Word: brandsness
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Dates: during 1980-1989
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Nevertheless, there have been some stunning recent soda successes. Coca-Cola's new diet Coke, which was introduced last July, is already a brisk seller. For years, the company had feared that putting its famed name on any other product would diminish the sales and standing of the flagship...
Americans can now choose from an astonishing 235 brands, compared with 152 only seven years ago. "I worry about the consumer being overwhelmed by the selection," says Joseph Doyle, an analyst with the Wall Street firm of Smith Barney, Harris Upham & Co. Notes John Bergin, president of the McCann-Erickson...
The new drinks are already fighting for space in groceries and supermarkets, where some 52% of all sodas are sold. That battle favors giants like Coke and Pepsi, which have vast sums to spend on the discounts, giveaways and promotions that can help persuade retailers to make room on shelves...
Dallas-based Dr Pepper (1982 sales: $516 million) is among the firms that could be squeezed. Dr Pepper has a near cult following in places like Waco, Texas, where it was invented in 1885. Waco's 100,000 residents each knock back an average of more than 300 bottles...
Royal Crown (1982 sales: $469.8 million) shares the frustrations of other small soft-drink firms. The Atlanta-based company introduced the first diet and decaffeinated brands, but it has lacked the muscle to win a substantial market share for itself. Still, Royal Crown's $16 million 1982 profit was...