Consumer Behaviour- Soft Drink Industry

Coca-Cola is one of the most recognizable brands around the globe. The history of Coca-Cola began over a century ago since 1886. Today Coca-Cola sells products in over 300 countries world-wide, and has over 3,000 different beverages. The brand is familiar to people all around the world, and is available in many different varieties. The company takes pride in the development of unique marketing strategies, which have allowed growth and access to various places throughout the world. Their extremely recognizable branding is one of Coca-Cola 's greatest strengths and the simplicity of its bottling is a part of a great marketing strategy (Spring,2002). Coca-Cola makes money primarily from selling

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.

Today’s global soft drink industry that is worth approximately 511.6 billion dollars can trace its history back to the days when the first mineral water was found in natural springs (Reuters, 2014). According to Bellis (2014) people who started bathing in natural springs instantly realised that it is a healthy thing to do and due to that it was said that mineral water has healing powers. The carbon dioxide or in other words the magic that was behind the bubbles in natural spring water was soon discovered by the first scientists (Bellis, 2014). Later this wonder was the basis of invention of carbonated soft drinks, like coke. The first soft drink which was simple lemonade made out of mineral water, lemon juice and honey was

For many years, the rest of the world has assumed that India’s governing body is a closed minded regime, avoiding outside investments almost entirely, especially consumer good. This was an obvious obstacle for both Coca-Cola and Pepsi Co. when contemplating entrance into this new market. Although Pepsi had not attempted to enter the market before 1986, Coke had been there many years before, since 1958 but was forced to leave, in 1977, as a result of political actions and policies. This is an obvious example of how political actions and policies can affect, and have affected, the market for soft drinks in India. Therefore, Coca-Cola’s relationship with the Indian government was tarnished, which made it harder for Coke to re-enter. Coca-Cola

The soft drink industry in the United States is a highly profitably, but competitive market. In 2000 alone, consumers on average drank 53 gallons of soft drinks per person a year. There are three major companies that hold the majority of sales in the carbonated soft drink industry in the United States. They are the Coca Cola Company with 44.1% market share, followed by The Pepsi-Cola Company with 31.4% market share, and Dr. Pepper/Seven Up, Inc. with 14.7% market share. Each company respectively has numerous brands that it sales. These top brands account for almost 73% of soft drink sales in the United States. Dr. Pepper/Seven Up, Inc. owns two of the top ten

According to my venture report buyer recognition's towards soda pops developed more grounded than any time in recent memory from the pesticide sullying discussion in late 2003, and the early rainstorm in mid-2004 in numerous locales of India, that at one point debilitated to crash development in 2014. Reacting to a progression of activities all through 2004, for example, diminishing pack sizes, presenting new flavors, expanding purposes of offer, situating on the present wellbeing blast and talking point of preference of changing customer inclinations, the aggregate volume of soda pops sold in 2014-15 surpassed four billion liters, enrolling a strong rate of 18%

We wanted to be able to give more pizzazz to the drink by including words like “refreshing”; So buyers won’t miss out a “drink of a lifetime”. This technique is called glittering generalities, which is a way to get buyers to see “good” labels displaying how the product is presented in a positive way. Finally, we chose to include in the top left corner of the poster a pile of red cans near a trash can. In the article, “Marketers and Mean Girls” Brandwashed conducted a poll stating that “112,000 teenagers in thirty countries, just under half of all teenagers factor in the brand when making purchase decisions, with Nike, Lacoste, Adidas, Sony, and Apple being the most popular among the boys, and Zara, H&M, and Roxy among the girls” (Lindstrom 2). We wanted to give the impression that the other brand of coconut water weren’t popular and so buyers shouldn’t buy a product that isn’t

Strengths – The soft drinks were made with 30% real juice, which is more appealing to consumers who want natural flavours. The products were healthy and contain real fruit juices. Although the company had a small market share, their sales increased steadily over the years.

Boost Juice’s approach to their marketing strategy is unique, as they adopt both above-the-line (ATL) and below-the-line campaigns (BTL). They introduced a ‘Love life’ attitude which has influenced the direction of their marketing strategy and instigated their successful brand position which has become highly extensive and well renowned over the past 15 years. The company’s marketing strategy is simple but effective with consumer needs being directly targeted in order to achieve objectives, increase revenue and attract the masses to their stores. The boost brand is marketed through major campaigns, minor campaigns and local area marketing, all which aim to get customers involved with the Boost product and create an engaging environment which

• Differentiation-Squirt has a unique image opportunity: Brand itself as the most refreshing and naturally made citrus soda on the market. It should have the lowest

Soft drinks are drinks that are typically containing carbonated water, sweeteners, and artificial flavoring which gives energy.

Strengths of this brand include: it is the 4th largest marketer, brand longevity, and it has a large/high awareness in big cities. Its’ weaknesses are: low market share, low market coverage, limited bottlers’ network, relatively low advertising

In an industry dominated by two heavyweight contenders, Coke and Pepsi, in fact, between 1996 and 2004 per capita consumption of carbonated soft drinks (CSD) remained between 52 to 54 gallons per year. Consumption grew by an average of 3% per year over the next three decades. Fueling this growth were the increasing availability of CSD, the introduction of diet and flavored varieties, and brand extensions. There is couple of reasons why the industry is so profitable such as market share, availability and diversity and brand name and world class marketing.

The industry of Carbonated Soft Drinks (CSD) is highly concentrated. The three major companies, Coca Cola, PepsiCo, and Cadbury Schweppes accounted in 1998 for more than 90% of market share by case volume –Exhibit 1-.

Pepsi-Cola brand is a brand that has been established within the refreshment industry since the 19th century. Pepsi pride the business of consumer products in beverages and snacks, on being one of the best in the world. They seek