23776125 Country Notebook Cocacola 1

8/8/2019 23776125 Country Notebook Cocacola 1

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Internati

onalMarketingManagement

Teammates:Chen ShaboHan JingFeng Huimin

Jiao YucongTang ShenlanYang ChaoSoweb Salehin

Country NOTEBOOK

Professor JensGraff


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Marketing Plan

--Exporting Bubble Buzz in China


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Executive Summary

The following marketing plan forms the basis for the introduction of an

innovative new product by the Coca-Cola Company to the Chinese market.

With the fastest growth of GDP in the global economic recession

background, China is now attracting more and more foreign investment.

The rising purchase power of middle-class Chinese is slowly emerging as

the most desirable target market in the international arena. Our analysis

will allow us to outline the best strategies for the achievement of the

companys strategic goals in the biggest country in the Far East. Bubble

Buzz will be marketed as a unique functional drink while striving to

reinforce the companys status as the leader in innovation and successful

product launches. The marketing strategies will enable to reach a market

size of an estimated 8,688,300 people (targeted) with a forecasted sales

growth prospect of 7.3% over the next 4 years ($243,029.47 profits), while

satisfying the needs of the still-unserved Chinese market for ready-to-

drink bubble tea. Success will be reflected by a sizeable capture of market

shares within this market, while strategically carrying the company up to

the top spot as the market leader in the functional drinks segment of soft

drinks.


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Cultural Analysis

I. Introduction

For centuries China stood as a leading civilization, outpacing the rest ofthe world in the arts and sciences, but in the 19th and early 20thcenturies, the country was beset by civil unrest, major famines, militarydefeats, and foreign occupation. After World War II, the Communistsunder MAO Zedong established an autocratic socialist system that,while ensuring China's sovereignty, imposed strict controls overeveryday life and cost the lives of tens of millions of people. After 1978,MAO's successor DENG Xiaoping and other leaders focused on market-oriented economic development and by 2000 output had quadrupled.For much of the population, living standards have improveddramatically and the room for personal choice has expanded, yetpolitical controls remain tight.

II. Geographical Setting

I. Social Institutions

A. Family

Family is the most important institution in China. Family consists of

nuclear family unit in urban areas and extensive forms in rural places

B. Education

A. Location:

Eastern Asia, bordering the East China Sea, Korea Bay, Yellow Sea,and South China Sea, between North Korea and Vietnam

B. Climate:

extremely diverse; tropical in south to subarctic in northC. Topography

world's fourth largest country (after Russia, Canada, and US); Mount

Everest on the border with Nepal is the world's tallest peak


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Literacy rate:Total population: 90.9%Male: 95.1%Female: 86.5% (2000 census)

C. Political System

Chinese Communist Party or CCP [HU Jintao]; eight registered small

parties controlled by CCP

Chief of state: President HU Jintao (since 15 March 2003); Vice

President XI Jinping (since 15 March 2008)

Head of government: Premier WEN Jiabao (since 16 March 2003);

Executive Vice Premier LI Keqiang (17 March 2008), Vice Premier HUI

Liangyu (since 17 March 2003), Vice Premier ZHANG Deijiang (since 17

March 2008), and Vice Premier WANG Qishan (since 17 March 2008)

Cabinet : State Council appointed by National People's Congress

E lections: president and vice president elected by National People's

Congress for a five-year term (eligible for a second term); elections last

held 15-17 March 2008 (next to be held in mid-March 2013); premier

nominated by president, confirmed by National People's Congress

Election results: HU Jintao elected president by National People's

Congress with a total of 2,963 votes; XI Jinping elected vice president

with a total of 2,919 votes

D. Legal System

Based on civil law system; derived from Soviet and continental civil

code legal principles; legislature retains power to interpret statutes;constitution ambiguous on judicial review of legislation; has notaccepted compulsory ICJ jurisdiction

I. Religion and Aesthetics

A. Religion and other belief systems

Daoist (Taoist), Buddhist, Christian 3%-4%, Muslim 1%-2%

B. Aesthetics

Traditional Chinese art including painting, dancing, music, calligraphyand paper cutting art

Education expenditures:

1.9% of GDP (1999)


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I. Living Conditions

A. Diet and Nutrition

Regional cultural differences vary greatly within China, giving rise tothe different styles of food across the nation. Traditionally there areeight main regional cuisines, or Eight Great Traditions Anhui,Cantonese, Fujian, Hunan, Jiangsu, Shandong, Sichuan and Zhejiang.Sometimes four of the Eight Great Traditions are given greateremphasis, and are considered to be the dominating culinary heritageof China. They are notably defined along geographical lines: Sichuan(Western China), Cantonese (Southern China), Shandong (NorthernChina), as well as Huaiyang Cuisine (Eastern China), a major stylederived from Jiangsu cuisine and even viewed as the representation ofthat region's cooking.

In modern times, Beijing cuisine and Shanghai cuisine on occasion arealso cited along with the classical eight regional styles as the Ten Great Traditions. There are also featured Chinese Buddhist cuisine andMuslim sub-cuisines within the greater Chinese cuisine, with anemphasis on vegetarian and halal-based diets respectively.

B. Clothing

Traditional Chinese clothing is broadly referred to as hanfu with manyvariations such as traditional Chinese academic dress. Depending onone's status in society, each social class had a different sense offashion. Most Chinese men wore Chinese black cotton shoes, butwealthy higher class people would where tough black leather shoes forformal occasions. Very rich and wealthy men would wear very bright,beautiful silk shoes sometimes having leather on the inside. Womenwould wear bright, silk coated Lotus Shoes under their foot bound feet.Men shoes were mostly less elaborate then women's.

C. Recreation, sports, and other leisure activities

Martial arts and Taichi are the most popular activities in China. You can

always enjoy the centuries-old culture of ancient cities as Xian, Beijingor the vitality of metropolis such as Shanghai and Guangzhou. Pingpong ball is the national sports of Chinese, inside street parks, oncampus, or even in peoples private houses, you will see table tennisfacilities everywhere.

I. Language

A. Official Language

Standard Chinese or Mandarin (Putonghua, based on the Beijing

dialect)
http://en.wikipedia.org/wiki/Chinahttp://en.wikipedia.org/wiki/Cuisineshttp://en.wikipedia.org/wiki/Anhui_cuisinehttp://en.wikipedia.org/wiki/Cantonese_cuisinehttp://en.wikipedia.org/wiki/Fujian_cuisinehttp://en.wikipedia.org/wiki/Hunan_cuisinehttp://en.wikipedia.org/wiki/Jiangsu_cuisinehttp://en.wikipedia.org/wiki/Shandong_cuisinehttp://en.wikipedia.org/wiki/Sichuan_cuisinehttp://en.wikipedia.org/wiki/Zhejiang_cuisinehttp://en.wikipedia.org/wiki/Western_Chinahttp://en.wikipedia.org/wiki/Southern_Chinahttp://en.wikipedia.org/wiki/Northern_Chinahttp://en.wikipedia.org/wiki/Northern_Chinahttp://en.wikipedia.org/wiki/Huaiyang_cuisinehttp://en.wikipedia.org/wiki/Eastern_Chinahttp://en.wikipedia.org/wiki/Beijing_cuisinehttp://en.wikipedia.org/wiki/Shanghai_cuisinehttp://en.wikipedia.org/wiki/Chinese_Buddhist_cuisinehttp://en.wikipedia.org/wiki/Chinese_Islamic_cuisinehttp://en.wikipedia.org/wiki/Vegetarianhttp://en.wikipedia.org/wiki/Halalhttp://en.wikipedia.org/wiki/Hanfuhttp://en.wikipedia.org/wiki/Chinese_academic_dresshttp://en.wikipedia.org/w/index.php?title=Lotus_Shoes&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Foot_bound&action=edit&redlink=1http://en.wikipedia.org/wiki/Chinahttp://en.wikipedia.org/wiki/Cuisineshttp://en.wikipedia.org/wiki/Anhui_cuisinehttp://en.wikipedia.org/wiki/Cantonese_cuisinehttp://en.wikipedia.org/wiki/Fujian_cuisinehttp://en.wikipedia.org/wiki/Hunan_cuisinehttp://en.wikipedia.org/wiki/Jiangsu_cuisinehttp://en.wikipedia.org/wiki/Shandong_cuisinehttp://en.wikipedia.org/wiki/Sichuan_cuisinehttp://en.wikipedia.org/wiki/Zhejiang_cuisinehttp://en.wikipedia.org/wiki/Western_Chinahttp://en.wikipedia.org/wiki/Southern_Chinahttp://en.wikipedia.org/wiki/Northern_Chinahttp://en.wikipedia.org/wiki/Northern_Chinahttp://en.wikipedia.org/wiki/Huaiyang_cuisinehttp://en.wikipedia.org/wiki/Eastern_Chinahttp://en.wikipedia.org/wiki/Beijing_cuisinehttp://en.wikipedia.org/wiki/Shanghai_cuisinehttp://en.wikipedia.org/wiki/Chinese_Buddhist_cuisinehttp://en.wikipedia.org/wiki/Chinese_Islamic_cuisinehttp://en.wikipedia.org/wiki/Vegetarianhttp://en.wikipedia.org/wiki/Halalhttp://en.wikipedia.org/wiki/Hanfuhttp://en.wikipedia.org/wiki/Chinese_academic_dresshttp://en.wikipedia.org/w/index.php?title=Lotus_Shoes&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Foot_bound&action=edit&redlink=1


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correspondingly low domestic demand; (b) sustaining adequate job

growth for tens of millions of migrants, new entrants to the work force,

and workers laid off from state-owned enterprises deemed not worth

saving; (c) reducing corruption and other economic crimes; and (d)

containing environmental damage and social strife related to the

economy's rapid transformation. Economic development has been

more rapid in coastal provinces than in the interior, and approximately

200 million rural laborers and their dependents have relocated to

urban areas to find work - in recent years many have returned to their

villages. One demographic consequence of the "one child" policy is

that China is now one of the most rapidly aging countries in the world.

Deterioration in the environment - notably air pollution, soil erosion,

and the steady fall of the water table, especially in the north - is

another long-term problem. China continues to lose arable land

because of erosion and economic development. In 2007 China

intensified government efforts to improve environmental conditions,

tying the evaluation of local officials to environmental targets,

publishing a national climate change policy, and establishing a high

level leading group on climate change, headed by Premier WEN Jiabao.

The Chinese government seeks to add energy production capacity

from sources other than coal and oil. In late 2008, as China

commemorated the 30th anniversary of its historic economic reforms,

the global economic downturn began to slow foreign demand forChinese exports for the first time in many years. The government

vowed to continue reforming the economy and emphasized the need

to increase domestic consumption in order to make China less

dependent on foreign exports for GDP growth in the future.

II. Population

A. Total Population

1,338,612,968 (July 2009 est.)

B. Population Growth Rate

0.655% (2009 est.)

I. Economic statistics and activity

A. GNP or GDP


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GDP (purchasing power parity):

$7.992 trillion (2008 est.)

Country comparison to the world: 3$7.332 trillion (2007 est.)


note: data are in 2008 US dollars

GDP (official exchange rate):


GDP - real growth rate:

9% (2008 est.)

Country comparison to the world: 17

13% (2007 est.)

11.6% (2006 est.)

GDP - per capita (PPP):

$6,000 (2008 est.)


$5,500 (2007 est.)

$4,900 (2006 est.)

note: data are in 2008 US dollars

GDP - composition by sector:

Agriculture: 11.3%

Industry: 48.6%

Services: 40.1% (2008 est.)


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B. Surface Transportation


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Airports:

482 (2009)


Pipelines:Gas 28,132 km; oil 20,204 km; refined products 9,746 km (2008)

Railways:

Total: 77,834 km


Standard gauge: 77,084 km 1.435-m gauge (24,433 km electrified)

Narrow gauge: 750 km 0.750-m gauge (2008)

Roadways:

Total: 1,930,544 km


Paved: 1,575,571 km (includes 41,005 km of expressways)

Unpaved: 354,973 km (2005)

Waterways:

110,000 km navigable (2008)


Merchant marine:


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C. Inflation r ate

5.9% (2008 est.)


4.8% (2007 est.)

D. Principal Industries

Mining and ore processing, iron, steel, aluminum, and other metals,

coal; machine building; armaments; textiles and apparel; petroleum;

cement; chemicals; fertilizers; consumer products, including footwear,

toys, and electronics; food processing; transportation equipment,

including automobiles, rail cars and locomotives, ships, and aircraft;

telecommunications equipment, commercial space launch vehicles,

satellites

E. Foreign Investment

40.5% of GDP (2008 est.)


F. International Trade Statistics


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Current account balance:

$426.1 billion (2008 est.)

country comparison to the world: 1$371.8 billion (2007 est.)

Exports:




Exports - commodities:

Electrical and other machinery, including data processing equipment,

apparel, textiles, iron and steel, optical and medical equipment

Exports - partners:

US 17.7%, Hong Kong 13.3%, Japan 8.1%, South Korea 5.2%, Germany

4.1% (2008)

Imports:


country comparison to the world: 4

$904.6 billion (2007 est.)

Imports - commodities:

Electrical and other machinery, oil and mineral fuels, optical andmedical equipment, metal ores, plastics, organic chemicals

Imports - partners:

Japan 13.3%, South Korea 9.9%, US 7.2%, Germany 4.9% (2008)

Reserves of foreign exchange and gold:

$1.955 trillion (31 December 2008 est.)country comparison to the world: 1$1.534 trillion (31 December 2007 est.)


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G. Exchange Rate

Renminbi yuan (RMB) per US dollar - 6.9385 (2008 est.), 7.61 (2007),7.97 (2006), 8.1943 (2005), 8.2768 (2004)

H. Labor Force

Agriculture: 43%Industry: 25%Services: 32% (2006 est.)

I. Unemployment Rate

4% (2008 est.)Country comparison to the world: 464% (2007 est.)note: official data for urban areas only; including migrants may boost

total unemployment to 9%; substantial unemployment andunderemployment in rural areas

Marketing Plan

Brief description of the company

The Coca-Cola Companys core

undertaking is to benefit and refresh

everyone it reaches. Founded in 1886, we are the worlds leading

manufacturer, marketer, and distributor of non-alcoholic beverage

concentrates and syrups, which are used to produce nearly 400 beverage

brands that make up for our wide portfolio. Our corporate headquarters

are established in Atlanta, and we are holding local operations in over 200

countries around the world. Our activities cover all sectors of the

beverage industry. We are the second leading player in functional and


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Asian specialty drinks, while ranking number one in value for the ready-to-

drink tea sector

New product & strategic role in the future position of the

company

Bubble Buzz will be a bottled beverage and will be positioned as the

only ready-to-drink Bubble Tea product available on the market. The

beverage will have a green tea base with enhanced fruit flavors (passion

fruit, strawberry and lime) as well as tapioca pearls. It will bring an

entirely unique drinking experience to its consumers. It will present

itself as a funky and unusual alternative to traditional tea while

providing the great taste of authentic fruit juice in an attractive and

convenient packaging. The strategic role of Bubble Buzz for The Coca-

Cola Company is centered on three objectives:

To stay at the forefront as the market leader in innovative product

introductions and successful product launches;

To strengthen and satisfy the needs of the more adventurous

Generation Y consumers with a new eye-catching and Functional

product;

To become the market leader in the functional drinks segment with

increased market shares.


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The objectives of the marketing plan are strategically centered around 3

criteria: to create a strong consumer awareness towards a completely new

bubble tea product from Coca-Cola in Chinese market, to establish a wide

brand recognition through the capture of market shares in the functional

drinks segment, and to become the top market leader in China within the

forecasted sales figures.

PRODUCT STRATEGY

The core

Bubble Tea beverage in a pre-bottled, ready-to-drink format.

The actual product

Packaging and labeling: see figure below

Branding: colorful, aspect of play, round shaped, prominent Bubble

Buzz logo written in modern font, catchphrases such as Think outside

the Bubble and Get Your Buzz.

Trade name: Bubble Buzz, a Coca-Cola product

Brand personality: energy, funky, cool, functional, original, funny,

healthy, etc.

Brand equity: Coca-Cola provides a quality, consistent, innovative and

accessible soft drink reputation.

Augmented product

Nutritional information, Status (social drink), Features promoting the

website, Health benefit of a green tea base (ref.17)

Marketing considerations


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Product life cycle: Bubble Buzz is a low-learning product. With a

strong marketing campaign, sales [will] begin immediately and the

benefits of the purchase are readily understood. Since Bubble Buzz is

prone to product imitation, Coca-Colas strategy is to broaden

distribution quickly, which is currently feasible thanks to the companys

high manufacturing capacity.

Product class: Food & beverage Soft Drinks Functional Drinks

(refer to Appendix D2 for a break-down of the functional drinks

market).

Bubble Buzz follows the practice ofproduct modification: Coca-Cola

is introducing an existing beverage (bubble tea) but redefines the drink

with a new, more convenient package. Bubble Tea will now become a

widely available drink in multiple retailing (distribution) channels.


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PRICE STRATEGY

The price strategy that will be undertaken should consider the following

aspects:

1. Consumer demand2. The product lifecycle3. Potential substitutes


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Customer demand

Customer demand is a crucial factor which is driven by tastes, income and

availability of others similar products at a different price (mentioned later

in the potential substitutes section). For a lot of consumers, value and

price are highly related: the higher the price, the higher the value.

Consequently, Coca-Colas intention to position Bubble Buzz as a unique,

innovative and attractive product gives it a certain control over Bubble

Buzz price. To be able to implement higher pricing though, the

minimization of the non-monetary costs to

customers should also be include along with

awareness of the product (notably by

advertising) and value (benefits) .

The product lifecycle

The company should take advantage also to the fact that the newer the

product and the earlier in its lifecycle the higher the price can usually be.

It ensures a high profit margin as the early adopters buy the product and

the firm seeks to recoup development costs quickly and it also brings a

certain prestige to the product.

Potential substitutes

Coca-Cola is constrained by the monopolistic market in which it competes.

The main characteristic however is product differentiation.


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PROMOTION STRATEGY

Objectives:

To initiate strong awareness about the launch of Bubble Buzz

throughout the Chinese consumers age 15-29 which is generally

referred to as after 80s, as well as their parents.

To win market shares over our top functional drinks competitor,

PepsiCo.

Message:

The promotional outputs will convey the clear message that Bubble Buzz

is a healthy drink for sporty and young people who simply enjoy taking

care of their body and life.

Concepts:

Think outside the bubble: Be Bold, Be Original, Be Different, BeYourself.

A good spirit in a good body.

For the out-of-the-ordinary individuals who like to challenge

themselves.

Media selection:

Before choosing the appropriate Medias, it is important to note that after

80s consumers only give partial attention to media. However, they can

be reached through integrated programs. They are typically using more

than one communication media at a time; a behaviour that is often called

multitasking. This group of consumers doesnt give its full attention to

one single message, but rather uses continuous partial attention to scan

the media. Marketers can still communicate with Generation after 80sby


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using a variety of targeted promotional tools. Another important tactic to

reach our target market is through Viral or Buzz marketing, which

Coca-Cola will heavily use in this campaign (campus, contests).

Advertising:

Output Examples

Television CCTV, Much Music, HuNan TV

Radio Transportation Radio, During music program,

Universities Radio Station

Magazines For girls: Modern world of singers, Women

Magazine

For boys: Sports Illustrated (or Kids

edition);Football weekly; Video Games

Magazines

Internet Banners on select websites (gaming, sports,

etc.)

Official promotional website:www.BubbleBuzz.cn

Outdoors Billboards and prints in select areas

including:

Campuses, transportation (bus, metro,stations)

Tourist areas in high seasonal periods Outskirts of key cities in geographical

reach

Others Not relevant

Personal

selling

Direct contact with retailers, sales kit

strategies to be explained later in the text.

Public

relations

Stands or special displays and events in

schools, malls, sports events (i.e. 2009

Shanghai World Expo), sponsorship activities

Publicity Conferences, press releases (print and

online), buzz marketing through TV coverage
http://www.bubblebuzz.cn/http://www.bubblebuzz.cn/


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Promotional Mix:

Consumer oriented:

Contests: Win another Bubble Buzz flavour, Uncover a secret code

underneath the bottle cap and win sporting goods and electronics by

logging on the website, Win a trip for the 2010 Shanghai World

Expo. (Arguments: It will increase consumer purchases and encourage

consumer involvement with the product).

Samples: distributed in supermarkets, school/universities. Samples are

a way to avoid product resistance since people are not used to find

bubbles in their drinks. Arguments: It will encourage new product

purchases and it represents low risk for consumers since they get it for

free. They have nothing to lose by trying it.

Point-of-purchase: in supermarkets (to reach the parents of after

80s). Arguments: It is also a mean to increase product trial and

provides a good product visibility.

Others: In subsequent years, engage in product placement in TV

shows or movies.

Trade oriented:

Allowances and discounts: case allowance (Arguments: The free

goods approach will be used so it can encourage retailers to buy moreof the product to get a certain amount for free).

Cooperative advertising: to encourage retailers to buy our product

and to maintain our high level of advertisement that consumers expect

from Coca-Cola.

Other considerations:


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Scheduling of the advertising: Pulse scheduling (promotional

presence year-round, but emphasized and intensified before and during

summer).

IMC (integrated marketing communication)

Target Audience:

Intermediary: personal selling will be more often used

Ultimate consumer: Coca-Cola will use more of mass media because

the amount of potential buyers is large.

PLACE (DISTRIBUTION STRATEGY)

Bubble Buzz will be distributed through these channels: supermarkets,

convenience stores, independent food stores, discount stores, multiple

grocers, vending machines, direct sales.

Projected Financial Performance

Revenues $

597,124.0

0

Based on sales @ different channels

price

Cost Of Goods Sold 214,964.64 Based on weighted average percentage

in past data

Contribution Margin 382,159.36 Revenues - COGS

Fixed Costs :

SG&A cost : 113,453.56 Half of the O/H costs estimated, based

on past data

Capital

expenditures :

25,676.33 4.3% of revenue, based on past data

Profits 243,029.4

7

CM SG&A Capital expenditures


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Requirement for success analysis:

C.M. per bottle = 382,159.36 / 328,000 = $1.17

Break-even: (113,453.56+25,676.33) / 1.17 = 118,914 (bottles)

Market share: 118,914 / 1,000,000 = 11.9%

In one year, if Coca-cola can sell 118,914 bottles of Bubble Buzz, or in

other words achieve 11.9% of the functional drink market share, it will

break even.

After this point, every bottle Coca cola sells will generate average $1.17

towards the profits. The potential profits can up to $1,030,770.001 basedon our target market.

Expected Costs:

COGS: $597,124 * 36% = $214,964.64

O/H: $597,124* 38% = $226,907.12

Expected Revenues (total) = $597,124

Summary:

After the comprehensive analysis of the country notebook of China, Coca-

Cola Company is more acquainted with this most populated country in the

world. The cultural and economic descriptions offer us an outline of

consuming patterns and capabilities of the targeted market. Once we

understands the country better, we make our marketing mix which

contains products, pricing, place and promotion plans accurate and in a

timely fashion. All these analysis and suggestions will contribute to the

achievement of our final marketing objectivewhich can be simplified as

becoming a successful exporter of bubble tea in the Chinese market.

1 $1.17*(1-11.9%)*1,000,000 = $1,030,770


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Appendix & Reference

APPENDIX 1


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APPENDIX 2

A Chinese menu of bubble series

Sample board of bubble tea prices in China (with price range from $10 to$15).


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REFERENCES

1. The Coca-Cola Co. (Company Profile) . Global Market Information

Database (Euromonitor). Jul 20, 2005. Accessed Feb 08, 2006.

2. Functional Drinks Off-trade Sales in Canada (Country Report) . Global

Market Information Database (Euromonitor). Oct 03, 2005. Accessed

Feb 25, 2006.

3. Functional Drinks, Canada, Retail Volume (Statistics) . Global Market

Information Database (Euromonitor). Oct 03, 2005. Accessed Feb 25,

2006.

4. Soft Drinks in Canada (Industry Report) . Global Market Information

Database (Euromonitor). Oct 03, 2005. Accessed Feb 08, 2006.

5. Functional Drinks in the United States . Datamonitor. Dec 2005.

Accessed Feb 08, 2006.

6. COSGROVE, Joanna. The 2005 Soft Drink Report. Beverage Industry.

Mar 2005; 96; 3; p.22. Accessed via ABI/INFORM Global. Feb 08, 2006.

7. THEODORE, Sarah. RTD coffee, tea create a buzz. Beverage Industry.

Feb 2005; 96; 2; p.16. Accessed via ABI/INFORM Global. Feb 08, 2006.

8. The Coca-Cola Company. (Company Profile). Datamonitor. Jun 2005.

Accessed Feb 08, 2006.

9. HANNAFORD, Steve. Industry Brief, Beverages I. Oligopolywatch.

http://www.oligopolywatch.com/2003/04/21.html. Accessed Feb 07,

2006.

10. POPP, Jamie. Leading in a healthy direction. Beverage Industry. Dec

2004; 95; 12; p.22. Accessed via ABI/INFORM Global. Feb 08, 2006.

11. BERKOWITZ, Eric N. CRANE, Frederick G. KERIN Roger A. HARTLEY,

Steven W. RUDELIUS, William. Marketing, 5th Canadian Edition.

McGraw-Hill Ryerson. 2003.

12. Consumer Lifestyles in Canada . Global Market Information Database

(Euromonitor). Feb 01, 2005. Accessed Feb 08, 2006.

13. Top 20 Global Brands, Ranked by Brand Value, 2004 & 2005 (in

billions and as a % increase/decrease vs. prior year). BusinessWeek;

Interbrand. Jul 22, 2005. Accessed via eMarketer. Feb 28, 2006.


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14. Canadian Statistics Population by Sex and Age Group . Statistics

Canada. http://www40.statcan.ca/101/cst01/demo10a.htm. Modified

Oct 27, 2005. Accessed Feb 28, 2006.

23776125 Country Notebook Cocacola 1

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