Carbonated Beverages

CARBONATED deglutition INDUSTRY CASE abstract Team 4 Marketing Management/MGT-704 19 November, 2011 CARBONATED BEVERAGE INDUSRTY CASE ANAYLSIS suppositional Market Structure provides four different categories an sedulousness can be classified. Each category identifies a specific use a target grocery place is classified. The carbonated sw wholeow industry is no different. It has four target commercialises and they are classified as trade attracter, commercialize contest, food commercialise follower and market nichers (Kotler & Keller, 2009, p. 301).The market loss leader is usually ane company that has the largest market share and usually leads the other companies in value changes, new-product introductions, distribution coverage and promotional intensity (Kotler & Keller, 2009, p. 301). The market gainsayr sets amply aspirations to market their resources to meet or exceed the market leader (Kotler & Keller, 2009, p. 308). The market followers strategy is product i mitation of the market leader (Kotler & Keller, 2009 p. 310). The market nichers are different from the market leader, the market competition and the market follower.The market niches are leaders in small markets that the other threesome marketers are not interested in developing specific products for. The Hypothetical Market Structure for the carbonated beverage industry is the Coca-Cola companionship is the market leader. PepsiCo Inc. is the market challenger. Dr, Pepper Snapple Group (distributer of RC Cola) is the market follower and a market nicher is the Jones soda pop Co (Beverageworld, n. d. ). The carbonated beverage industry is very competitive. The Coca-Cola phoner is the carbonated beverage market leader and PepsiCo Inc. s the market challenger striving to increase its market share by creating a corresponding but yet slight different products in which customers feel is violate and give more value. The competition between market leader and challenge is severe. Both companies prices are very competitive and comparable, they offer carbonated beverage products that include cola based drinks, they distribute to similar markets and both have extensive marketing campaigns for their own products, as well as, campaigning against severally other. It is these reasons we see the most dynamics of competition between the market leader and the market challenger.The Dr. Pepper Snapple Group (distributer of RC Cola) is the market follower to Coca-Cola Company and PepsiCo. Inc. This is shown by how the pricing of Dr. Pepper Snapple Group is the same or less than the Coca-Cola Company and PepsiCo Inc. The advertising campaign is minor and new products are not macrocosm developed the same as compared to the market leader and market challenger The Jones Soda Co. is a market nicher. It incorporated unique marketing initiatives in its strategy and was recognized and awarded for its unique packaging that features constantly changing labels (Jones Soda Co. n. d. ) . It does not compete against the other three markets because it creates a customized product for a small niche group and not the masses. Therefore, while the Coca-Cola Company is the market leader, PepsiCo Inc. is the market challenger, the Dr, Pepper Snapple Group is the market follower and Jones Soda Co is a market nicher there is a lot of opportunity for all the different types of carbonated beverage industries and combining the right target market to a product is the key to market success.References Beverageworld. (October 2011). Citing Websites. Worldwide 100. Retrieved November 16, 2011, from http//www. beverageworld. com/userfiles/documents/BB_Top_100. pdf. Jones Soda Corporation. (n. d. ). Citing Websites. near Jones Soda. Retrieved November 16, 2011, from http//www. jonessoda. com/company/about-us. Kotler, P. , & Keller, K. L. (2009). Marketing Management 13th Edition (Pearson Education, Inc. Upper bill River, New Jersey, 07458) 301-312.