Pepsi Vs Coke ppt by gulab

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Pepsi Vs Coke ppt by gulab

  1. 1. CASE STUDY OF The Coke and Pepsi <ul><li>Presented by: </li></ul><ul><li>GULAB SHARMA </li></ul><ul><li>ABHISEK,VISHAL,ANKESH,ANKIT,NIMISH,TEKWANI,SANJAY,RAHUL </li></ul>
  2. 2. Indian Cola Market <ul><li>Coke had entered in 1970s but exit due to Govt. policies. </li></ul><ul><li>Pepsi entered in 1991. </li></ul><ul><li>Coke re-entered in 1993-merged with Parle which has 60% market share(with thumps up,limka like brand). </li></ul><ul><li>Pepsi leads because it targeted Youth </li></ul>
  3. 3. Advertising strategies <ul><li>Both formulated their advertising plan on the basis of insiders they put inside the offices of each other. </li></ul><ul><li>INITIALLY- </li></ul><ul><li>- PEPSI relied on advertisements featuring film stars, pop stars and cricket players. </li></ul><ul><li>- COKE focused on Indian culture and music. </li></ul>
  4. 8. <ul><li>Controversy of Pesticides. </li></ul>
  5. 11. Spoof Advertising <ul><li>Against Coke’s ‘EAT-SLEEP-DRINK’, Pepsi made an ad opposite to it </li></ul><ul><li>To counter this, Coke made a print ad in which it shows ‘chalo kha liya’.. </li></ul>
  6. 14. <ul><li>Another Coke ad showed 2 apes, copying Pepsi’s Azhar and Jadeja with the time ‘ don’t be a bunder’, taste the thunder. </li></ul>
  7. 15. <ul><li>Coke launched Sprite and made an ad ‘baki all bakwaas’ which clearly targeted Pepsi. </li></ul>
  8. 16. <ul><li>Against Pepsi’s ‘ Sachin ala re’, Coke responded with the song ‘Coke ala re’. Pepsi moved to AAAI against Coke. </li></ul>Coke aala re Sachin aala re
  9. 17. <ul><li>Endorsement of celebrities and cricketers were at peak </li></ul>
  10. 19. Cola wars apart from Advertising <ul><li>Espionage in each other’s offices. </li></ul><ul><li>Pepsi filed a petition against Coke alleging that Coke had ‘entered into conspiracy’ to disrupt its business operations. </li></ul><ul><li>Recruiting of employees at higher rates by Coke. </li></ul><ul><li>‘ Pressure of breaking contracts’ by Coke. </li></ul><ul><li>Frequent complaints from both the players about their bottlers and retailers being hijacked. </li></ul><ul><li>Painting of rival outlets overnight. </li></ul>
  11. 21. Future of Cola wars <ul><li>Companies will concentrate more on Advertising. </li></ul><ul><li>Events and exhibitions will be on high. </li></ul><ul><li>Companies would take unethical steps in future. </li></ul><ul><li>Pricing strategies will be reconsidered. </li></ul><ul><li>Companies may widen their portfolio to capture mass market. </li></ul>
  12. 22. Other fronts of Rivalry <ul><li>Till the late 1980s, the standard SKU for soft drink was 200 ml. </li></ul><ul><li>Around 1989, Pepsi launched 250 ml bottles </li></ul><ul><li>When Coke re-entered India in 1993, it introduced 300 ml as the smallest bottle size. </li></ul><ul><li>Soon Pepsi followed this. </li></ul><ul><li>But around 1996, the excise component led to an increase in prices & a single 300 ml purchase became expensive. </li></ul>
  13. 23. Ethical issues <ul><li>Espionage against each other’s offices. </li></ul><ul><li>Making fun of cricketers by Coke. </li></ul><ul><li>Coke used punchline of Pepsi ‘yeh dil maange more’. </li></ul><ul><li>Shiftment of employees from Pepsi to Coke. </li></ul><ul><li>Hijacking bottlers and retailers. </li></ul><ul><li>Painting of retail outlets of each other’s overnight. </li></ul>
  14. 24. QUESTION <ul><li>IS THIS RIVALRY BENEFICIAL FOR CUSTOMER ? </li></ul>
  15. 25. <ul><li>Thank You </li></ul>

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