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Unformatted text preview: American children
consume. Coca-Cola, Pepsi, and Cadbury-Schweppes (the maker of Dr Pepper) control 90.3 percent of the U.S. market, but have been hurt by
declining sales in Asia. Americans already drink soda at an annual rate of about fifty-six gallons per person — that’s nearly six hundred
twelve-ounce cans of soda per person. Coca-Cola has set itself the goal of raising consumption of its products in the United States by at least
25 percent a year. The adult market is stagnant; selling more soda to kids has become one of the easiest ways to meet sales projections.
“Influencing elementary school students is very important to soft drink marketers,” an article in the January 1999 issue of Beverage Industry
explained, “because children are still establishing their tastes and habits.” Eight-year-olds are considered ideal customers; they have about
sixty-five years of purchasing in front of them. “Entering the schools makes perfect sense,” the trade journal concluded.
The fast food chains also benefit enormously when children drink more soda. The chicken nuggets, hamburgers, and other main co...
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This note was uploaded on 02/25/2014 for the course MGMT 120 taught by Professor Litt during the Spring '08 term at UCLA.
- Spring '08