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Coke Wars Presentation
 

Coke Wars Presentation

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    Coke Wars Presentation Coke Wars Presentation Presentation Transcript

    • www.ruionkoh.blogspot.com
    • 1st Speaker Mr. Koh 2nd Speaker Ms. Lim 3rd Speaker Ms. Siew 4th Speaker Mr. Tan 5th Speaker Mr. Loh 6th Speaker Ms. Cheong www.ruionkoh.blogspot.com G eneral I ntroduction
    • 1st Speaker Mr. Koh Soft Drinks Industry - 1.1 What are “soft drinks” - 1.2 The growth of the soft drinks industry -1.3 The soft drinks industry’s value-chain www.ruionkoh.blogspot.com
    • 1.1 What are “soft drinks”? - Carbonated - Functional - Juices - RTD Tea & Coffee - Water Bottled ? www.ruionkoh.blogspot.com I ndustry Introduction
    • 1.1 What are “soft drinks”? Characteristics of Soft Drinks : - Non-alcoholic Flavoured (usually) Sweetened (usually) soft drink n. 1) In both senses also called soda pop; also called regionally cold drink, drink, pop, soda, soda water, tonic. Figure 1.1 Definition as according to The American Heritage® Dictionary of the English Language ( Barbara, 2003) 2) A non-alcoholic, flavoured, carbonated beverage, usually commercially prepared and sold in bottles or cans. www.ruionkoh.blogspot.com I ndustry Introduction
    • 1.2 The growth of the soft drinks industry Total revenue generated by GLOBAL BEVERAGES industry in 2008 = $1,416.3 billion In other words, Total revenue generated by SOFT DRINKS industry in 2008 = 416.4 billion www.ruionkoh.blogspot.com Data compiled from datamonitor.com I ndustry Introduction
    • 1.2 The growth of the soft drinks industry Figure 1.2, Figure 1.3, Table 1.2 and table 1.3 Compilation of Global Soft Drinks Growth (Market Value) from datamonitor.com www.ruionkoh.blogspot.com I ndustry Introduction
    • Factors that lead to the downward-slopping demand in soft drinks industry : - 1.2 The growth of the soft drinks industry Economical Condition Changes in Consumers’ Lifestyle www.ruionkoh.blogspot.com I ndustry Introduction
    • 1.3 The soft drinks industry’s value-chain Concentrate Producers Bottlers -Produce soft drinks -Distribute soft drinks to retailers & end users -Produce concentrates from raw materials Concentrates Vertically Intergrated www.ruionkoh.blogspot.com I ndustry Introduction
    • 1st Speaker Ms. Lim Porter's 5 Forces - 2 .1 Intensity of rivalry - 2.2 Barriers to entry - 2.3 Bargaining power of suppliers - 2.4 Bargaining power of buyers - 2.5 Threats of substitutes - 2.6 Conclusion www.ruionkoh.blogspot.com
    • Intensity of rivalry Bargaining power of buyers Bargaining power of suppliers Threat of substitute Risk of entry
      • Major firms fight for -competitive advantages
      • -market share
      • Difficult compete against cost efficient
      • concentrated producers
      • Adopted vertical integration in their
      • distribution channels
      • High investment for specialized technologies and
      • equipment
      • Difficult to dispose
      • Existing producers already have experience and
      • assets to process its concentrates
      • Commodities are homogenous goods
      • Turned to synthetic sweeteners
      • Size of concentrate producers dwindles
      • Size of bottling plants
      • Owed by concentrate producers
      • Adopted forward integration in their business line
      • Low switching cost for buyers
      • Taste of the concentrates are difficult to
      • be imitated
      • Most of the CSD products use high fructose
      • corn syrup
      • TCCC gain 47% market share
      • (largest share in soft drink industry)
      www.ruionkoh.blogspot.com Porter’s Five Forces
      • Concentrate producing industry is PROFITABLE
        • High intensity of rivalry- duopolistic nature
        • Low threat of new entrants- high investment and
      • high cost to exit
        • Low bargaining power of suppliers- goods are difficult
        • to differentiate
        • Moderate bargaining power of buyers
        • - better control on bottlers but switching cost for
        • buyers is low
        • Low threat of substitute- no substitutes exist for concentrates
      CONCLUSION www.ruionkoh.blogspot.com Porter’s Five Forces
    • Business Level Strategy 3rd Speaker Ms. Siew - 3.1 Components of Differentiation Strategy for PepsiCo - 3.2 Components of Differentiation Strategy for Coke www.ruionkoh.blogspot.com
    • Developing world-class advertising campaigns Introducing new can And bottle design Responsiveness towards customer needs Good distribution channel Innovating healthy products Providing the Coca-Cola Experience Comparison www.ruionkoh.blogspot.com B usiness level strategy
    • Developing world-class advertising campaigns Introducing new can And bottle design Responsiveness towards customer needs Good distribution channel Innovating healthy products Providing the Coca-Cola Experience Comparison www.ruionkoh.blogspot.com B usiness level strategy
    • Developing world-class advertising campaigns Introducing new can And bottle design Responsiveness towards customer needs Good distribution channel Innovating healthy products Providing the Coca-Cola Experience Comparison www.ruionkoh.blogspot.com B usiness level strategy
    • Developing world-class advertising campaigns Introducing new can And bottle design Responsiveness towards customer needs Good distribution channel Innovating healthy products Providing the Coca-Cola Experience Comparison www.ruionkoh.blogspot.com B usiness level strategy
    • Developing world-class advertising campaigns Introducing new can And bottle design Responsiveness towards customer needs Good distribution channel Innovating healthy products Providing the Coca-Cola Experience Comparison www.ruionkoh.blogspot.com B usiness level strategy
    • Developing world-class advertising campaigns Introducing new can And bottle design Responsiveness towards customer needs Good distribution channel Innovating healthy products Providing the Coca-Cola Experience Comparison www.ruionkoh.blogspot.com B usiness level strategy
    • Developing world-class advertising campaigns Introducing new can And bottle design Responsiveness towards customer needs Good distribution channel Innovating healthy products Providing the Coca-Cola Experience Comparison www.ruionkoh.blogspot.com B usiness level strategy
    • Developing world-class advertising campaigns Introducing new can And bottle design Responsiveness towards customer needs Good distribution channel Innovating healthy products Providing the Coca-Cola Experience Comparison www.ruionkoh.blogspot.com B usiness level strategy
    • Developing world-class advertising campaigns Introducing new can And bottle design Responsiveness towards customer needs Good distribution channel Innovating healthy products Providing the Coca-Cola Experience Comparison www.ruionkoh.blogspot.com B usiness level strategy
    • Developing world-class advertising campaigns Introducing new can And bottle design Responsiveness towards customer needs Good distribution channel Innovating healthy products Providing the Coca-Cola Experience Comparison www.ruionkoh.blogspot.com B usiness level strategy
    • Developing world-class advertising campaigns Introducing new can And bottle design Responsiveness towards customer needs Good distribution channel Innovating healthy products Providing the Coca-Cola Experience Comparison www.ruionkoh.blogspot.com B usiness level strategy
    • Developing world-class advertising campaigns Introducing new can And bottle design Responsiveness towards customer needs Good distribution channel Innovating healthy products Providing the Coca-Cola Experience Comparison www.ruionkoh.blogspot.com B usiness level strategy
    • Developing world-class advertising campaigns Introducing new can And bottle design Responsiveness towards customer needs Good distribution channel Innovating healthy products Providing the Coca-Cola Experience Comparison www.ruionkoh.blogspot.com
    • SWOT Analysis - 4.1 Strengths of Coke and Pepsi - 4.2 Weaknesses of Coke and Pepsi -4.3 Opportunities of Coke and Pepsi - 4.4 Threats of Coke and Pepsi 4th Speaker Mr. Tan www.ruionkoh.blogspot.com S wot Analysis
      • Strong Distribution channel
      • Well-establish company
      • High Market share
      • Leading brand
      • Strong brand Value
      • Largest players in soft drinks industry
      • Best recognized global brands
      • Innovative
      • Strong revenue growth
      Strengths
      • Sensitive towards its Consumer
      • Aggressively adopts to the
      • inorganic growth
      • Cost saving
      • Acquisition
      4.1 Strengths of Coke and Pepsi S wot Analysis
      • Sluggish performance in mature market
      • Poor cost management
      • Yet to overcome continued downward economic pressures
      Weaknesses
      • Overdependence on single largest market
      • Low bargaining power
      4.2 Weaknesses of Coke and Pepsi S wot Analysis
      • Increasingly health conscious
      • Expand in other beverage categories
      • The third largest player in functional drinks
      Opportunities
      • Expand internationally
      • Tap the potential of growing market
      • Per capital consumption of its product
      4.3 Opportunities of Coke and Pepsi S wot Analysis
      • Increasing concern of healthy concept beverages
      • Sluggish growth in carbonated drinks’ market
      • Overdependence on its bottler partners
      Threats
      • Higher fuel price
      • Intensive competition
      4.4 Threats of Coke and Pepsi S wot Analysis
    • Water bottled segment - 5.1 The water bottled industry - 5.2 By enhancing their well established bottling and distribution system -5.3 By aggressive advertising 5th Speaker - 5.4 By positioning the water bottled brands Mr. Loh W ater bottled segment
    • Water Bottled Industry Sparkling flavored Water Sparkling Unflavored Water Still flavored Water Still unflavored Water 2007 7.3% 119.4 Billion liters 5.1 The water bottled industry www.ruionkoh.blogspot.com W ater bottled segment
    • major types of water Spring Mineral Purified 3 5.1 The water bottled industry www.ruionkoh.blogspot.com W ater bottled segment
      • Will Coke and Pepsi repeat their success in the water segment
      YES ? 5.1 The water bottled industry www.ruionkoh.blogspot.com W ater bottled segment
      • Home and office delivery-Nestle
      • Dasani (Coca-Cola) and Aquafina (Pepsi)
      By enhancing their well established bottling system 5.2 By enhancing their well established bottling and distribution system www.ruionkoh.blogspot.com W ater bottled segment
      • China- Big market and offer great opportunity
      • Danone & Nestle- Increase promotion activities
      • Danone- Local presence – Dannon
      • Nestle- £1.25 million in marketing-Nestle Aquarel & Nestle Purelife
      By aggressive advertising 5.3 By aggressive advertising www.ruionkoh.blogspot.com W ater bottled segment
      • Positioning to the targeted segments
      • In CSD- Diet Coke & Diet Pepsi as Health conscious products
      • Dasani- as affordable range water
      • Evian- expensive products
      By positioning the water bottled brands 5.4 By positioning the water bottled brands www.ruionkoh.blogspot.com W ater bottled segment
    • -6.1 Pepsi’s targeting the youngster to build strong brand recognition -6.2 Pepsi’s effective cost reduction -6.3 Pepsi’s aggressiveness in seizing business opportunities 6th Speaker Ms. Cheong The Coca-cola Company or PepsiCo will be the leader? www.ruionkoh.blogspot.com F uture leader Coke or Pepsi?
    • The Coca-cola Company or PepsiCo will be the leader? www.ruionkoh.blogspot.com F uture leader Coke or Pepsi?
      • Strong brand recognition – adolescent
      6.1 Pepsi’s targeting the youngster to build strong brand recognition “ Marketers plant the seeds of brand recognition in very young children, so that it will grow into lifetime relationships” (Media Awareness Network, 2009) www.ruionkoh.blogspot.com F uture leader Coke or Pepsi?
    • Market share Source: Bruemmer, 2009 6.1 Pepsi’s targeting the youngster to build strong brand recognition www.ruionkoh.blogspot.com F uture leader Coke or Pepsi?
    • 6.2 Pepsi’s effective cost reduction
      • Effective management
      • Harvest own fruits
      • Lower price, gain competitive advantage
      www.ruionkoh.blogspot.com F uture leader Coke or Pepsi?
      • Diversify into different business portfolio
      • Global snacks value $61.2billion, 2008
        • Pepsi held $20.6 billion (33.1%)
      6.3 Pepsi’s aggressiveness in seizing business opportunities Source: Progressive Media Group, 2005 www.ruionkoh.blogspot.com F uture leader Coke or Pepsi?
    • Conclusion
      • Strong brand recognition
      • Effectiveness in cost reduction
      • Aggressiveness in seizing opportunities
      www.ruionkoh.blogspot.com F uture leader Coke or Pepsi?
    • PepsiCo will be the future leader! www.ruionkoh.blogspot.com
    • www.ruionkoh.blogspot.com
    • Thank You www.ruionkoh.blogspot.com