The Coke and Pepsi Rivalry Presented by: Anil Kumar PGPIMC-01

Presented by:

Anil Kumar

PGPIMC-01

Indian Cola Market Coke had entered in 1970s but exit due to Govt. policies. Coke and Pepsi entered in 1991. Coke re-entered in 1993-merged with Parle which has 60% market share. Pepsi leads because it targeted Youth

Coke had entered in 1970s but exit due to Govt. policies.

Coke and Pepsi entered in 1991.

Coke re-entered in 1993-merged with Parle which has 60% market share.

Pepsi leads because it targeted Youth

Advertising strategies Both formulated their advertising plan on the basis of insiders they put inside the offices of each other. INITIALLY- - PEPSI relied on advertisements featuring film stars, pop stars and cricket players. - COKE focused on Indian culture and music.

Both formulated their advertising plan on the basis of insiders they put inside the offices of each other.

INITIALLY-

- PEPSI relied on advertisements featuring film stars, pop stars and cricket players.

- COKE focused on Indian culture and music.

Controversy of Pesticides.

Controversy of Pesticides.

Spoof Advertising Against Coke’s ‘EAT-SLEEP-DRINK’, Pepsi made an ad opposite to it To counter this, Coke made a print ad in which it shows ‘chalo kha liya’..

Against Coke’s ‘EAT-SLEEP-DRINK’, Pepsi made an ad opposite to it

To counter this, Coke made a print ad in which it shows ‘chalo kha liya’..

Another Coke ad showed 2 apes, copying Pepsi’s Azhar and Jadeja with the time ‘ don’t be a bunder’, taste the thunder.

Another Coke ad showed 2 apes, copying Pepsi’s Azhar and Jadeja with the time ‘ don’t be a bunder’, taste the thunder.

Coke launched Sprite and made an ad ‘baki all bakwaas’ which clearly targeted Pepsi.

Coke launched Sprite and made an ad ‘baki all bakwaas’ which clearly targeted Pepsi.

Against Pepsi’s ‘ Sachin ala re’, Coke responded with the song ‘Coke ala re’. Pepsi moved to AAAI against Coke. Coke aala re Sachin aala re

Against Pepsi’s ‘ Sachin ala re’, Coke responded with the song ‘Coke ala re’. Pepsi moved to AAAI against Coke.

Endorsement of celebrities and cricketers were at peak

Endorsement of celebrities and cricketers were at peak

Cola wars apart from Advertising Espionage in each other’s offices. Pepsi filed a petition against Coke alleging that Coke had ‘entered into conspiracy’ to disrupt its business operations. Recruiting of employees at higher rates by Coke. ‘ Pressure of breaking contracts’ by Coke. Frequent complaints from both the players about their bottlers and retailers being hijacked. Painting of rival outlets overnight.

Espionage in each other’s offices.

Pepsi filed a petition against Coke alleging that Coke had ‘entered into conspiracy’ to disrupt its business operations.

Recruiting of employees at higher rates by Coke.

‘ Pressure of breaking contracts’ by Coke.

Frequent complaints from both the players about their bottlers and retailers being hijacked.

Painting of rival outlets overnight.

Future of Cola wars Companies will concentrate more on Advertising. Events and exhibitions will be on high. Companies would take unethical steps in future. Pricing strategies will be reconsidered. Companies may widen their portfolio to capture mass market.

Companies will concentrate more on Advertising.

Events and exhibitions will be on high.

Companies would take unethical steps in future.

Pricing strategies will be reconsidered.

Companies may widen their portfolio to capture mass market.

Ethical issues Espionage against each other’s offices. Making fun of cricketers by Coke. Coke used punchline of Pepsi ‘yeh dil maange more’. Shiftment of employees from Pepsi to Coke. Hijacking bottlers and retailers. Painting of retail outlets of each other’s overnight.

Espionage against each other’s offices.

Making fun of cricketers by Coke.

Coke used punchline of Pepsi ‘yeh dil maange more’.

Shiftment of employees from Pepsi to Coke.

Hijacking bottlers and retailers.

Painting of retail outlets of each other’s overnight.

Thank You

Thank You