Mid-Term-Coca-Cola

Coca-Cola is the largest beverage company in the world today. With more than one billion people enjoying this beverage since 1886. Coca-cola was created by Dr. John S. Pemberton. Coke was first offered as a fountain drink beverage before it was bottled. This drink was available at Jacobs Pharmacy by mixing Coca-cola syrup with carbonated water. “Coca-Cola was patented in 1887, registered as a trademark in 1893 and by 1895 it was being sold in every state and territory in the United States. In 1899, The Coca-Cola Company began franchised bottling operations in the United States.”(Coca-cola.com) In 1886: Drink Coca-Cola, in 1989: Can’t beat the feeling, in 1993 Always Coca-Cola, today: perfect harmony whatever slogan we grew up with we always knew the refreshing goodness that followed. These slogans changed the beverage industry, and created a American tradition.

Consumers:

Coca-Cola is targeted towards all consumers, with the thirst for the highest-quality beverage. Coke is for any lifestyle, ethnically, income, genders and ages. Coke is a tradition for very family in America, and now the world. This is what you drink hanging out with your friends, family, co-workers, and even strangers. Coke brings people together from any walk of life. This is a bonding product, you share and create memories while having an ice cold Coke! I remember as a child having Sunday barbeques with family and friends we would have hamburger, hotdogs and Coke.  This American tradition has continued for many decades. “Entering the last quarter of the 20th century, the deep emotional bond between Coca-Cola and its consumers grew even more powerful and more global”(Coca-Cola)

Competitors:

“From humble beginnings 125 years ago, Coke-a-cola Company has evolved from one product -- Coca-Cola -- to more than 500 brands in 2011. We’ve grown from selling a modest 9 drinks a day in 1886 to 1.8 billion a day. And we’ve expanded from one city in one country to availability in more than 200 countries around the world."(slideshare.net) With every worldwide brand there are worldwide competitors. Some of the direct competitors are Pepsico Inc, Dr Pepper Sanple Group, Inc, Groupe Danone Water Divission, Nestle Waters, and Red Bull Gmbh. Pepsico is The Coca-Cola Companies major competitor, with a $103.99 billion dollar market Coke is still number one with $173.70 billion dollars.

Today’s Market:

“Coca-Cola might owe its origins to the United States, but its popularity has made it truly universal. Today, you can find Coca-Cola in virtually every part of the world.” “From Inca Kola, a sparkling beverage found in North and South America, and Samurai, an energy drink available in Asia; to Vita, an African juice drink, and BonAqua, a water found on four continents, our product variety spans the globe!”

Coca-Cola is just not a beverage company, but also a manufacturing company. They are the only company that has it’s own private manufacture to bottle there beverages. “Through more than a century of change, Coca-Cola remains a timeless symbol of quality refreshment.”(Bookrag.com)

Mid-Term Well Known Brand

“Among the key designers who made a bold and lasting impression on women's fashion in the twentieth century, Gabrielle "Coco" Chanel (1883–1971) deserves special recognition.” (http://www.metmuseum.org/toah/hd/chnl/hd_chnl.htm) “Chanel's shops developed a dedicated clientele who quickly made her practical sportswear a great success. Much of Chanel's clothing was made of jersey, a choice of fabric both unusual and inspired. Until the designer began to work with it, jersey was more commonly used for men's underwear.”

Customers:

Chanel is a luxury brand and its consumers are just as luxurious. Chanel’s target market is upper class woman ages, 30-50 years old. Woman who wear, Chanel demestraight elegance, and class. In the past ten years Chanel’s target market has branched out to more than just upper class woman. Chanel is worn by many celebrities as well, such as Alex Chung, and Blake Lively.  Today twenty something olds are floking to the brand. “Chanel's aggressive plans are self-explanatory, industry observers said. ''Young consumers are the lifeblood of the beauty industry,'' said Irma Zandl, president of the Zandl Group in New York, a consulting company that specializes in the under-30 age category. ''A brand not recruiting teens or young adults is just getting old.''(nytimes.com)

Competitors:

  Chanel’s major and direct competitors consist of Gucci, Prada, and Louis Vuitton. “Chanel’s competitors have spent millions of dollars in (mostly) ill-fated attempts to produce perfume bottles as memorable as No. 5’s. Very few packages are as well known as, if not better known than, their contents: the Coca-Cola bottle is one, the Tiffany box is another.”(http://www.nytimes.com/2009/02/22/style/tmagazine/22rawsthorn.html)

Where it stands:

Chanel still dominates the market today. With fashion innovator Karl Lagerfeld running Chanel this brand will continue to have the same class, and elegance that Gabriele “Coco” Chanel had work so hard to build.  “Chanel succeeded in packaging and marketing her own personal attitudes and style, making her a key arbiter of women's taste throughout the twentieth century.” (http://www.metmuseum.org/toah/hd/chnl/hd_chnl.htm) “Continuing to combine current trends with the class and simplicity of original designs Lagerfeld has a strong vision and continues to keep the brand at the forefront of the fashion world.”(http://www.femalefirst.co.uk/lifestyle-fashion/styletrends/chanel-4308.html)”Coco Mademoiselle has made great inroads into the 18-to-34 market, which represents a third of the $2 billion women's fragrance market. According to a study by NPD BeautyTrends in Port Washington, N.Y., which tracks the beauty industry, the leading brands owned and used most often by women 18 to 34 in 2001 include: Happy by Clinique, which had overall sales of $101 million in 2001; Romance by Ralph Lauren, at $63 million; Tommy Girl by Tommy Hilfiger, at $42 million; Victoria's Secret Divine (which is not tracked by NPD, but has annual sales estimated at $40 million); Lancaster Cool Water Woman at $30 million; Calvin Klein's Obsession at $27 million; and CK One at $20 million.” (http://www.nytimes.com/2002/08/15/business/media-business-advertising-chanel-makes-big-pitch-for-new-perfume-aimed-young.html)

Mid-Term- Well Known Product

                                                                   MacBook Pro

 Before the Mac Book Pro, the only option was your home PC, Apple desktop, and your brick of a laptop.  The next generation of Apple came with the Mac Book pro. Apples answer to your brick, but being able to take your Apple desktop with you on the go.  Along with the genus product came the greatest advertisement of its decade. “Mac Vs. Pc.” Hi I’m a Mac! Hi I’m a PC.” “This phrase is now embedded into pop-culture, proceeds some very witty and often times funny,"(adgae.com) but with a harsh truth about your PC. “Apple subscribes to the “less is more” theory and uses it to powerful effect, both in product design and advertising.” Anything not absolutely necessary is stripped away to reveal purity and a sense of magic. “From their iconic logo to iPod’s campaign of gyrating silhouettes against a kaleidoscope of color, Apple is more than a brand—it’s a culture.”(Apple.com)

Consumers:

 Apple is targeted towards the younger technology based generation.  Generation Y is also known as the millennial generation, and the net generation. “PCs are what your parents used," is the message that Apple wants Generation Me to think when they are computer shopping or asking their parents to buy them a new computer."(apple.com) This is exactly what Apple created with the Macbook pro. Not your parent’s computer, ditching windows, Apple has created a portable device to quickly do work, music, videos, and much more.

 It’s a generation that wants everything now, and wants to believe they are creative. PCs still do the job, but they have been struggling to keep up with the fad that Apple had created. Generation Y likes to believe they are the most creative generation to date, and Apple has helped fuel that belief. They have made software that comes with your computer for basic music making, basic film editing, and easier and faster ways to share. It has made it so anyone can find a way to record their garage band and post it to itunes, even if it’s not good.

Competitors:

  In recent years Apples competitors were Dell, Alien Wire, Gateway, Windows, and software companies. Now Apple has new competition added to the list, any music down load sites; such as Napster, and Lime Wire. “From the iPod to the MacBook Air to the iPhone and iPad, Apple’s style and product design are widely imitated by competitors.”

 When it comes down to it though, Apple went from being barely known, to King of the computer and type world. They now make more money then any of their competitors. “Most of our competitors are interested in doing something different, or want to appear new — I think those are completely the wrong goals. A product has to be genuinely better. This requires real discipline, and that’s what drives us — a sincere, genuine appetite to do something that is better.”(apple-hisory.com)

Where it stands in the Market place:

“Apple has been the dominant force in the tablet market over the last couple of years. Even though it faces a host of Android-based devices, including the popular Samsung Galaxy Tab 10.1”

“The quarterly revenue for 2012-second quarter, ending in March 31, 2012, was $39.2 billion with a quarterly net profit of $11.6 billion.” While companies like HP are left in the dust with under $3 billion. So no matter what side of the Apple vs. PC war you stand on, there is no denying that Apple has done something right.”(http://voices.yahoo.com/truth-advertising-analysis-apples-mac-vs-641618.html?cat=15)

Mid-Term- Well Known Product

 5-Hour Energy 

 

  “ Hours of energy now. No crash later.” The last nine years this slogan has taken us by storm. 5-hour energy revolutionized the energy drink market. Today there are many of these energy shot brands, but finding one that really work is key. “Finding the energy for work and family responsibilities is hard enough. Throw in a second job; go back to school, or simply have a sleepless night, and you’re bound to hit the wall. So what do you do? Run for the coffee? Grab a soda? But how long does that last before you need more?” The convenience of an energy solution is here, 5-hour energy, can help you get a second wind that you need to finish your day. 5-hour energy was introduced in 2004. This is a light, effective, and sensible way to re-charge your self, without ruining your whole day.  With only 4 calories, and 50 percent less sugar than energy drinks, with the perfect blend of B-Vitamins this is your perfect get-up-and-go! It is just that; a get up and go product, small enough to fit in your pocket. This product is your day saver that can go anywhere. 5-hour energy is offered at any grocery retailer, with over ten flavors, and strengths to fit anyone’s taste.

Customers:

  5-Hour energy target market is the working adult.  This was a first in the “energy drink category” that wasn’t specifically targeting teenagers. A breath of fresh air, for adults every where. “Until afternoon naps become an accepted part of the work day you may need a little help staying sharp and alert. Coffee and soda help a little, but how long do they last before you’re back for more? But with a 5-hour Energy shot you can leave grogginess behind and sail through your day.”

Competitors:

 When this brand first started, no one anticipated a multi million-dollar product it would become. There was no major competition in the market at the time. This was a one of a kind product. This was designed for customers to have a choice of now or later. Imation is the greatest form of flattery. Since the release of 5-hour, major soft drink brands have come out with similar products of their own. These companies consist of Coca-A-Cola, Monster, Red-Bull, Arizona Ice Tea, and Pepsi. “They planned to create a package that could sit on counters, assuming a new product would just get lost in the cooler in the back of the store amid the sea of competitors.”

Standing in the market place:

 5-Hour Energy is the number one in the category of energy shots. “5-Hour Energy is now being sold at such major retailers as Dick’s Sporting Goods, The Home Depot, Kroger, and Wal-Mart. These stores have helped turn this unlikely product into a best seller worth more than US$ 300 million last year. The brand has been so successful that it was named one of “America’s Hottest Brands” for 2009 by the magazine Ad Age.” This big little shot controls 70 percent of the market place according to ad age. The way this brand does so, is it extensive $60 Million dollar advertising budget. “Just like the product itself, 5-Hour Energy’s advertising is nothing fancy. The TV ads feature testimonials from real users. “It’s an old fashioned Procter & Gamble message,” Sperber tells Ad Age. “Here’s the product, here’s the features; here’s the benefits.”

 The birth of the “2:30 feeling” 5-hour energy has created a great following with the working adult consumers. This is the go to fast acting saver we all need. “Hours of energy now. No crash later.”