Undertook a Business Research project in the second year of my undergraduate degree on the topic- Comparative Analysis between Pepsi and Coca Cola on the basis of various physical and chemical aspects.
This presentation is brief introduction of Pharma Market and work pattern of MNCs (GSK is taken as example).This presentation was given by Faheem Siddiqui in Entrepreneur Conference at MBBS campus-Dadu of Sindh University on 09th October-13
Brand elements and brand identity are often used next to each other to identify the brand, to enhance brand awareness and to facilitate unique brand associations which ultimately should differentiate the brand (Keller, 2006:140). Conventional brand elements form the visual identity of a brand, a logo, a name, a slogan and brand stories can be addressed as the key elements.
uploaded by SAHRUDAYAN NK, KICMA College , Neyyardam, Trivandrum, Kerala
A brief look into brand identity and some of the models involved with its such as the brand identity prism. as well as examples of Nikes Identity prism and Jaguars identity prism.
A lot more info can be located on my website : https://digibowl.wordpress.com/2016/03/30/what-is-brand-identity-a-closer-look-at-the-brand-identity-prism/
6th Alex Marketing Club (Brand Positioning) by.Dr.Amany SabryMahmoud Bahgat
#Mahmoud_Bahgat
#Marketing_Club
Join us by WhatsApp to me 00966568654916
*اشترك في صفحة ال Marketing Club* عالفيسبوك
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*اشترك في جروب ال Marketing Club* عالفيسبوك
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*Marketing Club Middle East*
25 Meetings in 6 Cities in 1 year & 2 months
Since October 2015
*We have 6 groups whatsapp*
*for almost 600 marketers*
From all middle east
*since 5 years*
& now 10 more groups
For Marketing Club Lovers as future Marketers
أهم حاجة الشروط
*Only marketers*
From all Industries
No students
*No sales*
*No hotels Reps*
*No restaurants Reps*
*No Travel Agents*
*No Advertising Agencies*
*Many have asked to Attend the Club*
((We Wish All can Attend,But Cant..))
*Criteria of Marketing Club Members*
•••••••••••••••••••••••••••••••••••••
For Better Harmony & Mind set.
*Must be only Marketer*
*Also Previous Marketing experience*
●Business Managers
●Country Manager,GM
●Directors, CEO
Are most welcomed to add Value to us.
■■■■■■■■■■■■■■■■
《 *Unmatched Criteria*》
Not Med Rep,
Not Key Account,
Not Product Specialist,
Not Sales Supervisor,
Not Sales Manager,
●●●●●●●●●●●●●●●●●●
But till you become a marketer
you can join other What'sApp group
*Marketing Lover Future Club Group*
■■■■■■■■■■■■■■■■
《 *Unmatched Criteria*》
For Conflict of Intrest
*Also Can't attend*
If Working in
*Marketing Services Provider*
=not *Hotel* Marketers
=not *Restaurant* Marketers
=not *Advertising* Marketer
=not *Event Manager*
=not *Market Researcher*.
■■■■■■■■■■■■■■■■
■■■■■■■■■■■■■■■■
*this Club for Only Marketers*
Very Soon we will have
*Business Leaders Club*
For Sales Managers & Directors
Will be Not for Markters
●●●●●●●●●●●●●●●●●●●●
■ *Only Marketers* ■
*& EPS Marketing Diploma*
●●●●●●●●●●●●●●●●●●●●
Confirm coming by Pvt WhatsApp
*To know the new Location*
*#Mahmoud_Bahgat*
00966568654916
*#Marketing_Club*
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Research Paper: Consumer Trust and Perceived Risk in B2C E CommerceTanzir Islam
This research paper was created by a group of students of Institute of Business Administration, University of Dhaka as their term paper for the course Research Methods.
Topic of the research paper: Consumer Trust and Perceived Risk in B2C E-commerce
This presentation is brief introduction of Pharma Market and work pattern of MNCs (GSK is taken as example).This presentation was given by Faheem Siddiqui in Entrepreneur Conference at MBBS campus-Dadu of Sindh University on 09th October-13
Brand elements and brand identity are often used next to each other to identify the brand, to enhance brand awareness and to facilitate unique brand associations which ultimately should differentiate the brand (Keller, 2006:140). Conventional brand elements form the visual identity of a brand, a logo, a name, a slogan and brand stories can be addressed as the key elements.
uploaded by SAHRUDAYAN NK, KICMA College , Neyyardam, Trivandrum, Kerala
A brief look into brand identity and some of the models involved with its such as the brand identity prism. as well as examples of Nikes Identity prism and Jaguars identity prism.
A lot more info can be located on my website : https://digibowl.wordpress.com/2016/03/30/what-is-brand-identity-a-closer-look-at-the-brand-identity-prism/
6th Alex Marketing Club (Brand Positioning) by.Dr.Amany SabryMahmoud Bahgat
#Mahmoud_Bahgat
#Marketing_Club
Join us by WhatsApp to me 00966568654916
*اشترك في صفحة ال Marketing Club* عالفيسبوك
https://www.facebook.com/MarketingTipsPAGE/
*اشترك في جروب ال Marketing Club* عالفيسبوك
https://www.facebook.com/groups/837318003074869/
*Marketing Club Middle East*
25 Meetings in 6 Cities in 1 year & 2 months
Since October 2015
*We have 6 groups whatsapp*
*for almost 600 marketers*
From all middle east
*since 5 years*
& now 10 more groups
For Marketing Club Lovers as future Marketers
أهم حاجة الشروط
*Only marketers*
From all Industries
No students
*No sales*
*No hotels Reps*
*No restaurants Reps*
*No Travel Agents*
*No Advertising Agencies*
*Many have asked to Attend the Club*
((We Wish All can Attend,But Cant..))
*Criteria of Marketing Club Members*
•••••••••••••••••••••••••••••••••••••
For Better Harmony & Mind set.
*Must be only Marketer*
*Also Previous Marketing experience*
●Business Managers
●Country Manager,GM
●Directors, CEO
Are most welcomed to add Value to us.
■■■■■■■■■■■■■■■■
《 *Unmatched Criteria*》
Not Med Rep,
Not Key Account,
Not Product Specialist,
Not Sales Supervisor,
Not Sales Manager,
●●●●●●●●●●●●●●●●●●
But till you become a marketer
you can join other What'sApp group
*Marketing Lover Future Club Group*
■■■■■■■■■■■■■■■■
《 *Unmatched Criteria*》
For Conflict of Intrest
*Also Can't attend*
If Working in
*Marketing Services Provider*
=not *Hotel* Marketers
=not *Restaurant* Marketers
=not *Advertising* Marketer
=not *Event Manager*
=not *Market Researcher*.
■■■■■■■■■■■■■■■■
■■■■■■■■■■■■■■■■
*this Club for Only Marketers*
Very Soon we will have
*Business Leaders Club*
For Sales Managers & Directors
Will be Not for Markters
●●●●●●●●●●●●●●●●●●●●
■ *Only Marketers* ■
*& EPS Marketing Diploma*
●●●●●●●●●●●●●●●●●●●●
Confirm coming by Pvt WhatsApp
*To know the new Location*
*#Mahmoud_Bahgat*
00966568654916
*#Marketing_Club*
http://goo.gl/forms/RfskGzDslP
*اشترك بصفحة جمعية الصيادلة المصريين* عالفيسبوك
https://lnkd.in/fucnv_5
■ *Bahgat Facbook Page*
https://lnkd.in/fVAdubA
■ *Bahgat Linkedin*
https://lnkd.in/fvDQXuG
■ *Bahgat Twitter*
https://lnkd.in/fmNC72T
■ *Bahgat YouTube Channel*
https://www.Youtube.com /mahmoud bahgat
■ *Bahgat Instagram*
https://lnkd.in/fmWPXrY
■ *Bahgat SnapChat*
https://lnkd.in/f6GR-mR
*#Mahmoud_Bahgat*
*#Legendary_ADLAND*
www.TheLegendary.info
Research Paper: Consumer Trust and Perceived Risk in B2C E CommerceTanzir Islam
This research paper was created by a group of students of Institute of Business Administration, University of Dhaka as their term paper for the course Research Methods.
Topic of the research paper: Consumer Trust and Perceived Risk in B2C E-commerce
Fils-Aime 13
Valdirene Fils-Aime
Michael Matvichuk
CMGMT 4140 -- Strategic Management
Project: Five-Step Strategic Management Plan Analysis
Coca-Cola Company in the beverages industry
Step I. Corporate Mission and Goals
Brief history of the background and evolution of the organization
Coca-Cola Company is the manufacturer of Coke or Coca-Cola soft drinks. The company was founded in 1886 by John Pemberton. He was inspired by his curiosity as he stirred up a fragrant, caramel-colored liquid that he brought down to a place called Jacobs’ Pharmacy. There he added carbonated water and let several customers sample the new concoction. Although John Pemberton invented Coca-Cola, which is a carbonated soft drink, he later sold it to businessman Asa Griggs Candler, whose smart marketing tactics made the soft drinks to dominate the world of beverages in the entire 20th century. During the introduction stage into the market, the company used to sell nine drinks in Atlanta per day, but currently it is selling more than 19400 beverages every second around the globe (Moran). Its advertising strategies have changed to reach greater markets. Today Coca-Cola is one of the best-known brands around the world. However, when the company started, it used free coupons to promote its product. When Griggs Candler acquired the company, his budget to promote the product was $11,000. In 2011, the company allocated $4 billion for the marketing of its products (Moran). Also, over the decades the bottling of the beverages has changed to differentiate it from other close substitutes. These changes have also been seen in the company logos.
Mission and Vision
Coca-Cola has aimed to maximize its profit while keeping long-term sustainable growth in the beverage industry. The mission statement of the company states that it aims to refresh the world, inspire the moments of happiness and optimism, and create value and build a difference in the world. The vision of the company is their road map and acts as a guide to every aspect of their business by explaining what ought to be accomplished to achieve sustainable and quality growth around the world. It appears that the vision of Coca-Cola consists of 6 P’s which are people, portfolio, partners, planet, profit, and productivity. The company’s values include integrity, collaboration, accountability, diversity, leadership, passion, and quality (“Mission, Vision & Values”). The winning culture of the company explains its behaviors and attitudes that will make their vision 2020 a reality.
General Structure and Leadership Style
The organizational structure of the company is structured in such a way that it operates smoothly, and the growth of the company is enhanced. The company is composed of fifteen board members who include the CEO of the company James Quincey. The board members are all divided, and each of the board heads several other committees. Currently, the company is now divided into three regional groups, which include ...
PepsiCo Situation Analysis
Team: C10
Table of Contents
Executive Summary…………………………………………………………………………….1
Company Description…………………………………………………………………………..2
Mission and Goals…………………………………………………………………....2-3
PepsiCo SWOT Analysis………………………………………………………………………3
PepsiCo’s Strengths……………………………………………………………………4
PepsiCo’s Weaknesses………………………………………………………………..5
PepsiCo’s Opportunities……………………………………………………………….5
PepsiCo’s Threats……………………………………………………………………...6 Coca Cola SWOT Analysis…………………………………………………………………….
Coca Cola’s Strengths…………………………………………………………………..
Coca Cola’s Weakness………………………………………………………………...
Coca Cola’s Opportunities……………………………………………………………..
Coca Cola’s Threats……………………………………………………………………. Dr Pepper Snapple GroupSWOT Analysis……………………………………………………..
Competitor’s Strengths………………………………………………………………….
Competitor’s Weakness………………………………………………………………...
Competitor’s Opportunities…………………………………………………………….
Competitor’s Threats…………………………………………………………………...
Customer Analysis………………………………………………………………………………. Market & Product Objectives…………………………………………………………………...
New Product……………………………………………………………………………..
Perceptual Map…………………………………………………………………………..
Appendix…………………………………………………………………………………………..
Works Cited……………………………………………………………………………………….
EXECUTIVE SUMMARY
Company Description
PepsiCo has been around about 85 years. The merger of two companies, Pepsi-Cola and Frito-Lay, created PepsiCo. This allowed PepsiCo to expand outside of the beverage market and into snack brands with chips like the original Frito-lays and additions like the Cheetos brand in 1948. As well, as the creation of the Doritos brand in 1966 which was estimated to become the most popular snack chip in the United States (PepsiCo, Our History 2016). In later years PepsiCo continued expanding by acquiring different chip and snack manufacturers as well as merging or partnering with other beverage companies to help expand both nationally and globally. PepsiCo is now a multi-billion dollar company listed on the stock exchange.
Mission and Goals
PepsiCo mission statement :
“As one of the largest food and beverage companies in the world, our mission is to provide consumers around the world with delicious, affordable, convenient and complementary foods and beverages from wholesome breakfasts to healthy and fun daytime snacks and beverages to evening treats. We are committed to investing in our people, our company and the communities where we operate to help position the company for long-term, sustainable growth” (PepsiCo,Our Goals 2016).
PepsiCo has redefined their mission over the years as they expect to continue to grow and expand to different markets. They reinforce their mission statement with their goals. Their goals are to create a healthier relationship with food while conti.
case study on coca-cola. introduction, segmentation targeting and positioning . selling strategy, marketing planing, objective, swot analysis of the company.
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
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RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
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The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
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At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
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Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Discover the innovative and creative projects that highlight my journey throu...
Business research project
1. Project Report
On
“Business Research”
By
Aditya Purohit
(BBA 2nd Year)
106/10 civil lines,
Ajmer 305001
Website: www.dezyneecole.com
1
2. CONTENTS
Objective of the study
Product Category Hierarchy
Introduction to soft drink Industry
Introduction to the Coca Cola Company
Introduction to the PepsiCo Company
Comparison Chart on the basis of Ingredients
Comparison Chart on the basis of Economy
Marketing / Advertisement Strategies adopted by
the Coca-Cola Company and Pepsico Company
Celebrities in India Promoting the brands of the
companies
Conclusion
2
3. Objective of the Study
Comparative Analysis between Pepsi and
Coca-Cola on the basis of different
aspects.
3
4. PRODUCT CATEGORY
HIERARCHY
4
Beverages
Water Flavored
Non-
Alcoholic
Milk
Hot
Beverages
Juices Soft Drinks
Pepsi Cola Coca Cola
Alcoholic
Wine Beer
Distilled
Spirits
5. INTRODUCTION TO SOFT DRINK
INDUSTRY:
In the modern urban culture, consumption of soft drinks
particularly among younger generation has become very
popular. Soft drinks in various flavors and tastes are
widely consumed by urban population at various
occasions like dinner parties, marriages, social get -
togethers, birthday celebrations etc. Children of all
ages and groups are especially attracted by the mere
mention of the word soft drinks. With the growing
popularity of soft drinks, the technology of its
production, p r e s e r v a t i o n , t r a n s p o r t a t i o n a n d
ma r k e t i n g i n t h e r e c e n t y e a r s h a s witnessed
phenomenal changes.
The so-called competition for this product in the
market is from different other brands. Mass media,
par t icular ly the emergence of television, has
contributed to a large extent of the ever growing
demand for soft drinks. The attractive jingles and sport
make the large audience remember this product at all times.
I t is expected that wi th the sor t of mass
adver t ising, reaching almost the entire country and
offering various varieties, annual demand for the product is
expected to rise sharply in the times to come.
In any marketing situation, the behavioral / environmental
variables relating to consumers, compet i t ion and
5
6. Envi ronment is constant ly inf lux. The
competitors in a given industry may be making many
tactical maneuvers in market all the time. They may
introduce or initiate an aggressive promotion
campaign or announce a price reduction. The marketing
man of the firm has to meet this entire maneuver and take
care of competitive position of his firm and his brand in
the market. The only route open to him for achieving this
is the manipulation of his marketing tactics. In today’s
highly competitive market place, two players have
dominated the industry; The New York based Pepsi
Company Inc. and the Atlanta based Coca- Cola
Company. Through the globe, these major players have
been battling it out for a bigger chunk of the ever –
growing sof t dr ink market . Now this bat t le has
been evolved up to India too with the arrival of these two
giants. Sof t dr ink indust ry is on amazing
growth; ul t imately these are only one person who
will determine their fortunes; The Indian consumer. The
real War to quench his thirst has just begun.
6
7. The Coca-Cola Company is an American multinational
beverage corporation and manufacturer, retailer and marketer of
nonalcoholic beverage concentrates and syrups, which is
headquartered in Atlanta, Georgia. The company is best known
for its flagship product Coca-Cola, invented in 1886 by
pharmacist John Stith Pemberton in Columbus, Georgia. The
Coca-Cola formula and brand was bought in 1889 by Asa
Griggs Candler, who incorporated The Coca-Cola Company in
1892. Besides its namesake Coca-Cola beverage, Coca-Cola
currently offers more than 500 brands in over 200 countries or
territories and serves over 1.7 billion servings each day. The
company operates a franchised distribution system dating from
1889 where The Coca-Cola Company only produces syrup
concentrate which is then sold to various bottlers throughout the
world who hold an exclusive territory. The Coca-Cola Company
owns its anchor bottler in North America, Coca-Cola
Refreshments.
Its stock is listed on the NYSE and is part of DJIA, S&P
500 index, the Russell 1000 Index and the Russell 1000 Growth
Stock Index. Its current chairman and chief executive is Muhtar
Kent.
7
8. PepsiCo Inc. is an American multinational food and beverage
corporation headquartered in Purchase, New York, United
States, with interests in the manufacturing, marketing and
distribution of grain-based snack foods, beverages, and other
products. PepsiCo was formed in 1965 with the merger of
the Pepsi-Cola Company and Frito-Lay, Inc. PepsiCo has since
expanded from its namesake product Pepsi to a broader range of
food and beverage brands, the largest of which include an
acquisition of Tropicana in 1998 and a merger with Quaker
Oats in 2001—which added the Gatorade brand to its portfolio.
As of January 2012, 22 of PepsiCo's product lines generated
retail sales of more than $1 billion each, and the company's
products were distributed across more than 200 countries,
resulting in annual net revenues of $43.3 billion. Based on net
revenue, PepsiCo is the second largest food & beverage business
in the world. Within North America, PepsiCo is ranked (by net
revenue) as the largest food and beverage business.
Indra Krishnamurthy Nooyi has been the chief executive of
PepsiCo since 2006, and the company employed approximately
297,000 people worldwide as of 2011. The company's beverage
distribution and bottling is conducted by PepsiCo as well as by
licensed bottlers in certain regions. PepsiCo is a SIC
2080 (beverage) company.
8
9. Comparison Chart between
Coca-Cola and Pepsi
Ingredients Coca-Cola Pepsi
Sodium 50mg 15mg
Founded 1886 1898
Originally Brewed From Coca leaves and Kola Nuts Pepsin
Syrup Coloring E-150D E-150D
Caffeine 34 mg/serving 37.5 mg/serving
Taste Sweet Sweet
Sugar Content 39mg 41mg
Carbonation content 80.9% Less
Calories 160 150
9
10. PEPSI VS. COKE
PEPSI Coca-Cola
$28 BILLION TURNOVER $16 BILLION
32% INT. SALES AS % 70%`
OF TOTAL SALES
RS. 5OO Cr. TOTAL INVESTMENT RS. 250 Cr.
IN INDIA
RS. 300 CRORES PROPOSED RS. 2,400C
INVESTMENTS
2400 NO. OF EMPLOYEES (in ths.) 140
13 NO. OF OWNED NIL
BOTTLING PLANTS
18 NO. OF FRANCHISES 53
4000 NO. OF FOUNTAIN 1500
N.A. TOTAL INVESTMENT Rs 125 CR
BY BOTTLERS
6 NEW PLANTS PLANNED N.A.
10
11. Marketing/Advertisement
Strategies
Brand Identity
The first step in understanding Image Advertising is to understand the image
being created, i.e. Brand Image. Brand Image is consumers’ perception of the
brand in question. This perception might actually be different from what the
brand actually embodies – the Brand Identity. Advertising bridges the gap
between Brand Image and Brand Image.
Kapferer's Prism
There are a number of tools available to explore the identity of a brand. One
such tool is Kapferer’s Prism. As shown in the diagram above, there are many
facets to a brand. Kapferer identifies six key characteristics that together
define the brand:
11
12. Physique – the physical attributes of the brand
Personality – the personification of the brand
Relationship – the relationship between the consumer and the brand
Culture – the core values of the brand
Reflection – the way consumers want to be perceived when using the brand
Self-Image – the image that consumers have of themselves when associated
12
with the brand.
A combination of these characteristics can be used to identify what the brand
ultimately stands for. These exercises were performed on a few brands each
from the stables of both PepsiCo and Coca Cola; diagram 2 depicts the
results of these exercises.
Brand Proposition
Identity to Image – Evolution of Strategies
A closer look at the brand identities of each of the brands helps assess how
successful their advertising campaigns have been in creating a brand image in
tune with it, while being sensitive to the value system of the target audience.
13. PepsiCo’s Campaign
The analysis of Pepsi, 7 UP and Mountain Dew from the portfolio of
PepsiCo puts forth some interesting aspects about the evolution of these
brands. Pepsi was one of the first products to Indian markets after the
economic reforms of 1991.
Pepsi
Pepsi began with the Yehi hai Right Choice Baby campaign, which has been
one of the most memorable campaigns of the brand, featuring celebrity
endorsers such as Shah Rukh Khan among others. The focus, as is clearly
evident, is on the product with the youth as its target segment. Yeh Dil
Mange More and Yeh Pyaas Hai Badi were some of the later campaigns.
Yeh Dil Mange More campaign was again a great success, having balanced
the emotional as well as the functional appeal of the product. Featuring
Sachin Tendulkar and many other leading stars at that point of time, this was
also one of the longest campaigns carried out by Pepsi. The company
however failed to maintain the trend and leverage it. Instead of moving on to
a complete emotional appeal platform, the company decided on a product
based promotion campaign. Though there is still some amount of emotional
appeal to its campaigns, the principal focus is on the product - it being a
preferred thirst quencher.
7 UP
In its early days, 7 UP inherited the global Fido-Dido campaign for
promotion in India as well. However, with changing times and a contextual
difference in India, a much more focused campaign was required. This led to
the Keep It Coolcampaign, which was targeted primarily at the youth and the
teenager segment. Hence the appeal was at a more subtle, emotional level,
which was meant to convey a potential lifestyle statement. The recent
campaign of Bheja Fryessentially leverages on the same emotional appeal
where the Keep It Cool campaign has been somewhat tweaked to have a local
appeal.
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Mountain Dew
14. Mountain Dew is the latest entrant in the product portfolio. This product too
has the appeal of being the drink of a daredevil or the No Fear personality.
The campaigns launched include Do the Dew and Dar Ke Aagey Jeet Hai.
The initial campaign was unclear in terms of its appeal and the target
segment, as a result of which the brand suffered some jolts in the beginning.
However, the latest campaign captures the No Fear or the Macho Man image.
In this sense, the brand directly competes with Thums Up from the Coca
Cola Stable
Coca Cola’s Campaign
The Coca Cola campaign in India, however, has been different from that of
Pepsi, even though they both share similar product traits. Coca Cola had a
presence in India before 1977, but was subsequently forced to exit the Indian
market. When the company returned to India post liberalization, it came up
with an innovative communication and advertising strategy. Coca Cola has
essentially been following the principle of differentiation.
Coca Cola
Jo Chaaho Ho Jaaye, Coca Cola Enjoy was one of the company’s first
campaigns in India. It was remarkably well executed, and appealed both at a
product level as well as at an emotional level. These ads featured celebrities
such as Hrithik Roshan and Aishwarya Rai. The target segment for Coca Cola
in its initial days was the youth segment and this campaign clearly connected
well with the segment. However, the next advertising campaign of Thanda
Matlab Coca Cola was launched with an objective to have a mass appeal.
The campaign leveraged the product platform rather than the emotional
platform that it had established earlier.
It is however, important to note here that Coca Cola made some exceptions
for India. The company has similar marketing strategies across geographies
and usually doesn’t depend on celebrity endorsements. But given the great
fan-following, and in adapting to the Indian context, the company had to
initially deviate from its set charter. However with the current campaign
of Open Happiness, Coca Cola seems to have achieved both an emotional as
well as a mass appeal. There is a very natural connect with the target segment,
that of celebrating every day, and sharing small moments of joy with our
loved ones, irrespective of any barriers.
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15. Sprite
Sprite - the other brand from the Coca Cola stable – began its journey with
the campaign titled All Taste No Gyaan. This appealed greatly to the youth
who don’t like to be preached and relish their sense of ownership and
decision making. Sprite has never depended on celebrity endorsements as a
way to gain brand recognition or consumer recall. The ads are designed to be
very witty, and generally connect very well with the target audience by
capturing every day moments. Seedhi Baat No Bakwaas - its next campaign
– instantly connected with the target audience by coming across as a brand
that was different from the other, one that focused on the individuality of the
consumer. The emotional appeal is much stronger and shows a clear sign of
maturity of the campaign.
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16. REASONS TO REMEMBER THE
ADVERTISEMENTS
24%
25%
24% people remember the advertisement because of CREATIVITY.
25% people remember the advertisement because of BRAND AMBASSADOR
11% people remember the advertisement because of THEIR IDEA OF
DELIVERING THE MESSAGE.
25%people remember the advertisement because of FREQUENCY OF ADD.15%
people remember the advertisement because of LOGICAL REASON.
According to the University of Rennes, DANONE R&D Institute.
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11%
25%
15%
CREATIVITY
BRAND
AMBASSADOR
IDEA OF
DELIVERING THE
MESSAGE
FREQUENCY OF
ADD
LOGICAL
REASON
17. CELEBRITIES PLAYING PART IN TO THE
SALES PROMOTION OF THE PRODUCT IN
INDIA:
CELEBRITIES OF PEPSI:
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AMITABH BACHHAN
SHAHRUKH KHAN
PREETY ZINTA
SACHIN TENDULKAR
SAIF ALI KHAN
SAURAV GANGULY
RAHUL DRAVID
MOHD. KAIF
ZAHEER KHAN
HARBHAJAN SINGH
YUVRAJ SINGH
CELEBRITIES OF COKE:
SALMAN KHAN
AISHWARYA RAI
AMIR KHAN
AKSHAY KUMAR
18. CONCLUSION
Pepsi is the market leader in terms of soft drinks in India,
but comes second to Coca-Cola which consists of Coca-
Cola and park brands.
Howe v e r i n Go r a k h p u r i t i s t h e ma r k e t
l e a d e r . P e p s i ’ s ma i n t a r g e t i s obviously to be
the market leader and leave its nearest competitor,
Coca-Co l a , f a r b e h i n d . To a c h i e v e
t h i s P e p s i s e ems t o be r e l y i n g on ma s s
advertising. They spend about 50-60 crore rupees
annually on marketing
act ivi t ies. The consumer is bombarded wi th
Pepsi adver t isements, sign, logo’s etc., everywhere.
Pepsi’s core market is the young –adult and Pepsi is
taking great measures to
c h a n g e t h e p e r c e p t i o n o f t h e s e y o u n g
a d u l t s . P e p s i wan t s t h a t t h e s e consumers
should associate al l colas as Pepsi , the brand
Pepsi and cola should be synonymous with each other.
This they are trying to do by getting the heroes of these
consumers to endorse their product e.g. Sachin
Tendulkar and also by advertising for and by youngsters.
Pepsi dr inks are avai lable in almost the whole
of India, this shows the importance paid to
distribution. Brand loyalists are very few in the market.
Thus the drink should be easily available, so that
consumers cannot shift their preferences.
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