[Author’s Name]
[Institution’s Name]
Essay on How Surge Soda's market
Seeking to bolster the "urge" in Surge, the Coca-Cola Company is revamping its advertising and marketing approaches for the fledgling soft-drink brand.
Surge was introduced in early 1997 as the second Coca-Cola entry in the so-called heavy citrus segment of the soft-drink market, which is dominated by the Mountain Dew brand sold by the Pepsi-Cola Company unit of Pepsico Inc.
“Coca-Cola’s Surge was a soda designed to compete with Pepsi’s Mountain Dew, one of the most powerful names in the beverage business”.
Surge had a strong first year, logging 69 million cases in sales after it hit the market in 1997. Time, however, has not been kind to the product. Recent sales figures show that Surge’s numbers had dwindled to 2.8 million cases.
Independent supermarket data shows Surge grabs 0.6 aggregate market share of CSD in markets where it's sold. Data year-to-date through 3/9/97 shows Coke's new citrus CSD on sale in 37 markets. Surge's market share highest in Atlanta and Wichita, each with 1.6. Other strong markets: Milwaukee and Jacksonville each with 1.3 share; Knoxville, Green Bay, Peoria/Springfield at 1.2 each. Data covering 37 Surge markets shows: 1) Mt Dew's volume 7.9 mil 288-oz cases. 2) Surge's volume 1.2 mil cases. 3) Mt Dew's overall market share 4.3; volume up +12.7%. (web,1)
Mountain Dew commands about two-thirds of the heavy citrus category, which accounts for about $5 billion of the estimated $55 billion in soft drinks sold annually. That dwarfs brands like Mello Yello, the first Coca-Cola effort to lure drinkers of citrus soda with more caffeine and calories than colas.
The changes are intended to heighten Surge's appeal to the intended core audience of males ages 12 to 24, who now consider Mountain Dew, in the parlance of youth, all that. To amplify the message, Coca-Cola spends about $40 million this year on Surge, about 10 percent more than in 1998....
This essay has the followings:
Total words: 582
Total reference: 5
Total price: £ 19.95
Click here to Order this essay!
Get Professionally written Essays that are:
• Written According to your Exact Requirements
• 100% Original and Non-Plagiarized
• Written by Expert
UK Writers
• Delivered to you before your deadline
Amazingly Low Prices - £9.95/page
