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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