Pepsi was created in 1893 as Brad's Drink and renamed Pepsi-Cola in 1898, entering Pakistan in 1967. Coca-Cola was founded in 1886 and entered Pakistan in 1984. Pepsi and Coca-Cola control over 95% of Pakistan's soft drink market, though Coke outsells Pepsi globally except in countries like India and Pakistan. Both companies spend over $1.5 billion annually on marketing through advertising, promotions, events, and publicity across various channels to differentiate their brands and products from each other in the cola wars between the soft drink giants.

1. Submitted By:
Syed Junaid Ali
Kazmi
Submitted To:
Mam Fatima
Class:
“MBA-V”
Roll No:
“22”
Pepsi vs Coca Cola I.M.C
matrix

3. PepsiCo. created and developed in 1893 and introduced as Brad's Drink, it was renamed as
Pepsi-Cola on August 28, 1898, then to Pepsi in 1961. PepsiCo entered Pakistan in 1967.
Today, Pakistan is considered PepsiCo's sixth largest global beverage market.
Founded in 1886 by pharmacist Dr. John S Pemberton in Atlanta, Georgia.Brad's Drink, it
was renamed as Coca-Cola and entered Pakistan in 1984.

4. Identify Target
Audience
 Pepsi and Coca Cola are two international soft-drink giants which
control most of the soft-drinks beverage business in the world.
 Pepsi is sweeter than coke, despite what labels on the bottles say
about its sugar percentage
 Pepsi and Coke command over 95% of the soft-drink market in
Pakistan. However Coke continues to outsell Pepsi most areas of the
world but in India and Pakistan and some other countries, PepsiCo
fares far better than coke.

5. "PepsiCo's responsibility is to continually improve all aspects of the world in which
they operate - environment, social, economic - creating a better tomorrow than
today."
Be the worlds leading consumer company
Produce financial rewards for investors
Provide opportunities for growth and enrichment
Their vision serves as the framework for our Roadmap and guides every aspect of
business. Maximize long-term return to shareowners while being mindful of our
overall responsibilities. Be a highly effective, lean and fast-moving organization.
To refresh the world...
To inspire moments of optimism and happiness...
To create value and make a difference.
Determine Marketing
Objectives

6. Design Communication
1-Advertising
2-Sales promotion
3-Events & Experiences
4-Publicity
5-Direct marketing
6-Word-of-mouth
marketing
7-Personal selling

7. Select Channels For Communication
Sales & Promotions of Coca Cola:

8. Advertising of Coca-Cola
Bill Boards

9. Print Ad’s

10. Coca Cola Events & Experiences

12. Television Commercials Of Coca-Cola

13. Pepsi Vs Coke Products

14. Sales & Promotions of Pepsi

15. Bill Boards
Print Ad’s

16. Magazine Ad’s

17. Television Commercials Of PEPSI.co

18. Close Competitor
Pepsi and Coke are close competitors. The Cola Wars are a campaign
of mutually-targeted television advertisements and marketing campaigns since
the 1980s between soft drink manufacturers The Coca-Cola
Company and PepsiCo.

19. Pepsi is sweeter than coke, despite what labels on the bottles say about its sugar percentage. Pepsi
and Coke command over 95% of the soft-drink market in Pakistan. However Coke continues to
outsell Pepsi most areas of the world but in India and Pakistan and some other countries, PepsiCo
fares far better than coke. Over the last several years, Coca Cola stock has significantly
outperformed PepsiCo. Coke delivered a 52% return to investors while Pepsi’s 13% return paled in
comparison. Coca Cola’s market cap is currently 33% higher than Pepsi’s. Coke has a current ratio
of 1.279 while Pepsi is at 1.436. Pepsi currently generates over 40% more revenue than Coca Cola
over the past three years. 1.6 billions dollars on marketing by Pepsi.co and 1.9 billions dollars by
Coca-Cola.

20.  Initially through the early 1960s Coke was the winner.
 But passage of the time Pepsi creates strong hold on the market.
 Coke and Pepsi hold almost 75% the whole market.
Focus on advertising and promotion to differentiate from competitor and to
change the image and perception of cola to fit the healthy living trend.