The Coke and Pepsi Rivalry_modified

7/23/2019 The Coke and Pepsi Rivalry_modified

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The Cokeand PepsiRivalry

The Ultimate Battle


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Our real competition is water, tea, nimbupani and Pepsi inthat order.

- Coke Sources, 1996

When youre No 2 and you are struggling, you have to be moreinnovative, work better, and be more resilient. ! we become No ",we would re#de$ne the market so we became No 2% &he !act is

that our competition with the 'oca#'ola company is the singlemost important reason weve accomplished what we have. (nd i!they were honest, they would say the same thing.

- Pepsi sources, 1998

)oth companies did not really concentrate on the !undamentalso! marketing like building strong brand e*uity in the market, andthus had to resort to such tactics to garner market shares.

- Business India, 1998


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Hisory

Brand !ear

'oke 1887 (Born)

Pepsi 1898 (Born)

'oke 1970s (Entere !nian "ar#et)

'oke 1977 ($a to e%it !nian "ar#et)

Pepsi 1988 (Entere !nian "ar#et)'oke 199& ('e-entere !nian "ar#et)

Brand "arke Share #!r$%&&&' ()ency

Pepsi 7.& to 9 !"'B

'oke ** to *7 +',

"isleain /resree


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2ol#lore or 3it/ation o4 ht or s/55/m6 Print an ele5troni5 meia /se as 6attleels omparatie ertisements ompetitie aantae (!mplement stratei5 5hanes)

Pro/5t moi5ation Pri5in Promotion :istri6/tion Ta5ti5s 'es/lte in 5ease to enerate s/staine p/6li5 interest.

*Cola-+ar +ha .as i all a/ou0


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Cola +ar The 2en

Both ha their insiers in ea5h others o;5es


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Brand 3peraion "ode'oke 2ran5hisee-rien operation

Pepsi apital !ntensie 'o/te

Taretin =o/th A Pepsi Tarete ll - 'oke

Brand 3peraion 4ode and Srae)yInvolved


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1. Bottlin. e= to istri6/tion

Rivalry on various 5rons


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RI(7R! R3TS

1. Bottlin

C. ertisin

&. Pro/5t D/n5h

. Poa5hin

*. +ther 2ronts


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RI(7R! 3 (:RTISI; R3TS


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RI(7R! 3 PR3:


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RI(7R! 3 P3(CHI;

Coca-Cola getting employeesfrom the competitor.

Coca Cola disrupted PepsisBusiness Operation


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apt/re 3ales Person

+erin hih 3alar=(&00-00)

Press/re on B! aainst Pepsi

o/nter oer to o#e ":

ele6rities l/re 4or 6rea#in ontra5t

Pepsi Allegations

:enie lleations

:roppe hares

Coca-Cola Response


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RI(7R! 3 3THR 3TS1. Stock Keeping nits

Fear

1989

1!!"

1!!" mid

1!!#

3iGe

$%&ml

"&&ml

"&&ml

$&&ml

ompan=

Pepsi

Coke

Pepsi

Pepsi + CokeE%5ise:/t=

"ini o#e

hotaPepsi

's *

's .*


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Similar Promotional and Advertising

Strategy

+-+D

Retail Outlets

Tie UpH!+D

'()

*c +onalds

PEP3!

Retail Outlets

Tie UpHBPD

*,(

KC


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s per 2a5e6oo# anT


16/19


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!3 T$E '!ID'F $EDT$F JJJ


18/19

https//000.rand0atch.com/$&1%/&%/the-coke-2s-pepsi-social-presence-sho0do0n

/3

http//000.di2idend.com/ho0-to-in2est/4-charts-that-compare-co

ca-cola-and-pepsico-ko-pep/

Re5erences
https://www.brandwatch.com/2015/05/the-coke-vs-pepsi-social-presence-showdown/https://www.brandwatch.com/2015/05/the-coke-vs-pepsi-social-presence-showdown/https://www.brandwatch.com/2015/05/the-coke-vs-pepsi-social-presence-showdown/http://www.dividend.com/how-to-invest/7-charts-that-compare-coca-cola-and-pepsico-ko-pep/http://www.dividend.com/how-to-invest/7-charts-that-compare-coca-cola-and-pepsico-ko-pep/http://www.dividend.com/how-to-invest/7-charts-that-compare-coca-cola-and-pepsico-ko-pep/http://www.dividend.com/how-to-invest/7-charts-that-compare-coca-cola-and-pepsico-ko-pep/http://www.dividend.com/how-to-invest/7-charts-that-compare-coca-cola-and-pepsico-ko-pep/http://www.dividend.com/how-to-invest/7-charts-that-compare-coca-cola-and-pepsico-ko-pep/https://www.brandwatch.com/2015/05/the-coke-vs-pepsi-social-presence-showdown/https://www.brandwatch.com/2015/05/the-coke-vs-pepsi-social-presence-showdown/https://www.brandwatch.com/2015/05/the-coke-vs-pepsi-social-presence-showdown/


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The Coke and Pepsi Rivalry_modified

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