Coca Cola Classic Advertising Campaign This research provides an evaluation

The soft drink beverage industry is dominated by two giantsthe CocaCola Company, with an industry market share of 41.1 percent, and Pepsico, Inc., with an industry market share of 30.7 percent (Standard & Poor's, 1991). All of the other producers of soft drink beverages have a combined market share28.2 percentwhich is lower than that of the number two firm in the industry.

As is true of many other industries, the soft drink industry has seen literally hundreds of producing companies enter the market, with only a relative few surviving (Moskowitz, Katz, and Levering, 1988). In 1991, six soft drink manufacturers account for more than fourfifths of the total market (Branca, 1991). These five manufacturers are CocaCola, Pepsico, SevenUp and Dr. Pepper, Crush (Proctor & Gamble), and A&W Brands.

The market share of the industry leaderCocaColahas increased more than 14 percent since the introduction of "new" Coke and the eventual reintroduction of "old" Coke as "Classic" Coke. Thus, as much as Pepsico's president likes to say "the other guy blinked," the fact is that CocaCola emerged from the fray in a stronger market po

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ustry are most often stated in terms of market share (Standard & Poor's, 1991). Price promotions are widely used in the industry to build market share. Pepsico also uses extensively the taste test tactic. The ethics and accuracy of the taste test advertising campaigns have been challenged by CocaCola, and that company is pressing both the Federal Trade Commission and the Congress to establish a television advertisement watchdog commission (Winters and Wally, 1990). There are two major threats to the softdrink industry in the early1990s. First, there is the decline in the growth of the domestic market. Second, there is the demographic change, in which the teenaged population segment, traditionally the largest consumer of softdrinks, is declining in proportional terms, and some projections say will decline in absolute numbers. Significant opportunities are also available to the softdrink industry in the early1990s. One of these opportunities is the other side of the coin of the declining significance for the industry of the teenaged population segment. The baby boom generation is aging. The softdrink producers have an opportunity to reverse the trend of low per capita softdrink consumption among the older population seg
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Approximate Word count = 1751
Approximate Pages = 7 (250 words per page)