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Coca Cola vs Pepsi
 

Coca Cola vs Pepsi

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Their marketing in a global scale

Their marketing in a global scale

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    Coca Cola vs Pepsi Coca Cola vs Pepsi Presentation Transcript

    • HI I‟M HI I‟MCOCA- PEPSICOLA Chong Chee Ching u3056672 Luke Wesney u3038772
    • Battle of the brands:COCA COLAvs PEPSI
    • OVERVIEW
    • Operations in over200 countriesaround the world. (GBS 2011)
    • Also with operations in over 200 countries around the world. (PepsiCo 2010)
    • ROUND 1:THE LOGO
    • the evolution (Bellis n.d., Armin 2009)
    • 2000s‟
    • the evolution (Zmuda 2011, Armin 2009)
    • 2008
    • ROUND 2:Brand Name
    • Coca-Cola isrecognized by name globally (Vrontis & Sharp 2003)
    • PEPSI is mostly known via their distinctive logoArgentina (Rafi 2010)
    • To cater tointernationalaudience due toworldwide coverage (Bowen 2009)
    • Round 3: GLOBALMARKETINGSTRATEGY
    • “THINK LOCAL, ACT LOCAL” (Nishu 2010)
    • Launched in 2009 (Business Day 2011)
    • „OpenHappiness‟ isphilosophy ofoptimism,positivity andinspiration(mUmbrella 2009, Rutledge 2009)
    • “GLOBAL STRATEGY with LOCAL TWIST” (Howard 2004)
    • Launched in 2010 (Grinton 2010)
    • Firmly aligning the brand with hope, optimism, and change (Grinton 2010)
    • MAX vs ZERO:DIET PEPSI vs DIET COKEPEPSI WILD CHERRY vsCHERRY COKE (Buscemi 2007)
    • To prevent brand decline (Buscemi 2007)
    • Meet worldwide demands (Buscemi 2007)
    • vsTo rival each other (Buscemi 2007)
    • Desired Brand Image Revolves around emotions and the feelings that people should get whenthey drink coca cola. (Free Research Papers 2011)
    • If Coca-Cola was a person: America Family Bubbly Fun Exciting Happy Red (Turner n.d.)
    • Desired Brand Image Revolves around their youthful image and social responsibility (Grinton 2010)
    • If Pepsi was a person: Youthful Energy Teenagers Music Cool TrendyThe Next Generation (Turner n.d.)
    • Glass Bottle Packaging (Coca-Cola 2011)
    • Created to work invending machinedistributions (Coca-Cola 2011)
    • Wider Distribution Worldwide“I love how the bottle fits in my hand” – Bridget ,New York (Cochrane 2010)
    • A Renowned Icon Glass Bottle Packaging (The Futures Company 2008)
    • In a global environment, Coca Cola‟s Bottle remainsas an distinctive icon for thepeople around the world
    • Complete packaging change with new logo (WARC 2010)
    • For Sustainability and Environment (Daily Mail 2011, PepsiCo 2011)
    • In a global environment, Pepsi do not have adistinctive look, but it relies on its efforts in sustainability and recycling
    • (Sports City 2008)
    • (Tischler 2010)
    • (Current TV 2008)
    • (Auto Racing Daily 2007)
    • (Howard 2002)
    • (Kingdom 2009)
    • (Stelter 2011)PEPSI and X Factor
    • PEPSI and Music Festivals (Audio4cast 2009)
    • Sports likeCricket and NFL (Semmett 2009)
    • (PepsiCo 2011)Sponsors Ideas for „Refresh Project‟
    • PEPSI mainly sponsors youth orientated eventswhich is in line with their positioning
    • ROUND 8:SOCIALMEDIA
    • (Coca-Cola 2011)
    • 5,000conversations a day aboutthe Coca Cola Company in social media outlets (Coca-Cola 2011)
    • 3 „Happiness Ambassador‟Travel the world for the whole of 2010Document their travel via social media (Warren 2009a)
    • Urged fans to send digital Coca-Cola to friends and familyand in turn one dollar from every one sent was donated to girls and boys groups across America (Van Grove 2010)
    • To conne ct to 5million+ Facebook fans 27,000+ Twitter followersNearly 7000 YouTube Subscribers (Harbison 2010)
    • Four Successful Steps by Coca Cola (Daphne 2011)
    • Very serious about consumer engagement, and ultimately, consumer empowerment through Pepsi‟s loyal fans (Warren 2009b)
    • (Skinner n.d.)
    • 3 million + fans on Facebook 60,000+ Twitter follwers11,000 + Youtube Subscribers (Sviokla 2011)
    • Full social media usage to increase sustainability efforts3 million + fans on Facebook 60,000+ Twitter follwers11,000 + Youtube Subscribers (Sviokla 2011)
    • FINAL ROUND: THERESULT?
    • (Beverage Digest 2011, ., Interbrand 2010, Shontell 2011)
    • Most recognizable brand after the word “OK!” (CCMS n.d.)
    • BUT!(Beverage Digest 2011, Shontell 2011)
    • (BBC 2010)
    • Well known for its„Refresh Campaign‟
    • WORLDWIDEMARKET SHARE (Knowledge Inn 2010)
    • LET‟S FIGHT! Pepsi Challenge showed thatpeople prefer Pepsi‟s taste overCoca Cola, but why is Coca Cola more successful globally?What could Pepsi do to increase their market share globally?