Cola Wars Continue: Coke and Pepsi in 2010 Outline
Coca-Cola and Pepsi go beyond competing in the carbonated soft beverage (CSD) market industry and try to penetrate the non-carbonated beverage industry, such as energy drink, coffee, tea and mineral water. 2. Stakeholders:
Coca-Cola: producers, bottlers, retail channels, fountain retail outlets (e.g. restaurant, movie theaters and cafeterias), suppliers.
Pepsi: concentrate producers, bottlers, retail channels, fountain retail outlet and suppliers. 3. Target Markets:
Coca-Cola: American Soldiers serving abroad in the World War II; fast food consumers by penetrating into the fast food chain restaurants (e.g. Burger King, Wendy’s). Family-friendly consumers.
Pepsi: fast-food industry consumers, family; younger generation and youthfulness aim at “people who are young at heart” through its 1963 Pepsi Generation marketing campaign. 4. Competition:
Coca-Cola and Pepsi face non-carbonated beverage industry competition: Beer, Milk, Coffee, Bottled Water, Juice, Tea, Powdered Drinks, Wine, Sports Drinks, Distilled Spirits, Energy Drinks, and Tap Water. 5. Problems:
1. Growth in sales falls short of investors’ expectations 2. Is there a new form of rivalry
3. Need for new products to keep up with the current health craze 4. How can Coca-Cola and Pepsi increase CSD sales
1. Focus on advertising and promotion to change the image to fit the healthy living trend community by addressing consumer growing health concern of obesity for Coca-Cola and Pepsi industries. 2. Change unhealthy stigma by a novel marketing campaign
3. Provide healthier alternatives
4. Develop nutritious CSDs.
Please join StudyMode to read the full document