beverages, and other products. During the Great Depression, Pepsi gained popularity following the
introduction in 1936 of a 12-ounce bottle. With a radio advertising campaign featuring the jingle "Pepsi-Cola hits the spot / Twelve full ounces, that's a lot / Twice as much for a nickel, too / Pepsi-Cola is the drink for you", arranged in such a way that the jingle never ends. Pepsi encouraged price-watching consumers to switch, obliquely referring to the Coca-Cola standard of 6.5 ounces per bottle for the price of five cents, instead of the 12 ounces Pepsi sold at the same price. Coming at a time of economic crisis, the campaign succeeded in boosting Pepsi's status. From 1936 to 1938, Pepsi-Cola's profits doubled.
This is strongly indicted with a significance value of (.405) ‘PRICE’ not being a significant indicator in the model so we accept the NULL hypothesis only in this case or factor . So the whole conundrum is relying on the perception between the two brands which is the same situation as it is in anywhere else in the world between the two Cola giants. this in turn another reason for Pepsi to get active in the Turkish market, because any measure of unit change in Cokes brand image or in the level of their advertising can potentially decreases the probability of selection of Coke by a staggering 68% & 87% on the bases of Brand Image and Communications & Advertising respectively. Indicating the value of investing in Brand related activities that can improve of either selection or selection of Coke. It also indicates the fragile nature of CocaCola’s Brand Equity in Turkey which can be capitalized by Pepsi. The significance level of Branding and Advertising efforts is also very high. Looking from Pepsi’s perspective this is an opportunity to create brand differentiation in the minds of the turkish consumers via aggressive advertising and communications.
The Coca-Cola Company released an advertisement in 1971 that had powerful themes of unity in a time of significant discord around the world. Almost 50 years later, the Pepsi Company released an advertisement that aimed to accomplish similar values of unity and commonality when the world seemed at odds with itself. While both advertisements sought to convey similar messages, the reception could not have been more different. Coca-Cola has experienced continued praise for their famous “Hilltop” advertisement while Pepsi was forced to take their advertisement down within 24 hours of its release. This paper utilizes semiotic theory to analyze the signs in the advertisements to create an understanding of how each advertisement was perceived differently. In order to
In a recent interview, I asked Diana Lopez, route manager at the Coca-Cola Bottling Company of Sylmar, California, several questions related to Coke’s forward looking strategy and how it plans to position itself in the market. She was especially enthusiastic about new products from the company like Powerade, a sports drink which is gaining in popularity. She related that Powerade and Dasani Water, Coke’s entry in that category, are doing very well in machine, convenience, and supermarket sales in southern California. When I asked about how Classic Coke was doing and whether Pepsi posed a challenge to its position, her answer was that “Coke has a very strong following, as it always has and [people tell her] that Coca-Cola’s taste is what sells the product. And small store owners tell me, especially in Latino neighborhoods that the Coke brand means quality to them.” 9 According to Ms. Lopez, Coca-Cola intends to build upon its success and popularity as the original cola drink which is “loved by consumers everywhere.” In the soft-beverage working group, we have indeed identified this feature,
lokalna vodoopskrbna podruĉja i potaknuti aktivan naĉin ţivota, a jedan od dokaza njezinih nastojanja je i višegodišnja suradnjom s Paraolimpijskim odborom. Porast svijesti potrošaĉa o vlastitom zdravlju povećao je potraţnju za flaširanom vodom, stoga bi kompanija trebala iskoristiti tu priliku te dodatno poraditi na promocijskim kampanjama svog branda Bistre. Kompanija je meĊu prvima u Republici Hrvatskoj dobila certifikat izvrsnosti u upravljanju ljudskim potencijalima pod nazivom Poslodavac partner koji dodjeljuju internetski portal Moj posao i grupa Selectio (privatna agencija za zapošljavanje – lovac na talente).Certifikat se dodjeljuje za kvalitetno upravljanje ljudskim potencijalima kompanija koje zadovolje unaprijed postavljene zahtjeve, a na temelju bodovanja kvalitete sljedećih podruĉja i procesa: strategije, kriterija odabira novih zaposlenika, rada, motivacije i nagraĊivanja, usavršavanja i razvoja te odnosa prema zaposlenicima. Ovim certifikatom Coca-Cola HBC Hrvatska dokazala je odgovoran i paţljiv odnos prema svojim zaposlenicima, ali i dobro razvijen interni marketing. Pri analizi prijetnji ove kompanije vaţno je prepoznati da se ona na globalnoj razini suoĉava s jakom konkurencijom suparniĉkog branda Pepsi Co. Ovo rivalstvo traje već dugi niz godina te obje kompanije ulaţu intenzivne napore u svoje marketinške strategije kako bi zadrţale svoje mjesto na samom vrhu. MeĊusobno natjecanje prisutno je i u Republici Hrvatskoj. Kao ozbiljnu prijetnju u obzir treba uzeti mogućnost prelaska kupaca na supstitucijske proizvode, a u Republici Hrvatskoj Coca-Colini supstituti veoma sliĉnih karakteristika su Sky Cola te Cockta. S obzirom na rastući trend zagovornika zdravog ţivota, potraţnja za gaziranim sokovimamoţe se lako smanjiti što moţe ugroziti uspješnost kompanije ( https://zir.nsk.hr , 27.02.2018.).
• Consumer buying power also represents a key threat in the industry. The rivalry betweenPepsi and Coke has produced a very slow moving industry in which management must continuously respond to the changing attitudes and demands of their consumers or face losing market share to the competition. • Furthermore, consumers can easily switch to other beverages with little cost or consequence. (Fast
1 1. Uvod
Kako bismo danas u masi naizgled sličnih proizvoda uspjeli razaznati koji je od ponuđenih najbolji i najkvalitetniji? Tvrtke godinama pokušavaju uz pomoć brendiranja istaknuti glavne značajke i prednosti svojih proizvoda i usluga. Jedna od njih je i Coca-Cola koja se na početku etablirala kao ljekovit tonik koji liječi razne bolesti. S vremenom počinje raditi na promidžbi svojeg proizvoda, kreirajući tako najprepoznatljiviji logo i jedinstvenu konturu staklene boce. Zbog Zakona o trijeznosti iz 1885. godine, Coca-Cola postaje monopol u svijetu bezalkoholnih pića i promovira se kao napitak koji će odviknuti tisuće ljudi od alkohola. Da bi zadržala status omiljenog pića, širi se na inozemna tržišta te se puno ulaže na promociju. Jedinstvenim sloganom “The real thing” i porukama u kojima se potiče zajedništvo, različitosti i jednakost među svim ljudima bez obzira na rasu, spol, vjeroispovijest, Coca-Cola je osvojila srca ljudi diljem planete. Pristupačna je i dostupna svima, prepoznatljivog okusa i posebne priče. Rad obuhvaća ukupno devet poglavlja koji se sastoje od nekoliko potpoglavlja plus popis literature. Kreiran je tako da se prvo obradi teorijski dio s ključnim pojmovima brendiranja, oglašavanja, vrijednosti brenda i reklamnih strategija. Slijedi povijest Coca-Cole i njene tehnike probijanja na masovna tržišta. Sve je potkrepljeno konkretnim primjerima koji su obogaćeni raznim fotografijama. Jedan dio rada posvećen je najvećem konkurentu Coca-Cole, a to je Pepsi te njihovom rivalstvu na tržištu gaziranih pića. Pepsi Company kreiran je za mlađu populaciju i svoj marketing prilagođava upravo toj publici. Moglo bi se reći da tek nakon Drugog svjetskog rata, Pepsi kreće polako konkurirati Coca-Coli i tako postaje soft piće broj dva. Obje Kompanije su s godinama izoštrile svoje oglašivačke strategije. S jedne strane stoji Pepsi koji agresivno napada Coca-Colu u svojim reklamama naglašavajući koliko je Pepsi bolja. S druge strane, Coca-Cola je fokusirana na emocije te se u svakoj reklami skriva dublja poruka koja ima iznimno pozitivan feedback na publiku.
To effectively compete in the market, the company has to hold its ground against Frito Lay, PepsiCola, Gatorade, Tropicana, Quaker, etc. Although Coca-Cola is widely known, “PepsiCo brands are available in nearly 200 countries and territories”. PepsiCo’s brand name is old, world renown, and firmly established; therefore, PepsiCo is usually its greatest competitor. PepsiCo uses celebrities and great slogans for promotional advantages and advertisement. It has bottling companies in foreign countries, such as Pakistan, which reduces its cost of production. This company also has the biggest selling tea brand in the United States, since it connected with Lipton. It has Seven-Up International, and its PepsiCo products are sold all over the world in “more than 190 different countries and territories”.
data presented by F. Jefkins in ‗Advertising‘ one should understand their meaning:
a) Consumer Goods are many products to be found in the stores, which enjoy
frequent sales like confectionary, drinks, foods and toiletries, for instance soap, teeth cleaning, shaving products, cosmetics, detergents and furthermore other non-durables (batteries, bulbs etc.) being usually called Fast Moving Consumer Goods, also known as Consumer Packaged Goods. 14 Some of the best known examples of Fast Moving Consumer Goods companies are Nestlé, Mars, Unilever Procter & Gamble, Coca-Cola, Pepsi and Kleenex.
In Kenya, the Cocacola Company has a regional office based in Nairobi which oversees the operations of its 7 franchises. These franchises are Mount Kenya Bottlers which services Mount Kenya region which includes Nyahururu Town, Rift valley Bottlers, Kisii Bottlers, Nairobi Bottlers, Equator Bottlers, Cocacola Juices and Coastal Bottlers. Other major players in the Kenyan soft drink industry market include Delmonte, Kevian Kenya, Highland Water Company, Pepsi, Picanna juice and East African Breweries through their malt based soft drink known as Alvaro. In addition, due to the economic integration of East African countries of Kenya, Uganda, Tanzania and Rwanda, which has led to the reduction of trade barriers, there have been importations of other brands of soft drinks into the Kenyan market from members of the regional bloc. These brands include Azam energy drink and Lavita soft drink from Uganda which are taking up the market share traditionally controlled by Cocacola company products. Further, Cocacola bottling companies in Uganda and Tanzania enjoy lower taxes in their countries making their products more affordable unlike their counterparts in Kenya, and this has led to transshipments from those countries leading to intra bottler’s competition. Therefore, this means that the soft drink industry is one of the sectors of the wider economy that continues to witness immense brand or product proliferation. Due to the fierce competition, it has become imperative for the players within the industry to try and diversify their product range in an effort to better satisfy the customer and thus remain relevant in the market. Industry players are forced by circumstances to copy-cat tendencies amongst themselves especially when it comes to reacting to new products introduced into the market by competitors. A case in point is the 350 ml PET soft drink (in plastic bottle) which was introduced into the market by Cocacola in the year 2016 as a reaction to the introduction of 300ml PET soft drink by Highland Mineral Water Company. Virtually all players have similar products range in terms of the flavours offered in the market. Another factor contributing to the proliferation of brands within the industry is the influx of cheap imports from countries such as India and China into the market. This has introduced even more brands in an already overcrowded market. A study by (Tetra Park, 2000) estimated the future growth as follows: Juices and nectars-80%, Fruit flavoured-70%, Water-8% and carbonated drinks-1.5%. (Mugo, 2009)
20 model plant in westerns corridor most likely in Gujarat. This will have 4 product lines with a capacity of 600 bottles per minutes with a build in flexibility to about top different and flavors and sizes. Another option for building capacity is to bringing in bottlers from overseas to invent jointly in fresh capacity. The company wants to go a stem further and set-up COCA-COLA institute a training facility for bottlers. Coke continues to stay with its multi brand strategy. This enhances the ability to leverage self-space at the retail outlet. It also gives then flexibility to offer price on brand others then lead once. Coke has launched MAJA pineapple and MAJA orange. As far as new product launched is concerned coke plans a dual brand approach by bringing in FANTA lemon. This comes about because volumes of LIMCA have increased by 20% shares, which have an 80% - share of the cloudy lemon segment—so this dual brand approach will extend to those flavors too. Pepsi‘s decision to take in company owned bottling operation (COBO) alongside franchise has proved to be winning edge over its competitor. By 1994 Pepsi‘s has bought over five bottles in the key markets. This ensuring maximum control. The franchise now sees the company not just as advisor but also as carrying the weight of experience. Company system and franchisee system can now be properly aligned to meet the required objectives.
Asa Griggs Candler founded the Coca-Cola Company in the year 1889. the company is the No. 1 seller of sparking as well as still beverages. The famous tagline of the company “Open Happiness” has been changed to “Taste The Feeling”. The company’s main competitors are Pepsi, Monster beverage and Dr. Pepper. The company has grown into such a great success in the global markets only because of their unique and creative marketing strategies that have attracted over millions of consumers over the century. There were even some somewhat diverting advertisements, incorporating one in which detainees "sentenced to an existence of Coke or Pepsi" snuck jars and containers of RC into their cells. RC cola is now more than 100 years old is traded all around the world. In 2001, every part of global RC-branded businesses were sold near Cott Beverages of Mississauga, Ontario, Canada, plus are operated to the same extent noble Crown Cola International, which handles RC Cola harvest exterior the United States. The company has around 20 billion-dollar brands that are Diet Coke, Coca-Cola Zero, Fanta, Minute Maid. The company has a different distribution system where the company only produces the syrup and it is transported to different bottlers throughout the world. To help our accomplices get the most out of these projects, RCCI keeps up a hands-on worldwide nearness with specialists in advertising, innovative work, specialized and quality administrations.
The Company uses derivatives as economic hedges primarily to mitigate the price risk associated with the purchase of materials used in the manufacturingprocess as well as the purchase of vehicle fuel. Although these derivatives were not designated and/or did not qualify for hedge accounting, they are effective economic hedges. The changes in fair values of these economic hedges are immediately recognized into earnings.
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decrease costs. Management wants to keep labour costs down, while employees want raises and increased benefits.
The organization’s divisional managers run company operations in a general region of the globe. The functions of each vice president are divided into functions such as human resources, innovation/research and development, marketing, and public affairs and communication. The two functions most critical in taking advantage of the company’s competitive advantages are marketing and innovation/research and development. As stated time and time again, the organization tries to capitalize on its brand name as much as possible, which is why the marketing function is so important to the company. The Innovation/research and development department must come up with the products that the marketing function demands. The majority of the top level managers at The Coca-Cola Company have worked in many different regions and areas of the company. Many have worked for or ran the bottling companies that partner with the organization. The fact that members of the top management team have well rounded backgrounds allow for problems to be looked at from multiple angles.
As for the third part of the thesis, it contains a survey questionnaire and its thorough analysis. A total of 80 randomly selected people aged from 14 to 81 from different professions and levels of education took part in the survey. The sample comprised 50 women and 30 men. The goal was to determine their opinion about different Coca- Cola's adverts that were published abroad. The questions were related to Coca-Cola and to outdoor advertising in general. Their answers and opinions were diverse. The 12th and the last question was: What do you prefer, water or Coca-Cola? The majority said water, which is a good result, considering the described ingredients contained in CocaCola. This means that they opt for a healthier refreshment drink. It was interesting to see that the majority of the respondents had heard about Coca-Cola's truck when it toured Slovenia and some of them even spotted it.
Naturally carbonated waters have been consumed for centuries, but it wasn’t until halfway through the 19th century that the carbonation process became commercialised and sparkling beverages started to appear around the world. Today, The Coca-Cola Company and other beverage makers use equipment to push carbon dioxide into liquid. The sparkling water enhances the appeal of many drinks and adds to the thirst-quenching, pleasant sensation of both soft drinks and mineral waters.
The formation of intercultural communication provides for visits by museum students, exhibition centers, palace and park ensembles, national parks and specially protected natural areas of various kinds in the country of instruction, together with students and professors from this country. Along with this, it seems advisable to jointly attend students and teachers of folk music concerts, ethnographic festivals, theaters of nations and nationalities, and various objects of religious purpose in the host country with a training purpose. Even if students come to another country to study the disciplines of the natural- mathematical cycle, learn to work on synchrophasotrons, electron telescopes and colliders, their training and leisure time should not be limited to this in any case. A student who was lucky enough to live in another country should learn the features of national clothes, expressive details and accessories used in it. This will allow him/her to correctly understand the social situation of the foreign interlocutor, the special circumstances of life (marriage, mourning, and others) that require the student to express certain appropriate feelings and emotions addressed to the interlocutor, as well as correct behavior in certain cases. If students participate in the exchange program of military higher educational institutions, they need to learn in advance the insignia that are characteristic of representatives of foreign armed forces, the features of formal and casual outfits, in order to understand correctly how to behave in specific circumstances. In addition, there are also a lot of other necessary details that must be considered in the process of intercultural communication with students.
To meet consumer demand, the licensed bottlers must build effective, highly localized marketing and distribution systems. CCSEAD works closely with its affiliated bottlers on regional marketing strategy. International marketing experts work with experienced local firms to promote awareness, launching marketing and advertising programs designed to preserve Coca-Cola’s brand recognition, increasing sales and profits for both the bottlers and CCSEAD. But the only facet of business that rivals The Coca-Cola Company’s success in branding is its reputation for effective and flexible distribution networks. This experience too is shared with affiliated bottlers. In South Africa, the majority of production goes directly to retailers, but about 20 percent first passes through the hands of wholesalers and/or sub-wholesalers. Licensed bottlers have close relationships with their major retailers and wholesalers, and CCSEAD provides proven methods to keep these relationships strong and mutually beneficial. These down- stream linkages will be more carefully examined as that aspect of the cluster is consid- ered in its own right.