Dissertations / Theses on the topic 'Pepsi Cola'

This diploma thesis in the first chapter characterises the concepts of brand and marketing strategy including their main components. In the second chapter deals with the brands Coca-Cola, Pepsi and Kofola and their elements, image, positioning and marketing mix. In the final part, the results of two surveys are presented - a survey of the retail chains and a survey among consumers of those brands, which are dealing with analysis of the market positiong of those brands and their perception by the consumers.

Thesis (M.A.)--Georgia State University, 2009.
Title from file title page. Jared Poley, committee chair; Mohammed Hassen Ali, committee member. Description based on contents viewed Feb. 11, 2010. Includes bibliographical references (p. 75-80).

This thesis looks at the actions of Coca-Cola and Pepsi in South Africa during both the anti-apartheid movement and the post-apartheid era. The processes which led to those actions, both corporations’ removal of their presence in South Africa, the effects this had on South Africa, and their reemergence in a post-apartheid state are examined. It will be shown that, despite the public relations campaigns of both Coke and Pepsi, far more importance was placed on their products’ profitability than the well-being of the black Africans who produced, delivered, or consumed the soft drinks. However, both companies found their actions during the 1980s to affect their success after the fall of apartheid. Coke never truly left the country, leading to overwhelming dominance through the rest of the 20th century. Pepsi adhered to different social imperatives and suffered exceptionally low market shares as a result.

Background: Today, advertising is a multi-billion industry, employing hundreds of thousands of people and affecting billions of people’s lives worldwide. Yet, seeing as advertising clutter has increased tremendously and is more intense than ever, it is vital that companies differentiate themselves from competitors by creating even more powerful, entertaining and innovative advertisement messages, as well as sponsoring different events. Examples of such companies that spend billion of dollars on marketing strategies in order to stay key players in their industry are The Coca-Cola Company and PepsiCo.

Purpose: The overall purpose of this paper is to gain a deeper understanding of different international and local factors affecting consumer preferences on a local market.

Method: A quantitative method was applied, and thus a questionnaire with 150 respondents on the local market was conducted. The respondents were divided into three different age groups: ≤ 18, 19-34, and ≥ 35, and represent a diverse set of people who are at different stages in their lives.

Conclusions: International advertising and international sponsorship respectively influence the local target group in different ways, but they also affect international brand in that they have an impact on brand image and brand equity. Moreover, depending on a person’s age, consumers view brands differently, and thus have an effect on international brand alone, but also in combination with international advertisement and international sponsorship. Together, these factors influence the way in which a brand is perceived, and consequently influence consumer preferences.

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Apuração de conhecimento sobre teorias de estratégias globais, estratégias de marcas e a verificação destas através de um estudo de caso, focando na marca Pepsi-Cola. Considera que a seleção, implementação e opere~cionalização de decisões estratégicas sobre marcas são elementos chave para a obtenção e a manutenção de vantagens competitivas de uma empresa

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Currently, non-alcoholic drinks consumption is shrinking, what was 88.9 liters per person in 2010 increased to 80.6 liters in 2014 (ABIR, 2015). This challenging environment in which they are the beverage industry requires increasing attention of managers and investors in decision-making. Thus, it is through the economic and financial evaluation of investments that can project the success or failure economic, based on the variables that make up the financial statements. However, some investors can get good results even in the face of a negative scenario, is the case of Warren Buffett. Before the above, this study aims to economic and financial analyzing Ambev companies, Coca-Cola and Pepsi based on Warren's investment methodology Buffett proposed the work of Andrade and Koshio (2014) to see if such companies have a competitive advantage long term on the scenario outlined. Therefore, it has the following objectives: i. Identify and compare the criteria of Warren Buffett for each account group, according to the methodology used by Andrade and Koshio (2014); ii. Sort criteria Warren Buffett as the Zurra methodology (2008); iii. Assess whether there is a relationship between the valuation of the price of the Shares to the rating methodology of Warren Buffett criteria via weighting Zurra weight system (2008). The research was classified as the goals as exploratory, descriptive explanatory, using procedures as bibliographic and documentary survey with qualitative and quantitative approach. The results showed that the methodology of Andrade and Koshio (2014) was not sufficient to determine the level of satisfaction of the criteria of Warren Buffett, only determined the level of service to investor criteria. However, when using the Zurra methodology (2008) was able to sort the satisfaction of the criteria of Warren Buffett whose results showed satisfactory level for Coca-Cola, or durable competitive advantage. However, by correlating the historical price of the shares with the classification methodology of Warren Buffett criteria via weighting Zurra weight system (2008) found that Ambev pointed valuation superior to the other companies disproving the results in the classification the satisfaction of Warren Buffett's criteria.
Atualmente, o consumo de bebidas não alcoólicas está encolhendo, o que antes era de 88,9 litros por pessoa em 2010 passou para 80,6 litros em 2014 (ABIR, 2015). Esse ambiente desafiador em que se encontram as indústrias de bebidas requer cada vez mais atenção dos administradores e investidores na tomada de decisão. Assim, é por meio da avaliação econômico-financeira dos investimentos que se pode projetar o sucesso ou insucesso econômico deste, tendo como base as variáveis que compõe os demonstrativos contábeis. Porém, alguns investidores conseguem obter bons resultados mesmo diante de um cenário negativo, é o caso de Warren Buffett. Ante do exposto, o presente trabalho tem como objetivo analisar econômico-financeira as empresas Ambev, Coca-Cola e Pepsi com base na metodologia de investimento de Warren Buffett proposta pelo trabalho de Andrade e Koshio (2014) para saber se tais empresas possuem vantagem competitiva de longo prazo diante do cenário delineado. Para tanto, tem como objetivos específicos: i. Identificar e Comparar os critérios de Warren Buffett para cada grupo de conta, conforme metodologia utilizada por Andrade e Koshio (2014); ii. Classificar os critérios de Warren Buffett conforme a metodologia de Zurra (2008); iii. Avaliar se existe uma relação entre a valorização do Preço das Ações com a metodologia de classificação dos critérios de Warren Buffett via ponderação do sistema de peso de Zurra (2008). A pesquisa foi classificada quanto aos objetivos como exploratória, descritiva explicativa, utilizando como procedimentos o levantamento bibliográfico e documental com abordagem quali-quanti. Os resultados apontaram que a metodologia de Andrade e Koshio (2014) não foi suficiente para determinar o nível de satisfação dos critérios de Warren Buffett, apenas determinaram o nível de atendimento aos critérios do investidor. Porém, ao utilizar a metodologia de Zurra (2008) foi possível classificar a satisfação dos critérios de Warren Buffett cujo resultado apontou nível satisfatório para Coca-Cola, ou seja, vantagem competitiva durável. Contudo, ao correlacionar o preço histórico das ações com o com a metodologia de classificação dos critérios de Warren Buffett via ponderação do sistema de peso de Zurra (2008) verificou-se que a Ambev apontou valorização superior às demais empresas refutando os resultados encontrados na classificação da satisfação dos critérios de Warren Buffett.

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Coordena??o de Aperfei?oamento de Pessoal de N?vel Superior
In The paradoxical happiness , Gilles Lipovetsky elects five major paradigmatic models that command the pleasure and happiness in our societies. Starting with the paradigmatic models of penia (where it is emphasized the existential dissatisfaction supplied by the consumption and where advertising has a special place, bombarding consumers and creating consumer needs, in addition to selling a lifestyle rather than the products themselves), and narcissus (model constructed on the basis of self-exaltation and abdication of the social and political) intends to examine the relationship between the consumption exercised by young people and the advertising displayed on social networking sites, focusing on the social media Facebook, observing the virtual fan pages of the following brands: Coca-Cola; Pepsi; BlackBerry, Nokia, Riachuelo and C&A and their relationships with their consumers
Em A felicidade paradoxal , Gilles Lipovetsky elege cinco grandes modelos paradigm?ticos que comandam a inteligibilidade do prazer e da felicidade em nossas sociedades. A partir dos modelos paradigm?ticos pen?a (onde ? ressaltada a insatisfa??o existencial suprida pelo consumo e onde a publicidade ocupa um lugar especial, bombardeando os consumidores e criando necessidades de consumo, al?m de vender um estilo de vida e n?o mais os produtos em si), e narciso (modelo constru?do na base da exalta??o do eu e abdica??o do social e pol?tico) pretende-se analisar a rela??o existente entre o consumo exercido pelos jovens e a publicidade exibida nas redes sociais na internet, com foco na m?dia social Facebook, observando as p?ginas virtuais das seguintes marcas: Coca-Cola; Pepsi; BlackBerry, Nokia, Riachuelo e C&A e suas rela??es com seus consumidores

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior
This research aims at examining in what ways brands configure their consuming public's identity via advertising in the contemporary context. For that, it departs from observing the adverts from both competitor brands over the same period of time: the ones from Coca-Cola and the ones from Pepsi. Considering that the main product offered by those brands - soda - is very similar, sold at identical prices and whose flavour is sometimes indistinguishable for the consumer, it seems pertinent to propose the hypothesis that what determines consumption of a certain brand as opposite to the other is related to the way of characterisation and interpolation of consumers, engraved in those brands's adverts, which, in a certain manner, interferes in the choices made by individuals. Such configuring elements of the consumers's image projected by the company would have the capacity to allow sudden identification of individuals aimed at by one of the brands - and not the other. Thus, this research's main objective is to comprehend the relations that are established by brands and their public as from the observation of televisual commercials vehicled by the before-mentioned companies. So that we can better visualise such a relation, we have defined the following specific objectives: (1) analyse discursive strategies employed in televisual adverts for brand and offered product characterisation; (2) identify values put on the agenda by those brands to interpolate the consumer; (3) look for configuring threads of the consuming public summoned by both brands in their interpolation process; (4) verify configuration of the consumption surroundings of those products proposed by commercials (elements and/or situations which involve type/habit of consumption), looking forward to better understanding the public in question. The analysis's steps include: (a) description of different Coca-Cola and Pepsi televisual adverts selected to compose our research corpus; (b) identification of themes and values involved in those texts; (c) examining of manipulating figures and discursive strategies employed in the narratives; (d) description of brand discursive configuration, of consuming public and of surroundings in which that consumption occurs (procedures of figurativisation, actoralisation, spacialisation, temporalisation and tonalisation). Employed methodology is inspired by discursive semiotics developed by the Greimasian group.
A presente pesquisa propõe-se a examinar de que maneira as marcas configuram a identidade do seu público consumidor via publicidade no contexto contemporâneo. Para tanto, parte da observação das ofertas publicitárias de duas marcas concorrentes em período simultâneo: as da Coca-Cola e da Pepsi. Considerando que o principal produto oferecido por essas marcas, o refrigerante, é bastante similar, com preços idênticos e diferença de sabor às vezes imperceptíveis para o consumidor, parece pertinente a hipótese de que o que determina o consumo de uma marca em detrimento da outra está relacionado à forma de caracterização e interpelação do consumidor, inscrita nas campanhas publicitárias dessas marcas, que, de certa forma, passa a interferir nas escolhas feitas pelos sujeitos. Tais elementos configuradores da imagem dos consumidores projetada pela empresa teriam a capacidade de possibilitar a pronta identificação dos sujeitos visados com uma das marcas e não com a outra. Assim, o objetivo central da investigação é a compreensão das relações que se estabelecem entre as marcas e seus públicos, a partir da observação de comerciais televisuais veiculados pelas referidas empresas. Para que se possa melhor visualizar tal relação, definiram-se os seguintes objetivos específicos: (1) analisar as estratégias discursivas empregadas nas publicidades televisuais para a caracterização da marca e produto ofertado; (2) identificar os valores colocados em pauta por essas marcas para interpelar o consumidor; (3) buscar os traços configuradores da identidade do público consumidor convocado pelas duas marcas em seu processo de interpelação; (4) verificar a configuração do entorno de consumo desses produtos propostos pelos comerciais (elementos e/ou situações que envolvem o tipo/hábito de consumo), com vistas a melhor compreender o público visado. As etapas de análise compreendem: (a) a descrição das diferentes publicidades televisuais das marcas Coca-Cola e Pepsi selecionadas para comporem o corpus da pesquisa; (b) a identificação dos temas e valores envolvidos nesses textos; (c) o exame das figuras de manipulação e das estratégias discursivas empregadas nas narrativas; (d) a descrição das configurações discursivas da marca, do público consumidor e do entorno em que se dá esse consumo (procedimentos de figurativização, actorialização, espacialização, temporalização e tonalização). A metodologia adotada inspira-se na semiótica discursiva desenvolvida pelo grupo greimasiano.

博士
國立雲林科技大學
設計學研究所博士班
100
The purpose of this dissertation is to develop a new way to view brand image communication within cross-culture. We all know that different cultures influence us differently; however, many brands and companies usually do not pay enough attention to culture effectiveness when comes to developing procedures. In this dissertation, the author examines the relationship of brand communication cross-culture by looking at two global brands of soft drink and beverages: Coca-Cola and Pepsi, and how those brands use media to communicate with consumers’ across culture. The aim is to explore the congruence between brands, identity and image (association) in the context of the cross-cultural advertising. By using those 2 global brands which research intended to answer the following questions: 1) Do media effect brand image communication flow, 2) What is the purpose for using media to advertise? 3) What do Coca-Cola and Pepsi do to bridge brand identity and brand image cross-culture? 4) How is brand associated (knowledge) similar or different across culture? 5) What is the appropriate brand element (symbol) for brand to use to create image? and 6) What is the commercials impact had on brand preference cross-culture? These questions will be comparing within western and eastern cultures by way of mean score and standard deviation used five-point bipolar likert scales and analysis with multivariate analysis of variance (MANOVA) and analysis of covariance (ANCOVA) using SPSS 18.0. Results show that the media have undoubtedly become indispensable sources in our social learning. It can reach people regardless of age, genders, income, educational level, etc. The research also indicates brand image (reputation) association is from the basis for spontaneous imaginations and are developed either through one’s own experiences, how the brand communicate or through experience from the peer groups. Hence, consumer’s attitudes are influenced by commercial favor one brand over the other one due to the brand image (reputation) association and what emotion attachment one may have for the given brand. Hence, as one can easily imagine, the “real” answer actually depends on many different factors, such as geographical location, time, demography, socioeconomic status, education level, and gender, etc. The dissertation provides information that will benefit current and future brand or company on how to communicate cross-culture with a specific segment which can be used to attain competitive advantage in brand image creation. This will also provide cross-cultural marketers with a deeper understanding of how the cultures influence on product diffusion, which could guide marketers that intending to launch products and service cross-culture, especially between western countries and eastern countries.

碩士
國立政治大學
俄羅斯研究所
107
This research focus on the International Entry-Mode and also the International Marketing Strategies of beverage industry in Russia. This research chose two leading beverage company in Russia and aims at studying the cases of Coca Cola and Pepsi in Russia market, illustrating and analyzing thier market entry modes, competitive advantages and management approaches, as a reference for other firms who intend to invest in Russia beverage market in the near future. Additionally, There has been a lot of research completed on advertising strategies in specific countries, but little research has been done to explore advertising strategies of two rival company in a country. This study sought to discover what trends existed in Coca- Cola and Pepsi's global advertising strategies, specifically discerning whether cultural elements within differing countries were implemented or ignored.

presente dissertação pretende analisar a presença das marcas de grande consumo na rede social Facebook em Portugal, tendo por base o case study das marcas concorrentes Pepsi e Coca-Cola enquanto representantes do setor. A presença de marcas nas redes sociais é um tema atual, que levanta questões quanto à sua relevância e aceitação pelos utilizadores. Esta investigação permite-nos perceber a forma como os consumidores vêm esta situação, assim como, compreender quais as motivações que os levam a seguir marcas no Facebook. Da perspetiva dos gestores de comunidades e marketeers fornece conclusões relativamente à tipologia de conteúdo suscetível de criar maior interação com os targets.
This thesis aims to analyze the presence of mass consumer brands on Facebook in Portugal. It is based on the case study of the competitors Pepsi and Coca-Cola as industry representatives. The presence of brands on social networks is a current issue that raises questions regarding its relevance and acceptance by users. This research allow us to understand how consumers accept this issue as well as understand what the motivations that lead them to follow brands on Facebook. From the perspective of community managers and marketeers, it provide conclusions regarding content necessary to create greater interaction and engagement with the targets.

This dissertation deals with marketing communication of three brands: Coca-Cola, Pepsi and Kofola on the Czech market. The aim of the work was to analyse and assess the current state of marketing communication of these three brands and with the help of research among consumers to propose activities that could help them in their communication. Information from consumers of cola based beverages of these three brands were gathered by means of a questionnaire survey.