What Are The Great Battles Of History?

THE TEAM
DEEPAK TIWARI(008)

NISHANT SHAH(023)

ATTRI BORGOHAIN(006)
WHY ARE WE HERE??
YES…THEY ARE
RIVALS…
 Why is it important for us???

• Understanding the market and customer

needs is a firm’s most difficult task.
• Using relevant quantitative and qualitative
customer analysis tools is a critical skill.
• To know about the strategies implemented
by the competitors.
 ANALYSIS FRAMEWORK

Company Analysis
COMPETETOR’s CUSTOMER
ANALYSIS ANALYSIS

Marketing Strategy

Product
Price
Promotion

Place

Market
 HISTORY
• Invented by – Dr. John S. Pemberton

• Introduced on – 8th May, 1886.

• Country of Origin – United States

• Head Quarters located in Atlanta

• Name Given By – Frank Robinson

• Manufacturer – Coca Cola Company

 COMPANY PROFILE
• Global Company

• Plants in more than 200 Countries

• More than 230 Brands

• Nearly 2400 Beverage Products

• 2/3 of Revenue from outside U.S

 HISTORY
Invented by: - Caleb Braham

Introduced on: - 1898 (as Brad's Drink)

1903 (as Pepsi-Cola)
1961 (as Pepsi)

Country of Origin: - United States

Headquarter: - New York

Manufacturer: - Pepsi co.

Mission Coke: -

To Refresh the World... in body, mind, and spirit.

To Inspire Moments of Optimism... through our

brands and our actions.

To Create Value and Make a Difference... everywhere

we engage.
 Mission Pepsi: -

To be the world's premier consumer products…

company focused on convenient foods and beverages. 

To produce healthy financial rewards …to investors &

enrichment to our employees, our business partners and
the communities in which we operate. 

Everything we do ...we strive for honesty, fairness and

integrity.
Vision Coke: -
Profit: Maximizing return to shareowners while
being mindful of our overall responsibilities.
People: Being a great place to work where people
are inspired to be the best they can be.
Partners: Nurturing a winning network of
partners and building mutual loyalty.
Planet: Being a responsible global citizen that
makes a difference.
 Vision Pepsi: -

Profit: Profit is our motto not our need

People: We want to sell a variety of products on a daily

basis to every living person on the earth.

Partner: To build shareholder value by making PepsiCo a

truly sustainable company

Planet: PepsiCo's responsibility is to continually improve

all aspects of the world in which we operate - creating a
better tomorrow than today.
 Porter’s Five Forces
Model of Competition
Threat of
Threat
New of New
Entrants
Entrants

Bargaining Bargaining
Power of Rivalry Among Competing Power of Buyers
Suppliers Firms in Industry

Threat of
Substitute
Products
 Marketing Mix
• Marketing Mix is the set of marketing tools that
the firm uses to pursue its marketing objectives.
Marketing mix has a classification for these
marketing tools. These marketing are classified
and called as the Four P’s.
• Product
• Price
• Place
• Promotion
 PRODUCT
• In marketing, a product is anything that can be
offered to a market that might satisfy a want or
need.
Coke - Product
• The company Coca-cola is a multinational and it is
not limited to one product.
• Through the years they have invented and
introduced many products than their main cola
drinks. The list of Coca-cola brands are :
 Products of COKE Products of PEPSI
1. Appletiser 1. Lemon & Paeroa 1. All Sport
2. Aquarius 2. Lift 2. Aquafina
3. BPM Energy 3. Lift plus 3. Caffeine-Free Pepsi
4. Barq's 4. Lilt 4. Crystal Pepsi
5. Beat soda 5. Manzana Lift 5. Diet Pepsi
6. Cannings 6. Mare Rosso 6. Gatorade
7. Cheers 7. M e l l o Ye l l o 7. Izze
8. Jazz
8. Ciel 8. Mezzo Mix 9. Josta
9. Coca-Cola Black 9. Minute Maid 10. Kas
10. C h e r r y Va n i l l a 10. Nestea 11. Manzanita Sol
11. Coca-Cola Blak 11. New Coke 12. Mirinda
12. Coca-Cola C2 12. Nordic Mist 13. Mountain Dew
13. Coca-Cola Cherry 13. OK Soda 14. Mountain Dew AMP
14. Coca-Cola Citra 14. Pibb Xtra 15. Mountain Dew LiveWire
15. Coca-Cola M5 15. Powerade 16. Mountain Dew MDX
16. Coca-Cola Zero 16. Qoo 17. Mug Root Beer
18. Pepsi
17. Coca-Cola 17. Raspberry Coke 19. Pepsi Blue
18. Coca-Colawith Lemon 18. Relentless 20. Pepsi Cappuccino
19. Coca-Cola with Lime 19. Sarsi 21. Pepsi Max
20. Dasani 20. Senzao 22. Pepsi ONE
21. Punch 21. Simply 23. Pepsi Samba
22. Diet Coke 22. Smart 24. Pepsi Tarik
23. Fanta 23. Sparkle 25. Pepsi Twist
24. Fanta Citrus 24. Sprite 26. Propel Fitness Water
25. Fioravanti 25. Sprite Ice 27. Sierra Mist
26. Fresca 26. Sprite Remix 28. Slice
29. SoBe
27. Frisco 27. Sprite Zero 30. Storm
28. Fruitopia 28. Surge 31. Teem
29. Frutonic 29. Swerve 32. Tropicana Products
30. Full Throttle 30. Ta b 33. Tropicana Twister
31. Hi-C 31. Ta b C l e a r
32. Hit 32. Ta b E n e r g y
33. Kia-Ora 33. Ta b X - Tr a
34. Kinley 34. Tiky
35. Va u l t
Products of COKE
Products of PEPSI
Price

Price is also central to marketing

where it is one of the four variables in
the marketing mix that business people
use to develop a marketing plan.
 Price of COKE
• Coke was a company ruling the markets before Pepsi
entered.
• Earlier the price of coke was cost based i.e. it was
decided on the cost which was spent on making the
product plus the profit and other expenses.
• But after the emergence of other companies
especially the likes of Pepsi, Coca-cola started with a
pricing strategy based on the basis of competition.
• Nowadays more expenses are spent on advertising
rather than on manufacturing.
• Coke has brought in a revolution especially in Indian
markets with the Rs. 5 pricing strategy which was
 Price of PEPSI
• Pepsi again decides it price on the basis of competition.
• The best think about the company Pepsi is that it is
very flexible and it can come down with the price very
quickly.
• The company is renowned to bring the price down even
up to half if needed.
• But this risk taking attitude has also earned Pepsi
losses...
• This was the situation earlier but now Pepsi is a full-
fledged and growing company.
• It has covered all its losses and is now growing at a
rapid rate.
 PLACE
In marketing, place refers to one of the 4
P's, defined as "the market place". It can
mean a geographic location, an industry,
a group of people (a segment) to whom a
company wants to sell its products or
services.
 Place: COKE
• Coke is a multinational company and it has its
market around the entire world.
• This can be said just by the first page on its
site which asks people to select the place of
their choice.
• The website looks something like this:
 Place: PEPSI
• Pepsi again has spread worldwide.
• Pepsi when entering a new market does not go in alone but it
looks for partners and mergers.
• Till now Pepsi has collaborated with companies like Quaker
Oats, Frito-lays, Lipton, Starbucks, etc.
• Pepsi like Coke has spread all over the world..
• The recent example with would be the Pepsi advertisements
having David Beckham as it brand ambassador.
 Promotion
• Promotion is one of the four aspects of
marketing. Promotion comprises four
subcategories:
• Advertising
• Personal selling
• Sales promotion
• Publicity and public relations  
 Promotions of Pepsi & Coke

• The rivalry was first started when Pepsi started with its
blind taste tests known as the Pepsi Challenge.
• The challenge is designed to be a direct response to
critics who allege that Coca-Cola and Pepsi-Cola are
identical drinks, with no meaningful differences.
• In blind taste tests, more consumers prefer the taste of
Pepsi to that of Coca-Cola.
• Capturing this on film, Pepsi turned this into a
memorable TV campaign that lasted many years.
 Promotions….contd.
• Also ad-campaigns are put up on the television by both the players.
• The following statistic just tells of much of share of ads on TV are
captured by these players.

BRANDS PERCENTAGE SHARE

PEPSI 35
COKA COLA 19
MOUNTAIN DEW 7
THUMS UP 7
7 UP 7
MIRINDA ORANGE 7
SPRITE 5
DIET PEPSI 4
LIMCA 3
MIRINDA 3
 Promotions….contd.
• Pepsi is the company sponsoring most cricket
telecasts happening in India and spends most of
its revenue in that field.
 Promotions….contd.
• Nowadays both Coke and Pepsi are going in for Brand
Ambassadors to promote their product.
• These brand ambassadors are famous people who usually
people idolize and people can relate to them.
 % of Celebrity endorsements in 2008

7 up; 16

Pepsi; 28

Thums up; 19

Coke; 37
1904 –
Coca-Cola satisfies
1904 –
Delicious and Refreshing
1905 –
Good all the way down
1906 –
Thirst quenching - delicious and refreshing
1907 –
Cooling... refreshing... delicious
1909 –
Delicious, wholesome, refreshing
1909 –
Delicious, wholesome, thirst quenching
1909 –
Drink delicious Coca-Cola
1934
Double Size

1939
Twice as Much for a Nickel

1943
Bigger Drink, Better Taste

1949
Why Take Less When Pepsi's Best?
1961
Now It's Pepsi for Those Who Think Young

1963
Come Alive! You're in the Pepsi Generation

1984
The Choice of a New Generation

1989
A Generation Ahead

1993
Be Young, Have Fun, Drink Pepsi

1997
Generation Next
1942
The only thing like Coca-Cola is Coca-Cola itself

1945
Whenever you hear "Have a Coke," you hear the voice of America

1970
It's the real thing

1985
America's Real Choice

1989
Can't Beat the Feeling

1990
Can't Beat the Real Thing

1993
Always Coca-Cola
 Rural marketing strategy
 CCI's rural marketing strategy was based on three A's - Availability,
Affordability and Acceptability.

 The company opted for a hub and spoke distribution system to

market in rural areas.( stock was transported from the bottling plants
to hubs and then from hubs, the stock was transported to spokes
which were situated in small towns.)

 Large trucks for transporting stock from bottling plants to hubs and
medium commercial vehicles transported the stock from the hubs to
spokes.stock from spokes to village retailers the company utilized auto
rickshaws and cycles.

 It made an investment of Rs 7 million to meet rural demand .

  Through its rural distribution initiatives, CCI was able to increase its
presence in rural areas from a coverage of 81,383 villages in 2001 to
1,58,342 villages in August 2003
 Does the difference really exist??
• Coke vs. Pepsi According to the Independent,
researchers have proven that the difference between
Coke and Pepsi really is all in your head.
• Apparently the popularity of Coke's brand image
causes people to think Coca Cola itself tastes better,
even though it really doesn't taste very different from
Pepsi.
• As the article says: "When asked to taste blind, they
showed no preference. However, when the participants
were shown company logos before they drank, the Coke
label, the more famous of the two, had a dramatic
impact: three quarters of the tasters declared they
preferred Coke.“