Why is the soft-drink concentrate industry so profitable?.
- Huge Market- 60 Billion in the US alone.
- High Gross Margin (Low packaging and production costs).
- Strong Branding.
- Inelastic demand.
- Customer Loyalty.
- Gone abroad (international market).
Analyze Industry Structure.
- Barriers to Entry.
o Coke and Pepsi control a large portion of the bottling/distribution market.
o Since Coke and Pepsi have a diversified portfolio of brands (including many other beverages), even substitutes are profitable for them.
o Limited Shelf space in supermarket.
o Need a lot of capital to enter the national or global market due to high cost for building a concentrate factory- probably would have to sustain negative cash flows for a few years .
- Competition.
o Warehouse brands (eg. Safeway brand for cheaper).
o Cadbury Schwepps-3rd largest.
Retailers and Suppliers are dependent on Coke and Pepsi.
Identify Key Success Factors.
- Good recipe (secret and hard to imitate).
- Good marketing and branding (for example- coke- harry potter, pepsi- Britney Spears in order to better target the pre teen market).
- Huge target market- everybody buys coke (affordability).
- Solid relationship between suppliers, bottlers, and retailers.
- Immense resources/ cash flow.
- Continuing innovation- r&d.
- Good distribution network/ channels.
o Contracts with restaurants, franchisees where there are complementary products.
- Having a diverse portfolio of brands (including non carbonated- the whole beverage market).
- Resources to buy out new entrants into the market.
Who has been winning and losing the Cola wars since the Pepsi Challenge was launched? .
- Pepsi (need numbers).
o Targeting the younger generation demographic- historically has consumed more cola products than any other demographic.
o Used identifiable celebrities to advertise their product .
.
COLA WARS: PEPSI VS. COCA-COLA.
Pepsi and Coca-Cola are two organizations, which have been in direct competition with each other for the past century in the "Soft Drink Concentrate Industry.