마케팅전략-콜라,펩시,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p

Cola Wars Continue
Strategic Management
Coke and Pepsi
Contents
1. History of Cola Wars
2. Case summary
-5 forces model of CSD Industry
-Non-Price Competition
-Differentiation Strategy
3. Suggested questions
4. Extra questions
5. Q A
Part 1
History Of Cola Wars
History
Early history

1886

1892

1898

1899

1920

1923
Developed by John Pemberton
First bankruptcy
Developed by
Caleb Bradham
First bottling franchise
First Mover advantage
7X
The great depression World war 2
1932

1933

1939

Supporting
the world war
Second bankruptcy
“Twice as much for a nickel”
Cost leadership
Challenging Pepsi heats up the war
(1945-1960s)

(1960s 1970s)

(1970s-1980s)
Became second-largest CDS selling brand
The largest brand in market, still
“Pepsi Generation”
Oversea market
Product diversification
Pepsi’s effort
paid off
Continuing cola wars diversification of product
(1980s-1990s)
Product diversification
New Coke
Turned in to a failure
0.2% growth rate in 2000s
Adapting to the times
....

[pptx/pdf]마케팅전략-콜라,펩시,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p