2. U.S. CSD Industry-Economics
• Consumption- 23 gallons annually(1970)
• Annual growth – 3% over three decades
• Dominance of cola segment
Market Share
Cola CSD
Others
Market Share
Cola CSD
Others
Cola wars continue: Coke and Pepsi in 2010
3. Reasons For CSD Growth
• Increasing availability
• Introduction of diet and flavoured varieties
• Affordability of CSDs-Declining real prices
• Americans’ preference to soda over any other
beverage
Cola wars continue: Coke and Pepsi in 2010
5. Concentrate Producers
• Blending raw material ingredients
• Packaging mixture in plastic canisters
• Shipping containers to bottlers
• Manufacturing process- low capital
investment- machinery, labor or overhead
• Advertising, promotion, market research,
bottler support-high costs
Cola wars continue: Coke and Pepsi in 2010
6. Concentrate Producers
• Customer Development Agreements: CDAs
with retailers like Wal-Mart
• Funds offered for marketing and other
purposes for shelf space
• Coke and Pepsi concentrate producers- 72% of
the U.S.
Cola wars continue: Coke and Pepsi in 2010
7. Bottlers
• Added carbonated water and high fructose
corn syrup to concentrate
• Bottled and delivered
• Door-to-door delivery – Pepsi and Coke
bottlers
• Bottling- Capital intensive, requires high speed
production lines
• Bottling and Canning lines-$4 million to $10
million each.
Cola wars continue: Coke and Pepsi in 2010
8. Bottlers
• Cost components
• concentrate and syrup(major)
• packaging
• Labor and overhead
• Capital in trucks and distribution networks
Cola wars continue: Coke and Pepsi in 2010
9. Bottlers
• Fall in number- Over 2000(1970) to fewer than
300(2009)
• First nationwide franchised bottling network-
Coke
• Franchised Bottler-Exclusive geographical
territory
• Exception- Fountain Accounts
Cola wars continue: Coke and Pepsi in 2010
10. Bottlers
Original Coca Cola Franchise Agreement(1899):
• Fixed price contract
• No provision for renegotiation
• Bitter legal disputes
• Amended in 1921, 1978 and 1987
Cola wars continue: Coke and Pepsi in 2010
11. Bottlers
Master Bottler Contract(1987):
• Right to Coke to fix concentrate price and
other terms of sales-using formula-maximum
price and quarterly price adjustment as per
sweetener prices
• Coke under no legal obligation to assist
bottlers with advertising or marketing
Cola wars continue: Coke and Pepsi in 2010
15. Fountain sales
• Investment in service dispensers, point of sale
advertising
• 2009 – Coke (69%), Pepsi (20%), DPS(11%)
• National accounts – Coke, DPS
• Local accounts - Pepsi
16. Concentrate producers & Bottlers
• Concentrate - Few inputs
• Bottlers – Packaging, sweeteners
• CSDs were packed in cans (56%), plastic
bottles (42%), glass bottles (2%)
• Cans – attractive packaging material
• PET bottles – larger and varied bottle sizes
17. Coke and Pepsi – over the years
1886-1899 1900-1929 1930-1959 1960-1973
Cola wars continue: Coke and Pepsi in 2010
1886- John
Pemberton
created the
original formula
1898-
Brodham
creates Pepsi
• Robert Woodruff
named CEO
• Bottling plants in
Europe and Asia
• Pioneers the
open top coolers,
vending
machines
• Franchises open in
24 states
• Goes bankrupt-
1923
• Bought by Craven
holdings
• Established market
share- 2nd largest
• Walter Mack
appointed as
President
• Adopts new logo-
blue, white and red
• Selling in cans
• Market leader-47%
• First price increase-
Price raised from a
nickel to a dime
• Diversifies offerings
(Mountain Dew)
• Merges with Frito-Lay
(PepsiCo) & expands
into the snack food
business
• Diversifies offerings
(Sprite, Tab)
• Remains #1 in national
cola sales
18. Coke wars begin
Cola wars continue: Coke and Pepsi in 2010
Alfred Steele
“Beat Coke”
1950
• Pepsi
Generation-
”Young at heart”
• Margin narrowed
• Modernize plants
and delivery of
bottlers
1963
1970s
• Increases
concentrate
prices
• New variety
introduced
• New flavours
19. Cola wars continue: Coke and Pepsi in 2010
COLA War Years 1974-1999 2000-2010
• Low calorie beverages
• Supplies all Taco Bell, KFCs and
most Pizza Huts
• Snack food lines very profitable
• The “Pepsi Challenge”
• Pepsi Lite
• Fast-food business
• Outpaces Coke in food store sales
• High-fructose corn syrup replaces
sugar
• Pepsi Bottling Company goes public
• Low calorie beverages
• Subway account, retains exclusive
deals with Burger King and
McDonalds
• Holds big lead over Pepsi in cola
market
• High-fructose corn syrup replaces
sugar
• Diet Coke introduced, boosts profits
• New Coke fails, Coca Cola Classic
returns
• Coca Cola Enterprises established
• Maintains lead in cola market share
20. Adapting to the times
• Late 90s – CSD consumption began to
fizzle(Exhibit 1:- CSD-47.4 in 2008 and 46% in
2009)
• Americans became health conscious-obesity
• Coke – Freestyle soda machine, extensive
marketing
• Pepsi – Rebranding plan: The power of one,
promoting the overall portfolio-snack and
beverage company
Cola wars continue: Coke and Pepsi in 2010
21. Alternatives
• Diet sodas-Coca Cola Zero, double digit
growth
• Alternative sweeteners – natural sugar, Stevia-
a zero calorie sweetner
• Juices, energy drinks, tea-based drinks,
bottled water (Non carbs- Mkt Share-17%)
• Pepsi – a “total beverage company” outsold
coke’s rival non carb products
Cola wars continue: Coke and Pepsi in 2010
22. Bottled Water
• $14 billion bottled water category
• 20% of sales in the US non-alcoholic refreshment
beverage segment
• Pepsi – Aquafina; Coke – Dasani
• Price sensitive customers sought cheaper
alternatives
• PET bottles criticized
• Coke’s mkt share 15% in 2009 (down from 22% in
2004)
Cola wars continue: Coke and Pepsi in 2010
23. Coca-Cola Worldwide market
• Invested about $2 billion in china
• Served in 200 countries
• 80% of sales from international market
24. Pepsi Worldwide market
• Depended on the US for half of its sales
• Focused on emerging markets like Asia, Middle East and Africa
• In Russia, Pepsi paid $1.4 billion for 76% stake in Russia’s largest juice producer
26. Evolving structures and strategies
• Low-cost strategy by bottlers
• Coke’s difficult relationship with bottlers like
CCE was termed as “Dysfunctional”
• Incidence pricing
• Retailer resist price increase(Wal-Mart)
27. Future of the Cola wars
Fundamental shift in the Cola wars
Or
One more round of 100 year rivalry
28. Why historically has the soft drinks
industry been so profitable?
• Low power
Bargaining power of
supplier
• Locked in bottlers
• Low power to consumers
Bargaining power of
buyers
• Lots of substitutes, but advertising and widespread
distribution limit their impact.
• consumers prefers soft drink over any other beverage
Threat of substitutes
• Barrier to entry since high costs involved(advertising,
reputation)
• Bottling process was capital intensive- high speed
production lines
Threat of new
entrants
• Secret ingredients, similar products, competition over
promotion and advertising, brand loyal customersIndustry rivalry
Cola wars continue: Coke and Pepsi in 2010
29. Concentrate Producer Bottler
Dollars per
case
Percent of
net sales
Dollars per
case
Percent of net
sales
Net sales 0.98 100% 4.63 100%
COGS 0.22 22% 2.67 58%
Gross Profit 0.76 78% 1.97 42%
Direct
marketing exp 0.21 21% 0.45 10%
Selling &
delivery exp 0 0% 0.85 18%
Admin exp 0.24 25% 0.31 6%
Operating
income 0.3 32% 0.36 8%
Concentrate producers v/s bottlers
31. • The cola war enabled Coca-cola and Pepsi to elevate
their innovation level.
• Coke was the first concentrate producer to build a
nationwide franchise bottling network, that Pepsi and
Cadbury Schweppes followed suit.
• Franchise agreements with both Coke and Pepsi
allowed bottlers to handle the non-cola brands of
other concentrate producers.
• Bottlers could not carry directly competing brands.
• Throughout the 1980s, the growth of Coke and Pepsi
put a squeeze on smaller concentrate producers
Effect on Industry’s Profits
32. Effect on Industry’s Profits
• Shelf space were declined and shuffled from one to
another for small brands.
• Small players find it difficult to sustain in this
business.
– In a five year span, Dr Pepper was sold several
times, Canada Dry twice, Sunkist once, Shasta
one, and A&W once.
– Phillip Morris acquired Seven-UP in 1978 for a big
premium, but racked up huge losses in the early
1980s, and then left the CSD business in 1985.
Cola wars continue: Coke and Pepsi in 2010
33. Effect on Industry’s Profits
• New players relied on strategic acquisition to have
foothold in the market
– In 1990s, through a series of strategic
acquisitions, Cadbury Schweppes became the
third-largest concentrate product.
– Coke has a world market share of 51.4%, Pepsi
has 21.8% and Cadbury Schweppes has 6%
Cola wars continue: Coke and Pepsi in 2010
34. Flattening Demand – Sustaining Profit
0
1000
2000
3000
4000
5000
6000
2002 2004 2006 2007 2008 2009
Unitcasevolume(inmillions)
Packaged Water
Juice
Sports drinks
Tea-based drinks
Energy drinks
Cola wars continue: Coke and Pepsi in 2010
35. Flattening Demand – Sustaining Profit
35 35 35 35
25
35
30
60 60
70
65
35
45
70
0
10
20
30
40
50
60
70
80
Coffee
based
Tea based Energy Sports Juice Water CSD
Grossmargin%
Retailer's GM Brand's GM
Cola wars continue: Coke and Pepsi in 2010