Consumers Brand Preference Of Soft Drinks A Comparative Analysis Of Pepsi Cola And Coca Cola Products
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Consumers Brand Preference Of Soft Drinks A Comparative Analysis Of Pepsi Cola And Coca Cola Products
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Author : Abebaw Gebrehanna Halabo
language : en
Publisher: GRIN Verlag
Release Date : 2022-08-01
Consumers Brand Preference Of Soft Drinks A Comparative Analysis Of Pepsi Cola And Coca Cola Products written by Abebaw Gebrehanna Halabo and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-08-01 with Business & Economics categories.
Master's Thesis from the year 2017 in the subject Business economics - Offline Marketing and Online Marketing, grade: 4.0, , course: Marketing Management, language: English, abstract: Despite their popularity, studies concerning soft drinks are lacking. Hence, this study was conducted to assess the consumers’ brand preference of soft drinks: A comparative analysis of Coca cola and Pepsi cola products among Hawassa Tabor high school students. Both primary and secondary data sources were used in the study. The required data were collected from 374 students of soft drink customers selected by adopting a multistage sampling technique. Descriptive research design with quantitative method was used. The data collected through questionnaire were analyzed using SPSS software version 21. Descriptive statistics such as frequency and percentage, mean and standard deviation were applied. Furthermore, inferential statistics such as independent sample t-test and Chi-square analysis were used to compare the coca cola and Pepsi cola brands based on brand equity, brand identity and background characteristics of students.
Market Definition And Analysis Of Pepsi Cola
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Author : Benjamin Pommer
language : en
Publisher: GRIN Verlag
Release Date : 2014-08-25
Market Definition And Analysis Of Pepsi Cola written by Benjamin Pommer and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-08-25 with Business & Economics categories.
Seminar paper from the year 2014 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3, University of Applied Sciences Essen, language: English, abstract: PepsiCo is a global consumption goods company with a focus on beverages and “junk” food. The total revenue in 2013 underlines its global significance. Compared to Coca-Cola Company, PepsiCo is stronger in North America and around the globe, but that is a direct result of PepsiCo’s diversified portfolio. When it comes to brand value and numbers of sold cola beverages, Coca-Cola Co has a unique market share. Especially on the cola-market, both companies are the most successful competitors worldwide. Pepsi-Cola has a very long history, but had only been a domestic product in the United States until the late 1940s. Therefore, Coca-Cola has an advantage regard-ing international distribution. In Germany, Pepsi-Cola entered the market almost 30 years after Coca-Cola. Nonetheless, Pepsi proved to be strong opponent by initiat-ing clever marketing campaigns. After the so-called “Pepsi-Challenge” in the 1970s PepsiCo could succeed temporarily in winning the consumers’ hearts. However, the German market for cola products is much more competitive behind Coca-Cola than the US-market. Traditionally, Coca-Cola is the main producer of cola in Germany followed by local products from dicount markets. Next to the big international players, the German beverage industry is very diversified and oriented locally. Pepsi-Cola is available in nearly every German supermarket. It is also very present due to PepsiCo’s strong focus on advertising and sponsorship. But among German consumers Coca-Cola still maintains its pole position supported by a dominent brand image. This turns out to be one of the most obvious threat to Pepsi-Cola’s market position. Addtionally, Pepsi-Cola’s image as a cheap cola drink is firmed, because of PepsiCo’s focus on distribution through discount markets. The development on the German beverage market shows the importance of sustainable packaging and ingredients. Therefore, Pepsi-Cola has to rely on its niche position in order to offer an alternative meeting consumers’ requirements in the future.
Analysis Of Key Marketing Themes For Pepsi Cola
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Author : Benjamin Pommer
language : en
Publisher: GRIN Verlag
Release Date : 2014-08-25
Analysis Of Key Marketing Themes For Pepsi Cola written by Benjamin Pommer and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-08-25 with Business & Economics categories.
Seminar paper from the year 2014 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,3, University of Applied Sciences Essen, language: English, abstract: PepsiCo is a global consumption goods company with a very diversified portfolio. The company focuses on beverages and “junk” food. When it comes to brand value and numbers of sold cola beverages, Coca-Cola Co has a unique market share. Especially on the cola-market, both companies are the most successful competitors worldwide. In Germany, Pepsi-Cola has not been as long on the market as Coca-Cola. None-theless, Pepsi proved to be a strong opponent by initiating clever marketing cam-paigns. However, the German market for cola products is much more competitive than the US-market. The strategic planning analysis of PepsiCo, using Kotler’s four P’s, shows, how much Pepsi-Cola’s suffers from its lack of image compared to Coca-Cola. Pepsi-Cola is very present in retails and commercials, but does not have a trustful brand image. Pepsi-Cola’s image as a cheap cola drink is a threat to its future deveopment, because a decline in the product-life-cycle is possible. PepsiCo’s focus on the German beverage market needs to include a product development, that show consumers, that Pepsi-Cola can be a tasty as well as a sustainable product. The strategy of product diversification must not contain Pepsi-Cola as the main beverage drink of the company.
Comparative Study On Consumer Preference Of Fruit Drinks And Carbonated Drinks In Sri Lankan Beverage Market
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Author : Roshini Rambukwella
language : en
Publisher:
Release Date : 2015
Comparative Study On Consumer Preference Of Fruit Drinks And Carbonated Drinks In Sri Lankan Beverage Market written by Roshini Rambukwella and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015 with Carbonated beverage industry categories.
Brand Development Of Coca Cola Company
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Author : Daniela Lopez
language : en
Publisher: GRIN Verlag
Release Date : 2012-02
Brand Development Of Coca Cola Company written by Daniela Lopez and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-02 with Business & Economics categories.
Seminar paper from the year 2011 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 72% (First), University of Westminster, course: BA (Hons) Marketing Communications - Brand Management, language: English, abstract: 'Uva' is the name given to the Coca-Cola Company's latest venture within the carbonates market; targeting consumers from late forties upwards, the chilled sparkling juice drink is addressing a gap in the market as seen in Figure 1.0 (Fig. 1.0 is available in the download version). Using no additives or sweeteners, the product is to be perceived as a healthy, sparkling beverage. The Latin name for 'grape' (McKeown, 2010:386) was chosen as the brand name for this product as it has connotations of simplicity and elegance. Satisfying the need state of 'thirst' (Franzen and Moriarty, 2009:202), 'Uva' will differentiate itself from competitors by targeting older consumers. The main competitor within the premium adult's soft drink market is Shloer, with a 29% market share of premium soft drinks (Mintel, 2010). However, Shloer actively targets a consumers within the age range of 16 to 34 years, with emphasis on 'mums-to-be' as seen on the Shloer website (Shloer, 2011). ...]
Analysis Of Marketing Strategies Used By Pepsico Based On Ansoff S Theory
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Author : Kristina Bachmeier
language : en
Publisher: GRIN Verlag
Release Date : 2009-01-12
Analysis Of Marketing Strategies Used By Pepsico Based On Ansoff S Theory written by Kristina Bachmeier and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-01-12 with categories.
Seminar paper from the year 2008 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2, University of applied sciences, Neuss, course: Marketing, language: English, abstract: Most leading companies today pursue multiple strategies for growth simultaneously in order to reach their strategic goals. It is important to verify how different growth strategies are appropriate for companies operating in different types of markets, and how changes in business environment make the same company decide on different strategic options at stage time in its organisational life cycle. The reason why firms succeed or fail is perhaps the central question in strategy. The firm needs a well-defined scope and growth direction, that objectives alone do not meet this need, and additional decision rules are required if the firm is to have orderly and profitable growth. Such decision rules and guidelines have been broadly defined as strategy or, sometimes, as the concept of the firm's business. The choice of a marketing growth strategy is a function of the strategic situation, organisational characteristics, and entrepreneur motivations. It is inherent to the process of strategy formulation. Companies must be flexible to respond rapidly to competition and market changes. They must benchmark continuously to achieve best practice.
Brand Development Of Coca Cola Company Uk
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Author : Daniela Lopez
language : en
Publisher: GRIN Verlag
Release Date : 2012-02-07
Brand Development Of Coca Cola Company Uk written by Daniela Lopez and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-02-07 with Business & Economics categories.
Seminar paper from the year 2011 in the subject Business economics - Offline Marketing and Online Marketing, grade: 72% (First), University of Westminster, course: BA (Hons) Marketing Communications - Brand Management, language: English, abstract: ‘Uva’ is the name given to the Coca-Cola Company’s latest venture within the carbonates market; targeting consumers from late forties upwards, the chilled sparkling juice drink is addressing a gap in the market as seen in Figure 1.0 (Fig. 1.0 is available in the download version). Using no additives or sweeteners, the product is to be perceived as a healthy, sparkling beverage. The Latin name for ‘grape’ (McKeown, 2010:386) was chosen as the brand name for this product as it has connotations of simplicity and elegance. Satisfying the need state of ‘thirst’ (Franzen and Moriarty, 2009:202), ‘Uva’ will differentiate itself from competitors by targeting older consumers. The main competitor within the premium adult’s soft drink market is Shloer, with a 29% market share of premium soft drinks (Mintel, 2010). However, Shloer actively targets a consumers within the age range of 16 to 34 years, with emphasis on ‘mums-to-be’ as seen on the Shloer website (Shloer, 2011).[...]
An Investigation Into The Role Of Emotional Branding In The Cola Market With Particular Reference To Coca Cola
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Author : Miriam Mennen
language : en
Publisher: GRIN Verlag
Release Date : 2010-03-12
An Investigation Into The Role Of Emotional Branding In The Cola Market With Particular Reference To Coca Cola written by Miriam Mennen and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-03-12 with Business & Economics categories.
Bachelor Thesis from the year 2005 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 70 % - A, New College Durham, course: BA (HONS) Management, Business and Administration, language: English, abstract: The business area of marketing has become increasingly important over the last few decades turning marketing activities into a critical success factor. Emotional benefits in marketing have received more and more attention and discussion because they work beyond the awareness of the customer and influence their buying behaviour. In an article from the Canadian Marketing Association, Glenn Livingston (2004) says that most of the people do not want to believe that they are or can be emotionally influenced by brands. They do not want to admit to using brands as a method of partially supporting their self-esteem but this is what makes the emotional benefit motivation such an important technique in marketing. It is the case that emotional benefits are so elusive and hidden that it makes them incredibly powerful and persuasive. Companies like Coca-Cola, Gillette or Victoria’s Secret understand the art of accessing, with intelligence and sensitivity, the true power behind human emotions. They form their brands in a way that they become a face and a character in order to reach the overall aim: the identification of customers with the brand. Today’s most successful brands have built relationships with consumers by engaging them in a personal dialogue that responds to their needs. In fact, many brands make the mistake of trying to force the emotional benefit by telling the customer directly. As soon as this thought is then put into language and made conscious, a person’s adult mind will make rational decisions and realize that this product does not make them a different person. As Coca-Cola is the number one on the “Interbrand’s Annual Ranking of 100 of the World’s Most Valuable Brands”, the researcher will take this brand as an example and applies the findings on how consumers are emotionally attached by this brand and how it was able to find its way into consumers’ psyche. The basic knowledge of marketing and the nature of emotional branding as a specific marketing tool is provided in chapter two through the use of an extensive literature review, which examines the key theoretical perspectives influencing this study.
Competition And Concentration
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Author : Robert D. Tollison
language : en
Publisher: Free Press
Release Date : 1991
Competition And Concentration written by Robert D. Tollison and has been published by Free Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 1991 with Business & Economics categories.
The Strategy Of Global Branding And Brand Equity
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Author : Alvin Lee
language : en
Publisher: Routledge
Release Date : 2015-03-02
The Strategy Of Global Branding And Brand Equity written by Alvin Lee and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-03-02 with Business & Economics categories.
Why does a customer choose one brand over another? What are the factors which would make an individual more inclined to choose your brand? This book offers a way to predict which brand a buyer will purchase. It looks at brand performance within a product category and tests it in different countries with very different cultures. Following the Predictive Brand Choice (PBC) model, this book seeks to predict a consumer’s loyalty and choice. Results have shown that PBC can achieve a high level of predictive accuracy, in excess of 70% in mature markets. This accuracy holds even in the face of price competition from a less preferred brand. PBC uses a prospective predicting method which does not have to rely on a brand’s past performance or a customer’s purchase history for prediction. Choice data is gathered in the retail setting – at the point of sale. The Strategy of Global Branding and Brand Equity presents survey data and quantitative analyses that prove the method described to be practical, useful and implementable for both researchers and practitioners of commercial brand strategies.