When a brand becomes predominant in the market others try to emulate the leader (de Chernatony et al. 2011: 353). The competition assumes that their idea or strategy is right, so they imitate it with the goal of improving it- making it better (Reis 2014 11-12). However, better is a difficult concept to communicate to consumers and it does not always work (Reis 2014 11-12). Better, is a perception, as in asking if Coke taste better than Pepsi (Reis 2014 11-12)? The belief that something is better is a subjective judgment, a perception that exists in the minds of the observer, (Reis and Trout 1993: 22-24) the consumer. Therefore, if you did not capture the market first with a product or service, what do you do if you are second (Reis 2014 11-12)?…
Pepsi Cola is one of the most popular sodas in the world, controlling over 30.8% of the carbonated soft drinks market (John Sicher, 2009), thus affirming its position as a market leader. The company has for specific reasons, changed its logo, promise and campaign. Its theme from inception when it was called “Brad’s drink” named after its creator Caleb Bradham, till date had evolved due to social and environmental changes, and the trends that have changed over time (The Pepsi Cola Story). One of…
Porter’s Five Forces
The competition between Coke and Pepsi makes this industry more of a Duopoly.
Conversation around Coke was over 2.5 times greater than that of Pepsi.
That is perhaps unsurprising, as Coca-Cola’s market capitalization is over 30% greater than PepsiCo’s, Coca-Cola spends considerably more on advertising, and Coke has 120,000 more Twitter followers than Pepsi.
Furthermore, in the proprietary Social Index, Coke scored higher than…
Coke and Pepsi on India and Targeting Consumers
Many multi-national corporations face a lot of difficulties while conducting their businesses in different parts of the world; Coca-cola and Pepsi are not an exception. Even though they are well known multibillion dollar corporations with iconic brands across the globe, Pepsi and Coca-cola have encountered a wide range of challenges in the formation and allotment of their products in several parts of the world, including India. Coca-cola and Pepsi…
IN WORLD MARKET
PepsiCo is a global company which is one of food and beverage industry leaders. They have sevaral brands in which has 22 brands generate more than $1 billion each in revenues (including Pepsi, Lays, Gatorade). (Sharon Bailey, 2014)
Picture 1: 22 PepsiCo's Billion Dollar Brands
The products that PepsiCo manufactures:
o Flavored snacks
o Dairy-based product
o Carbonated soft drinks
o Ready-to-drink tea…
As established before, Pepsi and Coca-Cola do not sell directly to final customers, but go through resellers. It is crucial to identify this fact since, when introducing ‘Pepsi True’ to the new market the company will have to create as much value as possible through the brand itself and positioning of the product.
The rest of the consumer value will have to be created by the resellers like retail stores, bars, restaurants and discos. The branding must therefore be made very precisely and most…
Figure 1 (1961) exemplifies American consumers with an image of several Caucasians models both men and women, four of the models featured in the ad are younger, middle-aged like and the other two that appear in the front of the ad are older. The ad promotes the most common yet popular drink found anywhere in the planet, Pepsi. The author specifies that the drink will and I quote “adds sparkle to any get-together”-Look(Pg.8).
Among several ads published both in the past until now, the author in…
4PS OF PEPSI AND COCA COLA
Coca-Cola has a very large product category including e.g. different type of cola drinks, energy drinks, juices and so on. This also applies to Pepsi, which operates additionally in the food business. King of the cola drinks is definitely the Coca-Cola Classic, which is the most sold soft drink in the world. It has become with a lot different flavors as well like lemon, cherry and vanilla. Another significant cola products of this leading company are Coca-Cola Light…
Inc. was established due to the unification of Pepsi-Cola and Frito-Lay. Pepsi-Cola was created by a pharmacist during the late 1890’s, and Frito-Lay, Inc. was founded by the merger of two already existing companies in 1932. Soon, the new company started to grow and increase their product portfolio. At this time, PepsiCo is one of the world’s a leading global food and beverage company (PEPSICO, 2015). They offer and successfully deliver a significant amount of products from different top global…
Failed: Kendal Jenner’s Pepsi Commercial (2017)
Advertising is a paid form of non-personal communication about an organization, product, service, or idea by an identified sponsor. It can be a great forum to communicate to mass audiences in order to get a message across. Successful commercials are sometimes controversial, but then some commercials miss the mark completely, like Kendall Jenner’s banned commercial with Pepsi. The commercial centers around some sort of…