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    Section Cola Wars

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    Shubham Mehta
    The document discusses the cola wars between Pepsi and Coca-Cola in the $66 billion carbonated soft drink market. It provides a SWOT analysis of both companies and outlines key issues such as declining sales as customers seek healthier alternatives and how to deal with the stigma of unhealthy drinks. Potential alternatives proposed are for Coca-Cola to focus marketing on associating their products with happiness and a good life, expanding into non-carbonated drinks, partnering with e-commerce sites to boost online sales, and educating consumers about the use of natural sweeteners. The preferred alternative is for Coca-Cola to both associate their brand with positivity in marketing and partner with online retailers.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd

    Section Cola Wars

    Uploaded by

    Shubham Mehta
    140 views13 pages
    The document discusses the cola wars between Pepsi and Coca-Cola in the $66 billion carbonated soft drink market. It provides a SWOT analysis of both companies and outlines key issues such as declining sales as customers seek healthier alternatives and how to deal with the stigma of unhealthy drinks. Potential alternatives proposed are for Coca-Cola to focus marketing on associating their products with happiness and a good life, expanding into non-carbonated drinks, partnering with e-commerce sites to boost online sales, and educating consumers about the use of natural sweeteners. The preferred alternative is for Coca-Cola to both associate their brand with positivity in marketing and partner with online retailers.

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    Section Cola Wars ppt

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    The document discusses the cola wars between Pepsi and Coca-Cola in the $66 billion carbonated soft drink market. It provides a SWOT analysis of both companies and outlines key issues such as declining sales as customers seek healthier alternatives and how to deal with the stigma of unhealthy drinks. Potential alternatives proposed are for Coca-Cola to focus marketing on associating their products with happiness and a good life, expanding into non-carbonated drinks, partnering with e-commerce sites to boost online sales, and educating consumers about the use of natural sweeteners. The preferred alternative is for Coca-Cola to both associate their brand with positivity in marketing and partner with online retailers.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    140 views13 pages

    Section Cola Wars

    Uploaded by

    Shubham Mehta
    The document discusses the cola wars between Pepsi and Coca-Cola in the $66 billion carbonated soft drink market. It provides a SWOT analysis of both companies and outlines key issues such as declining sales as customers seek healthier alternatives and how to deal with the stigma of unhealthy drinks. Potential alternatives proposed are for Coca-Cola to focus marketing on associating their products with happiness and a good life, expanding into non-carbonated drinks, partnering with e-commerce sites to boost online sales, and educating consumers about the use of natural sweeteners. The preferred alternative is for Coca-Cola to both associate their brand with positivity in marketing and partner with online retailers.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 13
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    The document discusses the CSD industry and the cola wars between Pepsi and Coke. It covers production and distribution of CSDs, SWOT analyses of Pepsi and Coke, key issues, problem statements, alternatives proposed, and selecting a preferred alternative.

    Key issues facing the CSD industry include declining sales as customers look for healthier options, changing the 'unhealthy' stigma of CSDs, boosting domestic CSD sales, and dealing with government restrictions.

    Alternatives proposed to address declining CSD sales include associating CSDs with positivity, brand extensions, partnerships with e-commerce sites, and educating consumers about use of natural sweeteners like stevia.

    C O L A W A R S CONTINUE

    ByAkshay Garg
    Bhavya Bhatia
    Kaustubh Kashyap
    Pranshu Agrawal
    Saurabh Sharma
    Shubham Mehta

    CSD INDUSTRY
    Cola-war between Pepsi and Coke was fought in the $66
    billion market.
    The average American drank approximately 52 gallons of
    carbonated soft drinks (CSDs) per year in 2004.
    Production and distribution involved four major componentsconcentrate producers, bottlers, retail channels and suppliers.

    Production and Distribution

    Concentrate
    producer

    Bottler

    Supplier

    Retail
    Channel

    SWOT Analysis
    Pepsi
    Strength

    Enjoys a high profile


    global presence.
    Constant product
    innovation.
    Aggressive marketing
    strategies.

    Weakness

    Threat

    Opportunities

    Growth in healthier
    beverages.
    Growth in tea and
    Asian beverages.

    Carbonate markets
    in decline.
    Pepsi is strongest in
    North America.
    They only target
    young people.

    Obesity and health


    concerns.
    Intense competition
    from Coca-Cola.

    SWOT Analysis
    Coke
    Strength

    47% of global sales


    in carbonate drinks.
    Broad based bottling
    strategy.

    Weakness

    Threat

    Opportunity

    Use distribution strengths


    in Eastern Europe and
    Latin America.
    Growth in healthier
    beverages.

    Carbonates market is
    in decline.
    Over complexity of
    relationship with
    bottlers.

    Growing health
    conscious society.
    Good competition
    from Pepsi.

    Key Issues

    For both the beverage giants how to


    compete each other in market.
    How should pepsi and coke respond as
    customer now a days is looking for healthier
    alternatives.
    How to change unhealthy Stigma from the
    CSD industry as a whole.
    How to boost flagging domestic CSD sales.
    How to deal with government restrictions in
    U.S. and abroad

    Problem Statement

    Declining CSD SALES because


    of healthy living trend.
    In 2005, Federal Nutrition
    Guidelines says regular CSDs
    as the largest source of obesity
    causing sugars in diet which
    affects the growth.
    Tag of unhealthy Drinks in this
    health craze environment .
    Priced pressure from bottlers
    and retailers

    Generating Alternatives

    Coca-Colas marketing strategy should be to


    associate happiness, positivity and the good life with
    their products.

    Push towards non-CSD industry would be an example


    to brand extension.
    Use online channel to make deal with e commerce
    sites such as big basket or grofers to push cola sales.
    Educate consumers on how they are now using Stevia
    which is natural zero calorie sweetener.

    Analyzing and evaluating


    alternatives

    1.

    Coca-Colas marketing strategy should be to associate


    happiness, positivity and the good life with their products.
    thats how they are able to create high Top of mind awareness.
    Its a refreshing drink.

    2.

    This expansion would help the company tap new consumers


    and bring out new sources of revenue. Also, introducing new
    products under the brand name would require less
    advertising efforts and guarantee better chances of success.

    3.

    Use online channel to make deal with e


    commerce sites such as big basket or grofers to
    push cola sales.
    People are looking to e commerce sites for ease and

    convenience of shopping and making deals with them


    would push cola sales.
    4.

    Educate consumers on how they are now using


    Stevia which is natural zero calorie sweetener.
    The only reason to why people do not prefer cola is

    because of its health hazards and if we do educate


    consumers that cola doesnt cause them, we can boost
    the sales of cola.

    Selecting preferred alternative

    Coca-Colas marketing strategy


    should be to associate happiness,
    positivity and the good life with their
    products.

    Use online channel to make deal


    with e commerce sites such as big
    basket or grofers to push cola sales.

    Implementation plan

    Associate companies with celebrities


    or activities that reflect happiness,
    good life and positivity such as Jim
    Carrey, football etc.

    E-commerce sites are being used


    extensively by consumers and firm
    should acknowledge this as well.

    THANK YOU

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