The Coke and Pepsi Rivalry

Presented by: Anil Kumar PGPIMCPGPIMC-01

Indian Cola Market 
Coke

had entered in 1970s but exit due to Govt. policies.  Coke and Pepsi entered in 1991.  Coke re-entered in 1993-merged with re1993Parle which has 60% market share.  Pepsi leads because it targeted Youth

 INITIALLYINITIALLY.PEPSI relied on advertisements featuring film stars. pop stars and cricket players.Advertising strategies Both formulated their advertising plan on the basis of insiders they put inside the offices of each other. -COKE focused on Indian culture and music.  .

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.Controversy of Pesticides.

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.Spoof Advertising  Against Coke s EAT-SLEEP-DRINK . Coke made a print ad in which it shows chalo kha liya . . Pepsi made EAT-SLEEPan ad opposite to it  To counter this.

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copying Pepsi s Azhar and Jadeja with the time don t be a bunder . Another Coke ad showed 2 apes. . taste the thunder.

 Coke launched Sprite and made an ad baki all bakwaas which clearly targeted Pepsi. .

Sachin aala re Coke aala re . Coke responded with the song Coke ala re . Against Pepsi s Sachin ala re . Pepsi moved to AAAI against Coke.

 Endorsement of celebrities and cricketers were at peak .

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Pepsi filed a petition against Coke alleging that Coke had entered into conspiracy to disrupt its business operations. . Pressure of breaking contracts by Coke. Painting of rival outlets overnight. Frequent complaints from both the players about their bottlers and retailers being hijacked. Recruiting of employees at higher rates by Coke.Cola wars apart from Advertising       Espionage in each other s offices.

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.  Companies would take unethical steps in future.Future of Cola wars  Companies will concentrate more on Advertising.  Events and exhibitions will be on high.  Pricing strategies will be reconsidered.  Companies may widen their portfolio to capture mass market.

 Hijacking bottlers and retailers.  Shiftment of employees from Pepsi to Coke.  Making fun of cricketers by Coke.Ethical issues  Espionage against each other s offices.  Coke used punchline of Pepsi yeh dil maange more . .  Painting of retail outlets of each other s overnight.

Thank You .

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