Professor T. Seward
21 June 2018
Pepsi vs. Coca-Cola
Some people like Coca-Cola while other people like Pepsi, maybe the advertisement for both products because for more than a decade Coca-Cola and Pepsi for a long period. Most of the time there would be advertisement campaign that could “roast” one product to another, for example, Pepsi did a Halloween ad with a Coca-Cola cape with the title that said quote, “We wish you a scary Halloween” telling the people that Coke product could be scary. Later, Coke took the Pepsi’s ad and change it into their own by changing the title into “Everybody wants to be a Hero” showing that Pepsi was trying to be the hero by imitating them. Coca-Cola’s own advertisement shows that people can share a coke with a friend and/or family and that everyone would have a good time. Sharing it with ourselves would make no sense. But no matter how offered you enjoying it, no matter which one, soda still matter It’s been a long time since PepsiCo just sold Pepsi and Coca-Cola just sold Coke. Both companies now sell juice, water, sports drinks and iced coffee. And in many of these categories, Pepsi is winning. But when it comes to regular old cola, Coke is still king. According to Danielle Wiener-Bronner, who also says that “It’s a tough time for soda sellers. People are turning away from sugary drinks and empty calories. Evolving tastes and sugar taxes have encouraged brands like Coke and Pepsi to invest in healthier alternatives.”
There was Chasing Millennials Back In January, Coke announced new Diet Coke flavors and a sleek new can. She also had noted Coca-Cola had the last two years relaunching their campaign that was aimed at a younger crowd: The new flavors, like Ginger Lime and Zesty Blood Orange, call to mind different variations of trendy La Croix seltzers.
“Millennials are now thirstier than ever for adventures and new experiences, and we want to be right by their side,” Rafael Acevedo, the group director for Diet Coke in North America, said in a statement about the new look and flavors. “We’re making the brand more relatable and more authentic.” He also noted that everybody goes caffeine-crazy, some health experts and have raised the red flags, nothing that excessive ingestion of the drug, especially by mostly teenagers, can cause health problem (Brandweek, 15 May). On the other side of the health spectrum, the clear winner is a bottled water. Chris Kempczinski, the VP-noncarbonated beverages at Pepsi-Cola went to New York to speak about the argument that water bottle can be bored went really it’s just a figure of speech and that in beverages, we couldn’t pick a more boring product. But as Pepsi rolls out SoBe Life Water and reformulates its Aquafina Sparking line with bolder flavors, other innovations, alternatively known as “nutraceuticals,” are all vying to address a seemingly endless number of drink occasions.
But it adds up to the ridiculous brand proliferation according to David Hartley, an analyst with Blackmont Capital, Toronto. He pointed Coke Zero (targeting men), Diet Coke and Diet Coke with Splenda as an example of overkill. Coke is spit-shining Sprite with a new, albeit stranger image. Its “Sublymonal” campaign, created by Crispin Porter and Bogusky, Miami, hits viewers with a barrage of lemon and lime visuals.
Now in Danielle Wiener-Bronner’s Article, she said that coke is winning. Why…is because It’s been a long time since PepsiCo just sold Pepsi and Coca-Cola just sold Coke. Both companies now sell juice, water, sports drinks and iced coffee. And in many of these categories, Pepsi is winning. But when it comes to regular old cola, Coke is still king. Most people Thinking outside the can It’s a tough time for soda sellers. Both companies have diversified their product lineups, but the stakes in cola are higher for Coke. PepsiCo merged with Frito-Lay and now owns Quaker Oats, Tostitos and other food brands. Coca-Cola is still a beverage company. While it was branching out, Pepsi took its eye off its namesake product, said Caroline Levy, a research analyst who covers beverages for Macquarie Capital. “They got very distracted for the last few years on cola,” she said. “They were chasing other things.” In January, Coke announced new Diet Coke flavors and a sleek new can. The campaign was aimed at a younger crowd: The new flavors, like Ginger Lime and Zesty Blood Orange, call to mind different variations of trendy La Croix seltzers. Coca-Cola spent two years on the relaunch. Coke was trying to target to the younger audience like it did to 1996’s Sprite Campaign which was a hit.
Beverage brand Pepsi has always been ahead of the curve when it comes to communicating with consumers. The brand has always innovated and developed campaigns that connect with consumers in the most relevant ways. Continuing this trend, this year too, Pepsi is reaching out to millions with its message of ‘Kyun Sookhe Sookhe Hi’ by giving a twist to typical YouTube advertising with Google’s dynamic advertising tool Director Mix. This tool creates custom video ads from one core creative, turning consumer’s attention into action.
Through Director Mix, Pepsi is showing its consumers content which is most relevant to them, in its trademark witty and humorous style. The brand has turned a limited set of creative assets for its ‘Kyun Sookhe Sookhe Hi’ campaign, including images, voiceovers, texts, fonts and colors into multiple unique messages catering to different audiences in a contextual and engaging manner.
Yet, experts predict bottled water will become the world’s most dominant beverage, unseating carbonated drinks by 9015. “Health and wellness has manifested itself in a big way,” said Gary Hemphill, COO of Beverage Marketing Corp., New York. “There are huge opportunities in terms of innovation. You’ll continue to see a lot of new water products with added ingredients.”
Meanwhile, PepsiCo CEO Indra Nooyi recently told investors that a new, nostalgia-focused Pepsi Generations marketing push, playing up successful ad campaigns of the past, will help boost sales. Duane Stanford, executive editor of Beverage Digest, thinks Pepsi can win back customers by beefing up advertising for its core brands. But they’re playing catchup.
My study would be taking into consideration the studies which already have been performed in the past also as l am using secondary data as well to fill in the respective project. My project includes the primary data which will help me to make it different from the past studies conducted. In this I will be interviewing the company officials as well as the consumers. The feedback from both the parties would be helpful in making my project a more enlightening. The response collected from them would help me to find out the flaws in the marketing strategies, brand image making in the market etc. and the response from the customers would help to analyze which of the brand is more popular between the customers and what would they prefer from both of them. So I think if I’ll answer all these questions according to the present criterion it will be helpful. As all the previous statistics are old enough. All the statistics which I will collect would be an appropriate for the end of my study.
My study and the conclusions which I will draw through my research would be very helpful to the academia and business managers as they will be able to think about their marketing strategies which are to be used in the future so as to push their brand at the number one position in the market and make it a consumer friendly brand. My study would also provide them an easy route to accomplish their tasks in a profitable manner. Soft drinks are playing the vital role in the market and the companies are also getting the good profits on these products. The soft drinks industry has originated in 1772. Now these drinks spread all over the world and the millions of bottles is consumed every day. Now this business and they are changing their strategies according to the situations. The main objective of the study is to find out the strength and weakness of Pepsi in Visakhapatnam zone when compared to the Coca-Cola, that is mainly in the three places in Srikakulam district i.e. Srikakulam, Narasannapeta, and Amadalavalasa. Consulting almost all the outlets in these three areas, which are selling the soft drinks with a structured questionnaire, has done the study. The data has been collected and analyzed and interpreted by the help of the graphical representation technique. The analysis revels the various strengths and weaknesses of Pepsi in these areas along with the position on competitors. The most of the consumers preferred soft drinks because of better taste and to quench out their thrust. But now days, due to the changing food habits consumers have started adding the soft drinks in their food habits. The total sales of the soft drinks the Pepsi’s share is more but when compared with the Cock the number of outlets are less than Cock. Pearl Beverages Pvt. Ltd. Takes a great care to maintain quality control of products in their factory. The bottles are visually examined for impurities continuously, as the bottles move out. Samples are checked every ten minutes of production time by the chemist for its quality and hygienic condition. The chemical analysis is also flavors, gas contain and sugar percentage. The appearance, smell and taste of the production are suspended and the correcting measures are taken also as to send right the bottling process.
Finally, it can be concluded that the industry need lot of channel management activities to do along with various promotional strategies for the customers. I wish the company got its objectives achieved.Work Cited
Eschholz, Paul, et al. Language Awareness: Reading for College Writers, 12th Edition. Bedford/St. Martin’s Macmillan Learning, 2005, 2009, 2013, 2016.
Hein, Kenneth. “Cola, energy drinks swing for fence”, vol. 47, no. 25, June. 2006. Pp. 30-31. Accessed 20 June 2018.
Bureau, Adgully. “Pepsi gives the ‘Kyun Sookhe Sookhe Hi?’ campaign a new twist”, 11 April. 2018. https://www.adgully.com/. Accessed 20 June 2018.
Bronner, Danielle Wiener, “Why Coke is winning the cola wars.” 21 February, 2018, http://money.cnn.com/2018/02/20/news/companies/cola-wars-coke-pepsi/index.html. Accesses 20 June 2018.
Coca-Cola, “Our Actions and Way Forward”. 4 December 2017. https://www.coca-colacompany.com/transparency. Accesses 20 June 2018.