Cola Wars have continues till date. This presentation presents an analysis of the case Cola wars continues in 2006.
Find out what we have to say about the classic case of competition.
Presentation on Cola Wars between Coke and Pepsi
(Presented in Marketing Planning and Implementation-1 Course at MDI Gurgaon)
P.S- Please feel free to share your views in comments.
Presentation on Cola Wars between Coke and Pepsi
(Presented in Marketing Planning and Implementation-1 Course at MDI Gurgaon)
P.S- Please feel free to share your views in comments.
The carbonated soft drink (CSD's) industry was dominated by Coca Cola and Pepsi vying for market share. The CSD organizations gained market share in the U.S. and in global markets extending their brands’ recognition and capturing sales from new markets. The shift in consumer beverage preference and the expansion into global markets proved to uncover new opportunities for growth and profitability. In addition the changes in the organizational structure of business for these companies have allowed them to sustain growth beyond CSD’s.
Cola Wars - Coke Vs Pepsi Harvard Business School Case StudyMohan Kanni
A brief presentation on case study Cola Wars where we try to analyse the past history and predict the future of their business and growth opportunities from a Marketing Management Perspective.
The carbonated soft drink (CSD's) industry was dominated by Coca Cola and Pepsi vying for market share. The CSD organizations gained market share in the U.S. and in global markets extending their brands’ recognition and capturing sales from new markets. The shift in consumer beverage preference and the expansion into global markets proved to uncover new opportunities for growth and profitability. In addition the changes in the organizational structure of business for these companies have allowed them to sustain growth beyond CSD’s.
Cola Wars - Coke Vs Pepsi Harvard Business School Case StudyMohan Kanni
A brief presentation on case study Cola Wars where we try to analyse the past history and predict the future of their business and growth opportunities from a Marketing Management Perspective.
It is all about Financial Analysis and Financial Statements. Also it contain some comparison of financial ratios to past, industry average, sector and firms.
A free version of The Coca Cola Company SWOT analysis 2017. To get the full presentation buy the SWOT here: https://www.strategicmanagementinsight.com/swot-analyses/coca-cola-swot-analysis.html
Pricing Strategies by Coca-Cola in IndiaRohan Bharaj
This document describes the the pricing journey of Coca-Cola India right from its entry till today. Coca-cola competes in a very fiercely competitive market and pricing is one of the most important factors it has to consider while conceptualizing its strategies.
PepsiCo, An analysis of the strategy and parenting advantageVladimir Pushmin
Analysis and evaluationof the PepsiCo corporate strategy and assessment of whether this corporate strategy provides any parenting advantage to any of the businesses part of the corporate enterprise when compared to other buisiness models
Undertook a Business Research project in the second year of my undergraduate degree on the topic- Comparative Analysis between Pepsi and Coca Cola on the basis of various physical and chemical aspects.
Coca Cola Financial Analysis Final Project for Financial Accounting, St. Thomas MBA program. Group projected included Leanna Privette, Robin Toal, and April Vassau.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
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Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
3. Economics of Concentrate Business
Cost of Sales
Concentrate
Producer Bottler
Concentrate Producers
Blended, packaged and shipped
Advertising, promotion, market
research and bottler relations
Little capital investment in
machinery, overhead, or labor
Major investments - trademarks
Bottlers
Capital intensive
Labor, overhead, trucks
and distribution networks
were other variable costs.
What were the costs?
BOTTOMLINE
Concentrate producers were
more profitable than bottlers
Number of bottlers had fallen
steadily due to low proitability
It was important for CP to assist
bottlers (by marketing support,
etc)
5. Vertical Integration : Thumbs Up or Thumbs down?
• Bottlers were not wiling to cooperate
in
Marketing and promotional campaigns
Upgrading plant and equipment
Supporting new product launches
• Product and packaging proliferation
led to increased packaging costs
• High discounts led to low profitability
• Small family bottlers didn’t have the
resources needed to remain
competitive
RESULT ?
Coca-Cola – CCE – Coke’s Largest Bottler
in N.A. (2004)
Pepsi – PBG – 57% of pepsico beverages in
N.A. (2004)
Was everything so rosy?
Small bottlers went out of
business
Small concentrate producers
became dependent on bottling
networks for distribution of their
products
Dependency of coke on a single
bottler.
7. Market Share %
Year Coca-Cola PepsiCo Cadbury
Schweppes
1950 47% 10% -
1970 35% 20% -
1980 36% 28% -
1990 41% 32% 3.2%
2000 44% 31% 14.7%
2004 43% 32% 14.5%
Results of the Rivalry
Despite a growth in CSD market (CAGR – 2.5%) Coca-Cola lost share to
Pepsi and Cadbury Schweppes
Pepsi has not been able to increase it’s market share in the last 14 years
9. Marketing Mix
PRODUCT
Coke introduced 11 and pepsi 13 products to meet the rapidly
changing consumer preferences.
Both Coke and Pepsi introduced new cola and non cola flavours
such as Fanta, Sprite, Mountain Dew, etc.
They also ventured into non-CSD such as fruit juices and
mineral water to capture the health aware consumers.
Coke introduced Diet coke and Coca Cola Zero while Pepsi
launched Diet Pepsi as a low calorie variant of their CSDs. They
launched energy drinks also.
Product packaging also varied ranging from small cans meant
for single use to large PET bottles meant for family usage.
10. PRICE
Both Coke and Pepsi discounted their retail prices to be in
competition.
Bottlers followed low cost strategy to retain customer relations.
Special discounts to mass merchandisers.
Initially Coke followed a fixed price model but later they
established a maximum price and adjusted price quarterly
according to changes in sweetener pricing.
In 2003 they switched to Incidence Pricing which varied
concentrated prices based on different channels & packages.
Pepsi followed Concentrate pricing based on consumer price
index.
Marketing Mix
11. Pepsi Focused on sales
through retail stores while Coke
aced in fountain sales.
Both the companies expanded
their distribution network by
expending in restaurant
business. Pepsi acquired Pizza
Hut, Taco Bell and KFC whereas
Coke tied up with Burger King
and McDonalds.
Marketing Mix
PLACE
12. PROMOTION
The general promotional strategy used by both Pepsi and Coke
were retail price cuts and advertisements.
Pepsi launched two very successful campaign callled Pepsi
Generation and Pepsi challenge.
Cokes advertisements indirectly recognised competitors with
taglines such as Americans Preferred taste and No wonder coke
refreshes best.
Marketing Mix
13. Who was the real winner??
Both Coke and Pepsi were winners of some of the battles but none
was the clear winner of this war.
Coke was clearly ahead of Pepsi till 1996. Post 1996 Pepsi raced
ahead.
14. Americans who said Cola
was “too fattening” increased
from 48% to 59%
-MORGAN
STANLEY
Negative Health
perception of
CSD
WHAT COULD BE THE
WAY AHEAD?
15. Sustaining Profits
• Consumers are looking
for healthier alternatives.
• Change “unhealthy”
stigma via marketing
campaign
• Shift to non-carbonated
beverages (keep up with
demand of health
conscious society)
Industry CAGR = 0.86%Industry CAGR = 0.86%