Essay New Coke

Essay New Coke
Table of Contents
Topics Page No.
1. Introduction 1
2. The Reformulation 2
3. How had the Coca–Cola management got it so wrong? 3
4. Were there less drastic alternatives? 5
5. Understanding your Loyal Customer 6
6. Conclusion 7
Reference 8
1. Introduction
Coke was invented by Dr. John Pemberton, an Atlanta pharmacist and his three–legged brass pot all
the way back in 1886; by 1985 Coke was closing in fast on its centennial anniversary. (Cook, 2002)
Coke along with the legendary chairman Roberto C. Goizueta had witnessed a remarkable set of
accomplishments during the 1980's. There were some creeping problems, however. The 87–year old
rivalry between Coca–Cola, the ... Show more content on Helpwriting.net ...
3. How had the Coca–Cola management got it so wrong?
The one central mistake in Coca–Cola's decision to change the formula was maximization. When
Goizueta became chairman in 1981, he was determined to be the chairman of change. His
aggressive attitude helped reinvigorate what had become a sluggish company. Goizueta started
shattering tradition early in his tenure. Putting the sacred Coke name on a new product for the first
time, he had introduced diet Coke in 1982 followed by another new product Cherry Coke in early
1985. (Bastedo & Davis, 1993) Goizueta had moved the company aggressively and successfully into
new fields, buying Columbia Pictures in 1982. (Bastedo & Davis, 1993) Goizueta and the other
executives were getting caught up in the success of their previous changes and decided to make one
grand decisive move to recapture the soft–drink market they were losing to Pepsi. Coke's only
deviation from the standard sequence in market research was that the quantitative survey of
individuals appears to have been done before rather than after the focus groups. The results of the

focus–group phase and the survey conflicted. Although both the focus groups and the survey had
provided indications that there would be consumer dissatisfaction, the survey results indicated that
this dissatisfaction would be limited to a small segment of the market; the focus groups suggested
the dissatisfaction would be widespread. The researchers trusted
... Get more on HelpWriting.net ...

Coke and Pepsi Issues
Case 23: Coke and Pepsi in India: Issues, Ethics, and Crisis Management
In APA style
Table of Contents
Chapter Page
1. Abstract 3
2. Introduction 4
3. Issue Management 5
4. Crisis Management 7
5. Global Business Ethics 10
6. Stakeholder Management 13
7. Corporate Social Responsibility 14
1. Economic Responsibilities 14
2. Legal Responsibilities 15
3. Ethical Responsibilities 16
4. Philanthropic Responsibilities 18
8. Lessons from the Case 20
9. Conclusion 21
References 22

1. Abstract ... Show more content on Helpwriting.net ...
This is very unethical in business and they should be sued. This is because consumers have their
rights to be informed of both benefits and dangers of a product in order to make their choice whether
or not to purchase a product. In conclusion, Coke did not handle the issue with CSE and IRC well
from the beginning. When the issue had worsened into a crisis, Coke and Pepsi only started taking
serious and proper actions. This matter will be discussed under crisis management (pg. 7).
Ranking
In author's opinion in ranking issues management, crisis management, global business ethics, and
stakeholder management in terms of order of priorities for Coca–Cola and PepsiCo will be as:
1) Crisis management 2) Issues management 3) Stakeholder management 4) Global business ethics
4. Crisis Management
According to Business and Society (7th edition) written by Buchholtz and Carroll, crisis has four
stages, which are the prodromal crisis stage, the acute crisis stage, the chronic crisis stage, and the
crisis resolution stage. It can be in any of one of these stages. Briefly explaining the few stages:
a) Prodromal stage is the warning stage where there are symptoms that required attention.
Symptoms can be obvious depending on the cause of the crisis.
b) Acute crisis stage is where actual crisis occur. This is the stage where crisis have

Coke Zero
Coca–Cola Zero or Coke Zero is a product of the Coca–Cola Company. It is a sugar–free variation
of Coca–Cola. Coke Zero is Coca–Cola's biggest product launch in 22 years, and primarily targets
young adult males. In the U.S., advertising has reflected that by describing the drink as "calorie–
free" rather than "diet", since that demographic associates diet drinks with women.
SWOT
Coca–Cola Zero is a sugar–free, zero calories soft drink produced and distributed by The Coca–Cola
Company. This product can benefit people who assist in weight lossing and lower the chance having
dental problem. The Coca Cola Company owes the largest distributor in the world, its products can
be easily bought anywhere.
Some people have tried coke zero and ... Show more content on Helpwriting.net ...
The last but not least, Coca–cola company also lauch another new product– Sprite zero/ Cream Soda
Zero. That regard as the internal competitors for Zero. The existance of Sprite and Cream Soda
Zeroprovide a different choice of favour other than coke. It can attract the group of people who seek
for new things to take a try. The difficulties we need to consider and discuss for improvement as
well.
Market Segmentation
Viewing the 5 main essential nutrients of human, they are carbohydrates, fats, minerals, vitamins
and proteins. On the other hand, the ingredients of coke are carbonated water, sugar, color, acidity
regulator, caffeine and other flavorings. We can see that people cannot get any nutrients from coke
actually, but only get the so–called unhealthy substances. Even the intake of large amount of sugar
will lead weight gain. But all of the coke consumers know that!
On the contrary, the result in high competitive of coke market in Hong Kong is because of high
demand. That means much people drink coke even they know it is unhealthy. The question is: Why
people like coke? The answer is very simple – because they "LIKE" coke!
Now, our new product, Coke Zero, can break the traditional thinking of gaining weight if drinking
coke. It is also the main difference between Coke Zero and the classic coke because Coke Zero
contains 0 calories and artificial sweetener instead

Pepsi Distribution Of Coke Zero
Competition Analysis:
The main competitor of Coke Zero is considered to be Pepsi Max in the beverage market In the year
2005 Pepsi Max was able to surpass the Coca Cola Company in market value and maintain a very
high share of the US refreshment beverage market. Due to many mergers and acquisitions in the
year 1990 and 2000 their business shifted to include a broad product base that includes foods,
snacks and beverages. This product must have created a word of mouth through the leaders with its
strong taste and must have converted their taste into a positive factor itself.
Market Share:
Coke Zero segmented their market on four bases:
Geographically they segmented their market into urban and rural areas.
Demographically they segmented their market on age and life cycle basis
Psychographic ally the market was segmented by them on the basis of life style.
Lastly on the basis of behavior they segmented their market on the basis of attitude of customers
towards the product.
The market share of Coke Zero mostly comprise of urban areas among which the first was Karachi,
Lahore. Later on they started distributing this product in the urban areas of Pakistan. Their main
focus was the youth who prefer health conscious products for a healthy life style. It targets mostly
the loyal consumers of Coke.
The advertisement of Coca–Cola mainly focuses on family and friends and they often rely on cute
characters. The promoters of Coca Cola mostly include famous characters like Elton

Real Men Drink Coke
CASE ASSIGNMENT: COKE ZERO Chapter # 8)
Do Real Men Drink Diet Coke?
When a couple of marketing managers for Coca–Cola told attorney Elizabeth Finn Johnson that they
wanted to sue their Coke Zero colleagues for "taste infringement," she was baffled. She tried to talk
them out of it, but they were determined. They argued that Coca–Cola Classic should be protected
from the age discrimination it would suffer with the introduction of a newer, younger soft drink that
tasted exactly the same as the original. Frustrated, Finn Johnson held up the Coke can and shouted,
"It's not a person! Title VII doesn't cover these things!"
What she didn't know was that the marketing managers were actors. Hidden cameras had been
planted around the meeting ... Show more content on Helpwriting.net ...
Coca–Cola is now investing more money in Coke Zero than any other brand its size, hoping it will
someday be a megabrand for the company alongside Coca–Cola Classic and Diet Coke. Chief
Marketing Officer Bayne is enthusiastic about the impact it may have on the company. "We do see
this as potentially a bit of a white knight. There's huge opportunity to grow here."
SOURCES: Jerry Adler, "Attack of the Diet Cokes," Newsweek, May 14, 2007; "Coke's New 'Coke
Zero' Faces Tough Going, UPI NewsTrack, June 13, 2005; Duane D. Stanford, "0: That's Zero. As in
No Calories," The Atlanta Journal–Constitution, March 20, 2007; "Coca–Cola Co.," MMR, October
30, 2006; http://www.cocacolazero.com.
Open–ended questions
1. Describe the specific type of consumer that the Coca–Cola Company is targeting with each of the
following products: Diet Coke, Coke Zero, Diet Coke Plus, Coca–Cola Blak, and Full Throttle Blue
Demon. What types of demographic segmentation is each product's marketing most likely to
include?
2. Some industry analysts think soft–drink companies should develop products that will bring new
customers into the market rather than just creating variants on the old. They warn that products like
Coke Zero will cannibalize lost market share from other soft drink categories instead of increasing
the number of consumers overall. Which Coca–Cola products are most likely to lose customers to
Coke Zero?
3.

Coke Commercial Analysis
Living in a small, football based community, ensuring watching the Super Bowl every year is a
must. Each commercial brings different emotions; one appeals too many, while others do not satisfy
the rest. With 111.9 million viewers, the Coke commercials are guaranteed to delight the world of
soda pop lovers. Coke's Love Story adequately persuades families, friends, and couples to enjoy a
cold, refreshing glass of classic Coke.
This beverage is consumed by 1.7 billion people every day. In terms of "people", the idea of best
friends, moms and dads, business partners, spouses, and even the occasional stranger on the street
are granted the opportunity to savor the taste of Coke. Varieties of vibrant food and the company
from loved ones appeal to ... Show more content on Helpwriting.net ...
This data invokes the logic of ethics; data displays that Coke's market share is seventeen percent
higher than Pepsi and Mountain Dew combined, furthermore, the beverage is reportedly recognized
by more than ninety percent of the world's population. Watching a commercial with the number one
selling beverage automatically switches on our "must have" mentality. Similarly, the time of airing
portrays intelligent thoughts on the appeal of kairos. As I stated earlier, 111.9 million viewers are
already glued to the best football game of the year. Advertising this product will increase sells, as
well as increasing the value of family and friends.
Experiencing adventures in life for many "classics". Movies, songs, and foods all fit into this
special, yet simple category. The classic glass bottle with white letting labeling "Coca–Cola" will
forever be the typical, classic beverage for all. "Coke's Love Story" intensifies the rhetorical appeals
while appreciating audiences from different friend groups, families, and couples. Coca–Cola
continues to strive to change people's emotions, opinions and taste buds by a simple sip of

Symbolism In Christ To Coke
There are different aspects an image has compared to an icon for certain reasons. With an image, it
has a form of being interpreted in various perspectives and how you want to perceive it such as
Christ's face, the double helix, DNA, and the heart mentioned in Martin Kemp's novel, Christ to
Coke. For instance, Christ is seen as an image of belief and heaven that people have truly embodied
for countless years, which will be later categorized as an icon. However, an icon visually interacts
with the audience through a message with a straightforward perspective. For example, Martin Kemp
chooses the Mona Lisa, the swastika, and the coke bottle as examples of icons. Within these
examples, he selects the few to show that they are icons that send a

Coke in Africa
| |
|"Play It Safe at Home or Take a Risk Abroad?" |
|A Decision–Case Analysis |
| |
|Andrew Wendel |
|7/14/2013 ... Show more content on Helpwriting.net ...
An aggressive growth strategy is unequivocally and strongly recommended for Coe's at this time.
Executive Leadership and Corporate Philosophy
Coe's has been a trusted brand in the U.S and Canadian markets for well over half a century, and has
enormous brand recognition in many major markets. The company's mission statement and value
proposition "an affordable path to ownership while still making a profit," has been the guiding
principle for business operations since its inception in 1950. Coe's present executive leadership
team, specifically the CEO, Stan Windham and the CFO, Carl Amirault, were protégées of the
founder of Coe's, Terry Windham, and they continue to be guided by these founding principles while
staying true to their core leadership styles: Carl Amirault is typically prudent and conservative,
while Stan Windham( son of Founder) is idealistic and intuitive. Implementing a growth strategy
which includes expanding into Mexico will require the leadership tendencies of both of these key
decision makers. Global expansion, starting with the neighbor to the south, Mexico, will allow Coe's
to grow the core business faster, but consistently, while capitalizing on the strengths of the existing
brand and taking advantage of the opportunities to reach new global markets as well.
A New Growth Strategy via Expansion to Mexico
As depicted in the case study "Play It Safe at Home or Take a Risk Abroad", Coe's is

Coke Argumentative Essay
"Global food tend to undergo a great deal of processing, which destroys nutrients. Some highly
refined products such as white flour, white sugar, and white rice have had most of their nutritional
content stripped away." Bringing the Food Economy Home. Norberg–Hodge, Merrifield, and
Gorelick. (52)
Most of the food that is now being sold in super markets are usually always processed unless it is
locally grown food. Processed foods are also usually much more less nutritious than locally grown
foods. These foods usually go through a lot of processes because the food has to last for a much
longer period of time while also being packed with a lot more sugar than local products. This is one
of the reasons that a lot of people usually like to ... Show more content on Helpwriting.net ...
It relies heavily on fossil fuels, which are limited, non–renewable resource that is also high
polluting." Bringing the Food Economy Home. Norberg–Hodge, Merrifield, and Gorelick.

The Popularity Of Coke And Pepsi
Have you ever had a strong opinion about something you liked or loved? If you were given a Coke
and Pepsi can, which one would, you drink? In the century we live in, it seems that everyone has an
opinion about the food that they eat and the drinks that they drink. Most people want to drink a soda
that tastes the best, but they also want a soda that is the healthiest. So where is there an in between?
Would a Coke benefit their needs, or would a Pepsi? There are many experiments made to find the
popularity of certain items, so I have conducted an experiment to find the popularity of Coke and
Pepsi. The results I have from my own artificial data and research seem to connect. There are twenty
four students in my English class and fifteen of them like Coke more than Pepsi. Based on this one
experiment, Coke seems to be more popular. Not only that, but there is also data in favor of Coke
online. An example of this is on debate.org, where people from all around the world are debating
about Coca–Cola and Pepsi. Sixty percent of voters believe Coke is better than Pepsi. This shows
that Coke is desired more than Pepsi. What makes Coke so desirable? I have found the reason most
people perceive Coke to be better is because it is original, smooth, sugary, etc. There are other
factors to benefit to the liking of Coke, but these were main topics of reviews on debate.org. There is
also need to explain the data of Pepsi. It is noticeable that only three students in my English class
like

Case Study : Introducing New Coke Essay
Case study analysis 1
Introducing New Coke
Yue Yang
(Rose)
Introduction
Coca–Cola, as the leading brand in the world, has the highest position in soft drink industry. Its
outstanding product "Coke" has been won the heart of everyone. However, in this case, we realize
that they had a failed attempt at introducing the new product called New Coke in 1985.
Firstly, the author introduces the history of the Coca–Cola; and how the brand is successfully
developing into the most popular brand and ruling the soft drink world by outstanding products,
good leadership, correct strategic decisions, completely distribution system, significant culture
accomplishment, impressive marketing campaigns and publicities. But, they also had several
problems in the 70s, which result in losing the market position at retail. At the same time, Pepsi, as
the main competitor of Coca–Cola, started to make inroads by successfully launching the "Pepsi
Generation" and "Pepsi Challenge". Those kinds of efforts led to a rapid increase in Pepsi market
share and strongly hit the brand image of Coca–Cola. Because of the severe situation, the leaders of
Coca–Cola decided to change the formula of old Coke with marketing research supporting. So, the
New Coke with a smoother and sweeter taste had been launched in April 1985. But out of expected,
after launching the new taste soon, many customers boycotted the New Coke, and the market share
of the company still decline. The company had to re–launch classic

The Benefits Of Coke Spirit
ATLANTA (Jan. 6, 2016) – Coca Cola, in partnership with leading physiologists and biochemists
from Georgetown University, is preparing to release a new carbonated beverage, Coke Spirit. This
beverage is shown to significantly raise a person's physical performance without any nasty side
effects or health risks. For the professional athlete on the court, to the inner athlete in all of us Coke
Spirit is a revolutionary new product that will change the way you view carbonated beverages. Coke
Spirit, a fruit punch flavored drink, is actually flavored with real fruits and natural sweeteners.
Containing acai, pomegranate and blueberry juices researchers wanted to make sure this drink was
packed with antioxidants. Coke Spirit also contains electrolytes

Coke Zero
Coca–Cola Zero or Coke Zero is a product of the Coca–Cola Company. It is a sugar–free variation
of Coca–Cola. Coke Zero is Coca–Cola's biggest product launch in 22 years, and primarily targets
young adult males. In the U.S., advertising has reflected that by describing the drink as "calorie–
free" rather than "diet", since that demographic associates diet drinks with women.
SWOT
Coca–Cola Zero is a sugar–free, zero calories soft drink produced and distributed by The Coca–Cola
Company. This product can benefit people who assist in weight lossing and lower the chance having
dental problem. The Coca Cola Company owes the largest distributor in the world, its products can
be easily bought anywhere.
Some people have tried coke zero and felt ... Show more content on Helpwriting.net ...
Restaurant is a also good marketing intermediary.
In this high technology century, we consider consumer who like to shopping online for enjoying the
convenient service which is good way for distribution.
Also, vending Machine located the hospital or schoolis also a convenient and direct way for
customers to buy Zero.
Promotion
Advertising on Television, Magazine and Newspaper can introduce our new product Zero
popyularly. In the advertisement, we can place some Doctor Words to support Zero is suitable for
Diabetics patient.
For public advertisement, we can placesome posters in light box in Tram station and Bus stop or
MTR kart and also on public transport e.g. Taxi and bus.
We can set up own Website for Zero to providea channel for consumer to express their comment for
the product.
Also, we can hold some Road Shows in the street or supermarket.
Furthermore, cooperation with retailers like 7–11, or Welcome to offer discount ticket to consumers.

e.g. buy one get one free, 50% discount. Also, we can corporate with Fast Food Shops to offer
discount for exchanging Zero. e.g. Mac Donald, KFC etc.
We can also sponsor somesport activities such as International tennis competition.
Eventually, we can hold the creative slogan competition so as to impress our customers.
To sum up, coca–cola company should put more effort to make Zero unique in the market.As there
are too many competitors in

Do Real Men Drink Diet Coke? Essay
Do Real Men Drink Diet Coke?
1. Describe the specific type of consumer that the Coca–Cola Company is targeting with each of the
following products: Diet Coke, Coke Zero, Diet Coke Plus, Coca–Cola Blak, and Fill Throttle Blue
Demon. What type of demographic segmentation is each product's marketing most likely to include?
All of Coca–Cola products have different type of consumers that are being targeted; coke zero
targets a younger generation, mainly for men. Diet Coke is for the healthy conscious individual,
mainly marketed for women on a diet. Diet Coke Plus was introduced in 2007, as a sweeter version
of diet coke that fortified with vitamins and minerals; diet coke plus was meant to reach the young
male consumer. However, it was ... Show more content on Helpwriting.net ...
Regarding Coca–Cola Blak who is for the older more sophisticated consumer is going to want
something on the healthier side and to find out that it is also cheaper then Coca–Cola Blak.
3. Why do you think that the hidden–camera videos used to promote Coke Zero were an effective
way to reach its target market? Do you think a similar strategy with a viral marketing campaign on
the internet would appeal to the target market for Diet Coke Plus?
The hidden–camera videos use to promote Coke Zero was effective to reach its target market by
saying Coke Zero stole Coca–Cola original taste. This shows that it is the low–calories drink that
Diet Coke is, but has the original taste of Coca–Cola. Using a similar strategy with a viral marketing
campaign on the internet would not appeal to the target market for Diet Coke Plus. I believe it will
not have the same effect, because Coca–Cola Plus has a sweeter taste then Diet Coke and it will give
more sugar; which defeats the purpose of "low–calories," and the taste will not be the same as
Coca–Cola classic.
4. Do you think Diet Coke could have been repositioned to change consumers' perceptions of it
enough to be considered a drink equally appealing to men? Why or Why not?
To reposition Diet Coke to change consumers' Perceptions so it is equally appealing to men will not
work, and Coca–Cola Company should not want to. Diet Coke has been around for years to change
the

Pepsi vs. Coke
Strategy – NCC 5090
Cola Wars Continue: Coke and Pepsi in 2006 Case
Part 1: Why was concentrate manufacturing profitable until the late '90s? Porter's Five Forces
provides an in–depth understanding as to how the interconnected relationship between Entrants,
Buyers, Suppliers, Substitutes, and Rivals allowed concentrate producers to increase profitability.
Entrants: Existing Concentrate Producers create high barriers to entry Despite low capital
requirements to enter the market, dominant concentrate producers successfully restricted new
entrants, capitalized on growing demand, and increased gross profits. 1) Dominant concentrate
producers created strong brand equity and loyalty by spending heavily on ... Show more content on
Helpwriting.net ...
This form of 'tacit' collaboration helped to increase overall carbonated soft drink industry profits.
Part 2: During the same time period, why was bottling less profitable than concentrate
manufacturing? Unlike concentrate producers who were able to wield control over many other
players in the industry to increase profits, bottlers were subject to a smaller portion of the overall
industry profit pie. Bottlers lacked assets that allowed concentrate producers to manipulate the
marketplace in their favor. To best understand how bottlers failed to maximize profits, an analysis
using Porter's Five Forces is discussed below.
Entrants: A Lack of Brand Equity and Identity Foiled Bottler Control and Growth 1) Bottlers were
unable to establish brand identities, which allowed other bottlers to enter the market and offer lower
prices to major concentrate producers. 2) Low brand identity and the absence of proprietary
differences in bottle/can type provided low barriers to entry for new entrants. As a result, new
entrants drove down prices and reduced overall bottler profitability.
Buyers: Pressure from Retailers Thwart Bottler Control Backward integration by buyers (retailers),
coupled with strong competitive pressure to provide discounted pricing, lowered bottler profits. 1)
Through backward integration and the introduction of private or generic label carbonated drinks,
mass merchandisers such as Wal–Mart exerted downward

New Coke Failure
The Failure of New Coke Wright State University MKT 3500 – 01 Marketing Research By Nicole
Fore Taylor Gilliam Ashley Hatton John Petry Abstract During the 1980's Coca–Cola was faced
with a potentially company killing problem. They were losing market share quickly to their
competitors. Pepsi was stealing a portion of the younger generation with their advertising campaign,
and they proved that consumers liked Pepsi better with the "Pepsi Challenge." To combat their
falling market share Coke decided to introduce a new formula. This formula was based on the fact
that people preferred the sweeter taste of Pepsi. Once the new formula was finished, Coke
conducted close to 200,000 taste tests to find out what consumers thought. New ... Show more
content on Helpwriting.net ...
Another reason Coke was worried was that when given the choice in supermarkets consumers were
choosing Pepsi. These factors were all considered in the decision to dramatically change Coke's
formula, which had been around for 99 years. The Research After Pepsi began conducting taste
tests, which were showing more and more people were beginning to like Pepsi, Coke decided that it
was time for them to also conduct some market research and see if there was anything they could
change in their formula. The marketing vice president along with the president of Coke decided to
send a team of marketers out on "Project Kansas" and conduct a nation–wide taste test. With the
help of two Atlanta based market research firms, MARC and Kenneth Hollander Associates, Coke
tested their new product in over 30 cities (Fierman, 1985). The results were overwhelmingly in favor
of new Coke, 55% chose the new Coke over the old and 52% chose it over Pepsi. Overall, Coke
spent two years and around $4 million dollars researching the new Coke formula. They used a
variety of methods for research, such as: interviewing of around two hundred thousand people; blind
taste tests; focus groups; and surveys. With the numerous methods used to test the new Coke
formula, Coke was sure they had a winner with the new formula. During the blind taste tests
consumers preferred the new, sweeter Coke. In the taste tests, 88% of people said they

Coke Strategy
Coca Cola is the leading manufacturer, marketer and distributor of soft drinks in the world. With
domestic market nearing saturation, the potential for growth lies in international markets. In recent
years, economic, political and social changes have made the global environment more uncertain,
forcing Coke to reevaluate its strategy, structure and culture to maintain a competitive advantage.
The following is a dynamic analysis that tracks the evolution of Coke's strategy from global
standardization to a multi–domestic strategy that emphasizes national responsiveness. During
Goizueta's management term, Coke is already a large, mature company in the formalization stage of
its life cycle and in the international stage of global ... Show more content on Helpwriting.net ...
The organization lacks the buffering and integration mechanisms necessary to keep information
flowing freely and quickly between regional managers in Atlanta and field operations overseas.
Coke's centralized, vertical structure is not designed for effective integration and is not flexible
enough to quickly react to a more dynamic environment. Ivester's slow response to the health scare
in Europe is a good example of Coke's structural deficiency. The lack of communication is
exacerbated by rapid expansion, which creates more employees/divisions, and further removes
management from issues on the ground. Local divisions have no creative or operational control and
are forced to wait for approval from Atlanta before making marketing or product development
related decisions. Centralization is causing management to become overloaded, which slows down
the decision–making process and decreases efficiency. Coke's management is so isolated within
their inward–looking, bureaucratic culture, and has so much faith in the product, that they fail to
recognize that consumer demand is shifting away from cola. The culture blinds them to how
heterogeneous the global market is becoming. Coke arrogantly assumes they can dictate foreign
tastes through aggressive marketing and distribution. What they perceive as smart marketing,
competitors, retail partners and government regulators consider aggressive, monopolistic

Research Paper On 4ps Of Diet Coke
4Ps of Diet Coke
A marketing tool which is used to target a particular segment.
It consists of 4Ps:–
PRODUCT
PRICE
PLACE
PROMOTION
PRODUCT:–
Diet Coke is a suger–free Coke Cola flavored beverage.
Product Variety:– Diet Coke Caffeine free, Diet Coke with Lemon, Diet Coke With Lime, Diet
Black cherry vanilla Coke, Diet Coke Plus, Diet Coke sweetened with splenda.
Brand Name:– It is registered Under "Coke Cola Company" which is a well–known name in the
world of beverages.
Quality: – Sugar–free carbonated drink with low calories and as well as it is available in caffeine
free variant.
Service:–Refreshes and gives taste to health conscious peoples in the form of carbonated water.
Size:– The product ... Show more content on Helpwriting.net ...
It follows following pricing strategies:
Psychological pricing strategies:– Coca–Cola uses psychological pricing strategy for its product. For
instance when you go to Imtiaz super market or Chase up you will find the price of a Can (tin
330ml) as Rs.28.85/ it means originally the consumer is paying 29/– but it gives a psychological
impression to consumer that he is paying less.
Promotional Pricing strategies:–Coke also uses the promotional pricing strategy. In store that cell
Coca–Cola, prices are often temporarily priced below the list price to increase short–run sales. It
gives the product a sense of urgency and customers purchase the product because of the lower price
International pricing:– one of the important strategy of the company is International pricing. The
price is set on the basis of economical conditions and other demographic psychological and social
factors of country to country. For instance price of Diet Coke in china is different than in US. Price
of 1.5liter bottle Price of no return bottle(disposable) Price of standard size returnable

The Effect of Coke for Coughing
Saint Jude Catholic School High School Department "The Effect of Coke with Lemon and Ginger as
a Medicine for Coughs and Colds" In Partial Fulfillments of the Requirements in BIOLOGY 1st
Quarter Submitted by: 15 See, Adrian Submitted to: Mr. Jun dela Bajan July 29 ,2011 I. Statement
of the Problem Cold and coughs are the most common diseases. Medicines are very expensive.
Coke mixed together with lemon, and ginger can relieve coughs and colds. II. Statement of the
Objectives 1) To determine effectiveness of coke mixed with ginger as a cough or cold reliever. 2)
To determine whether coke, lemon, and ginger is more or less effective than medicine in relieving
coughs and colds. 3) To ... Show more content on Helpwriting.net ...
➢ In China, ginger is included in several traditional preparations. A drink made with sliced ginger
cooked in water with brown sugar or a cola is used as a folk medicine for the common cold.[25] ➢
In Congo, ginger is crushed and mixed with mango tree sap to make tangawisi juice, which is
considered a panacea. ➢ In India, ginger is applied as a paste to the temples to relieve headache,
and consumed when suffering from the common cold. Ginger with lemon and black salt is also used
for nausea. ➢ In Indonesia, ginger (jahe in Indonesian) is used as a herbal preparation to reduce
fatigue, reducing "winds" in the blood, prevent and cure rheumatism and control poor dietary habits.
➢ In Nepal, ginger is called aduwa, अदुवा and is widely grown and used throughout the country as a
spice for vegetables, used medically to treat cold and also sometimes used to flavor tea. ➢ In the
Philippines, ginger is known as luya and is used as a throat lozenge in traditional medicine to relieve
sore throat. It is also brewed into a tea known as salabat.[26][27] ➢ In the United States, ginger is
used to prevent motion and morning sickness. It is recognized as safe by the Food and Drug
Administration and is sold as an unregulated dietary supplement. ➢ In Peru, ginger is sliced in hot
water as an infusion for stomach aches as infusión de Kión. Lemons ➢ Health benefits of lemon,
include treatment

Weaknesses Of Coke
SWOT Analysis
SWOT Analysis is a useful technique for understanding a company's strengths (S), weakness (W),
opportunities (O) and threats (T). Environmental factors internal to the firm usually can be classified
as strengths or weakness, and those external to the firm can be classified as opportunities or threats.
SWOT analysis can help firm uncover opportunities that are well–placed to exploit. And by
understanding the weaknesses of the business, firm can manage and eliminate threats that would
otherwise catch it unawares. Furthermore, firm can start to craft a strategy that helps it distinguish
itself from the competitors, so that the firm can compete successfully in the market.
Strengths
Strengths are the skills and capabilities that ... Show more content on Helpwriting.net ...
Threats include changing customer needs, changes in government regulations and changes in
economics of the country.
Coca–Cola is getting indirect competition such as Starbucks and Dunkin' Brands Group which do
not compete directly with Coca–Cola. These businesses do place a dent in the company's market
share. These chains offer a healthy competition to Coca–Cola's carbonated drinks. They might not
be a big competition for Coke, but they do give a dent to its beverage market.
There are changes in consumer preference in the society. Societies tend to be healthier; therefore,
they focus on drinking health beverages. People are changing their attitudes and keep their mind on
consuming health drinks in order to avoid diseases like obesity and diabetes. Many companies have
tried to invent a great variety of innovative drinks as it's a trend of consuming healthy drink
nowadays.
Water scarcity is a major threat to Coca–Cola Company. When the water scarcity is on the rise, with
the climate changing and regions of various countries facing scarcity of water, sooner someone
might raise fingers on beverage companies. If the water is limited, Coca–Cola can experience a
major downfall in their revenue and capacity of

Coke
| 9/26/2014 | | | | | | | | | | | | Coke vs PepsiWeek 5 Case Study | | | | | | | | | | | | | | | | | | | | | | | | Artesia
Stivison, Robert Higdem & Rocky Edmondson |
Coke vs Pepsi
Week 5 Case Study
Question #1
Question #2
Question #3
Question #4
Can you make poor investment decisions and be profitable? What evidence do you see from the
companies' results that indicate how well they made investment decisions (capital budgeting).
A company can make poor investment decisions and still remain profitable, but only for a time. A
company cannot continually make poor investment decisions and remain profitable forever.
When looking at the Coke vs Pepsi case ... Show more content on Helpwriting.net ...
While this was consistent for the soft drinks industry during that period, Coke's sales declined
significantly more than Pepsi's.
Pepsi sold off its fast food investments in 1997, and displayed an increase in WACC from 10.5% to
11.6%, and a debt to equity ratio decrease from 1.97 to 0.71. Therefore, the factors that effected the
change in WACC for 1997 could be attributed to a decrease in the amount of debt due the sale of the
fast food investments.
While, each company had a minor increase in the cost of capital at one point during the period,
overall they both had a decline in WACC. This could be attributed to an overall decrease in interest
rates during that period, as interest rates were trending down and continued to decline.
Question #6
How do the changes in WACC affect the firm over time? What is the result of a declining WACC
over the last several years (1997–2000)?
Changes in WACC have a direct impact on the cost that companies pay to acquire capital to grow
their businesses. Any increase in the WACC will increase what a firm pays to acquire capital. By
increasing the costs to acquire capital firms must search for projects/investments that exceed the cost
of capital, in order to meet the investors expected rate of return. Therefore, increases in the cost of

capital can affect a firm's ability to undertake new projects and grow.
If the

Coke Scientific Paper
A solution of coke is considered to be homogenous since it contains a uniform composition and
furthermore, Coke is a mixture since its main ingredients can be broken down into various
components such as sugars and carbonic acid. The term that determined the number of significant
figures was the mass. The mass had four significant figures which led to the density having the same
number of significant figures. The mass was chosen because it was measured using the analytical
balance. Despite measuring the same amount of solution for all three volumetric glassware, it was
revealed in this experiment that different glassware will give fluctuating recordings due to the
different calibrations found within each glassware. It was deemed that the Buret provides the most
precise density value among the three glassware utilized in the experiment. The Buret accumulated
0.34 % difference indicating high precision. The least precise data came from the graduated
cylinder. The graduated cylinder had a percent difference of 1.37% which was the highest percent
difference recorded for the experiment. There are a number ... Show more content on
Helpwriting.net ...
Based on the computations, it was deemed that the Buret had the clear–cut advantage in precision
compared to the other two glassware. In the computations, the data from handling the Buret
produced an average density of 1.041 g/mL. The percent difference was calculated by dividing the
difference between the two trials over the average density. The percent difference of the Buret datum
had the lowest percentage difference of 0.37 % confirming its superior precision. In comparison, the
data from the graduated cylinder and pipette produced percent differences of 1.37 % and 0.67%
respectively. The percent difference of the graduated cylinder entails that the graduated cylinder is
the least precise glassware in this experiment due to attaining the highest percent

My Coke Rewards
Question 1 Describe the various IT–enabled initiatives discussed in this case study and categorize
them as either above–the–line, below–the–line, or some combination of the two. Answer: From the
case study paragraph two, 'a multitude of IT systems are constantly churning in the background, not
only keeping the organization running, but also keeping it running ahead of the competition.' In
Run–Grow–Transform framework is similar in many ways to both Porter's three generic strategies
and an above–the–line versus below–the–line approach, run=overall cost leadership=below the line.
A mature organization like Coca–Cola with a well–defined and successful line of products and
services will often focus more on the run aspect. The organization ... Show more content on
Helpwriting.net ...
Social networking is an IT system that link Coca–Cola Company to customer they know and a way
to access the information to customer. Besides that, other the operating units worldwide also can
search for, find, and apply concept, strategies, and development successes and share their
information to other through the social network. For examples, Coca–Cola established facebook
"fan page" be a site that their customers used, not one that the company owned. Coca–Cola wanted
to be unobtrusive and leave it a "fan club" to collaborate with the Coca–Cola fans. The benefit of
social networking for Coca–Cola is free on charges to do promotion. Facebook is like an IT system
that can share information and a way to access the updated information to customers. Coca–Cola
tracks the conversation of their customer through the postings to the Facebook wall and to the
discussion groups. They give fan "exclusive sneak peeks" at things like the Coca–Cola iPhone
Facebook app which makes those fans feel like they are on the inside of something. The other
different is work activities with integrated collaboration environments. Integrated collaboration
environment (ICEs) is the environment in which virtual team do their work. Virtual team is team's
members are located in varied geographical locations and whose work is supported by specialized
ICE software. For example,

Essay about Introducing the New Coke
HBR Case Study: "Introducing New Coke"
1. What is the case about?
This case study is the story of Coca–Cola, its history and the report about one of the most
fascinating stories about the company this is still regarded by many as a mysterious case: "the
introduction of the new Coke".
The author Susan Fournier, in the case study went on by presenting the history of the Coca–Cola
Company: how the company started and how throughout its history it became a brand, a part of
everyone's life both nationally and globally. Anecdotes and little stories were told about how Coca–
Cola became a part of the American Culture, it how it changed the way consumers around the world
perceived the Christmas holiday (Coca–Cola Classic ... Show more content on Helpwriting.net ...
By connecting to their consumers constantly and effectively through excellent advertising, Coca–
Cola was able to provide brand loyalty. With diversification within the company's products, the
brand was able to stay relevant throughout time.
Coca–Cola meanings came from various sources, most notably the changes in the culture in the
United States in the 1900s. The company quickly adapted to the social and cultural changes like pop
culture; throughout artwork, they were able to reach the heart of America's youth. The company was
able to take advantage of the current events; most notably the world war which helped the
company's being global.
The story of coke and Santa Claus was a strong example of how Coke's meanings made a
connection to Christmas and forever associated itself with America's youth. In the early 1900s,
Santa Claus was represented in various ways to the American audience: the saint was illustrated in
blue, yellow or green; sometimes he was tall or was an elf. Coca–Cola hired an artist, Haddon
Sundblom, who, in 1931, created the Coca–Cola classic Santa Claus. The caricature presented
everything about the brand: it was bigger than life and joyful. With his illustrations and those
awaited yearly Christmas ads, the artist and Coca–Cola shaped the way we, the consumers view
Santa today.
4. What was Pepsi's meaning management game? Was it really a threat to Coke? How should have
responded to Pepsi's

Personal Narrative Coke
Apolonio
"I have been getting eaten alive by those darn bugs, at least when we go to the islands there won't be
as many," stated my mom.
It was Christmas break and my family was on vacation in Belize, a small country near Mexico and
Guatemala. We were spending seven days in the jungle at a resort and then we would go to the
islands for seven more days.
The Toucans were chirping, the fog was moist and steamy, the bugs were all around our vibrant
Papaya. The color of all the trees and plants were so bright, as if it was like I was looking right at the
sun. It was the most relaxed and elegant place I had ever been to. It was the second to last day that
we were in the jungle, we were playing Euchre, a trick–taking card game most commonly ... Show
more content on Helpwriting.net ...
He found the card, reached all the way up to the sky, and showed us the card. He had a huge smile
on his face as if he won the World Series and was about to charge the mound to celebrate with his
team. He ran back up and we thanked him. He then asked the bartender for Coke for his sick sister,
he said that it would help his sister's stomach settle. He didn't have enough money to buy the Coke.
We bought him 3 bottles of Coke for his sick sister. I bought him a hackey sack that said Belize on it
from the gift store.
"Thank you!" rejoiced Apolonio. He waved to us and said, "Goodbye." I didn't know where he was
going but he was gone in an instant.
The bartender knew about Apolonio and said in his poor english "He always comes to the bar to get
a Coke, he lives in a village about 10 minutes from this resort. There is a Canadian lady who has a
farm right by his village and his dad and him work at her farm and they use machetes to cut the
crops down." When we left the resort, we were driven in a van to the airport. When we were almost
to the main road we saw Apolonio running down the dirt road with no shoes waving to us.
"Bye!" belted Apolonio. We could see the sweat dripping down his face. At that point I knew that I
was his friend, and he was

Examples Of Share A Coke Campaign
Share a Coke
Some brands are easy to describe. Lexus is about opulence. Harley is about rebellion. Mention
Coke, and strong feelings probably enter your mind, yet many people have a hard time actually
describing what it is. Why? Because Coke isn't a product. Coke is a feeling, and words often fail us
when we try to describe deep human emotions.
Coke's campaign "Share A Coke" is an excellent example of how the brand has played on the
emotions of their consumers. Here's how the campaign works: Coca– Cola, Diet Coke, and Coke
Zero have taken their iconic logos off of the bottles and replaced them with thousands of people's
names. This personalisation is in itself a very attractive thing to many consumers.
For many years now, companies like Coca–Cola have been using tactics such as cartoons,
characters, and many other things on their packaging to appeal to children. The "Share A Coke"
campaign is basically using the same concept, except it targets a wider demographic: children,
young adults, and adults. By personalising their bottles, the company ... Show more content on
Helpwriting.net ...
"We know that Thai people are positive and happy ... But they are also very reserved about
expressing how they feel about other people, especially when those feelings are mixed with special
emotions or are particularly complimentary," Konstantinos Delialis, marketing director of Coca–
Cola (Thailand), said in his first interview with local media. The campaign is aimed at encouraging
young Thais to express their feelings and connect with one another but, more important as far as the
company is concerned, inspire them to connect with the Coca–Cola brand and drink more Coke. He
said more than 80 nicknames and 10 expressions, such as "Kon Naa–rak", "Kon Jing–jai", "Kon Pi–
sed", "Kon Suay", and "Kon Lor", had been chosen by Coca–Cola to print on its cans and

Coke Persuasive Speech
The Coke brand advertisement uses denotation and connotation to convey the message that a father,
not a mother, deserves a bottle of Coke because he is working hard to be successful, like the Coke
brand itself. The ad features a red Coke bottle with a white background and the words "Share a Coke
with... Dad", to the left, with the word "Dad" written on the bottle. The words "Share a Coke with...
Dad" could cause a consumer to think that a Coke bottle should be consumed by a hard working,
loving Dad. The bottle is selling the idea that a father that goes to work everyday, to build the
family's wealth and opportunity, deserves their kid's obedience and, in this case, their kid's bottle of
Coke. Therefore, the advertisement projects the mindset that

Case Coke Cero
Universidad de La Sabana
Mercadeo
Presentado a: Luis Fernando Correa
Presentado por: John Jairo Arango Sánchez 201220119 Sergio Franco Borda 200920863 Vivian
Jimena Mesa Torres 201120968
–––––––––––––––––––––––––––––––––––––––––––––––––
Miguel Orlando Rincón Latorre 201210277
Case chapter 8
Coke Zero : Do real men drink diet coke ?
Case Analysis
1. Background :
The Coca Cola Company identified that no company was satisfying young men needs. Almost 10
years ago, Coke executives set out to change the by introducing Diet Coke and Diet Coke Plus, and
in 2005 they launched a brand that defied the odds: ... Show more content on Helpwriting.net ...
Pepsi Max was introduced in 1993 in international markets and in the U.S. in 2007.
Despite the accolades, Coke Zero stumbled out of the gate. Big success came only after Coca–Cola
adjusted on the fly.
The drink was initially marketed with a tagline of "everybody chill" –– a vague emotional message
that didn 't work. Consumers were left confused about what the brand meant. The Coke Zero brand
team had studied beer ads for clues to appealing to young adult men, but the team hadn 't clearly
explained Coke Zero 's reason for being in the market.
The company sought to boil down Coke Zero 's intrinsic value with a message that it delivered "real
Coke taste, zero calories." Five years on, the marketing pitch remains the same.
Coke Zero was initially sold in white cans and bottles. In the feedback from consumers, Coca–Cola
researchers noticed a problem. The white packaging connoted diet drinks, and among the coveted
young male demographic, diet connoted "female." The company quickly borrowed an idea from its
Australian division and swathed Coke Zero in black. Within six months, the new marketing and
packaging were in place, and the brand took off.
In 2009, a year in which overall soda sales shrank by about 2 percent, Coke Zero sales jumped 20
percent in the U.S., from 97 million cases to 116 million,

Coke vs. Pepsi
Financial Management: Coke vs. Pepsi
BUS 508 – Business Enterprise
June 11, 2011
Financial Management: Coke vs. Pepsi
The purpose of this paper is to analysis companies Coke and Pepsi and determinate (a) which
company is better able to pay current liabilities (debt), (b) explain what profitability ratios can tell
about a company's performance and how that information would influence investing decisions, (c)
discuss which financial ratios to utilized while examining the company's most satisfied stockholders,
(d) create a list of financial–based guidelines that individuals should follow when selecting to invest
and (e) evaluate the single piece of non–financial data most important when deciding to invest or not
in a company. ... Show more content on Helpwriting.net ...
However financial data clearly shows Pepsi performing better than Coke.
Exhibit 1 – Coca–Cola Co., profitability ratios
| | |Dec 31, 2010 |Dec 31, 2009 |Dec 31, 2008 |Dec 31, 2007 |Dec 31, 2006 |
| |Return on Sales (%) |
|[pic] |Gross profit margin |
|[pic] |Return on equity (ROE) |38.09 |27.52 |28.37 |27.51 |30.02 |
| |Return on Sales (%) |
|[pic] |Gross profit margin |
[pic] |Return on equity (ROE) |29.86 |35.38 |42.47 |32.83 |36.71 | |[pic] |Return on assets (ROA)
|9.27 |14.92 |14.29 |16.34 |18.85 | |
Financial Ratios and Investments
According to Dividend Growth Investor (2010), both company stocks are "dividend aristocrats as
well as major components of the S&P 500 index". Over time Pepsi has outperformed Coke by
delivering an average total return

What Makes Diet Coke And Mentos Explode And Bubble So Much?
Have you ever wondered what makes Diet Coke and mentos explode and bubble so much? Well
here is why it does. There are many reasons why some sodas and colas will not explode as much as
other sodas and colas. There is a difference in a physical and chemical reaction when adding in
mentos to the different varieties of coke. Researchers have also found different reactions of when
submerging mentos into different types of coke. It has also been found on how the parts of the
mentos and cokes are broken down to create the eruption. Some colas will explode higher or lower
because of the amounts of caffeine, sodium, or sugar. Also how fast the mentos fall into the bottle
can affect the height of the geysers. It has been proven that there is a difference

Diet Coke Twisted Mango Commercial
I thought that the Diet Coke Twisted Mango commercial was very poorly done. The commercial
featured actress Hayley Magnus, who takes a sip of Diet Coke and starts dancing uncontrollably.
Overall, I thought that the commercial was very annoying and ineffective. The main reason that I
felt the commercial was bad was because the dancing was very distracting. The poor dancing drew
my attention away from the product itself. As I watched the poor dancing I was cringing. The
dancing was so bad that my assumptions carried over to what Diet Coke Twisted Mango will likely
taste like (very poor). In addition to the poor choreography, it seemed like Diet Coke put very
minimal time and effort into the making of the commercial. And after researching

Analysis Of The Nazi Coke Campaign
My photo is a Nazi coke ad from Tyson Snare. In the picture, there are four Nazi soldiers; each
holding a glass bottle of coke. They are all smiling and laughing. I believe this ad is suggesting that
it doesn't matter where you are; as long as you drink coke you will be happy. I believe it is saying
this because the concentration camps were bad. It means that even when you are in an unhappy
place, you can still be happy because you are drinking an ice cold coke. I think this ad makes the SS
soldiers look like they are really nice people and also suggests that the security isn't tough. Also that
the SS officers aren't strict. Coca–Cola was first made in 1886 by Dr. John S. Pemberton. The fist
servings of the Beverage were sold for $.05

The Diet Coke Vs. Cherry Coke Lab
To be completely honest, the group members I worked with in the Diet Coke vs. Cherry Coke lab
were lackadaisical at best. Throughout the whole lab, they had no motivation to be precise with their
measurements. They spent the whole lab just trying to "get it done" rather than getting right and
taking the extra time and it really kind of irritated me. They had no intuitive thoughts to contribute
to the lab nor did they even try to come up with thoughts as they mostly just went off of my
instruction and my lead as to what we should accomplish. I wrote up the the whole procedure and
typed and created the data table we used in our lab and it would not surprise me if they just copy and
pasted my work (even though i know we were supposed to have the

Coke Zero Experiment
What Do You Mean You Don't Want a Coke? I love being thin and fit, but I love sugar even more!
Lately, I have been forced to choose between exercise and carbonated beverages. Much to my wife's
disdain, I almost always choose Mtn Dew with a nice, long sit–down. Some might say, "Lucky for
you, there are 'diet' versions of all of your favorite drinks that have zero calories!" However, there
are things in those zero–calorie sodas that might be dangerous to your health, and I'm not talking
about bugs or mouse urine. Carbonated, zero–calorie drinks usually contain aspartame or saccharin,
which could raise a person's chance of developing cancer, but they often successfully cause
customers to overlook this little fact. I found a particularly interesting photo advertisement for Coke
Zero. This ad features a can of Coke Zero, set in front of a dark background with familiar Coca–
Cola designs. The ... Show more content on Helpwriting.net ...
One lab experiment that tested the effects of aspartame on rats from 2005 until 2007 showed
shocking results. Males that were tested had a .01% higher chance of developing malignant tumors
and a .05% higher chance of developing lymphoma, leukemia, or mammary cancer, compared to the
control group. Female rats had a .01% higher chance of developing lymphoma or leukemia and a
.05% higher chance for mammary cancer (Soffritti p. 1295–1296). These numbers might be hard to
understand, or might seem rather small, but what these numbers really illustrate is that for about
every one thousand rats that consumed aspartame, five more than average develop these cancers.
Rats and humans are not the same, but if the effects are even similar, then aspartame is contributing
to many people getting cancer every year, that otherwise would have been

Essay on Coke Strategy
Coca Cola is the leading manufacturer, marketer and distributor of soft drinks in the world. With
domestic market nearing saturation, the potential for growth lies in international markets. In recent
years, economic, political and social changes have made the global environment more uncertain,
forcing Coke to reevaluate its strategy, structure and culture to maintain a competitive advantage.
The following is a dynamic analysis that tracks the evolution of Coke's strategy from global
standardization to a multi–domestic strategy that emphasizes national responsiveness. During
Goizueta's management term, Coke is already a large, mature company in the formalization stage of
its life cycle and in the international stage of global ... Show more content on Helpwriting.net ...
Coke is also pursuing a prospector strategy, expanding its international footprint with heavy
investments in emerging markets and a series of bottler acquisitions and strategic alliances. The
company reaps additional efficiencies through its network of independent bottlers, which allows
Coke to focus on concentrate production and marketing without getting bogged down with the high–
cost bottling business. The organization is concerned with external issues and structural stability,
leading to a rational goal emphasis.
Adopting the right structure to match its strategy and environmental conditions is another reason for
Coke's effectiveness. It has a functional structure with an international division. The structure is
designed for efficiency and control, and it delivers economies of scale/scope and low–cost
production. Under Goizueta, Coke has a dominant market share and the "world's greatest brand,"
however, towards the end of his term, the company experiences a blinded stage due to a lack of
effective scanning/control systems to alert management to symptoms of organizational atrophy.
When Ivester succeeds Goizueta in 1997, major shifts in the market, government and international
sectors are increasing environmental complexity in a way that makes Coke's current strategy and
structure less

Essay on Segmenting and Targeting Markets: Case Study:...
Assignment #1 – Segmentation and Targeting
Please read the following Case Study and answer the questions at the 4 questions at the end.
Segmenting and Targeting Markets: Case Study: Coke Zero
When a couple of marketing managers for Coca–Cola told lawyer Elizabeth Finn Johnson that they
wanted to sue their Coke Zero colleagues for "taste infringement," she was baffled. She tried to talk
them out of it, but they were determined. They argued that Coca–Cola Classic should be protected
from the age discrimination it would suffer with the introduction of a newer, younger soft drink that
tasted exactly the same as the original. Frustrated, Finn Johnson held up the Coke can and shouted,
"It's not a person! Title VII doesn't cover these ... Show more content on Helpwriting.net ...
However, research showed that there was still a big demographic hole to fill as young men between
the ages of 18 and 34 were abandoning the Coca–Cola brand altogether. They didn't want all the
calories of regular Coke, but they weren't willing to make the move to Diet Coke, either, which has
traditionally been marketed to women who want to lose weight.
Katie Bayne, chief marketing officer for Coca–Cola North America, says that the men who weren't
put off by the "feminine stigma" of Diet Coke often rejected it anyway because of its aspartame–
sweetened aftertaste. "What we were seeing before Zero launched was that more and more younger
people were interested in no–calorie beverages but weren't going to sacrifice taste," Bayne said. "So
when they got interested in no–calorie, they were like 'Forget it, I'm not going to Diet Coke.'"
Testing showed that the name "Coke Zero" would be an effective way to sell a low–calorie cola to
men without using the word "diet." And advances in artificial sweeteners made it possible for Coke
to finally create a product that tasted more like the Real Thing. So expectations were high when
Coke Zero was introduced in 2005 with a big marketing push, including a commercial that

Pepsi, Coke, And Pepsi
So do I want to "Taste the Feeling" or "Refresh my World?" What does their websites tell us, will
they sway our thinking one way or another? Coke and Pepsi make it clear that they are responsible
for these websites. Therefore, the sponsor of these websites would be Coke and Pepsi. The Coke
website is more legitimate than Pepsi because Coke provides a phone number, email, and street
address unlike Pepsi who only has an email address and phone number. The author of the site is very
clear, the websites are created by the Coke and Pepsi Companies, and so the facts are stated clearly.
The copyright for Pepsi is Pepsi co Inc. and Coke's copyright is 2016 The Coca–Cola Company. The
copyrights were easy to find on both websites. The information found on Coke's website is much
clearer than that which is found on the Pepsi website. On Pepsi.com it is harder to find what you are
looking for, but Coke makes it easy to find information. Both websites are free of errors. Both
companies have the responsibility for the accuracy of the material. Coke and Pepsi websites make
sure they have all their information right before they post it. Both websites information is for public
services so people can find out information about their product. The information on both website is
for advertising purposes only not for selling their products. There is no other companies' information
on either of these websites.
When you go to Coke.com it has so many helpful tools. You can find

New Coke Product Launch: Tab Clear
New Coke Product Launch: Tab Clear Few name brands are as familiar, have generated as much
loyalty and have penetrated as many far reaches of the globe as has Coca–Cola. The name, logo,
image and product line all have achieved a level of universal appeal and commercial dominance
unmatched in its industry. However, no firm is above the demand to remain creative, dynamic and
forward–thinking. While Coca–Cola's 'classic' formula remains the single most preferred soft–drink
in the world, the soft–drink industry is an incredibly competitive one. For Coke, this denotes a need
to balance its classic image with that of an industry innovator. Maintaining this balance is not
always easy, especially in light of the market imperatives created by its closest competitor, Pepsi
Cola. This difficulty was perhaps best demonstrated during the rollout and product launch in 1992 of
Coca–Cola's Tab Clear. The strategy which surrounded this product launch would demonstrate the
sometimes precarious position of an industry leader in the face of fast–moving trends. In 1992, with
Coke well–secured as the top–earner in the soft–drink industry, Pepsi was in a position to make a
clear challenge to its supremacy. Pepsi had positioned itself as the hipper alternative to Coke,
brining popular musicians and sports figures in to hawk its product. So when it launched its Crystal
Pepsi, a clear soft–drink with a flavor intended to mirror the original caramel colored Pepsi drink, it
marketed the product as

Coke And World War Essay
The ancestor of Coke was produced in 1767. Coke was created in Atlanta, Georgia May 1886 by
pharmacist John Pemberton. The additives were coca leaf (containing small amounts of cocaine) and
kola nut as well as sugar to disguise the bitterness. It was invented originally as a patent–medicine to
treat headache and hysteria and other nervous affections as well as a soda–water syrup.
22. What was the relationship of coke and World War II? .... and the Cold War? Coke was given to
soldiers in World War II, making Coke a symbol of patriotism, support for the war and reminded the
men of home which kept morale up. Employees called "Coca–Cola colonels" held high status. Coke
spread to new parts of the world. Coca–Cola was the password for American troops in the battle to
cross the Rhine. General Georgy Konstantinovich Zhukov liked Coca–Cola, but did not want to be
seen with such an American drink, so he asked for it colorless.
23. What is meant by "globalization in a bottle"? Coca–Cola has spread to every continent, is ...
Show more content on Helpwriting.net ...
Describe how the scientific advancements of the 19th century brought the history of beverages full
circle. Water is a basic necessity and the original drink. The six beverages in the book were safe
alternatives to water, which may have been contaminated causing waterborne diseases. In the 19th
century, studies on the microbiological basis of water contamination began to allow people to find
solutions to this problem. Currently, water is one of the most consumed drinks.
26. How many people have no access to safe water today? A fifth of the world's population (1.2
billion people) lack access to safe water today.
27. How has access to water affected international relations? Lack of water and conflict with water
rights have instigated wars and political tension especially in the Middle East and Africa, as well as
promoting unlikely cooperation to ensure its availability. Also, natural water bodies like lakes mark
international

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