Pepsi Vs Cola Wars Case Study

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Globally, Coca Cola leads the Cola Wars by outselling Pepsi by at-least over a 100 million cases of Coca cola annually. So it isn’t rocket science to conclude that Coca Cola is better than Pepsi (sells more). But when we ask the question, Why is this the case, the answer will leave you baffled. (Cause it 's not about the taste!)

Why is coca cola better than pepsi?

Having been the two most competitive companies, Coca-Cola and Pepsi have always been neck-to-neck in the Soda Business. However competitive it might have been, Coca-Cola has always had a little more edge over Pepsi. In an experiment that was conducted, it was found out that when people were made to choose between Coke and Pepsi when they were blindfolded, they chose Pepsi over Coke
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This paradox of people liking the taste of pepsi yet buying Coca Cola is known as the Pepsi Paradox.

How does Coca Cola do it?

For over a century, Coke has been in the business of selling Soda. With that, it has become one of the biggest MNC’s. If you think about what Coke’s secret ingredient for having such tremendous market share is, you won’t find it hidden in its taste, you’ll find it in its marketing. When Coca-Cola sells its product that is advertises its product, it not only sells the Soda, it spreads happiness amongst people. I am sure there’s not one Coca-Cola Advertisement out there that doesn’t leave a smile on your face. Be it the Diwali Campaign or them bringing people from different countries together.

While Pepsi focused on selling just their product, Coca-Cola was selling a feeling, a relationship and happiness with each bottle of Soda that they sold.

Coca Cola focussed on one thing throughout, the way their activities made the consumer feel, and this feeling, is everything which has made that difference.

Coca Cola Diwali Campaign
Credits :
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Putting Vending Machines with cameras and projectors, Coke got Indians and Pakistanis to greet, dance and extend a hand of friendship to each other. Where Britishers left us divided, Coke tried to unite us.

Check out this Video for the India - Pakistan Unite campaign.

This was one part of the world. When Coke came to know that 50% of Australian Teens and Adults hadn’t tasted Coke, they decided to go personal and printed the most popular names on the bottles to attract more customers. After 3 months of this campaign, Coke had managed to increase it’s market share in Australia by 7%.

Coke has managed to influence the people not through their brains but through their hearts. It has not only spread happiness, it has brought people together, it has been the basis of friendships and it has given all of them a reason to carry on those friendships. Coke ended up monetising this amazing Marketing technique and now is the third most valuable brand in the world having a value of $81.6 Billion.

Over the years, it made a relationship with the people and over the years, when people think of Coke, they don’t think about quenching their thirst, they think about happiness. I would say they have one hell of a Marketing

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