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CASE STUDY OF The Coke and Pepsi

Presented by: GULAB SHARMA ABHISEK,VISHAL,ANKESH, ANKIT,NIMISH,TEKWANI ,SANJAY,RAHUL

Indian Cola Market
Coke had entered in 1970s but exit due to Govt. policies.  Pepsi entered in 1991.  Coke re-entered in 1993-merged with Parle which has 60% market share(with thumps up,limka like brand).  Pepsi leads because it targeted Youth

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. pop stars and cricket players.PEPSI relied on advertisements featuring film stars.  INITIALLY.

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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 an 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. .

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

 Endorsement of celebrities and cricketers were at peak .

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

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

the excise component led to an increase in prices & a single 300 ml purchase became expensive. Around 1989. it introduced 300 ml as the smallest bottle size.Other fronts of Rivalry      Till the late 1980s. . the standard SKU for soft drink was 200 ml. But around 1996. Soon Pepsi followed this. Pepsi launched 250 ml bottles When Coke re-entered India in 1993.

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

QUESTION  IS THIS RIVALRY BENEFICIAL FOR CUSTOMER ? .

Thank You .