Coca Cola vs Pepsi Co

BRAND MANAGEMENT
Presented By:
Group DPI

Ibadat Deol
Prayag Kaushik
Dhondi Sai Krishna

Industry DynamicsUS
Average US citizen consumes 45 times the
amount of carbonated drinks consumed by
an Indian, per year.

(Coca-cola 52.7 bn liters) and Pepsi (16.5 bn

liters)

profit margins in 13-20% range

(Coca Cola 20%, Pepsi 13%)

US is the core market with very high per

capita consumption of carbonated soft drinks
Till 1990s, CSD consumption went up, milk
and beverages went down
Market growth flat due to shift towards
healthier beverages
1/19/17

US and developed countries favour low

calorie colas
India and developing regular colas.

(180 vs 4 gallon per year)

Two dominant global players

Industry DynamicsIndia

Untapped markets (AMEA- life flavours)

Carbonates contributed maximum share

of sales.
But Non-carbonates were growing faster
than carbonates

(6.5% vs 2%)

After carbonates

(49% of soft drinks sales of 2009), most

valuable category was bottled water (32.5%).

Industry affected by government

policies, resulted in exit of CocaCola(1977)
Brand Management - Coca-Cola vs Pepsi
- Group DPI

Market Share Over Years

2006

1/19/17

2007

2008

2009

Brand Management - Coca-Cola vs Pepsi - Group DPI

Market Share VS Ad Spend

2007 Market Share
2007 Ad Spend

1/19/17

2008 Market Share

2008 Ad Spend

2009 Market Share

2009 Ad Spend

Brand Management - Coca-Cola vs Pepsi - Group DPI

Product Portfolio
Coco Cola

Pepsi

Coca cola (1886) the pause that

refreshes.

Pepsi (1898) exhilarating,

invigorating,

Diet coke (1982) just for the taste

of it .

aids digestion

Sprite (1961) great lemon taste

make sense.

Diet Pepsi (1963) -you got right one

baby
in 1990 as this is diet

Fanta(1960) grab a taste of

Friday.

Mountain dew (1964) - yahoo

mountain

Thums up(1977) and acquired by

coke in (1993) toofani thanda.

Dew

Limca (1971) acquired by coke in

(1993) lime n lemonic limca .

7up 1980 the Uncola and

1/19/17

Mirinda -give into the taste

fido dido-

Brand Management - Coca-Cola vs Pepsi - Group DPI

Pepsi : Advertising
Pepsi from its initial stage emphasize
to build the brand as youngster drink
that clearly target youth
Generation next
The choice for new generation
A generation a head
Jaisa Mood Vaise Pepsi #PepsiMoji

1/19/17

Coca Cola :
Advertising
Coca Cola from its initial stage emphasize
to build the brand on the emotional side
Coca cola advertisements depicts human
experience. It embrace diversity
Delighting the World
Id like to buy the world a coke
Open Happiness
Taste the Feeling - Latest

Brand Management - Coca-Cola vs Pepsi - Group DPI

Pepsi : Brand
Personality
high energy ,music ,sports
driven personality.
youngster audience
leveraged all manner of music,
sports , movie stars in their
commercials

1/19/17

Coca Cola : Brand

Personality
emotional appeal
family life experience
Happiness
Feelings
Totality of Thoughts

Brand Management - Coca-Cola vs Pepsi - Group DPI

Pepsi: Print
Advertising (1898
-1939)
Brads Drinknamed after Caleb
Bradham
who was the creator and developer
of Pepsi syrup.

Coca Cola: Print

Advertising (1886 -1960)
first cola printing
advertisement in
Atlanta journal in 1896

drink Pepsi-Cola First Slogan

drink Pepsi-Cola First Slogan

Pepsi and Pete

Pepsi and Pete

1/19/17

Brand Management - Coca-Cola vs Pepsi - Group DPI

Pepsi: Global to
Local

Coca Cola: Global to

Local

Entered 1988 JV with Punjab Agro

Ind Corp & Voltas

Entered Market 1970, Market Leader

1977, Exited due Govt Policies

Lehar Pepsi

Parle Emerged: Thums Up, Gold Spot,

Limca

In 1994 Liberalization Fully

Owned subsidiary of PepsiCo

1993: Re Entered, bought Parle

Ownership to parle top brands, bottling
network and consumer franchise.

Associated with Cricket and

Bollywood
SRK, Sachin, Saif, Big B, Kareena,
PC, Virendra, MSD, Ranbir Kapoor,
Deepika

1/19/17

Intl brands Launched: Coca-Cola, Diet

Coke, Sprite and Fanta
Karishma Kapoor, Hrithik, Aishwarya,
Srinath, Saurav Ganguly, Aamir Khan,
Imran Khan

Brand Management - Coca-Cola vs Pepsi - Group DPI

Pepsi Global
1990-1994

This is the right choice Baby ah-ha

The Choice of a New Generation

1996 Coca cola Sponsor of Cricket

WC

Nothing official about it Campaign

2001 Ask For More Ye Dil mange

More
Dare For More Ye Pyaas Hai Bhari
2006 Join the blue billion

7 Up

Keep it Cool Bheja Fry,

Seven Up Try

Qawwali Scene

Mountain Dew

Do the Dew (Global) direct

to Local

Cheetah bhi peeta hai

Mirinda

2008 Youngistan
2010 youngistaans Wow
1/19/17

Pepsi other brands

Mirindaaaa

Brand Management - Coca-Cola vs Pepsi - Group DPI

10

Coca Cola other

brands

Coca Cola
1993

Sprite

Launched with Hill Top Campaign

Global Campaign of Always Coca-Cola

2000-2001 Coca-Cola Enjoy
2003 Thanda Matlab Coca-Cola

Campaign of the year

2009-2010

Open Happiness

Coke Opens up Possibilities

Targetted at youth, Imran Khan,

spontaneous connections b/w strangers

At Present

Taste the Feeling

1/19/17

1999- Launched

Image is Nothing - Spoof commericials

Spoof of Pepsi and Mountain Dew Ads

2009 No.3 Brand in India with MS of 13%

Thums Up acquired by Coca-Cola in 1993

Taste the Thunder

Toofani Thanda

I want my thunder -Salman Khan, Akshay Kumar

Grow Up, Thums Up Challenge to Blind taste Test

of Pesci

2010 -I will do anything for my Thunder MS 15.3%

Limca

Lime n Lemoni Limca

2001 Har Pyas Bhujaye

2005- 08 Fresh Ho Jao

2009- Doobe taajgi Mein, fresh ho jao

2010
Splash
Brand Management - Coca-Cola vs Pepsi
- Group
DPI of Freshnesss

11

Portfolio Strategies
Coca Cola

Routine refreshment (habitual e.g. water)

Active replenishment (energy e.g. sports drink)

Sensory pleasure (coffee, juice and sparkling

beverages)

PepsiCo acquired Frito-Lay, Pizza Hut, Taco Bell,

KFC. (1977 -1986)

Pepsi-Cola, beverage division of PepsiCo

Brands : Pepsi, Diet Pepsi, Mountain Dew, 7 Up

Pepsi, developed by an American Druggist,

claimed it cured indigestion (dyspepsia)

3,300 non-alcoholic beverages sold worldwide by

2009

Entered India through a JV

In India, entered -1970, exited 1977

Re-entered, bought Parle (ThumsUp, Gold Spot,

1960s
Limca)

188
6Cok
e

Coke aimed to provide portfolio of beverages that

satisfied all need and occasion states.

Portfolio Strategies
Pepsi-Cola

1960s
launched
Fanta,
Sprite,
Tab(lo-cal
cola)

1/19/17

Diversified to
non-carbonates
by acquiring
Minute Maid
(juice),
Duncan Foods
(tea, coffee
chocolate)
and Belmont
Springs Water

1982
Diet
Coke

1990s
Limca
against
7 Up
(Pepsi)

1898

PepsiCola

PepsiCo, Punjab Agro and Voltas India-> Lehar Pepsi

Bought out partners after Indias liberalisation

1964

Bough
t
Mount
ain
Dew,
for
rural
men

1980s
Acquir
ed 7
Up

Brand Management - Coca-Cola vs Pepsi - Group DPI

1990sMoutain
Dew
targeted
adventur
ous
young
men.

1991
Launche
d
Mirinda
in India

1998s
acquire
d
Tropican
a
( juices)

2000s
Acquire
d
Gatora
de
(compa
ny
Quacke
r Oats)

12