and 2000
But this threat became another opportunities forCSDindustry. They released the new concept of cola like “Diet Coke” and other energy drinks like Gatorade, PowerAde for new diet market. This strategy makes CSDindustry growing up again.
I anticipate thatinthe future, there will be no new entrance forCSDindustry & The “Coke”, or “Pepsi” will share the profit. In long
2. Strategies and Critical Success Factors intheIndustry
1) There was no specific business-level strategies
When Pepsi declared bankruptcy(in 1932, during the Great Depression), they lowered the price of its 12-oz bottle to 5 cents – the same price thatCoke charged for a 6.5-oz bottle. Pepsi sometimes lowered their price temporarily, but we can’t deem it as a ‘Cost Leadership Stra
1. Milestones
Coca-Cola (also referred to as "Coke") has a history almost as colorful as the drink itself. Coke is a carbonated, caramel-colored soft drink and arguably the world's most popular cola.
1863
Physician and chemist Dr.Pemberton develops "Pemberton's French Wine Coca,"
1886
A new formula and a new name is given to Pemberton's beverage that sells for a
nickel a glass
1986
the Hartman Beverage Company in Knoxvile
The drink became a favorite
The bright yellow-green drink
inthe green bottle
More sugar and more caffeine
than other soft drinks
Mountain Dew had carried
PepsiCo’s soft drink revenues
One ofthe ten largest ad agencies inthe world.
PepsiCO assigned Mountain dew to BBDO
3. Cultural Trends
BBDO focused on track mu
Brief History & Main Event
The Coca-Cola Company
1997
New CEO
Doug Ivester
1999
Price hike on syrup(7.7%) and volume decrease
New CEO
Douglas Daft
2000
Major organizational changes
Acknowledge of noncarbonated-beverage market
.
.
Soft drink market
Pepsi
Aggressive and exciting marketing campaigns
Power of One Campaign
Coke
Veering away traditional ads and l