the carbonated soft drink industry: challenges and strategies
TRANSCRIPT
The Carbonated Soft Drink Industry'sChallenges & Strategies:
Increasing MillennialAppeal & ConsumptionFrom a Marketing Management PerspectiveSashenka GoodallProfessor HirschbergGolden Gate University – MKT 300
Agenda• Recent Sales• Consumer
Concerns• Marketing
Translation• Conclusion
Carbonated Beverage Sales by Variety
Why are Sales Declining?
United States of Fatties
High Fructose Corn Syrup
24/7 Information
Other Challenges Facing CSD's
Diet Coke is for Women….
…Men Drink Regular Coke
Age Entry Point for Millennial Children
&
For CSD's… It's What's OUTSIDE that Counts
Bigger is NOT Better
Keep it Glassy
Continental Appeal
…because outside can be AMAZING!!!
Especially When you Share!!
Even If Dr. Pepper Doesn't Agree
DEWshine Craft Soda by Mountain Dew
• Compete with Craft Soda Products
• Real Citrus Juice and Cane Sugar
• Glass bottle 4-packs• Refreshing, Natural and New
Marketing Management Translationof CSD Challenges & StrategiesConsumer Concern Marketing Principle(s) Internal or External?Obesity Concerns Lifestyle Choices Internal
Ingredients & Artificial Sugar
Cognitive Learning, Search for Information
Both
Men & Soda:Diet vs. Mid-Calorie
Gender RolesBrand Personality
InternalExternal
Mini Cans Low-Involvement Learning External
Glass Bottles Appeal to Social Class ExternalLatin Pivot Cultural Values
DemographyExternalInternal
Share a Coke With Opinion Leaders, SocialDemographic Appeal
ExternalInternal
DEWshine Craft Soda Perception, Cultural Values External
Impact on the Decision Making Process
• Increase Motivation & Change Perception• Marketing and Information
• Problem Recognition is unavoidable• Alternatives Evaluation Attribute-Based Choices
ConclusionThere is no such thing as too Big to
Fail……(Unless You're a Bank)
Understanding Your Customer is CRITICAL
Questions?
Comments?
The
End!