Khánh Duy:

*bring 2 bottles: Coke and Pepsi.

Hello everyone. As you can see, I am carrying with me 2 bottles and I wanna ask

you this kind of easy question?

“Which brands are we talking about?”

*Khán giả trả lời*→ Pepsi and Coke

→ Bingo. That’s exactly the answer.

So, Hello everyone, welcome to our presentation. I think all of you’ve already

guessed the topic of this presentation. And I will confirm it to all you guys, yah

The topic we gonna present to you is:

Coca-Cola vs. PepsiCo - The Century-Long Marketing Battle!

Well, It seems that everyone knows about Coke and Pepsi, so I will go quickly

about some information about them.

—--------------------

Coke and Pepsi are the two leading brands of beverages that may be classified

as soda, pop or soft drinks. Coke's original name was Coca-Cola and Pepsi's

was Pepsi-Cola.

Coke and Pepsi were both created before 1900. Coke was invented in Atlanta

by pharmacist John Pemberton in 1886. Pepsi also was created by a

pharmacist–Caleb Bradham from New Bern, North Carolina, in 1898.

—-----------------------
*chiếu hình 2 chai nước
So as you can see on the slide → the products of these two brand are so different

and impressive in their own way - it means when you see this image you can

immediately say Ah, it's Pepsi (chỉ tay vô hình Pepsi). In marketing we have a

phrase that can explain this for you, that's USP

So I think all of you know about what USP stands for, right? I will invite

someone to answer this question for me.

*Mời khán giả *

→ So USP is Unique Selling Proposition or USP is the one feature or

the perceived benefit of a good which makes it unique from the rest

of the competing brands in the market.

—------------------

In order to know more about the USP of these two brands, Let me invite one
guy to talk about the USP of both 2 famous companies in the F&B industry

(Coca Cola - Pepsi). Hello Mr. Hieu! Can you help me to discuss and show all the

audiences here today your opinion about this problem. I think you know well

about this than anyone else. Welcome Mr. Hiu (clapping)

—------------------

Đức Hiếu:

Hi guys, today I will represent my team to present the USP of coca-cola and

pepsi to you.

First, you have to know: what is the USP?

Quite simply, USP stands for Unique Selling proposition or Unique selling point,

both of them are correct. It was founded by Rosser Reeves

For example: I have a company named Hieu that produces cookies and I have to

advertise it on television. If the advertisement says: “Those cookies are really

delicious and cheap, suitable for all kinds of people all over the world, you have to

buy it immediately”. I know, I know… It’s ridiculous, right? But forgive me, I

don’t know how to advertise something, because I am not an advertising agency.

(Let it go)

Let's get back to my cookies. It's just delicious and cheap, right? And it’s not the

USP of my cookies' brand. Because there are a lot of other brands that have

delicious cookies, just like me. So, if I put into my advertisement a little bit words

like: “Hieu’s cookies have a bunch of chocolate chips” or “You can cook your own

cookies just by using our ingredient”. That is Hieu’s USP. There is no company

that has a bunch of cookies in their product, and they cook the cookies for

customers. But Hieu not only sells cookies but also sells customer experience.

Now you guys know about the USP, right? Let’s turn into the difference between

the USP of coca-cola and Pepsi.

I have a table or something just like that on this board. Here is Coca-cola’s place

and here is Pepsi’s place. Now, get started. As you can see, I am going to paint

some kind of bottle. I want to call someone to talk about:

“What do you think, when you see this bottle?” or “What brand do you think of

when you see this bottle?”

Oke, you, the boy in red, just sitting in the corner.

● “I think about coca-cola”

● “Yeah, that’s right, Coca-cola right?, I’m so happy when you just like me
and everyone else in this room”

*Another situation:

● “I think about *another brand*”

● “Oh, Don’t make it hard man, Thank you, but I want to hear for another
answer”
● “Oh, now it’s correct, You know that Coca-cola is the first company that use
this shape of bottle to fill their coke”

I can say that not everyone in this room, but almost everyone in this room when

you see this kind of shape, you think about Coca-cola. Because it’s too famous.

When you open your eyes in the morning, you have breakfast, you watch the TV

and you see coca-cola advertisements. Even though the bottle doesn't have the

name of the brand, you know it is Coca-cola.

Oke, it’s the first USP of Coca-cola.

Now, we move on to Pepsi.

Pepsi came up later than Coca-cola in the coke-market. So, Pepsi has a lot of

issues when they launch their first product. In their advertisement, they can not

use some kind of words for their keywords like: “The first type of coke” or

“Refreshing” Because Coca-cola has used them already. But Pepsi is so smart,

they know that their customer range is young people. So, they have a quote that

you can see almost everywhere in the 19th century.

 “Now it’s pepsi for those who think young”

Are you happy when someone calls you handsome, like a 18 years old boy or

beautiful, like a 16 years old girl? Pepsi can do that, when you use Pepsi, you teen

and cool, …

→ “Young”, “Cool” is USP of Pepsi (Keywords)

Brand image of Coca-cola and Pepsi is the USP of them too. You see, Coca-cola

uses red for their main color tone, while Pepsi uses blue for their color tone.

Red and blue are opposite in color. It’s representative for “Coca-cola and Pepsi

are competing really hard with each other. And those are the USP of Coca-cola

and Pepsi.
Another thing is the font text of Coca-cola and Pepsi. Coca-cola uses a “worm-

font”.Their letter is just like a worm, like a Thai’s letter while Pepsi uses pepsi

font. It's like the Arial font that you usually use when you type something on

google docs.

And that is all of my presentation.

—-------------------------------

The next part is like the really crucial part of our presentation, so let all of you, I

will invite Tuan Anh & Dung to discuss something special and signature of this

advertising battle between Pepsi & Cocacola.

First, Tuan, can you explain this battle for everyone to know and get the main
information, please?
—------------------------------------

Tuấn Anh + Thuỳ Dung:

Tuấn Anh: Thanks Duy, If you asked me…..

The cola wars refer to the long-time rivalry between two soft drink producers

- Coca-Cola Company and PepsiCo, who have engaged in mutually-targeted

marketing campaigns for the direct competition between each company's

product lines, especially their flagship colas, Coca-Cola and Pepsi.

Born later than Coke. Pepsi - Cola seems to be the market challenger. At first,

Pepsi-Cola faced a lot of difficulties.

But in 1975, Pepsi started a marketing campaign named “Pepsi Challenge,” a

blind taste test showing more people preferred Pepsi over Coke.

In response, Coca-Cola started doing a few things differently by releasing many

versions of Coke, such as Diet Coke, caffeine-free versions of Coke, and Diet

Coke. And the most significant is the big changes to the original Coke’s recipe

were made.

However, instead of being thrilled, people were outraged that they couldn’t buy

the original Coke anymore.

Due to this cause, Pepsi was the one who had taken advantage because loyal

consumers of Coke had turned to choose Pepsi.

As a result, less than three months later, Coca-Cola announced that they would

bring back the old formula under the brand name “Coca-Cola Classic.”

And from then till now, the battle between two companies will never stop

happening.

—---------------------------------------

Wow, this is amazing, hmm. So, thanks to Tuan we have known well about the

colar war. That's really interesting for me, so Could you illustrate some

examples of significant advertising wars between Coca-cola and Pepsi, Tuan?

—---------------------------------------

Tuấn Anh: Hmm… To answer this question, I think I will let Yung share that

with all of you.

Thuỳ Dung: Thank you, Tuan. It's very kind of you to let me talk about my

favorite part of COLA WARS.

And yah, let's begin…

1. Halloween 2014
As you can see on the slide, this ads has a Pepsi can that is wearing a red

cape, and if you notice, you can see that the text on the cape is Cola Coca.

With Halloween coming up, Pepsi thought it would be a cute idea to take a

swipe at Coca Cola with the following image posted on social media:

The text on the graphic simply says, “We wish you a scary Halloween!”

The intention was obviously to offer the idea that being like Coca Cola for

Halloween would be “scary”.

The concept I think is not very strong in the first place.

You might not have noticed at first glance that they purposely misspelled

Coca Cola as Cola Coca so as to avoid talking directly about their competitor.
 And, It didn’t take long for a response to emerge. However, the response

was not from CoCa Cola Company but came from a Coca Cola fan

The fan’s image text reads, “Everybody wants to be a hero!” Of course, this

changes the idea that Pepsi isn’t wearing a “scary” cape for Halloween but is

trying to be a hero – like Coca Cola.

The second one, I wanna refer to

2. More than 10 years ago

* cho xem video…

⇒ A popular campaign brought out by Pepsi featured a young boy standing on 2

coke cans to reach a can of Pepsi. These kinds of adverts had proven quite

successful for the brand that believes in coloring their campaigns with a tinge of

humor. However, on some occasions such humor also resulted in backfiring

against the brand, even harming their reputation at times

This ad shows us the outcome of being brave enough to embrace it. And

when executed cleverly, in the case of Pepsi vs Coke, the result is a brilliant,

suspenseful, and tasteful TVC that we can all laugh at and enjoy.

—-----
Thuỳ Dung: And I think these are two example that I like the

most. Do you want to add in anything else, Tuấn?

Tuấn Anh: Yah, Thanks Yung, I really enjoy your two examples and I just want

to add this example that is….

3. A straw not willing to get inside a coke can

=> I found this advertisement funny because it is for Pepsi but we all know that

they are targeting coke. In this ad you see a more unrealistic approach to it by

giving an action to a straw. As seen in the ad they put a straw in a Pepsi soda and

the straw looks normal but when you look at the non branded soda (coke) the

straw has arms and the end as a face or could be seen as a mouth.

But the point of this ad is to say Pepsi is better than the other brand and

the straw even agrees. This ad attracted my eye cause I like humor in ads and it

helps me remember them better.

—---------------

And I think the 3 examples above are quite enough for today.

From the beginning of our presentation to the present, we have some

experts talking about inside company information, and now we will hear the

consumers’ point of view about which brand they choose? Or which brand they

prefer to use? So welcome for Hai Lan

 Hải Lan:

Thanks Duy, Hello everyone, I’m Hai Lan

I think everyone has their own choice whether Coke or Pepsi. Yah, Me too.

Standing from a consumer's point of view, If I have to choose, although it’s quite

a bit difficult, I would say that Coca-Cola has won my heart for the following

reason.

1. Taste
In a market where millions of brands compete for your attention, it is

crucial to have a unique approach, especially in the beverage industry. The taste

of a soft drink matters a lot, if the taste is not good then the sale will be down.

Needless to say, It is so important that companies go to great lengths to ensure

the taste of their soft drink, juice, water, or whatever product will appeal to

consumers.

Pepsi:

● Knowing that, Pepsi has spent decades trying to find the right formula
for its soda. I can see that Pepsi has a bit more sugar, more calories, and
caffeine. It has a more citrus-made flavor. Pepsi also has a tangy and fruity
flavor.
About Coca-Cola:
● Cola has a more vanilla-based taste. It is less sweet and more potent
compared to Pepsi.
● Coca cola has a distinct taste but after taste and weird kind of mouth feel is
the reason i don't prefer it much. Pepsi has a good brothy taste which can
only be felt while drinking so no after taste.
● I am the one who prefers a less sweet drink. Pepsi is sweeter than Coca-
cola. So in this category, Coke won my heart.
 2. Advertisement
● What really matters is branding. From my perspective, Coke's brand is
more valuable. That's why Coke is winning the Cola Wars.
● Coke came up with "it's the real thing". That line was confident, bold and
had the ring of truth about it. The "I'd like to teach the world to sing"
commercial was a stroke of genius, catchy, in line with the mood of the era,
young, fresh and modern, but above all, original.
● So, what did Pepsi do in response? Tired old side-by-side "Pepsi challenge"
ads that could have been for virtually any product category, a desperately
uncool old salesman's technique, dull, predictable and unconvincing.
→ SO, in summary, Coke has penetrated deeply into my life.
—-------------------------------
We have heard about consumer's view. Let's find out the opinion of the

investor to demonstrate the question “which company should they invest in? And

what are the benefits of this decision? Welcome Ms. Duyen, hello can you share

your point of that view with many audiences here.

—--------------------------

Trà Duyên:

Hello everyone, From the viewpoint of an investor to talk about whether

you should invest in Coca-Cola or Pepsi.

Because they are all in the beverage industry, there is a silent war between

two equally talented competitors in terms of product quality, price, advertising,

and so on to attract customers.

 Coca-Cola has a lengthy history, but Pepsi's impressive growth in recent

years has piqued investors' curiosity, and they're wondering which company to

invest in for the best return.

As a result, from the perspective of an investor, in order to make the best

investment option between the two companies, we must examine their

production and commercial performance as well as using a variety of financial

parameters. Pespi appears to be gaining ground on Coke for the following

reasons:

1. When it comes to stocks, PepsiCo's stock has grown 19.45 percent in the
last year and 49.2 percent in the last five years, compared to 15.75 percent
and 22.13 percent for Coca-Cola. Despite this, both of these beverage
behemoths are ranked as underperforming across the board.
2. PepsiCo has outperformed Coca-Cola on Wall Street for the third year in a
row. Pepsi also outperformed Coca-Cola in Google searches. According to
studies, when Internet users search for the keyword Pepsi on Google as of
July 10, 2019, there will be 164 million results, while the amount for Coca-
Cola will be 142 million.
3. Scale: PepsiCo has twice the revenue of Coca-Cola, giving it a competitive
advantage in terms of efficiency. Furthermore, PepsiCo's return on assets
ratio is larger than Coca- Cola's.
4. Revenue: Coca-Cola has a revenue of $32.25 billion, while PepsiCo has a
revenue of $64.98 billion. PepsiCo had an 8.61 percent return on assets
compared to 6.6 percent for Coca-Cola.
5. Furthermore, PepsiCo's business scope was broadened and diversified
beyond carbonated beverages and snacks. This strategy's rapid expansion
in recent years has played a crucial role in PepsiCo's excellent performance.
Investing in Pepsi now, in my opinion, will be more beneficial.
—-------------------------------

SUMMARIZE (YUD)

Thanks Duyen, So we can see that…

Though we can’t determine who is winning or will win nor when will this

rivalry ever subside, we could definitively say that both brands have

significantly contributed to the development of the beverages industry.

So all of us can see that this rivalry has prompted scientific researches in order

to elevate the quality of the product, limit the consequences to the environment,

or even expand our creativity, which can help us to convey more meaningful

messages to consumers as well as society.

—---------------------------------

Continuing with our presentation (also the final part of this presentation), It’s

time to have a lot of fun with Kahoot. Now, get started!!!!!

That’s the end of our presentation, feel free to ask if you have any

question