MM2 Assignment SodaStream
Date:
01/02/2015
CEO: Kajol Ghosh
COHORT NAME & Group No:
MGB Group 5
Group Members: Ameya Sonkusale Deepak Acharya Ritika Dudeja Ridhi Vaid
Sodastream Case Analysis
Executive Summary
The case study focuses on the company Sodastream and its endeavor to challenge the big players of the Cola industry; Pepsi and Coke, and establish a new third segment, i.e. self-homemade cola. The company initially had filed for bankruptcy when their growth was negligible and there was no dimension to base their strategies on. The case study highlights that how a change in leadership can change the scenario of the company. The new leader brought in new influx of ideas and strategies through a creative approach and repositioned the products altogether.
Further, the company had targeted advertising in the Super Bowl event as a major landmark in their growth story that was primarily targeted at Pepsi and Coke but due to the hold and power of these two giants in the market, the advertisement was banned from being aired.
The case then moves onto focus on how the ban on the ad, positively affected the company via the social media. The digital world offered the company a direct connect to the people who were curious to know more about this product, thus highlighting the importance of public relations over traditional marketing. Also, there was emphasis on how important it is for a company to keep in mind the changing world scenario and mold their business models accordingly.
Key Problems and Findings
1. The major issue before Birnbaum was introduced to the company was there was a lack of enthusiasm among the employees of the company. They had lost the faith that the business could do well.
2. The 2 major risks taken by the company during the initial phase was when Birnbaum was introduced, he repositioned the company from home carbonated drinks segment to compete with the major Cola players which was a huge risk. The other was Birnbaum changed the management of the company
01/02/2015
CEO: Kajol Ghosh
COHORT NAME & Group No:
MGB Group 5
Group Members: Ameya Sonkusale Deepak Acharya Ritika Dudeja Ridhi Vaid
Sodastream Case Analysis
Executive Summary
The case study focuses on the company Sodastream and its endeavor to challenge the big players of the Cola industry; Pepsi and Coke, and establish a new third segment, i.e. self-homemade cola. The company initially had filed for bankruptcy when their growth was negligible and there was no dimension to base their strategies on. The case study highlights that how a change in leadership can change the scenario of the company. The new leader brought in new influx of ideas and strategies through a creative approach and repositioned the products altogether.
Further, the company had targeted advertising in the Super Bowl event as a major landmark in their growth story that was primarily targeted at Pepsi and Coke but due to the hold and power of these two giants in the market, the advertisement was banned from being aired.
The case then moves onto focus on how the ban on the ad, positively affected the company via the social media. The digital world offered the company a direct connect to the people who were curious to know more about this product, thus highlighting the importance of public relations over traditional marketing. Also, there was emphasis on how important it is for a company to keep in mind the changing world scenario and mold their business models accordingly.
Key Problems and Findings
1. The major issue before Birnbaum was introduced to the company was there was a lack of enthusiasm among the employees of the company. They had lost the faith that the business could do well.
2. The 2 major risks taken by the company during the initial phase was when Birnbaum was introduced, he repositioned the company from home carbonated drinks segment to compete with the major Cola players which was a huge risk. The other was Birnbaum changed the management of the company