Comparison between Cadbury and Nestle

1. NAME: MEGHANA KANWAR RAJAWAT
COURSE: BBA
SEMESTER: VI
SUBJECT: CONSUMER BEHAVIOR

2. CONTENT
 ABOUT PRODUCT
 ABOUT COCA-COLA
 ABOUT PEPSI
 BRAND SIMILARITIES
 BRAND DIFFERENCES
 BRANDING STRATEGY
 CONCLUSION

3. ABOUT PRODUCT
Soft drinks continue to be popular among today’s generation. Many consumers
are looking for options with less sugar or opting for options with sugar free or diet
version of soft drinks. Soft drinks also known as soda and beverage are non-
alcoholic drinks typically containing carbonated water, sweeteners and
flavoring. They come in variety of flavor including cola, lemon-lime, orange and
fruit-flavored options.

5. COCA-COLA
 Coca-Cola is a carbonated soft drink manufactured by coco-cola
company. In 2013, coke produced were sold in over 200 countries
worldwide, with consumer drinking more than 1.8 billion company
beverage serving each day. Coca-Cola was the world’s sixth most
valuable brand.
 MANUFACTURER: THE COCA-COLA COMPANY
 COUNTRY: UNITED STATES
 REGION OF ORIGIN: ATLANTA, GEORGIA
 INTRODUCED: MAY 8, 1886, 137 YEARS AGO
 TYPE: COLA

6. PEPSI
 Pepsi is a carbonated soft drink manufactured by PepsiCo. As of 2023, Pepsi
is the second most valuable soft drink brand worldwide behind coca-cola.
PepsiCo operates in over 200 countries and territories and has a diverse
product portfolio catering to various consumer preferences and needs.
 MANUFACTURER: PEPSICO
 COUNTRY OF ORIGIN: UNITED STATES
 REGION OF ORIGIN: NEW BERN, NORTH CAROLINA
 INTRODUCED: 1961, 63 YEARS AGO
 TYPE: COLA

7. SIMILARITES OF COCA-COLA AND PEPSI
 Product Range: Both companies offer a wide range of beverages,
including carbonated soft drinks and flavoured waters.
 Global Presence: Coca-Cola and Pepsi have a significant global
presence, with distribution in numerous countries around the world.
 Marketing: Both companies invest heavily in marketing and
advertising to promote their brands, often using high-profile
celebrities and innovation campaigns.
DIFFERENCES OF COCA-COLA AND PEPSI
 Brand identity: coca-cola emphasizes tradition, happiness,and
togetherness in its branding, while Pepsi often focuses on
youthfulness, excitement and pop culture.
 Company history: coca-cola was invented in 1886 by John
Pemberton, while Pepsi was created in 1893 by Caleb Bradham.
 Visual identity: coca-cola featured its iconic red color,conveying a
sense of timelessness and tradition. Pepsi featured in blue and a
more dynamic,modern and innovative brand.

8. BRANDING STRATEGY
 ADVERTISING APPROACH:
Coca-Cola has traditionally focused on emotional storytelling in its advertising
campaigns, often featuring heartwarming narratives and iconic jingles.
Coca-Cola comes out to look like a family-friendly brand. In 2003 “THANDA
MATLAB COCA-COLA” advertisement, starring Aamir Khan. This was one of
Coca-Cola most successful ad. Besides him , you also get to see other young
Bollywood celebrities like Alia Bhatt, Deepika Padukone, Diljit Dosanjh,etc. in
the ad campaign in India.
Pepsi has represented himself as a friendly brand, but it focused on teens and
young adult consumers. Pepsi advertisement have been clever but have
mostly featured young celebrities to impress their target audience. Indian
celebrities like Ranbir Kapoor and Priyanka Chopra and cricket stars like Virat
Kohli and Harbhajan Singh in their advertisement to endorse their product.
Just like “THANDA MATLAB COCA-COLA”advertisement campigns. Pepsi too
started a “PEPSI THI PEE GAYA” advertisement campaigns.

10.  TARGET AUDIENCE:
1) Coca-Cola:
(i) Youth: Coca-Cola targets young consumers with its vibrant and fun advertising
campaigns, emphasizing happiness and shared experiences.
(ii) Families: Coca-Cola also appeals to families with its wholesome and nostalgic
messaging, often centered around special occasions and gatherings.
2) PepsiCo:
(i) Youth and young adults: PepsiCo's marketing efforts are heavily geared towards
younger demographics, emphasizing energy, excitement, and pop culture relevance.
(ii) Sports enthusiasts: PepsiCo often sponsors major sporting events and teams,
targeting sports fans and enthusiasts with its branding and advertising.
(iii) Health-conscious consumers: With its diverse product portfolio, PepsiCo also
targets health-conscious consumers by offering low-calorie and healthier beverage
options, such as Pepsi Zero Sugar and Gatorade Zero.

11.  PRODUCT FOCUS:
1. Carbonated soft drinks (CSDs):
Coca-Cola: Coca-Cola Classic, Diet Coke, Coca-Cola Zero Sugar, Sprite, Fanta, etc.
PepsiCo: Pepsi, Diet Pepsi, Pepsi Zero Sugar, Mountain Dew, Sierra Mist (formerly), etc.
2. Non-carbonated beverages:
Coca-Cola: Minute Maid juices, Powerade sports drinks, Simply beverages, Smartwater,etc.
PepsiCo: Sports drinks, Tropicana juices, Lipton teas, Aquafina water, Pure Leaf teas, etc.
3. Energy drinks:
Coca-Cola: Coca-Cola Energy, Monster (in partnership with Monster Beverage Corporation)
PepsiCo: AMP Energy, Rockstar (acquired by PepsiCo in 2020)
4. Ready-to-drink (RTD) teas and coffees:
Coca-Cola: Gold Peak, FUZE, Costa Coffee
PepsiCo: Starbucks (under partnership), Pure Leaf, Tazo (formerly), etc.

12.  BRAND IMAGE AND POSITIONING:
1. Coca-Cola:
Brand image: Coca-Cola is often associated with happiness, nostalgia, and universal
appeal. Its iconic red logo and timeless branding evoke feelings of warmth,
togetherness, and enjoyment.
Positioning: Coca-Cola positions itself as a symbol of happiness and shared moments,
emphasizing its role in bringing people together and creating memorable experiences.
Its marketing campaigns often focus on universal themes of joy, optimism, and
inclusivity.
2. PepsiCo:
Brand image: Pepsi is known for its dynamic, youthful, and energetic image. With its
blue logo and bold branding, Pepsi projects a sense of excitement, modernity, and
innovation.
Positioning: Pepsi positions itself as a brand for the younger generation, emphasizing
youthfulness, pop culture relevance, and a spirit of adventure. Its marketing
campaigns often target youth and focus on themes of fun, excitement, and self-
expression.

13. CONCLUSION
The conclusion regarding Coca-Cola and Pepsi is that both companies
are major players in the global beverage industry, constantly
competing for market share and consumer loyalty. Despite their rivalry,
they often share similar strategies, such as diversifying their product
portfolios, expanding into emerging markets, and investing in
marketing and advertising. Both Coca-Cola and PepsiCo continue to
innovate and adapt to changing consumer preferences and market
dynamics to maintain their positions as industry leaders.