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    Case Study

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    Case Study

    Uploaded by

    Shreshtha Verma
    12 views1 page
    work

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    © © All Rights Reserved

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    work

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    12 views1 page

    Case Study

    Uploaded by

    Shreshtha Verma
    work

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 1

    Top Facts(Pepsi & Coke)

    Coke and Pepsi both claimed a combined 72% of the US CSD market sales volume in
    2009 followed by Dr Pepper Snapple Group(DPS) & Cott Corporation
    1. Coca Cola was formulated in 1886 by John Pemberton,pharmacist in Atlanta,
    Georgia who sold it at drug store soda fountains as a potion for mental and
    physical disorders
    2. Asa Candler acquired the formula established a sales force & began brand
    advertising of Coca Cola syrup known as Merchandise 7X .This formula was
    changed in April 1985 citing a sharp depreciation in the value of the Coca
    Cola Trademark. Later the original formula was sold under the name Coca
    Cola Classic and the new formula under the brand Name New Coke
    3. Coke patented a 6.5 oz bottle whose unique skirt design subsequently
    became an American Icon
    4. Candler sold the company to a group of investors in 1919 and it went public
    that year
    5. During 1920 and 1930 Coke pioneered open top coolers for use in grocery
    stores and other channels, developed automatic fountain dispensers and
    introduced vending machines
    6. Alfred Steele launched the Beat Coke motto & encouraged bottlers to focus
    on take home sales through supermarkets
    7. Coke launched Fanta(1960),Sprite(1961) and low calorie cola Tab(1963) and
    also introduced non returnable glass bottles and 12 oz metal cans in various
    configurations
    8. Coke also diversified into non CSD industries during the same period
    9. In late 1950s Coca Cola began to use advertising messages Americas
    Preferred Taste(1955) and No Wonder Coke refreshes best
    10.In 1980,Coke switched from using sugar to using high fructose corn syrup ,a
    lowly priced alternative
    11.Coke introduced Diet Coke in 1982 which not only went on to become the
    most popular soft drink in the U.S but also was the nations third largest
    selling CSD
    12.

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