ipl-logo

Coke's Downward Trajectory Case Analysis Essay

822 Words4 Pages
bulb-icon

Recommended: Competitive advantage and sustainability of coca-cola

To: Executive Level Member Full Name

From: Your Name and Institution/Department you are representing

Re: Case Analysis

Date: Date

Subject: Analysis of Coke’s Downward Trajectory in Line With Vision 2020
It has come to our attention that soda consumption is in a fall in the US and the main reason being Americans turning away from sugary beverages. As requested, we have therefore, evaluated the causes of the downward trajectory of soda and the desirability of reversing this downward trend in soda sales.
Based on our analysis, we have reached the following conclusion:
1. Consumers are substituting beverages with caffeine and bubbles as an option for healthier beverages.
2. The existing advertising strategies have several weaknesses that …show more content…

The first section addresses the analysis of the challenges that has led to downward trajectory of soda sales. The second part addresses the master brand in line with vision 2020. Then the last section explains the recommendation as well as the conclusion.
Analysis on Substituting Beverages
The coffee chain has proved to be the primary substitute for sugary beverages such as soda. This has affected Coca-Cola directly in terms of soda sales which were the major source of revenue for Coca-Cola. The Coca-Cola revenue was at 75%, with the overall soda sales in the US per capita having dropped to 25% since 1998 as at June 2016.
In the past 15 years, non-sugary beverages, such as, single-serve bottled-water sale by 76% while ready to drink tea grew by 91%. This demonstrates clearly why there is drastic reduction in the consumption of sugary beverages. Coca cola also announced a 7% increase in sales of noncarbonated beverages. Also the packaged water volume had a double digit increase in the first quarter of 2016.
Consumers perceive sugary beverages as of high risk to health thus branding soda negatively. This makes consumers to shift to non-sugary beverages to fulfill their needs. Coca cola therefore should expand its master brand plan in line with vision 2020 to remain competitive in the current

Show More
Related

Rhetorical Analysis Of Dr. Pepper Ten

778 Words | 4 Pages

Rhetorical Analysis over the Dr. Pepper Ten Campaign By the early 20th century, soda pop fountains were an integral part of drugstores around the United States. Throughout time, many brands started to become available and thus campaigns began. Many advertisements in the past always featured a tall, “hour-glass” figured women in campaign advertisements. If you compare Dr. Pepper from the early 1900’s, to present day, a lot has changed.

Read More

How Has Geico's Advertising Affected Consumer Behavior

417 Words | 2 Pages

With its clever and funny ads, Geico has become a major player in the advertising industry. The company has been able to successfully pique the interest of millions of customers through the application of consistent and innovative marketing strategies. The purpose of this essay is to examine how Geico's advertisements have affected consumer behavior, brand recognition, and the advertising industry as a whole. As a result of Geico's advertising campaigns, the advertising industry has been significantly impacted, consumer behavior has changed, and brand recognition has increased.

Read More

Essay On The Cola War

770 Words | 4 Pages

The cola war occurred in the 1900s, continuously encouraged by the people. In the article by the Onion “Ad Industry War Veterans Honored with Memorial,” the Cola War is discussed in a satirical way that depicts it similar to an actual war. This was done in order to address the problem with society, criticizing how it deals with issues. By illustrating the issue that way, the author hopes to make a change in society by persuading people to reevaluate what should be considered important. The piece was written using anecdotes, irony, and allusion to get the author’s point across, presenting the argument in a way that ridicules the way society acts overall.

Read More

Budweiser Rhetorical Analysis

707 Words | 3 Pages

advertisement can be evaluated by examining its ability to reach an intended audience, its impact on consumer beliefs, and its effectiveness in promoting consumer action. AC Micu and JT Plummer (2010) analyzed the success of the Wassup?! ad campaign in their article in the Journal of Advertising Research. They found that the humorous nature of the ad and its endorsement of a certain lifestyle appealed to a young, affluent audience, who felt that they could relate to the characters in the ad. Furthermore, the advertisement was effective in influencing consumer beliefs, namely by creating a positive association between Budweiser beer and the lifestyle being portrayed.

Read More

Summary Of The Health Effects Of Soda By Janice Denehy

193 Words | 1 Pages

In her 2003 article, “The Health Effects of Soda”, Janice Denehy, delivers her knowledge on the dangers that soft drinks have on the human body. Denehy, a registered nurse and executive editor for “The Journal of School Nursing”, is highly educated. She graduated from the University of Iowa’s College of Nursing and has proved extremely successful throughout her career thus far. Her information on the topic of soft drinks is credible and valid, and she appears to have solid evidence to support her claims. Denehy uses legitimate statistics and writes with strong vocabulary and grammar.

Read More

Soda Pops Research Paper

462 Words | 2 Pages

A significant number of these investigations analyzed the impact of sugar-sweetened soda pops on weight pick up in kids and teenagers. In one analysis, young people supplanted sugar-sweetened soda pops in their eating regimen with falsely sweetened sodas that were sent to their homes more than 25 weeks. Contrasted and kids in a control bunch, youngsters who got the misleadingly sweetened beverages saw a littler increment in their BMI (by −.14 kg/m2), however this impact was just measurably noteworthy among the heaviest kids (who saw an advantage of −.75 kg/m2). In another study, an instructive system urged schoolchildren to devour less delicate drinks. During the school year, the predominance of weight diminished among youngsters in the project by 0.2%, contrasted with a 7.5% expansion among kids in the control bunch.

Read More

Persuasive Essay Over Sugared Soda

337 Words | 2 Pages

Why single out sugared sodas, they ask; obesity has many causes and contributors, not just what people drink and if sugared beverages are being targeted? Why not take stronger measures against other sources of sugar such as candy and other sweets? Pointing out that the average new Yorker goes to the movies just four times a year and buys concessions only twice, sun dee Larson a spokeswomen for amc theaters chain told the ap “we firmly believe the choices made during the other 363 days have a much greater impact on public health” (park 7) The government believes that it is alright to ban drinks larger than 16 Oz just because a few people in the USA are obese. As stated in the graph education level in obesity which is stating just because you are fat you are more unlikely to graduate high school or finish college an example of this is % of obese adults who did not graduate high school is a whopping 33.6% which is highly unlikely because most adults do graduate high school whether they are obese or not.

Read More

Adam Oliver Analysis

494 Words | 2 Pages

in hopes to nudge consumers, particularly youth, away from high caloric drinks in exchange for healthier options, consumers instead found alternative beverages at a similar price that contained roughly the same caloric value and there was virtually no decrease in weight (Gross, 2015). Furthermore, showing calories on restaurant menus have proven ineffective in reducing caloric intake. In some instances individuals with low socioeconomic status are more likely to buy the higher calorie food items believing that additional calories with sustain them longer (Fletcher, Frisvold, & Tefft,

Read More

Democracy And Lobbying In America

801 Words | 4 Pages

Seth Berman Ms. Roitz Pre-IB LA 9 12/4/15 Democracy and Lobbying America: the land of democracy. We are a nation founded by the people and for the people. Our government is supposed to represent the views of the average citizen, not some rich king in a far-off land. But currently, our government does not represent the views of the electorate.

Read More

Personal Narrative: Observing Others In Public Situations

770 Words | 4 Pages

It was curious to see how many different faces and lifestyles walked in and out of those large glass doors. It ranged from younger mom’s with their toddlers and babies to teenagers coming in for their daily sugar rush to older folks just coming in for their usual cup of regular coffee. They all came in with attitudes on the drinks they preferred and which ones they thought were senseless. The older people tended to stick with more coffee tasting drinks like lattes and cappuccinos whereas the younger people tended to want something on the sweeter side like frappuccinos. Many gazed at the selections of tasty treats in the display by the register.

Read More

Should Soda Banned Persuasive Speech

692 Words | 3 Pages

Soda has thought to be an American icon since it was first created. It was only recently that soda has been viewed as being detrimental to our health and only in the last five years has someone attempted to take political action on this matter. But, the soda ban proposed by former New York Mayor Bloomberg, will not be an effective tool against obesity. The soda ban will not be effective because there are key contributors to obesity, such as fast-food, that unhealthy food is less expensive than healthy food, and the way food is advertised. As far as the obesity rates are concerned cheap processed food is a major contributor to obesity.

Read More

Coca Cola Market Structure Analysis

1093 Words | 5 Pages

Market structures describe the competitive environment in which a firm operates. The characteristics of the market structure will have a major-influence on the competitive strategies and tactics that are implemented by firms. (Octotutor, 2014). For the purpose of this analysis, I have chosen to analyze the Coco-Cola Company, which operates in an oligopoly. This type of market has many implications for both consumers and competing firms.

Read More

Essay On Sugary Drinks

836 Words | 4 Pages

Introduction The topic which is critical issues on the implications of teens and children’s consumptions of sodas and other sugary beverages. Beverages are different types of drinks made for human consumption to quench thirst. Sugary drinks or soft drink

Read More

Bottled Water Competitive Analysis

1277 Words | 6 Pages

Lastly, The Coca-Cola Company held 11.9% of total U.S. market share (“United States - Bottled Water”). Buyer Power:

Read More

Coca Cola Product Differentiation Strategy

785 Words | 4 Pages

This aims at developing a deeper consumer desire for the brand, thus giving people more reason to purchase Coke- Cola products instead of competing brands. This is the essence of differentiation. Coca-Cola having an 'action orientation', instead of waiting for change to happen it is at the leading edge, driving action forward. This product differentiation strategy has created global value, brand loyalty, non-price competitor as well as no perceived

Read More

More about Coke's Downward Trajectory Case Analysis Essay

Related Topics

Open Document