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

Market

CUSTOMER ANALYSIS

COMPETETOR’s ANALYSIS

Company Analysis

Marketing Strategy

ProductPrice

Promotion

Place

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

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.

HISTORY

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.

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.

Vision Pepsi: -

Threat of Substitute Products

Threat of Substitute Products

Threat of New EntrantsThreat of New

EntrantsThreat of New

Entrants

Rivalry Among Competing Firms in Industry

Rivalry Among Competing Firms in Industry

Bargaining Power of Buyers

Bargaining Power of Buyers

Bargaining Power of Suppliers

Bargaining Power of Suppliers

Porter’s Five Forces Model of CompetitionPorter’s Five Forces Model of Competition

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. All Sport2. Aquafina3. Caffeine-Free Pepsi4. Crystal Pepsi5. Diet Pepsi6. Gatorade7. Izze8. Jazz 9. Josta10. Kas11. Manzanita Sol12. Mirinda13. Mountain Dew14. Mountain Dew AMP15. Mountain Dew LiveWire16. Mountain Dew MDX17. Mug Root Beer18. Pepsi19. Pepsi Blue20. Pepsi Cappuccino21. Pepsi Max22. Pepsi ONE23. Pepsi Samba24. Pepsi Tarik25. Pepsi Twist26. Propel Fitness Water27. Sierra Mist28. Slice 29. SoBe30. Storm 31. Teem32. Tropicana Products33. Tropicana Twister

1. A p p l e t i s e r2. A q u a r i u s 3. B P M E n e r g y4. B a r q ' s5. B e a t s o d a6. C a n n i n g s7. C h e e r s 8. C i e l9. C o c a - C o l a B l a c k10. C h e r r y Va n i l l a11. C o c a - C o l a B l a k12. C o c a - C o l a C 213. C o c a - C o l a C h e r r y14. C o c a - C o l a C i t r a15. C o c a - C o l a M 516. C o c a - C o l a Z e r o17. C o c a - C o l a18. C o c a - C o l a w i t h L e m o n19. C o c a - C o l a w i t h L i m e20. D a s a n i21. P u n c h22. D i e t C o k e23. F a n t a24. F a n t a C i t r u s25. F i o r a v a n t i26. F r e s c a27. F r i s c o28. F r u i t o p i a29. F r u t o n i c30. F u l l T h r o t t l e31. H i - C32. H i t 33. K i a - O r a34. K i n l e y

1. L e m o n & P a e r o a2. L i f t 3. L i f t p l u s4. L i l t5. M a n z a n a L i f t6. M a r e R o s s o7. M e l l o Ye l l o8. M e z z o M i x9. M i n u t e M a i d10. N e s t e a11. N e w C o k e12. N o r d i c M i s t13. O K S o d a14. P i b b X t r a15. P o w e r a d e16. Q o o17. R a s p b e r r y C o k e18. R e l e n t l e s s19. S a r s i20. S e n z a o21. S i m p l y 22. S m a r t23. S p a r k l e24. S p r i t e25. S p r i t e I c e26. S p r i t e R e m i x27. S p r i t e Z e r o28. S u r g e29. S w e r v e30. Ta b31. Ta b C l e a r32. Ta b E n e r g y33. Ta b X - Tr a34. T i k y35. 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 very famous.

• Even today most prices of Coke are decided on the basis of the competition in the market.

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 35COKA COLA 19MOUNTAIN DEW 7THUMS UP 77 UP 7MIRINDA ORANGE 7SPRITE 5DIET PEPSI 4LIMCA 3MIRINDA 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.

Pepsi; 28

Coke; 37

Thums up; 19

7 up; 16

% of Celebrity endorsements in 2008

1904 – Coca-Cola satisfies1904 – Delicious and Refreshing1905 – Good all the way down1906 – Thirst quenching - delicious and refreshing1907 – Cooling... refreshing... delicious1909 – Delicious, wholesome, refreshing1909 – Delicious, wholesome, thirst quenching1909 – Drink delicious Coca-Cola

1934Double Size

1939Twice as Much for a Nickel

1943Bigger Drink, Better Taste

1949Why Take Less When Pepsi's Best?

1961Now It's Pepsi for Those Who Think Young

1963Come Alive! You're in the Pepsi Generation

1984The Choice of a New Generation

1989A Generation Ahead

1993Be Young, Have Fun, Drink Pepsi

1997Generation Next

1942 The only thing like Coca-Cola is Coca-Cola itself

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

1970It's the real thing

1985America's Real Choice

1989Can't Beat the Feeling

1990 Can't Beat the Real Thing

1993Always 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.“

• The Pepsi Taste Test also turns out to be nothing but hot air: "The findings suggest there is no scientific basis for claims made during the Pepsi ad campaign in which testers purportedly chose Pepsi over Coke when they were not told what they were drinking."