Download - Pepsi vs Coke Prakash
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CASE STUDYOF
The Coke and Pepsi
Presented by:
Prakash Rathod
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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(withthumps up,limka like brand).
Pepsi leads because it targeted Youth
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Advertising strategies
Both formulated theiradvertising plan on the basis ofinsiders they put inside theoffices of each other.
INITIALLY-- PEPSI relied onadvertisements featuring filmstars, pop stars and cricket
players.-COKE focused on Indian cultureand music.
http://images.google.co.in/imgres?imgurl=http://lh6.google.com/callravi/RriFxdh811I/AAAAAAAADDc/QjZwQMKjZi0/jsrk.jpg&imgrefurl=http://bolllywood.blogspot.com/2007/08/shahrukh-and-john-unveil-pepsi-my-can.html&h=500&w=400&sz=42&hl=en&start=71&um=1&tbnid=WDGA68bLVBpLCM:&tbnh=130&tbnw=104&prev=/images%3Fq%3Dpepsi%2B%2Bbrand%2Bimage%26start%3D60%26ndsp%3D20%26um%3D1%26hl%3Den%26sa%3DN -
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Controversy of Pesticides.
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Spoof Advertising
Against Cokes EAT-SLEEP-DRINK, Pepsi madean ad opposite to it
To counter this, Coke made a print ad in which itshows chalo kha liya..
http://images.google.co.in/imgres?imgurl=http://www.forward-moving.com/blog/wp-content/uploads/2006/07/Coke-vs-Pepsi.jpg&imgrefurl=http://www.forward-moving.com/blog/2006/07/08/coke-and-pepsi-respectful-competition/&h=294&w=392&sz=60&hl=en&start=1&um=1&tbnid=Xxm3qlsqOFOKyM:&tbnh=92&tbnw=123&prev=/images%3Fq%3Dcoca%2Bcola%2Bpepsi%26um%3D1%26hl%3Den -
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Another Coke ad showed 2 apes, copyingPepsis Azhar and Jadeja with the time dont be a bunder, taste the thunder.
http://images.google.co.in/imgres?imgurl=http://images.theglobeandmail.com/archives/RTGAM/images/20061208/wyouranswers/1201monkey230.jpg&imgrefurl=http://www.theglobeandmail.com/servlet/story/RTGAM.20061208.wyouranswers/BNStory/cancer/home&h=262&w=209&sz=56&hl=en&start=7&um=1&tbnid=gqVQucysA-YcVM:&tbnh=112&tbnw=89&prev=/images%3Fq%3Dcoke%2Bapes%26um%3D1%26hl%3Den -
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Coke launched Sprite and made an ad bakiall bakwaas which clearly targeted Pepsi.
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Against Pepsis Sachin ala re, Coke respondedwith the song Coke ala re. Pepsi moved to AAAI
against Coke.
Coke aala reSachin aala re
http://images.google.co.in/imgres?imgurl=http://imagecache2.allposters.com/images/pic/DES/D1053~Coke-Real-Thing-Bottle-in-Hand-Posters.jpg&imgrefurl=http://danieledwinandcourtneylou.blogspot.com/2008/03/h2o-yourself.html&h=425&w=332&sz=45&hl=en&start=14&um=1&tbnid=23lGAdUXPWR0CM:&tbnh=126&tbnw=98&prev=/images%3Fq%3Dcoke%2B%26um%3D1%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://specials.rediff.com/money/2003/oct/10sld1.jpg&imgrefurl=http://specials.rediff.com/money/2003/oct/13sld1.htm&h=370&w=400&sz=25&hl=en&start=1&um=1&tbnid=R5V6drvrZdHi2M:&tbnh=115&tbnw=124&prev=/images%3Fq%3Dsachin%2Bpepsi%26um%3D1%26hl%3Den -
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Endorsement of celebrities and cricketerswere at peak
http://images.google.co.in/imgres?imgurl=http://www.shsmf.org/images/pepsi.JPG&imgrefurl=http://www.shsmf.org/eventsponsors.asp&h=660&w=750&sz=216&hl=en&start=2&um=1&tbnid=4tA7L3TivrMSrM:&tbnh=124&tbnw=141&prev=/images%3Fq%3Dpepsi%26um%3D1%26hl%3Denhttp://greyfalcon.us/myPictures/coca-cola.jpghttp://images.google.co.in/imgres?imgurl=http://www.thehindubusinessline.com/catalyst/2002/09/05/images/2002090500070101.jpg&imgrefurl=http://www.thehindubusinessline.com/catalyst/2002/09/05/stories/2002090500070100.htm&h=290&w=350&sz=26&hl=en&start=10&um=1&tbnid=WK8yZhcIZB4Y3M:&tbnh=99&tbnw=120&prev=/images%3Fq%3Dcoca%2Bcola%2Bcricketer%26um%3D1%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.tribuneindia.com/2002/20020327/cd3.jpg&imgrefurl=http://www.tribuneindia.com/2002/20020327/chd.htm&h=159&w=220&sz=20&hl=en&start=10&um=1&tbnid=n19OgeNK3bPuJM:&tbnh=77&tbnw=107&prev=/images%3Fq%3Dpepsi%2Bcricketer%26um%3D1%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://specials.rediff.com/money/2003/oct/10sld1.jpg&imgrefurl=http://specials.rediff.com/money/2003/oct/13sld1.htm&h=370&w=400&sz=25&hl=en&start=13&um=1&tbnid=R5V6drvrZdHi2M:&tbnh=115&tbnw=124&prev=/images%3Fq%3Dpepsi%2Bamitabh%2Bad%26um%3D1%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.thehindubusinessline.com/2002/05/28/images/2002052801150601.jpg&imgrefurl=http://www.thehindubusinessline.com/2002/05/28/stories/2002052801150600.htm&h=275&w=347&sz=18&hl=en&start=4&um=1&tbnid=V9jLyL3GTUltnM:&tbnh=95&tbnw=120&prev=/images%3Fq%3Dpepsi%2Bamitabh%2Bad%26um%3D1%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.thehindubusinessline.com/2002/08/13/images/2002081301210601.jpg&imgrefurl=http://www.thehindubusinessline.com/2002/08/13/stories/2002081301210600.htm&h=350&w=306&sz=26&hl=en&start=9&um=1&tbnid=HMMQtGr19X-S_M:&tbnh=120&tbnw=105&prev=/images%3Fq%3Dcoca%2Bcola%2Bmadhavan%26um%3D1%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://idata.over-blog.com/0/29/50/37/pepsi_srk.jpg&imgrefurl=http://www.bollywood-sisine.com/article-5510514-6.html&h=288&w=499&sz=29&hl=en&start=20&um=1&tbnid=0FqX6n3xy77w_M:&tbnh=75&tbnw=130&prev=/images%3Fq%3Dcoca%2Bcola%2Bmadhavan%26um%3D1%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://hrithikroshan.50megs.com/coke5.jpg&imgrefurl=http://hrithikroshan.50megs.com/hrithikcoke.html&h=200&w=310&sz=8&hl=en&start=11&um=1&tbnid=gBdZAx6Ecxu1iM:&tbnh=75&tbnw=117&prev=/images%3Fq%3Dcoke%2Bhrithik%26um%3D1%26hl%3Den%26sa%3DXhttp://images.google.co.in/imgres?imgurl=http://knphwallpaper.tripod.com/coke1.JPG&imgrefurl=http://knphwallpaper.tripod.com/&h=600&w=800&sz=69&hl=en&start=3&um=1&tbnid=b7n_RMCZoWrwDM:&tbnh=107&tbnw=143&prev=/images%3Fq%3Dcoke%2Bhrithik%26um%3D1%26hl%3Den%26sa%3DXhttp://images.google.co.in/imgres?imgurl=http://www.bollywoodmantra.com/modules/coppermine/albums/userpics/10003/Aishwarya_coke.jpg&imgrefurl=http://www.foroswebgratis.com/mensaje-fotos_buenzas-22598-1029308-1-3437780.htm&h=768&w=1024&sz=103&hl=en&start=1&um=1&tbnid=kqzE6DrTxt6rSM:&tbnh=113&tbnw=150&prev=/images%3Fq%3Dcoke%2Baishwarya%26um%3D1%26hl%3Den%26sa%3DXhttp://images.google.co.in/imgres?imgurl=http://www.moviewalah.com/files/Image/aamir_coke_01.jpg&imgrefurl=http://www.moviewalah.com/diary/2007/03/08/aamir-akshay-take-a-burpy-ride&h=207&w=236&sz=13&hl=en&start=1&um=1&tbnid=Ik0kPdZEaEy5eM:&tbnh=96&tbnw=109&prev=/images%3Fq%3Dcoke%2Bakshay%26um%3D1%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.moviewalah.com/files/Image/akumar_thumbsup.jpg&imgrefurl=http://www.moviewalah.com/diary/2007/03/08/aamir-akshay-take-a-burpy-ride&h=206&w=307&sz=23&hl=en&start=2&um=1&tbnid=RmvN8SYopJ8ILM:&tbnh=79&tbnw=117&prev=/images%3Fq%3Dcoke%2Bakshay%26um%3D1%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://im.sify.com/sifycmsimg/may2007/Finance/14456742_Slide5.jpg&imgrefurl=http://sify.com/news/fullstory.php%3Fid%3D14457146%26page%3D5&h=350&w=350&sz=23&hl=en&start=3&um=1&tbnid=beqhU2g7wilnqM:&tbnh=120&tbnw=120&prev=/images%3Fq%3Dcoke%2Bakshay%26um%3D1%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://im.sify.com/movies/images/aug2007/pepsi_1.jpg&imgrefurl=http://sify.com/movies/bollywood/fullstory.php%3Fid%3D14506758&h=500&w=375&sz=30&hl=en&start=8&um=1&tbnid=ugjtZ4gW7i4wVM:&tbnh=130&tbnw=98&prev=/images%3Fq%3Dpepsi%2Bshahrukh%26um%3D1%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://static.flickr.com/27/55551741_465cf825f6_o.jpg&imgrefurl=http://indsight.org/blog/archives/2005/10/&h=150&w=175&sz=5&hl=en&start=16&um=1&tbnid=uyfETXZUTrFGjM:&tbnh=86&tbnw=100&prev=/images%3Fq%3Dpepsi%2Bshahrukh%26um%3D1%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://news.bbc.co.uk/olmedia/750000/images/_753931_ad300.jpg&imgrefurl=http://news.bbc.co.uk/1/hi/world/south_asia/753931.stm&h=180&w=300&sz=12&hl=en&start=20&um=1&tbnid=0fDwyBegu0OM2M:&tbnh=70&tbnw=116&prev=/images%3Fq%3Dpepsi%2Bshahrukh%26um%3D1%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://farm1.static.flickr.com/128/412432165_6ad35439d7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Cola wars apart from Advertising
Espionage in each others offices. Pepsi filed a petition against Coke alleging that
Coke had entered into conspiracy to disrupt itsbusiness operations.
Recruiting of employees at higher rates by Coke. Pressure of breaking contracts by Coke.
Frequent complaints from both the players abouttheir bottlers and retailers being hijacked.
Painting of rival outlets overnight.
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Future of Cola wars
Companies will concentrate more onAdvertising.
Events and exhibitions will be on high.
Companies would take unethical steps infuture.
Pricing strategies will be reconsidered. Companies may widen their portfolio to
capture mass market.
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Other fronts of Rivalry
Till the late 1980s, the standard SKU for soft drink was200 ml.
Around 1989, Pepsi launched 250 ml bottles
When Coke re-entered India in 1993, it introduced 300ml as the smallest bottle size.
Soon Pepsi followed this.
But around 1996, the excise component led to an
increase in prices & a single 300 ml purchase becameexpensive.
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Ethical issues
Espionage against each others offices.
Making fun of cricketers by Coke.
Coke used punchline of Pepsi yeh dilmaange more.
Shiftment of employees from Pepsi toCoke.
Hijacking bottlers and retailers. Painting of retail outlets of each others
overnight.
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Thank You