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 ha
...
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.......
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