Comprtive nlysis of Mrketing Communictions strtegies nd mix for the Case Study

Comprtive nlysis of Mrketing Communictions strtegies nd shuffle for the Col drinks in the UK - Case Study ExampleFrom this paper it is clear thatthe totl UK beverge mrket is both lrge nd competitive. Brnds of balmy drinks compete not only ginst ech other but lso ginst other types of beverges including coffee, milk, lcoholic beverges, sports drinks, bottled wter, nd vegetble juices. The beverge industry produces nnully close to 53 gazillion gllons, with soft drinks tking up the lrgest ctegory t 15.3 billion gllons for 29% shre. The typicl mericn consumes bout 55 gllons of soft drinks nnully (bout 19 ounces per dy), in comprison to 22 gllons of beer, 22 gllons of milk, nd 17 gllons of coffee.This essay highlights that Coc- Col brnds dominte the soft drink mrket with 43.7% shre nd Pepsi brnds follow with 31.6% shre. The two compnies thus crete duopoly, controlling vst 75.3% of the soft drink mrket. The third rnked compny, Cdbury Schweppes PLC, which owns 7-Up, Dr Pepper, nd UK int erests for Royl Crown Col, hs mrket shre of 15.6%, less(prenominal) thn hlf tht of Pepsi. The fourth-rnked, Toronto-bsed Cott Corportion, which produces offspring of privte lbel drinks including Wl-Mrts Sms Choice, is even frther in the distnce with 3.8% shre. ll other compnies nd privte lbels, including the Double- Col Co., re left to fight oer the remining 5.3% of the totl mrket.Coc- Col, Pepsi-Col, nd Cdbury Schweppes own ll of the top-10 brnds.... The beverge industry produces nnully close to 53 billion gllons, with soft drinks tking up the lrgest ctegory t 15.3 billion gllons for 29% shre. The typicl mericn consumes bout 55 gllons of soft drinks nnully (bout 19 ounces per dy), in comprison to 22 gllons of beer, 22 gllons of milk, nd 17 gllons of coffee (Bentley 2002). ccording to Beverge Digest (2002) dt, Coc- Col brnds dominte the soft drink mrket with 43.7% shre nd Pepsi brnds follow with 31.6% shre. The two compnies thus crete duopoly, controlling vst 75.3% of the soft d rink mrket. The third rnked compny, Cdbury Schweppes PLC, which owns 7-Up, Dr Pepper, nd UK interests for Royl Crown Col, hs mrket shre of 15.6%, less thn hlf tht of Pepsi. The fourth-rnked, Toronto-bsed Cott Corportion, which produces number of privte lbel drinks including Wl-Mrts Sms Choice, is even frther in the distnce with 3.8% shre. ll other compnies nd privte lbels, including the Double- Col Co., re left to fight over the remining 5.3% of the totl mrket.Coc- Col, Pepsi-Col, nd Cdbury Schweppes own ll of the top-10 brnds (Beverge Digest 2002). Double- Col is noticebly bsent, either s compny of brnd, from either of the most recent top-10 lists. In 1997, however, the Double- Col Co. ws rnked ninth (Beverge Digest 1998). fter Coc- Col, Pepsi-Col, nd Royl Crown Col, Double- Col hs the distinction of being the fourth-lrgest col brnd in the U.S (Beverge World 2001). Reserch methodsThis study is guided by three bsic reserch questions RQ1 How does Double-Cols historicl evolution mong other soft drink brnds run the compnys bility to compete in the current competitive environment RQ2 Wht is the mening of Double- Col brnds to consumers, nd wht role do the brnds turn tail in their lives RQ3