This document analyzes market share data for soft drink companies in the UK carbonates market from 2008-2014. It shows that Coca-Cola Company (CCE) has consistently maintained the largest market share over this period at around 50%, whereas Britvic has seen its market share increase from 18% to around 30%. The document also discusses Coca-Cola's strategies to promote product differentiation between its brands like Coca-Cola, Coca-Cola Zero and its new brand Coca-Cola Life through advertising and informing consumers. It argues that promotions do not significantly impact medium-term market share and that Coca-Cola has stable loyal consumers based on modeling of purchase behavior.

2. 50
51
52
53
54
55
56
57
58
59
60
2008 2009 2010 2011 2012
Market shares
Source: Key Note (2013)
Value market shares (UK)

3. 62%
1%
18%
19%
CCE
SHS
Britvic
Others
Total market share, by company (UK, 2013)
Source: Mintel (2014)

4. 50,8%
1%
21,6%
26,4% CCE
SHS
Britvic
Others
Source: Euromonitor (2014)
Off-trade sales, by company (UK, 2013)
51,3%
32,6%
16,1%
CCE
Britvic
Others
Penetration level, by company (UK)
Source: Euromonitor (2014)

5. 24%
market share in 2014
17%
market share in 2014
3%
market share
in 2014
Source: Mintel (2014)

6. 7%
market share
in 2014
7%
market share
in 2014
Source: Mintel (2014)

7. Effect of promotions on purchases:
x Promotions don’t change market
share on a medium-term basis
Pepsi:
- Beyoncé sponsorship
- ‘Maximum taste, no sugar’ campaign
Source: Ehrenberg et al. (1990)

8. ‘Me too strategy’
(Ehrenberg, 1988)
Coca-Cola brand
extension:
Coke Zero

9. Impact of Coca-Cola Zero
0
1
2
3
4
5
6
2010 2011 2012
Coca-Cola
Coca-Cola Zero
Source: Euromonitor (2014)

10. NBD-Dirichlet model
and penetration rates show that
ü Coca-Cola has stable rate of
loyal consumers
in terms of market
share
Sources: Sharp (2010)

11. 50%of Coca-Cola Zero drinkers are not aware
that the product has no calories and no sugar
Source: Marketing Week (2015a)
The aim for the long-term
brand management is to
about the differences between
their product
inform consumers

12. ‘One Brand Strategy’:
the advertisements will aim to
inform consumers about the
differences amongst their products.
Source: Marketing Week, 2015b

13. Coca-Cola Life
r
Attracts consumers
who are concerned
about sugar and
artificial sweeteners

14. Competition
(Ehrenberg, 1988)
Me too strategy

15. on social media about
product differentiation
Informing consumers
Promote the new
brand Coca-Cola Life
extension through
TV advertising

17. ü Ehrenberg, A. S. C. (1988) Repeat-Buying, 2nd ed. London: Charles
Griffin & Co.
ü Ehrenberg, A. S., Goodhardt, G. J. and Barwise, T. P. (1990). ‘Double
Jeopardy Revisited’. Journal of Marketing. 54(3). pp.82-91.
ü Euromonitor (2014). Carbonates in the United Kingdom. [online]. Available
at: https://www.portal.euromonitor.com/portal/analysis/tab (Accessed:
12th March 2015)
ü Key Note (2011). Soft Drinks. [online]. Available at:
http://www.keynote.co.uk.ezproxy.kingston.ac.uk (Accessed: 12th
March 2015)
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http://www.keynote.co.uk.ezproxy.kingston.ac.uk (Accessed: 12th
March 2015)
ü Marketing Week (2015a). Coke’s GB marketing boss on why it’s
overhauling its brand strategy. Available at: http://
www.marketingweek.com/2015/03/05/coca-cola-to-hero-differing-
products-under-new-strategy/ (Accessed: 15th March 2015)
ü Marketing Week (2015b) Coke’s ‘One Brand’ push part of global rethink of
marketing strategy. Available at: http://www.marketingweek.com/
2015/03/05/coca-colas-one-brand-push-shows-its-commitment-to-re-
investing-savings-in-media/?nocache=true&adfesuccess=1 (Accessed:
15th March 2015).
ü Mintel (2014). Carbonated Soft Drinks. [online]. Available at:
http://academic.mintel.com.ezproxy.kingston.ac.uk (Accessed: 12th
March 2015)
ü Sharp, B. (2010). How brands grow?. Victoria, AU: Oxford Press
University Press.