Coca-Cola and Pepsi

Résumé du document

In order to make a developed competitive analysis of two big multinational, I choose an industry which involves us directly; I speak about the industry of cola. I found interesting to take two actors of cola's market, two companies who have different strategies, for an almost equal notoriety. When one chooses red, the other chooses blue. Since a century, Coca and Pepsi are fighting without mercy in the world wide. The two most important brands of capitalism and American taste are competing on best market, place, sellers…

Firstly, I will make an overview of those two multinational, and a situation analysis, then I will deal with the cola's market and marketing different strategies of those two companies. To finish, I will make an analysis with a mix marketing of the companies. To conclude, I will try to provide constructive criticism for a well comprehension of their market position and will also focus on future prospects of companies.

Extraits

[...] - Restaurants. - Automated teller machines (AMTs) Pepsi: Young people who want to break with "tradition" of their parents who have the habit of Coke. Youth were also sensitive to the "Pepsi Generation" and its advertising campaigns. V-Mix marketing analysis Écouter Lire phonétiquement Écouter Lire phonétiquement Coca Cola marketing mix Product: Coca Cola is based on diversification of its products: The packaging of Coca Cola The packaging of Coca Cola is red "farting" to draw the view. The packaging of Coca Cola Light is metallic gray to reflect light and shine Different packaging 1. [...]

[...] Coca Cola also insists on the quality of its products. The company wants to “refresh” everyone on the entire world. However, the brand uses for it, its main brand, derived by sub-products maintaining a strong affiliation with Coca Cola: the Diet Coke Cola (Coca Cola light, zero Lemon Coke It is more about a strategy of concentrating on the main product, which is to increase the volume of sales. Nevertheless, prevention and control of health protection can be an important threat to Coca Cola. [...]

[...] Capital was sold and Roy C. Megargel bought the trademark. But unfortunately this only works one time, Pepsi fell into bankruptcy in 1931. It was then bought by G. Guth, president of the sugar company Condo Industries. During the economic crisis from 1936 to 1938, Pepsi's profits doubled. Pepsi is the first U.S. product to cross the Iron Curtain and to enter Soviet territory (1965). In 1975 Pepsi launched the first plastic bottle of history. And it was in 1984 that Pepsi launched the first partnership with a music star Michael Jackson. [...]

[...] He then moved to Jacob's Pharmacy located on the other side of the street; sell their syrup at a price of 5cents glass in a soda fountain. Soon after that Frank Robinson, Pemberton's accountant offered him the name Coca-Cola and the logo design. The Coca-Cola Company is one of the largest global companies in beverages, but also one of the largest U.S. companies. His headquarter is in Atlanta, Georgia (south-eastern United States). She is best known for his flagship Coca-Cola. Coca-Cola is a registered trademark in 1893, born in the United States. [...]

[...] VI-Prospects for the futures Those perspectives deal with both Coca Cola and Pepsi companies: Develop their linear range by discounters, either on their own behalf or in complementary range. This enables them to cope with increased competition. Develop other types of flavored soft drinks. Attack new markets. Prospects for Coca Cola: Do not stand on his image and reputation acquired but trying to come up with new things. In fact, Coca Cola, remains too much on these achievement and don't try to seduce customers with new products contrarily to Pepsi. [...]