Coca Cola vs

PepsiCo
Submitted byApurv Sunil (PGP16042)
Ankit Agarwal (PGP16051)
S Lianbiak Lal(PGP16023)
Rashmi Ranjan (PGP16011)
Rahul Ghimiray (PGP16027)

Introduction
Coca cola and PepsiCo are the two major global

companies providing Carbonated soft drinks as well

non carbonated drinks globally.
Coke was re-launched in India in 1993.
Thumps Up was originally introduced in 1977 in India.
Thumps Up was acquired by Coca-Cola in 1993.
Thumps Up has the largest market share of brands in

India.

Coca Cola vs Pepsi

Coca Cola
Market leader between 1970
1977
Coca Cola re-entered in 1993
and bought Parle.
Diet-coke, Fanta, sprite and
Mountain Dew were launched
in India.
In 2009 Coca-Cola was market
leader with maximum market
share in Carbonated Soft
drinks.

PepsiCo
PepsiCo entered India in
1988 as joint venture.
Pepsi has associated itself
with famous Indian
personalities.
PepsiCo targeted youth with
its advertising strategies.
In 1991, Pepsi bought its
Indian partners.

Production and
Distribution

Concentra
te
producer

Bottler

Supplier

Retail
Channel

Problem Statement
Growth in sales are short of expectations.
The War between Coke and Pepsi is going

to diversify into different industries.

Need for new products to keep up with the
health concerns.

Why advertising

Promotion
Awareness
Comparisons
Retention
Morale

Advertising war
In 1993, Coke launched Always Coca-Cola to

challenge the youthful advertising of Pepsi Be

young, have fun, drink Pepsi
In 1996, Coca-Cola was the sponsor of the Cricket
World Cup, and Pepsi ran a campaign Nothing
official about it
In 2003, Coke launched Real campaign using
Penelope Cruz and the Pepsi launched Pepsi, its
the Cola
Pepsi launched what has become the definitive
taste test the Pepsi Challenge. Coke also ran a
promotion to persuade a consumer that its Vault
drink tastes better than its rivals Mountain Dew

Advertising evolved over time

Early Advertising

Implicitly recognized the

existence of competitors.
Focused on brand Identity.
Focused on specific target
segments based on its value
system.

Twenty-first century

Coca reminded consumers of

its past, its authenticity and
its realness
Coca cola used various
celebrities in its
advertisements.
Built on the idea of lifes
simple pleasures and
positivity.

Diversification
The Cola Industry is gradually losing its

market share and other beverages are sharing

the loss of cola Industry.
Coke and PepsiCo should not only try
advertise fiercely in Cola soft drink industry
but also take initiative to lead in other
beverages such as Lassi, Bottled water, Juices
and so on.

Conclusion
Coca Cola and PepsiCo have managed some

successful brands.
Coke and PepsiCo have to diversify into
different beverages industry to keep their
market share up and growths at an optimum
level.
Focus has shifted to more healthier and
tastier beverages.
Shift towards more cleaner and environment
friendly products.