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Coke vs Pepsi
JORDAN QUECHUCK
Coke’s Marketing Strategies
1. Acceptability – they ensure the
Coca-Cola brand are an integral part
of consumer’s daily lives, making
Coca-Cola the preferred beverage
everywhere
2. Affordability – the company
guarantees it offers the best price in
terms of value for money
3. Availability – you can find CocaCola available anywhere people want
refreshment, a universal penetration of
the marketplace
Pepsi’s Marketing Strategies
1. Products – over the years have
added to the original Pepsi soft drink and
created other products under the brand
2. Place – offers a combination of on-line
and off-line places to buy their products
making it a global network
3. Promotion – uses 4 different
promotional tactics to get their brand out
there the best including advertising,
sales promotion, direct marketing, and
public relations
4. Pricing – 2 strategies are used:
marker-oriented pricing strategy and
hybrid everyday value pricing strategy
which ensure the prices are competitive,
based on other firms’ prices and
prevailing market conditions
Differences
Coke’s prices are set around the same level as its competitors and
Pepsi’s prices are based on consumer’s perception of value
Pepsi’s ads stay on the fun side with being mainly high energy, music
and comedy-driven, while Coke gravitates toward the emotional side
of branding with depicting human experience
Pepsi has exclusive contracts with franchise bottlers, while CocaCola has exclusive contracts with independent bottlers
Similarities
Coke and Pepsi both offer their products virtually anywhere in the world
where refreshments are sold
Both have redefined their brands in the last decade in a simpler way
Pepsi and Coke recently have taken a leap into the energy drink category to
face the issue of market saturation
Conclusion
Overall, Pepsi and Coca-Cola are fairly similar, with the
exception of a few marketing strategies. They both have a
common product and common market they are working toward
which is successful thus far. Coke is leading in the American
market for carbonated soft drinks, Pepsi comes in a close 3rd
place. Research tells us Coca-Cola is leading, but it comes to a
personal preference and Pepsi is still in the race.
References
http://www.coca-cola.co.uk/stories/health/choice-andinformation/coca-cola-one-brand-marketing-strategy/
http://businesscasestudies.co.uk/coca-cola-great-britain/within-anarms-reach-of-desire/marketing-strategy.html#axzz47bxoCFie
http://panmore.com/pepsico-marketing-mix-4ps-analysis
http://adage.com/article/cmo-strategy/pepsi-preps-global-emojibottle-campaign/302748/
https://designshack.net/articles/graphics/pepsi-vs-coke-the-power-ofa-brand/
http://www.investopedia.com/articles/markets/081415/comparingcocacola-and-pepsis-business-models.asp