Soft Drinks In Most Countries Have Been In The Market For

        Marketing is the Development of consumer demand is also changing, no one brand can not be in the same mode in the face constantly in the development of consumers. Coca-Cola does not do so, Pepsi does not do so, as the

The soft-drink industry capitalizing on creating the best product. Each product has a different taste, formula, and color to entice the consumer. It is important for the product to remain innovative in order to keep the consumers interested. The suppliers can easily differ, because they do not hold much value or put

Soft drink producers have in the recent past faced stiff competition from upcoming substitute products: bottled mineral water, energy drinks, teas, juices and sport drinks. This trend has thrown companies such Pepsi Co. back to the drawing board to regain their grip on the market. Pepsi Co. recently introduced "Pepsi Next" a mid-calorie beverage in their line of products. Success in attracting demand for the product needs a promotional strategy that incorporates consumer needs embracing the global trends in technology and life style. An understanding of the consumer

The soft drink industry in the United States is a highly profitably, but competitive market. In 2000, carbonated soft drink retail sales were estimated $60.3 billion, however, soft drink consumption growth has slowed in recent years. There are three major companies that hold the majority of sales in the carbonated soft drink industry in the U.S. They are the Coca Cola Company with 44.1% market share, The Pepsi-Cola Company with 31.4% market share, and Dr. Pepper/ Seven Up, Inc. with 14.7% market share. These three companies market the top ten brands account for 73% of soft drink sales in the U.S. Dr. Pepper/ Seven Up, Inc. owns two of the top ten brands: Dr.

According to Exhibit 5, from 1985-1989, Orange crushes’ market share decreased from 22% (1985) to 8% (1989), this data shows that prior to the entrance of Coca Cola’s Slice and Pepsi’s Minute Maid, Orange Crush had more of the market share which at the time, they were positioned toward groups between the ages of 13-40. Since 1985, Crush repositioned itself to target individuals between the ages of 12-17.

Suppose that we have a company called “Vinolia rental” that rent cars and it is facing competion. The car rental industry is considered to be in the maturity phase of the product life cycle. In the maturity phase, a firm must focus on maintaining their market share in the face of a number of diverse challenges market. Obviously, Vinolia rental must form a strategy to combat against further loss of market share.

The reason why I choose these two companies is because both of them have extraordinary marketing strategy that we can never guess. Plus, they are the biggest rivals in the soft drink field so they have lots of marketing campaign that relates strongly to each other. Therefore, analyzing these companies will give us not only a clear and detail examples of marketing strategy but also an example of how they observe carefully about the other’s move.

Innovation is important to both distribution channels, but more important to the finished goods model since the juice category has seen a decrease on both volume and market share. At the same time the carbonated soft drinks market has grown in both volume and market share. In order to increase the volume sold in the juice aisle a brand extension should be developed. By adding more SKU’s and promoting to the eight to twelve year old group, sales

Dr. Pepper/Seven Up, Inc. is the company which produces the brand Squirt. “Squirt is a caffeine-free, low sodium carbonated soft drink brand with a distinctive blend of grapefruit juices that gives it a tangy, fresh citrus taste. Squirt is the best selling carbonated grapefruit soft drink brand in the U.S.” (Kerin and Peterson, 2010) Kate Cox, the brand manager responsible for Squirt believes that market targeting and product positioning are key elements in Squirt’s advertising and promotional plan development. This case study will provide a summary and analysis of Dr. Pepper/Seven Up, Inc.’s options and the examination into the company’s strengths, weaknesses, threats, and opportunities.

The soft drink industry is facing new challenges. The carbonated drink market has lost pace but there are several opportunities to overcome the situation.

The article considers the product launch of the Pepsi Next brand soft drink by beverage industry firm PepsiCo scheduled for the summer of 2011. The soft drink is a so-called mid-calorie soft drink sweetened with a blend of high-fructose corn syrup and artificial sweetener. The launch is considered in terms of PepsiCo's attempts to reverse a decline in the market share of its cola soft drinks.

Economically, soft drinks are not expensive and they are consumed by most everyone. The soft drink industry is not influenced significantly by economic influences. However, the raw materials used to create soft drinks and in juices like sugar, fruits and vitamins may affect production costs and PepsiCo’s costs of production and the profit margin (Finch, 2012). The distribution channel and transportation also affect the price of the product and the commercial tax rates can vary (Finch, 2012). Socially (Finch, 2012), people today are sensitive towards the content of advertisements. Taking this into account, PepsiCo is targeting the next generation of consumers, and they differentiate

Through market research, we have discovered two key findings about this target market that will shape a new marketing strategy for POWERade. Our first key finding addresses what factors are important when choosing between sports drinks. Due to its focus on serious athletes, POWERade advertising has focused on the ingredients and benefits of its sports drink, touting itself as superior to rival Gatorade. This is ineffective for mainstream consumers – the most important factor in the buying decision is taste. This will come into play with promotions for POWERade. The second key finding involves the bottled water market. Bottled water is a $9 billion industry domestically, and expanding into this market could result in substantial financial benefits. However, survey data indicates that over 70% of respondents do not consider sports drinks a substitute for water. Thus, we propose marketing two different products: one aimed at the bottled water market and one at the sports drink market.

The carbonated soft drinks (CSD) industry in the United State is considered to be in its maturity phase and there is a high degree of competition within the industry . There are several producers of carbonated soft drinks; however, our focus is on the top three soft drink producers : Coca-Cola (NYSE:KO) and PepsiCo (NYSE:PEP) and Dr. Pepper Snapple Group (NYSE:DPS) as they account for 41.9 percent, 30.3 percent and 14.8 percent of CSDs market share respectively, according to IBISWorld (Graph 1). We will analyze aforementioned company 's revenue, net profit margin, current ratio, quick ratio to get a better understanding of the competitor’s capabilities within the industry. However, we should keep in mind that the companies operate different business segments within itself. Therefore, its is difficult to attain information specific to the carbonated soft drink industry are figures are based on estimates.

Imitation can be just as effective and profitable as innovation. Market leaders take on costs of research and development, distribution, and consumer education. However a market follower piggybacks on the tactics that work best for the leader and gain its opportunity to appeal in a competitor’s consumer base. Instead of trying to be the best or most popular company, a market follower focuses on leverages its own successes to grow the business.