1. Focus
Threat to decreasing CSDs market andincreasing to concerning “Health"
Target in a teenager male
The creative as the most challenging aspect of brand management
2. MountainDewIntroduction
Invented by the Hartman Beverage Company in Knoxvile
The drink became a favorite
The bright yellow-green drink
inthe green bottle
More sugar and more caffe
1. Brief Introduction tothe Companies andtheIndustry in which they compete.
(1) Coca-Cola Company (CCC)
The Coca-Cola Company is the largest manufacturer, distributor and marketer of nonalcoholic beverage concentrates and syrups inthe world. The Company were incorporated in September 1919 under the laws ofthe Sate of Delaware and succeeded tothe business of a Georgia corporation with t
of market share Pepsi is still behind Coca-cola by 10% .
PepsiCo is a large conglomerate with interests in manufacturing, marketing and selling a wide variety of carbonated and non-carbonated product. Besides Pepsi-Cola brand (including MountainDew), the company owns brands Quaker Oats, Gatorade, Frito-Lay, SoBe, Naked, and Tropicana . It is widely said that this wonderful success is owing to a
mountaindew
company 1970s 1990s 2000s
Market share Market share Market share
Coca-cola 24.2% 23.9% 21.7%
Pepsi-cola 17.4% 17.9% 18.8%
Pepsi-cola is chasing the Coca-cola in overall beverage market share.
But, so far, coca-cola adheres to superiority position than Pepsi-cola
Main factor of Market share growth about Pepsi-cola is different beverages besides cola.
That is, in cola area,
tothe Wall
To let a Beetle pass-
He glanced with rapid eyes
That hurried all abroad-
They looked like frightened Beads, I thought-
He stirred his velvet Head
Like one in danger, Cautious,
I offered him a Crumb,
And he unrolled his feathers
And rowed him softer home-
Than Oars divide the Ocean,
Too silver for a seam-
Or Butterflies, off Banks of Noon