Marketing Strategies And Success Of Coca-Cola And Pepsi

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Nowadays, Coca-Cola and Pepsi will instantaneously jump in consumers’ mind when talking about soft drinks market worldwide. Carbonated soft drinks (CSD) has played an important role in securing the major revenue in soft drink market, until a global health and fitness trend changed consumer preferences around 1990s. This trend led to a prosperous emergence of low calorie and non-carbonated drinks around the globe, which brought both cola giants to shift their targeted sales into emerging markets to maintain a sustainable profitability and growth. Therefore, the different approaches of Coco-Cola and Pepsi secure their home front while expanding their sales in the emerging markets are left to consider. How were their performances and would it …show more content…
Following Coca-Cola, Pepsi-Cola was created in 1898, with the initial statement to cure dyspepsia. PepsiCo Inc. was later founded and acquired several snack and fast food companies that grew vigorously through the twentieth century.
I. Different Product Portfolios of Coca-Cola and Pepsi
With a well-strategized brand objective focusing on satisfying all the needs and occasions to every consumer. Based on this business strategy, Coco-Cola has successfully built its enterprise with four major popular CSD brands: Coca-Cola, Diet Coke, Fanta and Sprite, which ranked among the top five global CSD brands by sales volume (Gupta, 2012). Plus a wide range of non-alcoholic beverages that together concluded this unbeatable popular brand
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Throughout its business history, besides its primary Pepsi-Cola beverage division, PepsiCo has acquired various popular food companies and restaurants chains to build its entire retail enterprise. By diversifying its products and distribution channels, PepsiCo earned abundantly in revenue through years, and even surpassed Coca-Cola’s revenue in general.
II. Advertising Strategy and Brand Campaigns
Advertising has proven its essential and consistent function in a company’s brand building process. By launching the right advertising to the right consumers can build the perceptions of company’s target customer group, therefore further enlarge the company’s reputation and market share in the long

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