Abstract In this paper, the writer presents a proposal for marketing research within the softdrinkindustry. The writer maintains that the proposed research would involve a broad-spectrum historical study. The writer continues that this research is intended to analyse the overall dynamics of consumer beverage preferences. The writer concludes that such research is with the objective of identifying market segments most open to further growth.
From the Paper "Consumer preferences in soft drinks or in non-alcoholic beverages in general are highly subjective and personal. However these preferences are not purely random or arbitrary, but conditioned by cultural attitudes. This is as true in the domestic market as in international markets. Consumers vary not only in their beverage preferences, but in how they respond to beverage marketing. This is well known, but common assumptions about the overall structure of the market often go unexamined and ..."
Abstract This paper explores the softdrinkindustry from the perspective of a consulting group hired to represent the interests of Coca-Cola. The case study presented is fictional but the data and recommendations used in the paper are based upon factual analysis of Coca-Cola's current global positioning, the positioning of the industry as a whole, as well as ongoing threats and challenges faced by the softdrinkindustry.
From the Paper "Coca-Cola is only one of hundreds of participants in the global soft drink industry. For the purposes of clarity, participation in the soft drink industry is defined when a company "manufactures, distributes and markets non-alcoholic beverage concentrates and syrups, including fountain syrups" (Reuters, 2005)."
Abstract This paper is an analysis of the softdrinkindustry, outlining the contribution of the major brands to the U.S economy and how the industry is categorized. This paper also discusses the market structure -how it operates, and various marketing strategies of the different softdrinkindustries.
From the Paper "The soft drink industry is perhaps one of the most comprehensive as it identifies with other kinds of industries. The extent and expanse of the industry is insurmountable due to the fact that it is responsible for bringing in high level of revenues and provision of economic stability in the country. Yet it is also one of the most controversial due to the competitive environment it maintains. Researches indicate the carbonated soft drink industry is not only vast but its potential to growth is also on going. However, whether the growth is phenomenal or stagnant will be analyzed in the following sections."
Abstract The American softdrinkindustry has had an exceptional history; few industries can match its consistent record of profitable growth. The industry is also one of continual change and evolution. The paper shows that its competitive climate requires bottlers and franchise companies to respond with speed and boldness to competitive challenges, technological developments and changing consumer tastes. The pace of the industry has quickened over the last decade, making the challenge of managing and planning for future profitable growth even more demanding.
From the Paper "The increasing volume on different components of production costs can be quantified. Direct labor costs, for instance, are determined by the line speed, the number of lines per plant, and the types of lines. A canning line requires the least direct labor; a returnable bottling line the most. The mix of lines within a plant determines the total direct labor cost per case. To increase volume in a plant, management would first run the lines more hours per day, either by adding another shift or by adding overtime. The usual path to increasing production capacity itself is to upgrade a line to increase its output by acquiring faster components or perhaps replacing the old line with an entirely new, faster line."
Abstract Details the major players and their rise to the top of this industry. Shows the importance of advertising and niche marketing which is particular to this industry. Gives examples of how softdrink companies used niche marketing to corner different sectors of the market. Reaches into the future of this industry and shows how this industry and it's responsibilities are changing.
Abstract It outlines the development of a questionnaire for senior executives in the industry that would provide the researcher with comprehensive insight into the industry. It reviews the relevant literature and identifies theoretical and practical issues that arise.
Abstract This paper analyzes the key environmental influences on the softdrink and beer industries in the United Kingdom, using the Political, Economical, Social, Technological (PEST) Analysis. It also evaluates the competitive environment by implementing Porters? Five Forces Analysis in order to compare the industries? competitive edge both today and in the future. The second section of the paper presents a SWOT Analysis for the two key players of each industry and illustrates how they respond to the main drivers to change. Finally, the comparable future prospects are discussed in Section Three. The appendix includes an analysis of gathered data for the two industries.
Table of Contents
Introduction
Environmental Influences
I.1 SoftDrinksIndustry I.1.1 Macro Environment ? PEST Analysis I.1.2 Competitive Environment-Porter's 5 Forces Model
I.1.3 Attractiveness of the SoftDrinks Market
I.2 Beer Industry I.2.1 Macro Environment ? PEST Analysis I.2.2 Competitive Environment-Porter's 5 Force Model
I.2.3 Attractiveness of the Beer Market
I.3 SoftDrink Versus Beer Industry-Comparison of the Attractiveness
II Response of Key Players to the Changing Environment
II.1 SoftDrinksIndustry II.1.1 SWOT Analysis of the Key Players
II.1.2 Response of Key Players to Main Drivers to Change
II.2 Beer Industry II.2.1 SWOT Analysis of Key Players
II.2.2 Response of Key Players to Main Drivers to Change
III Comparable Future Prospects
III.1 SoftDrinksIndustry III.2 Beer Industry Bibliography
Appendix
From the Paper "The soft drinks market is highly concentrated into the activities of a handful of major companies, led by two dominant alliances. The clear leader is the alliance between Coca-Cola and Cadbury Schweppes, knows as Coca-Cola & Schweppes Beverages (CCSB). Due to the high costs of market entry into a large, national sector such as soft drinks, and the significant resources required to meet distribution demands, it is expected that the soft drinks industry structure will continue to become more consolidated at the top, and increasingly fragmented at entry level."
Abstract This paper studies the marketing trends and strategies used by Good Body drink to market its product in the United States. An overview of the softdrink market in general is provided. The paper discusses the target market of Good Body drink and analyzes the product's marketing successes and failures. Various opportunities and threats facing the softdrink company are presented in this paper.
Introduction
Good Body Drink and its Target Market
The DrinkIndustry and its Current Environment
Good Body Drink's Marketing Successes and Failures
SWOT Analysis of Good Body Drink Opportunities and Threats to be Addressed
Conclusion
From the Paper "Good Body drink was established in California by a group of friends who were looking for a healthy alternative drink in the early 70s. The product during its initial stages was produced in the homes of the manufacturers and marketed to local establishments and restaurants by using personal selling. The advertisements and promotions used by the company were pleasing and appealed to the sense of humor of the community they served. When pricing the product the owners of the company choose to price it higher that the other drinks available in the market. In spite of the higher price of the product the company was able to increase the sales growth. With customer demand increasing the company also decided to diversify. It created more than 25 additional unique flavors to complement the ones that were already being marketed at the time."
Abstract This paper will take a detailed look at the softdrinksindustry from a Canadian perspective, and then link the role that Coca Cola has played in guiding the growth of the industry. It will be clear at the end of the study that there are good reasons for Coca Cola being the industry leader. It is an innovative company that has found the secret to success: complete customer satisfaction. It has generated generations of loyal customers and ongoing growth will characterize its future. The softdrinkindustry will be looked at as well its corporate profile. Financial statements (1997) will be examined.
Abstract An analysis and marketing recommendations on Gatorade's Strategy for International Markets. The analysis and recommendations have been developed based on recent market trends. The writer explains that given Gatorade's undisputed success in the U.S. sports drink market; there is a strong case to invest in expanding its consumer franchise in international markets. The papers shows that such expansion will allow Gatorade to build on its already existing status as the world leader in sports drink, reduce dependence on the U.S. market and lead to strong revenue and profitability increases.
From the Paper "Gatorade's sales, which was acquired by Quaker Oats in 1983, has grown from $100 million in 1984 to over $2 billion worldwide in 2001. The brand commands 85% share of the sports drink category in the U.S.,1 contributing 33% of total sales and growing at an annual double-digit rate, outpacing the ambling general foods industry. Realizing that 80% of its customers were in the U.S. and Canada, Gatorade turned its attention to potentially large and important global markets such as Latin America, Europe and China. 2 Gatorade was launched in Australia, Brazil, Singapore and Mexico in 1994; China, Indonesia, Columbia and the Philippines in 1995; and the Middle East and South Africa in 1996.3 However, given Quaker's relative lack of global resources, Gatorade faces many challenges in international markets.
Objective: The objective of this paper is to evaluate the opportunities and challenges for Gatorade in key international markets and to recommend marketing solutions."
Abstract This analysis begins with an overview of the market in which Snapple competes and a history of the company. The first part of the plan details Snapple in relationship to its major competitors, primarily the soft-drink giants, Coke and Pepsi, both of whom are vying for the same market as Snapple. A great amount of background detail on the beverage industry is provided, with special concentration on the ways that distribution is handled, how the companies relate to the distributors and what their strategies are. This report makes great use of the annual reports for Triarc that details the growth and projections for Snapple. Original marketing ideas and projections are reanalyzed in terms of how this acquisition would affect Snapple as a company. In the assumptions section of this plan, Cadbury's possible reactions are detailed, based on secondary evidence of that company's past experiences. Because of the complexity of comparing specific figures and competitive positions for Snapple and all of its competitors, the plan contains a number of tables for easy reference. One table that is of particular interest is the competitive matrix in which Lipton?s, Snapple, Nestea, Arizona and SoBe are analyzed.
Some attention is also directed to the way Snapple creates new products, and brings them to market, as well as how the company disposes of its old flavors by use of a "flavor graveyard" on the company's website. As a part of Snapple's strong consumerism, the plan details how customers around the world vie for the honor of creating a new flavor. All referenced material is numbered, and the sources and notes appear at the end of the plan.
Executive Summary
Background Assessment
Historical Appraisal
Market
Market activity
Sales, Costs and Gross Profits
Technology Product and Process Improvements
Market Characteristics
Government and Social
Notes and Sources
From the Paper "Standard & Poor's Industry Classification states that the soft drink industry, the one in which Snapple competes, is a sub-segment of the larger Foods and Nonalcoholic Beverage Industry. There are five major categories in this $81.7 billion sub-segment: A) soft drinks ($55.5 billion); B) fruit beverages ($15.4 billion), C) bottled water ($5 billion); D) ready-to-drink (RTD) tea ($3.5 billion); and E) sports drinks ($2.3 billion). Within this industry, costs are broken down into two main categories: "Marketing" costs which account for a total of 80% of consumer spending and raw materials costs which account for the remaining 20%. 1 By tradition, the sub-segment allots to marketing costs, all amounts direct or indirect connected to labor, packaging, transportation, distribution, advertising and promotions. Raw material costs of agricultural commodities have been on the decline in recent years. The soft drink industry is composed primarily of franchise companies. The typical business model is for the firm to produce soft drink concentrates, and then mix those with carbonated water to produce the final beverages. Generally, the companies manufacture and sell the beverages themselves, or outsource these functions to bottlers."
Abstract This paper evaluates the marketing strategies of Coca-Cola and Pepsi in Thailand and the United Kingdom and recommends effective marketing strategies for each country. The paper presents the softdrinkindustry statistics for each country and examines the market trends over the years.
Outline
Introduction
Thailand
Coca-Cola in Thailand
Pepsi in Thailand
Suggested Marketing Strategies for Thailand
United Kingdom
Coke in the United Kingdom
Pepsi in the United Kingdom
Bottled Water Market in the UK
Recommended Marketing Strategies for the UK Market
Conclusion
From the Paper "Coca-Cola and Pepsi, rated among the top companies in the world share a common fact ? for several years, both these companies have been successfully selling a simple product made of water and sugar to almost all countries. This would have been impossible unless the companies were able to create sustained excitement over their products and brands among the people and its employees. (Davis and Dunn, 2002) "
Abstract This paper explains that Coca-Cola is the most dominant firm in the carbonated softdrinkindustry 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's niche in the carbonated softdrink 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."
Abstract This paper examines the similarities and differences of the marketing environment and strategies of Coca Cola and Pepsi. The paper discusses these two corporation's ongoing battle for global softdrink domination. The paper describes how Coke and Pepsi share the same demographics, economic conditions, competition, social and cultural facets, technology, and political and legal problems inherent with each of their markets. The paper explains that the external macro environments are similar for each, but how they both use their marketing programs involve different tactics and strategies.
From the Paper "One micro external environment advantage both Pepsi and Coke enjoy is their extensive distribution, or marketing intermediaries. These distributors increase their profits by producing and selling the products directly to customers at the local level. Pepsi and Coke use these firms and distributors to make their large profits in exchange for their knowledge and their soft drink bases and concentrates."
Abstract This paper presents the history of the softdrink company, Coca Cola. The paper examines the business strategies employed by the company that have afforded it worldwide success. The paper contends that the Coca-Cola company, through its different strategies for the training and motivation of its employees who belong to quite diverse places of the world, has managed to achieve the status of being one of the foremost softdrink manufacturers in the whole world.
From the Paper "The Coca-Cola Company was founded in the year 1886, and is one of the leading manufacturers of non-alcoholic drinks or beverages, and also syrups. It is responsible for producing almost 400 beverage brands all over the world, and the company though based in Atlanta, has operations in almost 200 countries all over the world. (Welcome to the Coca-Cola Company) The person who was actually responsible for the creation of Coca-Cola was Dr. John S Pemberton in the year 1885, when it began to be sold as a "brain tonic" but did not see success that way. Disappointed, he sold off the formula, after which it changed hands once again, after which it finally reached Asa D Chandler, who hit upon the idea of adding bubbles to the drink, or, in other words, of "carbonating" it. This was a stupendous success and in the year 1892 the Coca-Cola Company was founded, and it has never had to look back since that time."
