n U an act i vi st gr oup i n S, C i f or ni a al l aunched a cam gn agai nst C pai ocaSt udent s of a m or m d-W er n aj i est C a I ndi a ol uni ver si t i es cal l ed f or a ban on t he sal e of C oca-C a pr oduct s ol
  13. 13. How can they confront the issues of water use? - H p peopl e r eal i ze t hat w her t hey el het m anuf act ur e or not , w er i s st i l l a at pr obl em - W k w t h t he com uni t i es t o r educe or i m t he w er use (as pr om sed) at i  G n back posi t i ve i m ai age and consum s’ t r ust er
  14. 14. How can defuse boycotts or demonstrations against the product -Pr ovi de sci ent i f i c evi dence t hat t hei r pr oduc -Be cl ear t o t he publ i c about t he r esul t s
  15. 15. Careful Research  Adaption to the new market  Be prepared for unexpected event + Appropriate behavior  Never underestimate the political potency of a scandal  Satisfy safety or environmental regulations
  16. 16.  Choose the right time to enter  Build good relationship with the government
  17. 17.  Focus more on marketing and advertising strategies  Keep up with the emerging trends in the market
  18. 18. PepsiCo and Cola – which could have more prospects to succeed in this market?
  19. 19. Thank You Loading

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