Increasing Millennial Appeal and Consumption of Carbonated Soft Drinks in light of recent health concerns.

1. The Carbonated Soft Drink Industry's
Challenges & Strategies:
Increasing Millennial
Appeal & Consumption
From a Marketing Management Perspective
Sashenka Goodall
Professor Hirschberg
Golden Gate University – MKT 300

2. Agenda
• Recent Sales
• Consumer Concerns
• Marketing Translation
• Conclusion

3. Carbonated Beverage
Sales by Variety

4. Why are Sales Declining?
United States of
Fatties
High Fructose Corn
Syrup
24/7 Information

5. Other Challenges Facing CSD's
Diet Coke is
for
Women….
…Men Drink
Regular Coke Age Entry Point for Millennial
&

6. For CSD's…
It's What's OUTSIDE that Counts
Bigger is NOT
Better
Keep it Glassy Continental Appeal

8. Especially When you Share!!

9. Even If Dr. Pepper Doesn't

10. DEWshine
Craft Soda by Mountain Dew
• Compete with Craft Soda Products
• Real Citrus Juice and Cane Sugar
• Glass bottle 4-packs
• Refreshing, Natural and New

11. Marketing Management Translation
of CSD Challenges & Strategies
Consumer Concern Marketing Principle(s) Internal or External?
Obesity Concerns Lifestyle Choices Internal
Ingredients & Artificial
Sugar
Cognitive Learning, Search
for Information
Both
Men & Soda:
Diet vs. Mid-Calorie
Gender Roles
Brand Personality
Internal
External
Mini Cans Low-Involvement Learning External
Glass Bottles Appeal to Social Class External
Latin Pivot Cultural Values
Demography
External
Internal
Share a Coke With Opinion Leaders, Social
Demographic Appeal
External
Internal
DEWshine Craft Soda Perception, Cultural Values External

12. Impact on the Decision Making Process
• Increase Motivation & Change Perception
• Marketing and Information
• Problem Recognition is unavoidable
• Alternatives Evaluation  Attribute-Based Choices

13. Conclusion
There is no such thing as too Big to Fail……
(Unless You're a Bank)
Understanding Your Customer is
CRITICAL

14. Questions?
Comments?