2008년 마케팅조사 시간에 사용한
하버드비지니스 케이스인 cola wars를 마케팅 조사 측면에서 만든 영문버전의 피티 자료입니다.
3.History of battles
4.Adapting to times
5.Michael Porter’s 5 Force
Coca-cola vs Pepsi
Founded in 1892
The world`s leading
Nestea, Nescafe etc.
Founded in 1965
The 2nd beverage maker
Gatorade, Lay’s, Mountaindew, Doritos , Topicana
Cola wars : Coca-cola vs Pepsi-cola
carbonated soft drink (CSD) Industry : the $66billion
but, the late 1990s , US per-capita CSD consumption declined.
23 gallons of CSDs annually in 1970
a little more than 52 gallons of CSDs per year in 2004
many alternative to CSDs
Yet Americans drink more soda than any other beverage.
Coke and Pepsi faced new challenges.
Who ‘s the concentrate producer ?
The investment for machinery and overhead is very little.
Most significant costs :
Advertising, promotion, market research, bottler support
Coca-cola and Pepsi-cola :74.8% of US CSD market in sales volume in 2004
하버드비지니스 케이스 Cola Wars Continue: Coke and Pepsi in 2006