The document is a market report on the soft drink industry produced by a group of business students. It profiles five major companies in the industry - Coca-Cola, Pepsi, Dr Pepper, Irn-Bru, and Club Orange. It analyzes each company's market share, products, website, social media presence, and mobile strategy. The report finds that Coca-Cola has the largest market share and social media following, but Dr Pepper engages most actively with customers on social media. It concludes that Club Orange has the weakest online presence of the brands analyzed.
Market sector digital review of soft drink industryRyan Hickey
The document is a market report on the soft drink industry produced by a group of business students. It profiles five major companies in the industry - Coca-Cola, Pepsi, Dr Pepper, Irn-Bru, and Club Orange. It analyzes each company's website, social media presence, and mobile strategy. The report finds that Coca-Cola has the largest social media following but Dr Pepper engages most actively. It also concludes that Coca-Cola and Pepsi have stronger mobile and digital presences than the other brands.
This document summarizes information about major soft drink brands and their performance in various areas. It discusses the main competitors in the soft drink industry, including Coca-Cola, Pepsi, Dr Pepper, Irn-Bru, and Club Orange. It provides details on each brand's market share, social media popularity on Facebook and Twitter, mobile strategies, and website usability. The document concludes that while Coca-Cola is the most popular brand, other brands like Dr Pepper engage fans better on social media, and smaller brands like Club Orange lack international recognition.
The document provides an overview and analysis of The Coca-Cola Company. It discusses the company's history and objectives to achieve growth through expanding its portfolio, partnerships, and management. It then performs a SWOT analysis, identifying strengths such as brand recognition, and weaknesses like a focus on carbonated drinks. Opportunities include growing demand for bottled water and healthy products, while threats include changes in consumer preferences toward healthier substitutions.
This slide is all about soft drinks sector in India.How pepsico,cocacola & Pearlagro doing there business in India.Also their market share,product range,brand competence etc.
Russian Standard Vodka - Advertising Research, Proposal, Media Plan, Sample C...Jaddan Bruhn
Advertising proposal, including research, promotional strategy, media plan, sample creative and evaluation metrics for Russian Standard Vodka 300ml ready to drink (premixed) product.
This document provides an executive summary of employee empowerment at Hindustan Coca-Cola Beverages Private Limited. It discusses how empowering employees can help develop the organization to higher levels. It also talks about how individual empowerment involves providing employees with information, knowledge, control, and rewards so they can better perform their jobs. In the current corporate world, empowering employees through decision-making ability and responsibility is important for organizational loyalty and success.
Market sector digital review of soft drink industryRyan Hickey
The document is a market report on the soft drink industry produced by a group of business students. It profiles five major companies in the industry - Coca-Cola, Pepsi, Dr Pepper, Irn-Bru, and Club Orange. It analyzes each company's website, social media presence, and mobile strategy. The report finds that Coca-Cola has the largest social media following but Dr Pepper engages most actively. It also concludes that Coca-Cola and Pepsi have stronger mobile and digital presences than the other brands.
This document summarizes information about major soft drink brands and their performance in various areas. It discusses the main competitors in the soft drink industry, including Coca-Cola, Pepsi, Dr Pepper, Irn-Bru, and Club Orange. It provides details on each brand's market share, social media popularity on Facebook and Twitter, mobile strategies, and website usability. The document concludes that while Coca-Cola is the most popular brand, other brands like Dr Pepper engage fans better on social media, and smaller brands like Club Orange lack international recognition.
The document provides an overview and analysis of The Coca-Cola Company. It discusses the company's history and objectives to achieve growth through expanding its portfolio, partnerships, and management. It then performs a SWOT analysis, identifying strengths such as brand recognition, and weaknesses like a focus on carbonated drinks. Opportunities include growing demand for bottled water and healthy products, while threats include changes in consumer preferences toward healthier substitutions.
This slide is all about soft drinks sector in India.How pepsico,cocacola & Pearlagro doing there business in India.Also their market share,product range,brand competence etc.
Russian Standard Vodka - Advertising Research, Proposal, Media Plan, Sample C...Jaddan Bruhn
Advertising proposal, including research, promotional strategy, media plan, sample creative and evaluation metrics for Russian Standard Vodka 300ml ready to drink (premixed) product.
This document provides an executive summary of employee empowerment at Hindustan Coca-Cola Beverages Private Limited. It discusses how empowering employees can help develop the organization to higher levels. It also talks about how individual empowerment involves providing employees with information, knowledge, control, and rewards so they can better perform their jobs. In the current corporate world, empowering employees through decision-making ability and responsibility is important for organizational loyalty and success.
Russian Standard Vodka - Evaluate Campaign EffectivenessJaddan Bruhn
This document summarizes a marketing campaign for Russian Standard Vodka's new citrus RTD product aimed at 18-25 year olds. It outlines the target audience as thrill-seeking individuals focused on socializing and new experiences. While existing research provides some insights, more study is needed of this group's media consumption, social media influence, and factors impacting alcohol purchase. The document proposes conducting online surveys and a focus group to better understand lifestyle, attitudes, and influences in order to design an effective campaign through impactful digital placements that harness social sharing.
The document provides an overview of the Lucozade energy drink brand. It discusses Lucozade's target markets over time, which have shifted from aiding the ill to focusing on sports and young adults. The logo and packaging colors are described as being simple yet recognizable. Different product lines feature varying colors targeted at gender audiences. The bottle design prioritizes ergonomics for sports use. The website provides scientific explanations to build trust with health-conscious consumers. Advertisements primarily target fit males through dramatic photos and videos emphasizing sports and science.
IMPACT OF CELEBRITY ENDORSEMENT ON SOFT DRINKS WITH SPECIFIC REFERENCE TO BRA...Gaurav Gangadkar
The document discusses trends in the soft drink industry, including changing consumer preferences towards healthier options. It outlines challenges like increasing retailer power, fierce competition, and safety regulations. Celebrity endorsements can help soft drink brands like Coca-Cola maintain sales and market share as consumer tastes evolve and industry dynamics shift. The document provides an overview of the soft drink market and examines how companies can drive growth through revenue protection, cost reduction, improved efficiency, and regulatory compliance.
Dr. Pepper Snapple is the third largest beverage company behind Coca-Cola and Pepsi. It has experienced success since 1904 due to strong marketing strategies and management. While facing some obstacles, Dr. Pepper Snapple has achieved above average returns and growth. The document discusses Dr. Pepper Snapple's resources, capabilities, competitors like Coca-Cola, and external factors like the economy, demographics, and substitutes that influence the company's sales and profits. Celebrity endorsements are identified as a valuable resource that helps boost Dr. Pepper Snapple's brand recognition and sales.
This document provides an overview and marketing plan for Coca Cola presented by students at Baluchistan University of Information Technology and Management Sciences. It includes an introduction to Coca Cola as the world's largest beverage company with over 500 brands. The marketing plan examines Coca Cola's situation, industry analysis, SWOT analysis, objectives, and strategies. It aims to create strong brand awareness for Coca Cola and expand its global market share of nonalcoholic drinks.
The slow growth of carbonates across the world has opened the door for new be...NormaAlcazar
The document discusses trends in the global flavors industry. Some key points:
- Flavor plays an important role in product positioning, targeting audiences, and adding value beyond taste.
- Emerging markets will drive volume growth while developed markets see more innovation.
- Consolidation has created large flavor companies that can drive advances.
- Flavors can support health and wellness positioning by appearing natural or supporting functional ingredients.
- Flavors help target specific customer groups, seasons, or occasions to improve authenticity and appeal.
- Flavor selection impacts the taste experience through premium image, novelty, nostalgia, or escapism.
- The industry delivers contrasting flavor themes to satisfy
The document discusses the five forces of Porter analysis for Coca-Cola. It lists the group members that performed the analysis and provides details about each of the five forces: 1) Threat of new entrants is low due to few switching costs but brand loyalty to Coke is high. 2) Substitute products like energy drinks and Pepsi pose a threat. 3) Individual buyers have little bargaining power but large retailers have some. 4) Suppliers are not concentrated and do not want to lose Coke as a customer. 5) Main competitor is Pepsi and competition is high between the two dominant brands.
Digital Marketing: Digital Strategy For Franciscan Well BreweryMelissa Wilkinson
This document provides a digital marketing campaign plan for a local craft beer brand called the Franciscan Well. It begins with a situation analysis, including an audience analysis finding their primary customers are urban males aged 21-34 and 35-54. It analyzes the brand's social media presence and competitor landscape. The objectives section sets goals to increase sales and engagement. The strategy discusses segmentation of urban males, positioning as a premium local brand, and an integrated marketing plan. Finally, the tactics section outlines specific digital activities like search marketing, social media, and optimizing the website to reach customers and improve the customer experience.
The document discusses three popular energy drink brands: Red Bull, Monster, and Rockstar. It provides details on their history, target markets, marketing strategies, and market share. Red Bull is the longest-established brand and current market leader with around 50% share. Monster has around 18% share and focuses its marketing on event sponsorships. Rockstar, which was founded most recently in 2001, has around 14% share and targets a rock music lifestyle image.
The document discusses the beverage market in India and globally. Some key points:
- The energy drinks market in India is currently around Rs 500 crores and is expected to grow at 25% annually.
- Globally, the non-alcoholic drinks market is largest in North America and Asia Pacific. It is valued at $5.18 billion and is driven by factors like changing consumer preferences and new product launches.
- The beverage industry in India is largely unorganized but major companies like Coca-Cola and PepsiCo are investing heavily to capture the growing demand for packaged drinks as incomes rise in India.
- The non-alcoholic drinks market in India is predicted to
PowerAde consistently falls second to Gatorade in both brand awareness and sales. According to a survey conducted, PowerAde's brand awareness and athlete endorsements are lower than Gatorade's. The report recommends that PowerAde acquire an endorsement with UFC fighter Conor McGregor to increase its brand awareness through McGregor's personal advertising and television appearances while wearing Powerade branding. This is because PowerAde and the UFC have similar target demographics in terms of gender, age and income, providing an opportunity to reach more consumers.
Russian Standard Vodka Campaign Proposal Jaddan Bruhn
Advertising proposal, including research, promotional strategy, media plan, sample creative and evaluation metrics for Russian Standard Vodka 300ml ready to drink (premixed) product.
This document provides an overview of the beverage industry in India. It defines beverages and lists top beverage companies in India. The industry has a total turnover of around 65 million USD, with tea and coffee making up a large portion. Coca-Cola, Nestle and Pepsi are leading brands that have dominated the Indian market for decades. Beer and alcoholic beverages also represent a large segment, with India being the 3rd largest market globally for alcoholic beverages. The beverage industry employs millions and generates billions in revenue each year globally and makes an important economic contribution.
Project on marketing strategies of coca colaProjects Kart
The document discusses marketing strategies and financial performance of Coca-Cola. It provides details about Coca-Cola's history, management structure, market share, revenues, expenses, dividends, products, and geographic sales breakdown. Coca-Cola enjoys the largest market share in the soft drink industry at around 59% globally. In 2010, the company reported revenues of $20 billion and net income of nearly $4 billion, with sales growing in both domestic and international markets. Coca-Cola has a wide range of branded products and experienced 4% volume growth worldwide in 2010.
- Coca-Cola is the largest beverage company in the world, valued at $79 billion in 2013, and owns brands like Coca-Cola, Sprite, and Dasani sold in 128 countries.
- In Vietnam, Coca-Cola has the highest market share of the soft drink industry, which has steadily increased since 2011. Coca-Cola targets consumers aged 15-40 across rural and urban areas and uses campaigns like "Share a Coke" to position itself as the youthful, fun brand compared to competitors Pepsi and Big Cola.
- While Coca-Cola has strong brand recognition and marketing, its websites lack detailed campaign information for customers and it faces threats from changing consumer preferences towards healthier
Powerade's current marketing strategy is failing to overcome high consumer brand loyalty to Gatorade. Powerade aims to increase market share by targeting young amateur athletes and differentiating itself from Gatorade. The new campaign will highlight Powerade ION4's electrolyte formula through characters representing each electrolyte. Consumers will enter a competition to become the fourth electrolyte character and build brand loyalty. The goal is for consumers to see Powerade as an equal or superior sports drink to Gatorade.
Instead of spending money on cosmetic changes like rebranding the logo, the colors, or packaging, spend money on true innovation, improving product, service and quality. These will lead to longer lasting lifts in revenue.
Digital Media Campaign (PART 1: Paper/Project Details)Lauren Sittig
YELLOW SUB GASTROPUB: This is a mock digital media marketing collaborative group project. this is Part 1 of 2 of this project: Digital Media Campaign- Yellow Sub Gastro Pub. The base idea is that a new restaurant is starting up and we are creating a campaign focused on all digital media elements and platforms. This paper clearly outlines suggestions and strategic plans to best represent the restaurant on digital platforms and social medias.
Part 2 is the Presentation/PowerPoint which focuses on showing what the paper is explaining, such as digital examples and social media content.
Again, credit to my project partners (team), excellent group to work with: Trever Panter, Eli Jones, and Jesse Baxter.
Coca-Cola has maintained its market position through innovation and collaboration strategies. It uses Microsoft collaboration tools like SharePoint and Live Meeting to work with employees, bottlers, and consumers. Coca-Cola also implemented Project Scale and the Coke One Bottler model using SAP software to improve communication and collaboration with its many bottlers. Coca-Cola's use of information systems has helped the company develop new ideas and communicate efficiently with a global workforce.
This document summarizes information about major soft drink brands and their performance in various areas. It discusses the main competitors in the soft drink industry, including Coca-Cola, Pepsi, Dr Pepper, Irn-Bru, and Club Orange. It provides details on each brand's market share, social media popularity on Facebook and Twitter, mobile strategies, and website usability. The document concludes that while Coca-Cola is the most popular brand, other brands like Dr Pepper engage fans better on social media, and smaller brands like Club Orange lack international recognition.
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.
Russian Standard Vodka - Evaluate Campaign EffectivenessJaddan Bruhn
This document summarizes a marketing campaign for Russian Standard Vodka's new citrus RTD product aimed at 18-25 year olds. It outlines the target audience as thrill-seeking individuals focused on socializing and new experiences. While existing research provides some insights, more study is needed of this group's media consumption, social media influence, and factors impacting alcohol purchase. The document proposes conducting online surveys and a focus group to better understand lifestyle, attitudes, and influences in order to design an effective campaign through impactful digital placements that harness social sharing.
The document provides an overview of the Lucozade energy drink brand. It discusses Lucozade's target markets over time, which have shifted from aiding the ill to focusing on sports and young adults. The logo and packaging colors are described as being simple yet recognizable. Different product lines feature varying colors targeted at gender audiences. The bottle design prioritizes ergonomics for sports use. The website provides scientific explanations to build trust with health-conscious consumers. Advertisements primarily target fit males through dramatic photos and videos emphasizing sports and science.
IMPACT OF CELEBRITY ENDORSEMENT ON SOFT DRINKS WITH SPECIFIC REFERENCE TO BRA...Gaurav Gangadkar
The document discusses trends in the soft drink industry, including changing consumer preferences towards healthier options. It outlines challenges like increasing retailer power, fierce competition, and safety regulations. Celebrity endorsements can help soft drink brands like Coca-Cola maintain sales and market share as consumer tastes evolve and industry dynamics shift. The document provides an overview of the soft drink market and examines how companies can drive growth through revenue protection, cost reduction, improved efficiency, and regulatory compliance.
Dr. Pepper Snapple is the third largest beverage company behind Coca-Cola and Pepsi. It has experienced success since 1904 due to strong marketing strategies and management. While facing some obstacles, Dr. Pepper Snapple has achieved above average returns and growth. The document discusses Dr. Pepper Snapple's resources, capabilities, competitors like Coca-Cola, and external factors like the economy, demographics, and substitutes that influence the company's sales and profits. Celebrity endorsements are identified as a valuable resource that helps boost Dr. Pepper Snapple's brand recognition and sales.
This document provides an overview and marketing plan for Coca Cola presented by students at Baluchistan University of Information Technology and Management Sciences. It includes an introduction to Coca Cola as the world's largest beverage company with over 500 brands. The marketing plan examines Coca Cola's situation, industry analysis, SWOT analysis, objectives, and strategies. It aims to create strong brand awareness for Coca Cola and expand its global market share of nonalcoholic drinks.
The slow growth of carbonates across the world has opened the door for new be...NormaAlcazar
The document discusses trends in the global flavors industry. Some key points:
- Flavor plays an important role in product positioning, targeting audiences, and adding value beyond taste.
- Emerging markets will drive volume growth while developed markets see more innovation.
- Consolidation has created large flavor companies that can drive advances.
- Flavors can support health and wellness positioning by appearing natural or supporting functional ingredients.
- Flavors help target specific customer groups, seasons, or occasions to improve authenticity and appeal.
- Flavor selection impacts the taste experience through premium image, novelty, nostalgia, or escapism.
- The industry delivers contrasting flavor themes to satisfy
The document discusses the five forces of Porter analysis for Coca-Cola. It lists the group members that performed the analysis and provides details about each of the five forces: 1) Threat of new entrants is low due to few switching costs but brand loyalty to Coke is high. 2) Substitute products like energy drinks and Pepsi pose a threat. 3) Individual buyers have little bargaining power but large retailers have some. 4) Suppliers are not concentrated and do not want to lose Coke as a customer. 5) Main competitor is Pepsi and competition is high between the two dominant brands.
Digital Marketing: Digital Strategy For Franciscan Well BreweryMelissa Wilkinson
This document provides a digital marketing campaign plan for a local craft beer brand called the Franciscan Well. It begins with a situation analysis, including an audience analysis finding their primary customers are urban males aged 21-34 and 35-54. It analyzes the brand's social media presence and competitor landscape. The objectives section sets goals to increase sales and engagement. The strategy discusses segmentation of urban males, positioning as a premium local brand, and an integrated marketing plan. Finally, the tactics section outlines specific digital activities like search marketing, social media, and optimizing the website to reach customers and improve the customer experience.
The document discusses three popular energy drink brands: Red Bull, Monster, and Rockstar. It provides details on their history, target markets, marketing strategies, and market share. Red Bull is the longest-established brand and current market leader with around 50% share. Monster has around 18% share and focuses its marketing on event sponsorships. Rockstar, which was founded most recently in 2001, has around 14% share and targets a rock music lifestyle image.
The document discusses the beverage market in India and globally. Some key points:
- The energy drinks market in India is currently around Rs 500 crores and is expected to grow at 25% annually.
- Globally, the non-alcoholic drinks market is largest in North America and Asia Pacific. It is valued at $5.18 billion and is driven by factors like changing consumer preferences and new product launches.
- The beverage industry in India is largely unorganized but major companies like Coca-Cola and PepsiCo are investing heavily to capture the growing demand for packaged drinks as incomes rise in India.
- The non-alcoholic drinks market in India is predicted to
PowerAde consistently falls second to Gatorade in both brand awareness and sales. According to a survey conducted, PowerAde's brand awareness and athlete endorsements are lower than Gatorade's. The report recommends that PowerAde acquire an endorsement with UFC fighter Conor McGregor to increase its brand awareness through McGregor's personal advertising and television appearances while wearing Powerade branding. This is because PowerAde and the UFC have similar target demographics in terms of gender, age and income, providing an opportunity to reach more consumers.
Russian Standard Vodka Campaign Proposal Jaddan Bruhn
Advertising proposal, including research, promotional strategy, media plan, sample creative and evaluation metrics for Russian Standard Vodka 300ml ready to drink (premixed) product.
This document provides an overview of the beverage industry in India. It defines beverages and lists top beverage companies in India. The industry has a total turnover of around 65 million USD, with tea and coffee making up a large portion. Coca-Cola, Nestle and Pepsi are leading brands that have dominated the Indian market for decades. Beer and alcoholic beverages also represent a large segment, with India being the 3rd largest market globally for alcoholic beverages. The beverage industry employs millions and generates billions in revenue each year globally and makes an important economic contribution.
Project on marketing strategies of coca colaProjects Kart
The document discusses marketing strategies and financial performance of Coca-Cola. It provides details about Coca-Cola's history, management structure, market share, revenues, expenses, dividends, products, and geographic sales breakdown. Coca-Cola enjoys the largest market share in the soft drink industry at around 59% globally. In 2010, the company reported revenues of $20 billion and net income of nearly $4 billion, with sales growing in both domestic and international markets. Coca-Cola has a wide range of branded products and experienced 4% volume growth worldwide in 2010.
- Coca-Cola is the largest beverage company in the world, valued at $79 billion in 2013, and owns brands like Coca-Cola, Sprite, and Dasani sold in 128 countries.
- In Vietnam, Coca-Cola has the highest market share of the soft drink industry, which has steadily increased since 2011. Coca-Cola targets consumers aged 15-40 across rural and urban areas and uses campaigns like "Share a Coke" to position itself as the youthful, fun brand compared to competitors Pepsi and Big Cola.
- While Coca-Cola has strong brand recognition and marketing, its websites lack detailed campaign information for customers and it faces threats from changing consumer preferences towards healthier
Powerade's current marketing strategy is failing to overcome high consumer brand loyalty to Gatorade. Powerade aims to increase market share by targeting young amateur athletes and differentiating itself from Gatorade. The new campaign will highlight Powerade ION4's electrolyte formula through characters representing each electrolyte. Consumers will enter a competition to become the fourth electrolyte character and build brand loyalty. The goal is for consumers to see Powerade as an equal or superior sports drink to Gatorade.
Instead of spending money on cosmetic changes like rebranding the logo, the colors, or packaging, spend money on true innovation, improving product, service and quality. These will lead to longer lasting lifts in revenue.
Digital Media Campaign (PART 1: Paper/Project Details)Lauren Sittig
YELLOW SUB GASTROPUB: This is a mock digital media marketing collaborative group project. this is Part 1 of 2 of this project: Digital Media Campaign- Yellow Sub Gastro Pub. The base idea is that a new restaurant is starting up and we are creating a campaign focused on all digital media elements and platforms. This paper clearly outlines suggestions and strategic plans to best represent the restaurant on digital platforms and social medias.
Part 2 is the Presentation/PowerPoint which focuses on showing what the paper is explaining, such as digital examples and social media content.
Again, credit to my project partners (team), excellent group to work with: Trever Panter, Eli Jones, and Jesse Baxter.
Coca-Cola has maintained its market position through innovation and collaboration strategies. It uses Microsoft collaboration tools like SharePoint and Live Meeting to work with employees, bottlers, and consumers. Coca-Cola also implemented Project Scale and the Coke One Bottler model using SAP software to improve communication and collaboration with its many bottlers. Coca-Cola's use of information systems has helped the company develop new ideas and communicate efficiently with a global workforce.
This document summarizes information about major soft drink brands and their performance in various areas. It discusses the main competitors in the soft drink industry, including Coca-Cola, Pepsi, Dr Pepper, Irn-Bru, and Club Orange. It provides details on each brand's market share, social media popularity on Facebook and Twitter, mobile strategies, and website usability. The document concludes that while Coca-Cola is the most popular brand, other brands like Dr Pepper engage fans better on social media, and smaller brands like Club Orange lack international recognition.
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.
The Coca – Cola Company Market Position Analysis 1The Co.docxcherry686017
The Coca – Cola Company
Market Position Analysis
1
The Coca – Cola Company
Market Position Analysis
2
Market Position Analysis
Dwayne Woods
Capstone Experience in Integration & Strategy
Dr. Thomas H. Kemp
December 18, 2013
Assignment 3: Market Position Analysis: The Coca-Cola Company
The Coca-Cola Company is a leading world brand that makes soft drinks that are ready to drink. The company makes products such as Coke, Fanta, Sprite, Minute Maid, Dasani water among others. It has managed to hold its market position as the leading beverage producer in the world, facing competition from PepsiCo. Coca-Cola sells its products in the whole world, having divided its operation areas in regions such as Africa, Eurasia, Latin America, European Union, North America and Pacific. The company’s mission statement is ‘refreshing the world –in mind, body and spirit’.
Coca-Cola Company’s target market is any person who likes soft drinks, but lately they have been targeting teenagers and people below thirty. In short, its main target market is the youth. According to Vendredi (2012), the company uses several strategies to reach its target market. The company has partnered with restaurants and fast foods such as McDonald. This is because most of these young people eat in such places. The company has also made adverts for their current slogan, ‘Open happiness’ with teenagers as the cast. Most of the adverts show young people below the age of thirty having fun while taking their products. Their target market consists of both male and female youth. The young people are seen buying lots of beverages and Coca-Cola has set out to have them as their target audience.
Coca-Cola does not segment its market by age. From, an interview with a Coca-Cola manager, she claimed that their market is undifferentiated. Ali and Mohammad (2011) argue that their market is segmented on the basis of geographic region, demography, climate and behavior. Geographically, it sells higher quality products in the developed nations since per capita income is high. It also sells more in urban areas around the world than in the rural areas. The company segments its market according to climate because it sells its products in hot areas more than in cold areas. All its products are served cold. During summer, Coca-Cola sales are high in most areas around the world. The company also segments its market according to demographics. It has products for children between 4 and 12 since it has some that have flavors such as cherry, vanilla and lime. The Coke, Fanta and Sprite brands mostly targets the youth. The company also packs its products for families, that is, in the economy pack that usually has six cans. It also segments by income and this is seen in packing for example, plastic bottle soda is more expensive that the glass bottle.
The Coca-Cola Company is positive that their products satisfy their customer’s needs. This is because their customers are loyal. They also know this through ...
Brand audit : Baileys Irish cream liquor Ian Adams
This document provides a profile of Baileys brand's target audience and reviews recent creative work for the brand. It finds that while the agencies hired have strong capabilities, the "Cream with Spirit" campaign misses opportunities to change perceptions of Baileys as an occasional drink. Research shows Baileys drinkers are typically social grades B and C1, aged 18-34, but the campaign does not address how to get this audience drinking Baileys more frequently. The creative work focuses on lifestyle rather than changing the social norms around Baileys. In conclusion, the agencies' full abilities are not being utilized to solve the core issue of declining frequency of consumption.
Running head BUSSINESS PLAN DRAFT1BUSSINESS PLAN2Bu.docxsusanschei
Running head: BUSSINESS PLAN DRAFT
1
BUSSINESS PLAN
2
Business Plan Draft
BUS 599
Avery Clementin
Dr. Daniel Goldsmith
November 29, 2016
TABLE OF CONTENTS
COMPANY DESCRIPTION AND SWOT ANALYSIS 3
COMPANY NAME AND SIGNIFICANCE 3
WEFIT’S COMPANY MISSION STATEMENT 3
TRENDS IN THE NON-ALCOHOLIC BEVERAGE INDUSTRY 3
WEFIT’S STRATEGIC POSITION 4
OVERVIEW OF WEFIT’S DISTRIBUTION CHANNELS 5
RISK ANALYSIS OF WEFIT COMPANY 5
SWOT ANALYSIS 6
MARKETING PLAN AND SALES STRATEGY 6
SALES STRATEGY 7
COMPANY’S TARGET MARKET 8
ANALYZE THE TYPES OF CONSUMERS 8
COMPANY’S MARKET COMPETITION 10
COMPETITION FACTORS 11
JUSTIFICATION OF COMPANY STRATEGY 11
WEFIT DIET DRINK FIVE FS 12
ETHICS AND SOCIAL RESPONSIBILITY 13
COMMITMENT OF THE COMPANY 13
EFFECTS OF WEFIT ACTIVITIES ON THE ENVIRONMENT AND HOW TO MITIGATE THEM 13
CHOICE OF PACKAGING 13
DISPOSAL OF BOTTLES 14
HEALTH ISSUES 14
COMPANY’S PLAN TO REACH THE APPROPRIATE MARKET 15
BUSINESS PLAN FINANCIALS 15
STRATEGIC FINANCIAL PLANNING TECHNIQUES 15
BUDGETING 16
PRICING ANALYSIS 16
EVALUATING COSTS 16
CASH FLOW MANAGEMENT 17
PERFORMANCE ANALYSIS 17
REFERENCES 18
Company Description and SWOT Analysis
Company Name and Significance
The name of my Non- alcoholic beverage (NAB) company is WeFit Diet Drinks. This company deals with the production and the manufacturing of the non-alcoholic beverages that have zero calories content. The significance of this beverage is to provide soft drinks to the people who enjoy the various tastes of different sodas, but they are no longer willing to indulge in drinks that have the calories as a measure of ensuring a healthy lifestyle. This company will provide drinks with different flavors just like the other sodas. These drinks will aid in meeting the needs of the people who have decided to adopt healthy lifestyles such as avoiding the high-calorie content drinks.
WeFit’s Company Mission Statement
The mission statement of the WeFit Diet Drinks is to ensure the provision of sophisticated and inviting diet soft drinks that do not mislay the authenticity of the people health habits. As a company, we are committed to ensuring that we meet the various needs of our customers through the provision of high-quality products, to ensure that they are satisfied and also provide a high level of professionalism. In addition to this, we are also aiming at making a difference and ensuring the creation of value as a company.
Trends in the Non-Alcoholic Beverage Industry
One of the trends in the non-alcoholic beverage industry is that there is a revolution whereby the sugary drinks and juices sales are likely to slip. This is a result of the increasing need for the development of new and healthy beverages and other brands that are much healthier than the prevailing ones. In the developed countries, many people have become more sensitive to health ...
case study on coca-cola. introduction, segmentation targeting and positioning . selling strategy, marketing planing, objective, swot analysis of the company.
Red Bull is the market leader in energy drinks but faces increasing competition. The document discusses Red Bull's history and current issues like health concerns decreasing its perceived value. It performs a SWOT analysis and discusses targeting new customer segments through product variations. The marketing mix strategies cover developing new products, pricing using penetration, intensive distribution, and a promotional plan using various media, sales promotions, and personal selling.
This document provides an overview of PepsiCo, including its history, leadership, financial performance, competitors, and marketing strategies. Some key points:
- PepsiCo was formed in 1965 through the merger of Pepsi-Cola and Frito-Lay and has since expanded its portfolio through acquisitions of brands like Tropicana and Gatorade.
- It is the second largest food and beverage company globally and generates over $43 billion in annual revenue.
- Indra Nooyi has served as CEO since 2006 and has led the company's expansion beyond soft drinks into snacks and other foods.
- The document discusses PepsiCo's marketing environment and strategies, including a SWOT
The document provides an overview of marketing innovation and design for Coca-Cola. It discusses key topics such as defining innovation and creativity, an overview of Coca-Cola including its products and branding strategies. It also covers Coca-Cola's strategy in relation to its products, an environmental analysis looking at competition, customers and the market. Finally, it discusses Coca-Cola's value proposition and benefits to consumers.
The document provides information about Irn Bru, a popular soft drink brand in Scotland. It discusses Irn Bru's history, noting it was first produced in 1901 and changed its name in 1946. It is currently the third best-selling soft drink in the UK, outselling brands like Fanta and Dr Pepper. To advertise, Irn Bru uses humorous television commercials and posters featuring animals or people with witty taglines. The company strongly associates with Scottishness to appeal to Scottish consumers.
The document is a marketing plan analysis for Mountain Dew in India. It provides an overview of the soft drink industry in India and analyzes Mountain Dew's position in the market. Key points covered include an industry analysis, company analysis of PepsiCo, competitor analysis of Coca-Cola, segmentation of Mountain Dew's target market as youth, and an analysis of Mountain Dew's marketing mix strategies.
Boost is a relatively new energy drink brand in the UK market. It differentiates itself from competitors by having a lower price point. The document outlines Boost's SWOT analysis, identifying its strengths in price and brand values but weaknesses in availability and a saturated market dominated by Red Bull. It then proposes launching a new product called Boost Air targeted at young active females, with a strawberry flavor and pink packaging. A social media campaign is suggested to generate buzz around videos of extreme sports and a viral video filmed at an indoor skate park to promote the new product. Objectives are to expand into new consumer sectors and create brand loyalty.
The Presentation is about :
- Coca Cola Comapny
- Internal & External factors analysis
- Strategic decision matrix
- Coca Cola's Strategy
This Presentation done as a part of MBA class assessment in 2010
This document discusses the marketing strategies of 10 companies:
- Subway targets young Australians who prefer nutritious fast food. It allows franchisees flexibility in food suppliers.
- Pepsi is launching frequent redesigns of its cans to engage consumers and represent its brand personality, as soda sales decline.
- Coca-Cola developed a successful new diluted orange juice drink for China by conducting consumer research and testing small markets.
- Tiger Airways is sparking price wars with competitors through low promotional fares, aiming to establish itself in the Australian market.
- Nintendo promoted its new Wii console through word-of-mouth marketing with selected mothers, while Microsoft faced criticism over its gifts to bloggers.
-
The letter discusses Coca-Cola's sustainability priorities of empowering women entrepreneurs through its 5by20 initiative, replenishing water resources through community water projects, and promoting well-being through nutrition and active living programs. It provides updates on progress made towards goals in these areas, including enabling over 300,000 women entrepreneurs and replenishing about 52% of water used. The CEO expresses Coca-Cola's commitment to further embedding sustainability into its 2020 Vision for doubling business growth this decade.
This marketing plan summarizes Coca-Cola's objectives for 2015 which are to increase market share, brand awareness, and connections with consumers globally. It reviews Coca-Cola's financials, product portfolio, competitors, distribution channels, and marketing strategies. The plan's key marketing strategies are to position Coca-Cola as the top beverage company through packaging innovation, affordable pricing to boost market penetration, and a promotional mix including television, magazine, and outdoor advertisements. The objective is to sustain growth in mature markets while expanding into emerging markets.
Coca Cola faced a crisis in 2003 when an environmental group accused them of selling drinks with toxic pesticide residues above global standards in India. This led the Indian government to ban Coke and Pepsi products temporarily. Coca Cola's stock price dropped as a result. The company responded by claiming the reports were invalid and conducting independent tests that found no detectable pesticide residues. However, the situation still posed a threat to Coca Cola's standing in India.
This document provides information about an assignment comparing the marketing strategies of Coca-Cola and Pepsi. It includes profiles of both companies, discussing their histories, products, missions, visions, and marketing mixes. Coca-Cola began in 1886 and returned to India in 1993 after a 16-year absence. Pepsi was created in 1893 under the name "Brad's Drink" and entered India in 1989 through a joint venture. Both companies have grown significantly in India and compete directly in various product categories and strategies.
Similar to Market sector digital review of soft drink industry (20)
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Team Profile - GROUP 6
Names Student Numbers Social Media Used
Harry O‟Reardon 11363496
Twitter, LinkedIn and
Klout
David Bellew 11310971
Twitter, LinkedIn and
Klout
Ryan Hickey 11515637
Twitter, LinkedIn and
Klout
Cian O‟Dowd 11501447
Twitter, LinkedIn and
Klout
Branding Statements
Harry: Business and Management student, musician and an avid follower of the music
industry. Interested in pursuing a career in Marketing or Human Resource Management
Cian: I am a Second Year business and management student
I have a very big interest in Gaelic football as well as an interest in advertising and
marketing.
David: Second year Business and Management student at NUI Maynooth who also has a
great interest in music. Aims for a career in Marketing or Finance.
Ryan: I am a second year student at NUI Maynooth studying business management. I am a
dedicated and hard-working individual with a keen interest in business finance and sport.
Executive Summary and Market Background
In this report we have chosen to analyse the soft drink industry and five of its market leaders.
The industry itself is a highly competitive one with hundreds of different brands of
carbonated drinks. Soft drinks are typically comprised of carbonated water and a large
amount of sugar. The market however is a controversial one. As like anything else in the
world, too much of something is damaging to one‟s health. According to The British Dental
Journal, four cans of fizzy drinks a day causes the danger of tooth erosion to raise by up to
252%. As students who indulge in a fizzy drink on almost a daily basis, we were keen to
learn more about the market and the companies who dominate it.
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Profiled Organisations
Coca Cola: Coca Cola is the biggest brand in the soft drink industry. It currently owns 42.8%
of the market share in the US market, and has one of the most distinct brands in corporation
history; the brand is currently valued at $74 billion. Every day there are 1.7 billion servings
of Coca Cola worldwide, which accounts for 3.1% of all beverages consumed. Although
Coca Cola is the most successful and most recognised soft drink in the market, the company
also produces a range of other soft drinks including Sprite, Fanta, and the Diet Coke range.
Pepsi: Pepsi is the second largest brand in the Soft Drink Industry and currently holds 28% of
the US market. The Pepsi brand is estimated to be worth $22 billion and the company used
many celebrities to endorse the brand, including David Beckham and Britney Spears. Pepsi
have sales ranging from $250 million to $1 billion every year and have 700 manufacturing
plants worldwide. Some other products produced at PepsiCo include Gatorade, Mountain
Dew and Tropicana.
Dr Pepper: Dr Pepper is the third most popular soft drink in the US. At the end of 2012, it
was estimated that it had around 17% in the US soft drink industry. The company boasted
revenue of almost $6 billion in 2012 and is continuing to grow steadily. Other brands made
by Dr Pepper Snapple include 7up and Sunkist.
Irn-Bru: Irn-Bru is a Scottish carbonated soft drink company produced by AG Barr. The
soft drink currently outsells Pepsi and Coca Cola in its native Scotland, where it‟s known as
“Scotland‟s other national drink”. In 2009, Irn Bru had accounted for 24% of the soft drink
industry in the UK, and had where it even outsold Fanta. Irn Bru represents around 60% OF
AG Barr‟s sales.
Club Orange: Club is one of Ireland‟s most popular soft drink companies. The drink has a
very loyal Irish fan base at both home and abroad. It is ranked the no. 1 citrus soft drink with
66% of the market share. Recently, Club has tried to target new, younger consumers with
controversial ad campaigns that were subsequently banned from being aired in 2011. Many
different flavours are manufactured including Apple and Rock Shandy, and they diversified
into the energy drink market in recent years with Club Energise too.
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Website Review
Coca Cola
http://www.coca-cola.ie/
The Coca Cola Website is a very easy to use Service. It provides the user with a simple to
navigate homepage making it easy to find what is required. The Website is coloured in the
traditional red of coca Cola but also presents a vast array of other colours and images to make
the site seem more fun and playful. The Links displayed make the site very easy to navigate.
The site provides all the information on the product itself as well as providing news and
recycling information. This Helps cater to all audiences and makes the site more appealing.
Having these additional features on the site will ensure that customers will be able to get
more than just information about coca cola and its promotions. In addition the coca cola .com
site also redirects you to the official site of the country your in. This gives the customer a
more personalised service and also makes them aware of any promotions in their respective
countries.
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Pepsi
http://www.pepsi.com/en-us/d
Upon entering the Pepsi website the user is instantly bombarded by a vast range of Links to
twitter and other social media sites. It gives customers the chance to become involved in the
site and in the product being offered. It also highlights its competitions as well as facts about
Pepsi. Much Like the coca cola website, The Pepsi website is also coloured in its traditional
colouring, in this case red and blue .Similarly the site is very easy to navigate. One of the
main Positives of the site is a very clear link to its social media sites. This enables Pepsi to be
more interactive with its customers as it gives customers the chance to become involved.
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Dr Pepper
http://www.drpepper.com/
As would be expected the DR. Pepper Website is too very user friendly and simple to
navigate. It offers information on its Promotions, entertainment and products in a very simple
way. The Website also offers Customers a chance to personalise T-shirts and become
involved in Competitions. The Homepage adopts a slideshow style approach and allows the
user to view all the big news and information without having to search for it however it lacks
the same splash of colour that coca cola and Pepsi Possess and appears quite dull.
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Irn-Bru
http://www.irn-bru.co.uk/getsyouthrough
Irn-Bru is perhaps the least known beverage of all the Drinks being covered and to highlight
this, its website too is also the poorest of the ones being covered that currently have
operational websites. While it is easy to use and to navigate the user can‟t help but be bored
by its dull appearance despite its traditional bright orange colour. Unlike the other sites it
offers the user little to no way of getting involved with the product be it through
competitions, promotions or otherwise.
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Club Orange
http://www.club.ie/
The Club Orange website is currently under Construction. It does however give a link to its
Facebook page where all the information required can be viewed. The Display in the
background is bright and positive. The image makes the drink seem very appealing and
packed with flavour.
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Social Media Review
Each company has become very proficient in using social media to help advertise their
product and to communicate with their customers. By using the BOSS Metrics competitor
analysis tool, we discovered a lot of information on each of the five companies and gained
valuable insights into the soft drink market.
Facebook Analysis
As we can see from the results of the BOSS Metrics analysis tool, Coca-Cola is the most
popular brand out of the competitors on Facebook. The brand has the highest amount of likes
with a staggering 65.5 million and is being talked about by almost 750,000 people (February
24th
, 2013).
However, Coca-Cola has an average post of 0.35 posts per day and only an average of 121.7
likes per post per day. Dr Pepper on the other hand is by far the most engaging company with
its fans with an average of 2.12 posts per day. It also has an enormous average of 14,000 likes
per post. This shows that its customers listen to what the business is saying and respond to
posts made by them.
As we can see from the results, club orange is noticeably less popular than any of the other
brands on Facebook. The Irish company has not embraced the use of social media as
effectively its competitors due to the fact that the brand doesn‟t sell to as many countries as
the other organisations.
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Another interesting fact about these five companies is that posting photos attracts the most
amount of attention from the businesses‟ fans, whether it‟s a picture of a Coke can or a poster
about Dr Pepper advertising Andy Williams concerts. This is illustrated by the graphs above
and below. Photos also encourage fans to talk amongst themselves about the brand and
further advertise it which is of great benefit to the businesses.
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Twitter Analysis
From the BOSS Metrics results we can instantly see that Pepsi is the most followed brand
implying that it is the most popular one according to Twitter. However it has an average of
12.5 tweets per day and an overage of 8.8 replies per day. This is far too little when compared
with Coca-Cola which has an average of 43.7 tweets per day and an average of 41.7 replies
per day. Coca-Cola is the most engaging with its fans according to Twitter which is
interesting because it contradicts the BOSS Metrics Facebook results.
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What‟s also interesting about the Twitter results is that the majority of the companies‟ tweets
are between the hours of 10am and 10pm. Coca-Cola however tweets a large amount at 1am
which is unusual. This may be part of their social media campaign.
Club orange have very few followers and no tweets. On the brand‟s Twitter page they give a
link to their Facebook page and encourage people check for updates there as opposed to
Twitter.
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Mobile Review
Coca Cola: Coca Cola have a strong presence in the mobile market with many different apps
available to fans. Apps ranging from „Coke Studio‟, „Happy App‟, „Coca Cola Ambassador‟,
„M&I Coke Zero Wallpaper‟ are made available from Coca Cola and can be downloaded
instantly by users. Coca Cola also have a mobile website, which makes surfing more
convenient for their mobile users.
Pepsi: Pepsi also recognise the importance of a presence on mobile technology and also offer
a variety of different apps. Apps such as ‟Pepsi Now‟, „Pepsi T20 Cricket‟ and „Pepsi Sokket
Goal‟ can be downloaded by smart phone users.
Dr Pepper: Dr Pepper has very small amounts of content available to mobile users
compared to both Coca Cola and Pepsi. There are no Dr Pepper apps attainable on the
Android market and it seems that Dr Pepper have chosen to neglect this side of the market.
However, Dr. Pepper does have a mobile website which makes scrolling easier while using a
phone.
Irn-Bru: Irn-Bru also chose not to create apps for mobile users. Instead, small amounts of
downloadable content such as their logo are available to download for its mobile users.
Club Orange: At the moment no mobile content is made available by Club at all to its users;
however this may change once their website has undergone its construction.
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Conclusion
From our research of the soft drink market our findings indicated the following:
Coca-Cola was the most popular of all the compared soft drinks on Facebook with over 62
million fans. However in terms of interaction with their following, Dr Pepper appear to be the
most engaging and energetic then the other 3 brands. When we investigated other social
media outlets such as Twitter, Pepsi appeared to be the most popular with over 1 million
followers. Although similar to the trend we saw on Facebook the brand with the biggest
following was not the one whom engaged with their fans the most. From our results, Coca-
Cola has dedicated the most time to interact and respond to their followers the most on
Twitter with Dr Pepper, Irn-Bru and Pepsi falling closely behind. Club orange is without
doubt the weakest of all the brands we have examined across both Twitter and Facebook.
There Twitter account is almost inactive with little to no interaction whatsoever with their
followers. This may be due to the fact that they do not sell they‟re product to as many
countries as the other brands being reviewed.
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References
The Sun (2012) Is Britain going pop [online] Available at:
http://www.thesun.co.uk/sol/homepage/woman/health/health/4479149/Every-part-of-your-
body-wrecked-by-fizzy-drinks.html (Accessed on 25 April 2013)
Business Insider (2011) 15 Facts About Coca-Cola That Will Blow Your Mind [online].
Available at: http://www.businessinsider.com/facts-about-coca-cola-2011-
6?op=1#ixzz2RN3w122w (Accessed 22 April 2013)
CNN (2012) 417. Dr. Pepper Snapple Group (Fortune 500) [online]
Available at:
http://money.cnn.com/magazines/fortune/fortune500/2012/snapshots/11489.html (Accessed
22 April 2013)
Forbes (2012) Dr Pepper Snapple Slurps Up Market Share But Stock Full At $39.50 [online]
Available at: http://www.forbes.com/sites/greatspeculations/2012/04/11/dr-pepper-snapple-
slurps-up-market-share-but-stock-full-at-39-50/ (Accessed 22 April 2013)
Love Irish Food (2012) Club [online]
Available at: http://www.loveirishfood.ie/brands/club/ (Accessed 22 April 2013)
PepsiCo (2011) Quick Facts [online]
Available at: http://www.pepsico.com/Download/PepsiCo_Quick_Facts.pdf (Accessed 22
April 2013)
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The Scotsman (2009) Irn-Bru proves there’s fizz left yet in the soft drinks market [online]
http://www.scotsman.com/business/irn-bru-proves-there-s-fizz-left-yet-in-the-soft-drinks-
market-1-1032127