Brand Image in Cola Drinks Case: Future Cola of Wahaha Group Co.Ltd, China

It is a globalized product that gives the pleasure of refreshment during a break. Applying the SWOT analysis in Coke, among strengths that they have is being the world’s leading brand. Besides having strong brand recognition, they also have a leading brand value and a strong brand portfolio. The company owns four of the top five soft drink brands in the world which are Coca-Cola, Diet Coke, Sprite and Fanta. Strong brands allow the company to introduce brand extensions such as vanilla coke, cherry coke and coke with lemon. Over the years, the company has made large investments in brand promotions. Next strength is that they have a large scale of operations.  Coca-Cola is the largest manufacturer, distributor and marketer of non-alcoholic beverage concentrates and syrups in the world. The company currently sells its products in more than 200 countries. The company’s operations are supported by revenues from South East Asia, and strong infrastructure across the world. Among weaknesses they have is a negative publicity where The Coca-Cola Company has been involved in a number of controversies and lawsuits related to its relationship with human rights violations and other perceived unethical practices. The company produces products that are not considered “healthy”, the large portion of their beverages are high in sugar content, and as the world’s waistline keeps growing, people are going to

The market share of soft drink industry actually has to maintain by spending and investing huge amount of money on advertisement and marketing. The advertising cost of Coca-Cola was $3.3 billion in 2012. Such a high cost makes it very hard for a new competitor to survive in the market and expand visibility. Moreover, due to the highly recognized brand name of Coca-Cola, the strong loyal customers’ base would not easy to switch to a new product. Therefore, it is nearly impossible for a new comer to compete in the soft drink industry.

Chapter 3: Methodology ............................................................... page(s) 52-68 • Introduction • Approach to the Research • Research Methodology • Sample and Population • Statistical Analysis • Limitations and Assumptions

The market for carbonated soft drinks is saturated with many brands. The top five are, Coca-Cola, Diet Coke, Pepsi-Cola, Mountain Dew, and Dr. Pepper (Hartlaub, n.d.). Over 90% of the market is dominated by three companies, Coca-Cola, Pepsi, and Dr. Pepper/Snapple (Statista, 2015) Because the soft drink industry manufactures its products in mass amounts, they can produce economies of scale and create a competitive advantage over smaller or new companies trying to

The Corporate culture of Coca-Cola in China is "People Oriented". We all know that China has experienced manifold changes in its economic system which has seen it become the second largest economy in the world after USA, is a huge

In 1886, the Coca Cola Company was developed but it wasn 't until 1898 that the fierce competitor Pepsi-Cola entered into the market. These 2 companies are the two major players that dominate the consumer beverage (soft-drink) industry. Coke and Pepsi have since been competing to rein the global market in consumer beverages. The market of drinks in the United States alone is valued at more than thirty million dollars annually. With the growth of these two companies, PepsiCo has developed and acquired additional products outside the scope of just the consumer beverage industry, these products have helped the company to increase their exposure and position in the global market. This has not been the case for the Coca Cola Company; they

Figure 2 – Pretest-Posttest Group Experiment Method ................................................................ 10 Figure 3 – Survey: Total error diagram .................................................................................................. 12 Table 1 – Survey errors encountered

As mention before, Coca-cola has 47.3 percent market share in the country’s cola market versus Pepsi which hold 44.5 percent. Coca-cola is also the brand known around the worlds, which are the largest producer and distributor of ark colas in the world. Even in the current monetary crisis, the company continues to expand and the financial position shows that Coca-cola has a strong cash position in compare to PepsiCo which the long term debt of PepsiCo is so high.

While Coke and Pepsi are the major players in the soft drink competition and by far have seen the most success, both have struggled in competition with each other. Recently both companies have introduced

In the battle of soda wars, there have always been two, Coke and Pepsi. This report takes the two and separates them apart to determine several factors between the two. First of all we had to define PepsiCo and Coca-Cola Companies as they are both global companies and with PepsiCo, they are bigger than just beverages. This report just looks at beverages and North American business side of each company. Next, how important is Coke important to Coca-Cola’s business and Pepsi to PepsiCo’s business. With Coke being an exclusive beverage company, it is more important to Coca-Cola’s success. However, Pepsi is still important to PepsiCo. Lastly, does demographics play a factor on what beverage is preferred? As in the article that is mentioned later, the locals play a big part in the success of the drink. If it isn’t successful locally, it will never be successful. Also, let’s not forget cost. As with anything that is purchased there is always a cost. Beverages do play a huge part in what people buy.

“Coca-Cola brands are available to consumers throughout the world. Today they account for 1.7 billion servings of all beverages consumed worldwide daily. Coca-Cola has the edge in the market and because they are first to capitalize on new consumer trends. They continue to focus on continuous operating improvements, and they are ever changing to meet market demands. Pepsi Co satisfies the needs of its customers with the wide variety of products offered. They also have the different type of beverage or snack and its brands can substitute for each other. Coco-Cola and Pepsi Co is known as the top 100 most valuable brands in the world.

Coca Cola and Pepsi vied for "throat share" of the world's beverage market for over a century. The biggest battles of the cola wars were fought over the $60 billion industry in the U.S, where the average American consumed 53 gallons of carbonated soft drinks per years. In a carefully waged competitive struggle, from 1975 to 2000 both Coke and Pepsi achieved annual growth of around 10% as both U.S and worldwide carbonated soft drink consumption consistently rose. This cozy relationship was threatened in the late 1990's , however , when U.S carbonated soft drink consumption dropped for two consecutive years and worldwide shipments slowed for both Coke and Pepsi. In response both firms began to modify their bottling, pricing and brand strategies. They also looked to emerging international markets to fuel growth and broadened their brand portfolios to include non-carbonated beverages like tea, juice , sports drinks and bottled water.

Coca Cola has been part of popular culture for over 100 years and has been called a “Vision Brand“. Coca Colas “2020” vision is the reason why they continue to be the beverage market goliath. Their 15 year vision shows their commitment to profit growth, innovation, partnerships, the worldwide economy, their shareholders and their employees. Coca Cola’s marketing and communication is deliberate and connects with its audience in a way that makes it stand out from its competitors. Coke’s brand is respected and well known all over the world. For Coke, packaging has been a defining aspect of its essence and a key part of its engagement strategy. The uniquely shaped glass Coca Cola bottle and eye catching red and white colors will forever be the

Coca cola has been a complex part of the American culture for over a century. The images of the products has landed in many broadbands, and there pictures were taken deeply in the heart. The image is printed on posters,

The global beverages industry is currently a low-growth market, with an expected compound annual growth rate of 5.7% between 2017 and 2025 (Grand View Research 2017). Additionally, the industry is quite saturated with firms that offer increasingly differentiated products. However, due to this low growth rate, companies have been engaging in price competition to gain competitive advantage and increase their market share. Nevertheless, Coca Cola is a dominant force in this market, controlling 40% of the industry, and is therefore at a low risk of losing its position.