Soda War: Coca versus Pepsi

Thèmes abordés

Coca Cola, Pepsi, comparison, evolution

Résumé du document

This document shows how Pepsi and Coca Cola influence each other.
It details precisely the history of Coca Cola. (with several distinct periods). And then compare the behaviour of Pepsi comparing to his opponent and how they tried to gain comparative advantage with several marketing innovation.

Extraits

[...] In the 70's, Pepsi designed new bottles (larger bottles). And was the first American producer to be manufactured. Pepsi created Lightweight and recyclable plastic bottles. Pepsi pioneered the concept of freshness dating too. In the 80's, Pepsi associated international celebrities as Michael Jackson (Clip Billie Jean), David Bowie, Tina Turner to Pepsi brand. Thoughtout the 00's, Pepsi launched new products like caffeine-free and acquire a successful return. Pepsi also sign partnership with football club, Apple, Yahoo In order to increase their brand image. [...]

[...] Valentin Laffond 29235 B2 Marketing Soda War: Coca versus Pepsi Identify major key success factors in the development of Coca-Cola. A quality product which was new for the time . (1886). The chance that a business man (Asa Griggs Candler) believed in this product and decided to turn Coca-Cola into business. (1888-1891). An efficient and aggressive marketing strategy which was to promote brand name placarding into pharmacies in order to make the company better-known. (1893-1904). The idea of Joseph Biedenharn to put Coca-Cola into bottles (1894). [...]

[...] The fact is that all countries are different each other,so the perception that can have people are assorted. The marketing could not be the same all over the world. It has to adapt to people, culture, wealth, and context. Coca-Cola invests a lot in sport, especially in football (FIFA, World Cup) because it is a sport which is recognize internationally. It reaches almost all people, all standards of life. Coca-Cola has to consider the new way of expression as internet, cellphone. They have to adapt to those ways of communication. But above all, the keyword remains INNOVATION. [...]

[...] We can note that nowadays, Coca-Cola was present in 200 countries. Coca-Cola also sponsored some events as the Olympics Game (in 1928) and become a partnership of institutions (FIFA). The brands managed to offering to people an original and innovative advertising campaign (associating stars as Hilda Clark to the company or with subliminal images in the 90's). What factors did Pepsi use to challenge Coca-Cola's competitive advantage? There are different factors: Pepsi was selling its beverage at a lower price than Coca-Cola (“twice as much Pepsi as the same price”). [...]