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Marketing Analysis Cola Wars

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Marketing Analysis: Coca Cola and Pepsi are the brands with the highest brand equities. Both, Coca Cola and Pepsi have gone through the highs and lows of their business to reach that position. Coca ... Cola’s marketing has been changing over time with more and more products being added every day, while Pepsi has implemented several smart marketing strategies to improve its turnover and profits. So, let’s see what were the marketing strategies implemented by Coca Cola and Pepsi. Coca Cola & Pepsi Product Strategy: Coca Cola was focused on the globalization of its brand. Coca Cola has the widest variety in the beverage industry comprising of around 3300 products and it exists in almost 200 countries. Coca Cola has a global brand value and loyalty as compared to other brands in the world. Coca Cola has definitely chosen a differentiation strategy which offers unique attributes which are valued and appreciated by customers and are different from the products of the competitors and this has been the strategy used since the early days. Coca Cola has positioned himself as a symbol of joy and fun. Because of its uniqueness, consumers are willing to pay more and this extra charge is spent in maintaining and communicating on its differentiation strategy. While Coca Cola came up with various sub-products maintaining a strong affiliation with Coca Cola, like Diet Coke, Coke Zero, Cherry Coke, Vanilla Coke, etc, Pepsi also came up with other variations of its products and additionally it got involved in the food business too. Pepsi, the second largest soft drink manufacturer in the world has implemented various smart strategies to improve its profits and turnover. Pepsi’s expansion in food....... [Show More]

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