The Carbonated Soft Drink Industry: Challenges and Strategies

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!