Paper Summary:

This paper explains that Coca-Cola is the most dominant firm in the carbonated soft drink industry with a market share of 44%; the product lines of Coca-Cola, PepsiCo and Cadbury Schweppes are very similar and operate parallel to one another. The author points out that renaming the diet version of Sprite to Diet Sprite Zero is one of the Coca-Cola Company's more recent strategies and is a correct marketing "Flank-attack" strategy. The paper relates that Cadbury Schweppes' niche in the carbonated soft drink market is its specialization in lower priced goods compared to Pepsi and Coca-Cola products with the exception being Dr Pepper, which is priced equally to Coca-Cola and Pepsi products.

Table of Contents
The Cola Wars
Coca-Cola
General & Specific Strategy #1
Correct General & Specific Use #1
Future General & Specific Strategy #1
General Strategy #2
Correct General Strategy#2
Future General Strategy #2
Specific Strategy #2
Not-Correct Specific Strategy #2
Future Specific Strategy #2
General and Specific Strategy #3
Correct General & Specific Strategy #3
Future General and Specific Strategy #3
Expanding Market Demand and Share
Defending Market Share,
Pepsico
Specific & General Strategy #1
Correct Use Specific General Strategy #1
Future Specific and General Strategy #1
Specific & General Strategy #2
Correct Use of Specific and General Strategy #2
Future Specific and General Strategy #2
Specific Strategy #3
Correct Use of Specific Strategy#3
Future Use of Specific Strategy #3
General Strategy #3: Official Sponsor Pro Sports
Cadbury Schweppes
Specific Strategy #1, # 2, & #3
General Strategy #1 Merchandising
Correct General Strategy #1 (Specific #4)
Future General Strategy #1 (specific #4)
General Strategy #2 A&W
Not-Correct Use General Strategy #2
Not -Correct Future Use General Strategy #2

From the Paper:

"Seventy-five (75)% of Americans are chronically dehydrated and in 37% of Americans, the thirst mechanism is so weak that it is often mistaken for hunger. Water is necessity for the human body, with this being said it was a good strategy for Coca-Cola to enter the water market. Coca-Cola has good distribution channels for their beverages; they should use these channels to distribute their water beverages. They should develop a brand of water which has minerals and nutrients in it to reach those health fanatics. The water market is growing at an astronomical rate compared to the cola market; it was a good idea to enter this market as Coca-Cola did. Some effective media types of advertising I would suggest include Newspapers possibly coupons, magazine ads, Television ads, radio advertisements and the Internet."

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