you find the difference bitween Coca&Pepsi

1. Case Study :
Soft Drinks
COCA-COLA VS PEPSI
Realised by : Labchara Sohaib

2. Which one has the biggest ?
• PepsiCo has the highest revenue, with 65,5 billon dollars
a year (48 for The Coca-Cola Company).
• The Coca-Cola Company has the largest net income,
with 6,7 billion dollars (vs 6,55 billion dollars).
• Both are losing to Nestlé, dominating the food industry
with a revenue of over 90 billion dollars and a net income
over 10 billion dollars.

3. Concerning soft drinks
• The Coca-Cola Company only produces soft drinks and
alcohol.
• PepsiCo also sells crisps (Lay’s and Benenuts).
• The product Coca-Cola and its derivatives represent
80% of the company’s revenue.
• Coca-Cola is still way ahead Pepsi-Cola in terms of
market share.

4. Advertising campaings
• Coca-Cola’s ads aim at increasing brand
awareness…
• http://www.youtube.com/watch?v=iX2xS9vPQ-Y#t=0m14s/
• Whereas Pepsi’s ads target Coca-Cola
specifically !
• http://www.youtube.com/watch?v=LVyzUe_U0Jg#t=2m41

5. The Coca-Cola Company :
SWOT Analysis
Strengths Weaknesses
Very strong brand image Numerous brand failures (dogs)
Already existing market share Negative publicity
Value of the company Undiversified activities
Distribution channels High debt

6. The Coca-Cola Company :
SWOT Analysis
Opportunities Threats
Bottled water consumption is
increasing
Health awareness
Growing consumption and
opportunities in BRIC
Water scarcity & cost
Growth of the company through
acquisitions
Hard competition from PepsiCo
in BRIC

7. PepsiCo : SWOT Analysis
Strengths Weaknesses
Huge product diversity Low pricing
Successful mergers and
acquisitions of products
Weak brand awareness
compared to Coca-Cola
Successful marketing campaigns Low net profit margin (9,7%
compared to 18,55%)

8. PepsiCo : SWOT Analysis
Opportunities Threats
Bottled water consumption is
increasing
Health awareness
Growing market in BRIC Decreasing gross profit margin
Snacks consumption is
increasing too
Strong dollar

9. Coca-Cola Versus PepsiCo :
The 4 P’s
• PRODUCTS :
• The Coca-Cola recipe
• Most of the products are soft drinks
o There are a lot of innovations…
o But most of products are brought in the market just for the sake of
competition
• Coca-Cola has more products than PepsiCo
(considering soft drinks only)

10. Coca-Cola Versus PepsiCo :
The 4 P’s
• PRICE :
• Coca-Cola was ruling the market before
PepsiCo’s arrival
• Now both companies are adjusting their prices
on the basis of competition
• Pepsi is renowed to bring the price down to half,
although they have a decent margin

11. Coca-Cola Versus PepsiCo :
The 4 P’s
• PLACE :
• The whole world, for both of them (visible on the Coca-
Cola Company website or with PepsiCo’s ads
• PROMOTION :
• Blind taste test film
• More ads on Pepsi-Cola than Coca-Cola, but Coca-Cola
has a lot more programs (Sprite, etc.)
• Both are featuring celebrities in their ads

12. E-commerce objective
and challenge
• Pepsi-Cola and Coca-Cola are already famous and a
have lot of consumers.
• In a BCG Matrix they would be…

13. Website presentation
• Let’s check Pepsi’s Website !
• http://www.pepsi.com/en-us/d
• Very thumbs friendly
• Pop music topics
• Geolocation
• Consumer generated

14. Social networks
• Here are some figures :
• Coca-Cola has several Twitter accounts
• More than 2,32 million followers on the main account !

15. On Youtube
COCA-COLA PEPSI
223k subscribers 689k subscribers
237M views 162M views
Several videos a day Several videos a week

16. The Super Bowl 2014
• A Polemic around a single ad
o http://www.youtube.com/watch?v=443Vy3I0gJs
• Extremely strong reactions to this ad

17. • What do YOU think about this ad ?
• What impact do you think it will have
on Coca-Cola ?
The Super Bowl 2014

18. THANK YOU VERY
MUCH FOR YOUR
ATTENTION !
ANY QUESTIONS ?