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Coca Cola Classic Advertising Campaign This research provides an evaluation

This research provides an evaluation of an advertising campaign conducted by the CocaCola Company for the "CocaCola Classic" softdrink beverage. In addition to the assessment of the advertising campaign, this research includes a description of the industryits nature and competitive structure.

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 position, in both absolute terms, and, significantly, in relation to Pepsico (Branca, 1991).

CocaCola's major advantage over Pepsico is in the fountain businessfastfood restaurants and other fountain outlets, where CocaCola brands enjoy a huge lead over Pepsico brands (Konrad, 1990). In the second major segment of the marketsupermarket shelves, however, CocaCola brands hold only a twopercent lead over Pepsico brands (Konrad, 1990).

In the firsthalf of the 1990s, domestic volume in the sof...

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Coca Cola Classic Advertising Campaign This research provides an evaluation. (1969, December 31). In LotsofEssays.com. Retrieved 14:08, March 28, 2024, from https://www.lotsofessays.com/viewpaper/1699923.html