마케팅전략-콜라,펩시,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p

_SLIDE_1_ Cola Wars Continue Strategic Management Coke and Pepsi _SLIDE_2_ Contents 1. History of Cola Wars 2. Case summary -5 forces model of CSD Industry -Non-Price Competition -Differentiation Strategy 3. Suggested questions 4. Extra questions 5. Q & A _SLIDE_3_ Part 1 History Of Cola Wars _SLIDE_4_ History _SLIDE_5_ Early history 1886 1892 1898 1899 1920 1923 Developed by John Pemberton First bankruptcy Developed by Caleb Bradham First bottling franchise First Mover advantage 7X _SLIDE_6_ The great depression & World war 2 1932 1933 1939 Supporting the world war Second bankruptcy “Twice as much for a nickel” Cost leadership _SLIDE_7_ Challenging Pepsi heats up the war (1945-1960s) (1960s ? 1970s) (1970s-1980s) Became second-largest CDS selling brand The largest brand in market, still “Pepsi Generation” Oversea market Product diversification Pepsi’s effort paid off _SLIDE_8_ Continuing cola wars & diversification of product (…
…