PEPSI AND COKE: FROM GLOBAL TO INDIAN

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Submitted by:
VIPUL KANOJIA. SUBMITTED TO:
Class: MBA- I/A, MR V.SINGLA
ROLL NO 6036.
Introduction of major brands of
cola
Pepsi (1898) exhilarating, invigorating,
aids digestion
Diet Pepsi (1963) -you got right one baby
in 1990 as this is diet
Mountain dew (1964) - yahoo mountain
Dew
Mirinda -give into the taste
7up 1980 the Uncola and
fido dido-
Coca cola (1886) the pause that
refreshes.
Diet coke (1982) just for the taste of it .
Sprite (1961) great lemon taste make
sense.
Fanta(1960) grab a taste of Friday.
Thums up(1977) and acquired by coke in
(1993) toofani thanda.
Limca (1971) acquired by coke in (1993)
lime n lemonic limca .
pepsi :theme of advertisement

Advertisement encourage costumers to recognize the quality of the

company and its theme create the basis of the brand.

Pepsi from its initial stage emphasize to build the brand as youngster drink
that clearly target youth.
Target audience :
Pepsi target the age group of 15-25 years which belong to teenager and young
adults.
Pepsi target consumers which is young having never failing attitude ,have
desire to take challenges and power to turn around things which also reflects
in its taglines.
Generation next
The choice for new generation
A generation a head to name a few.
Brand personality of pepsi

In the long run Pepsi stuck with its high energy ,music
,sports driven personality.

As stated Pepsi has always had youngster audience and

many of their ads were targeted at teens therefore injected
with fun, sports movie stars, and most often music.

Pepsi has leveraged all manner of music ,sports , movie

stars in their commercials ,from late legendary artist
Michael Jackson to famous football player David Beckham
all are associated with Pepsi as their global brand
ambassador.
Coke : theme of advertisement

from the time of its evolution constantly

gravitating towards the emotional side of branding.
Coca cola advertisements depicts human experience.
It embrace diversity.

Coke emphasize on sharing happiness and delighting

the world through its advertisements. Which can be
seen through its T.V. commercials that conveying the
meaningful messages among which Id like to buy the
world a coke is most influential.
Brand personality of coke

Where as the rival Pepsi ties knot with sports players ,movie stars,
musician, Coca-cola strives hard to get emotionally attached with its
customers.
As through the image coke advertisement tries to shows the mama bear
gives the gift of Christmas to kid Beer and to get that coke you have to
use emotional appeal that makes coca-cola not only something that
whole family desires but also something that is literally an integral part
of family life experience
Printing advertisement of pepsi
(1898-1939)

First printing advertisement was appeared with name

brads drink which was named after Caleb Bradham
who was the creator and developer of Pepsi syrup.

In 1909 auto racing pioneer Barney old field becomes

Pepsi colas first celebrity endorser when appears in the
newspaper ads describing it a bully drink.

In 1920 the printed slogan drink Pepsi-cola is

advertised.
In 1939 advertising in the form of newspaper cartoon
called Pepsi and Pete introduced.
Printing advertisement of coke 1886-
1960

In 1896, John Pemberton ,founder of Coke syrup

published the first cola printing advertisement in Atlanta
journal.

In early 1900s coca cola advertisement relied on Hilda

Clark ,a model who became the first spokesperson of coca
cola and appeared with cola in newspaper and magazines
print.

From 1930-1960 coca cola is advertised from the image

of modern Santa claus as an old jolly and fat man in red
and white suit.
Influential advertisement: road to
went global

Global rise of Pepsi:

Pepsi gained global popularity during the great depression in 1936
by introducing 12 ounce bottle at the price of five cents where the
rival cola is charging 10 cents.
Later in 1988 late legendary artist Michael Jackson did the
campaign for Pepsi during which the Artists hair set to fire and
generate big controversy and popularity to the product and also
campaign slogan the choice of new generation.

In 1995 Coke v/s Pepsi diner commercial create a great hype in

the media where Pepsi mocking the cock and becomes top
influential add in Pepsi history.
Influential advertisement: road
to went global

Global rise of Coke 1960-1980:

It was during this era that coca cola went global the company had
spread to 163 countries worldwide .It has captured Macau, turkey,
Paraguay ,The Philippines. With this expansion coke went with massive
advertising campaign. The International appeal of coke was shared in
their advertisement with the slogan Id like to buy the world a coke.

This advertisement appeared in 1971 and considered one of the

most loved and influential T.V. adds in history
Pepsi v/s coke : global war of colas

Both Coca- Cola and Pepsi were trying to dominate the

carbonated soft drink market. Both brands were
undergoing global advertisement war through print ads
and video ads, trying to stay on top of each other.
Pepsi v/s coke : global war of colas

Pepsi Blind taste test 1975:

As a part of marketing, in 1975, Pepsi introduced the Pepsi

Challenge marketing campaign where PepsiCo set up a blind
tasting between Pepsi-Cola and rival Coca- Cola. During these
blind taste tests the majority of participants picked Pepsi as the
better tasting of the two soft drinks.

PepsiCo took great advantage of the campaign with television

commercials reporting the test results to the public.
Pepsi v/s coke : global war of colas

Coca cola : The Happiness truck and happiness machine

In order to compete with its rival Pepsi coke strikes Pepsi with
happiness by introducing happiness truck or happiness machine .
Among Cokes most successful endeavors of today is the Happiness
Machine, or in some countries, the Happiness Truck.
Coca-Cola is grounded in its heritage, at the same time, showed that it
can keep up with the times. The Happiness machine uses elements of
both guerilla marketing and viral advertising by using YouTube. Coca-
Cola implemented the Happiness Machine in various places and
campuses including London, India, Germany, Hungary, Hong Kong and
more.
The Happiness Truck appeared in various countries like Rio de
Janeiro and the Philippines.
Global expenditure on advertisement

Coke (1975)34.4million $ - 211.5million$ (1993)

Pepsi (1975)25.3 million$ -147 million $ (1993)

Pepsi needs to play catch-up in marketing. Its ad spending on beverages has

trailed Coca-Cola in both absolute terms and as a percentage of sales for years.
In each of the past three years, Coca-Cola spent close to $3 billion on
advertising, while PepsiCo spent less than $2 billion promoting its beverage
brands.

As a percentage of sales, Coca-Cola spent 8% on marketing in 2010, while

PepsiCo spent just 3% on its beverage brands, the most recent information
shows Pepsi spent $1.1 billion dollars on advertising in 2005.
Coke arrives in india

Coca cola arrives in India in 1958 and present till 1977but due to
some political environment reforms coca cola had to departure from
india and re-entered in 1993 and merge with Parle Indian company
which had its strong roots in local market of soft drinks via Thumbs
up and Limca .coca cola acquired both drinks .using, prevailing
brand advertisement of Limca and thumbs up, coke channelize the
same advertisement trend in coke .

In 2003 after advertising the coke with global Punchline Coke uses
the Desi Punchline which was thanda matlab coca-cola taking the
sample from thums up punchline toofani thanda
Initial advertisement strategy
of coke

Initially after setting the name coca cola India. Coke

launches only two of its soft drink brands ,namely Coke
and Fanta since these soft drinks taste similar to thumbs
up and Limca which have set up strong local market
therefore there is great opportunity for coke to gain
high demand in Indian market .

Later in 1999 coke launches sprite which considered to

be more like American type soft drink for indian market
to launch at early stage, therefore launched later with
initial Punchline image is nothing and then found its
Indian punchline Sprite clear hai
Pepsi arrived in india in 1986
L
Pepsi arrives in India in 1986 after the temporary departure of coke
from India, under the name Lehar Pepsi, merging with Punjab agro
and voltas. Pepsi entered the market after coca cola departure and
was able to gain a foothold in the market while it was still
developing ,Gained 26% market share by 1993.
From 1990-1994 Pepsi used the twin tagline name Yehi hai right
choice baby a-ha and The choice of next Genration.

In 1990 pepsi launched 7 up drink for indian market with its

international mascot fido dido
In 1991 pepsi lauched mirinda with punchline mirindaaaaaa
exclaiming open mouth.
In 2003 pepsi launched mountain dew with global campaign do
the dew
Pepsi :Global punchline reformation
in desi avatar

The first punchline of lehar pepsi was yehi hai right

choice baby a-ha which was took from its global
campaign this is the right choice baby

In 2001 Pepsi India launched new tagline yeh dil mange

more took from the global campaign ask for more

In 2004 global tag line of pepsi dare for more

relaunched in India using the native language Yeh Pyas
hai badi
 Initial advertisement strategy of
pepsi

India is a country with two big obsessions :cricket and

bollywood .these two grand obsessions has given india
their youth icons. In order to grab the indian market
abruptly pepsi has associated with these two platforms so
that company can connect with youth. The youth have an
irreverent side to them and pepsi stands for it.most of the
pepsi campaign in india giving the glimpse of well known
bollywood star or famous cricket star.
Promotional activities of pepsi

Pepsi: Glocalization (Global+ Localisation)

Despite being a global brand, Pepsi has built its success

on meeting the Indian customers needs, particularly in
terms of making the brand synchronized with localized
events and traditions, instead of harping on its global
lineage, it tries to plug into ethnic festivals. Therefore in
India Pepsi advertised and used promotional material at
Navrartri season (2009) and Pepsi gives away premium
rice and candy with Pepsi
 Promotional activities of coke :

Coca-cola : Glocalization:
Instead of creating bond with the customers through small but high
impact events .coca-cola chose to associate itself with national and
international events in India like sponsoring world cup cricket but now
coke is also entering in the local actions.

Coke is also trying to make their brand synchronized with local

festivals For the festival of Navratri, Coca-Cola issued free passes to
the celebration in each of its Thums Up bottles.

Also ran special promotions where people could win free vacations to
Goa, a resort state in western India.
Pepsi :Present scenario of
advertisement

Pepsi India prevailing commercial ad featuring bollywood stars

Ranbeer and Priyanka with cricket star M.S Dhoni with punchline oh
yes abhi

Pepsi is sponsoring Indian premier league for next five years investing
3.97 billion rupees (73 million $) Pepsi co is betting on Indias annual
cricket tournament to arrest at least five years of decline in market
share and close the gap with leader Coca-Cola Co. in the South Asian
nations soft drink market.

Pepsi co said that tournament has big appeal in all age groups as the
ratings of last IPL is 47% higher than the international cricket council
t20s world cup in 2012
Coca cola :present scenario of
advertisement

Coca cola prevailing indian advertisement following its

global trend and spreading the message of happiness
live out loud the big/small cazy moments with punch
line han han main crazy hun

After observing its opponent advertising strategy of

investing in IPL for next five years coke adopted new
technique by cutting down the price of any coke soft
drink by 2 rupees which including sprite, coke,fanta
,thums up and limca
Coke and pepsi:advertisement sources
in india
Sales
MARKETING STRATEGIES

TV Media
30 45 Television ADD
News Paper
Newspaper Add
Media
20 5 Outdoor Add
Outdoor Media
Sales Pomotion
Sales Promotion
 conclusion

Both Pepsi and coke continue its rivalry globally through print and videos
adds in order to compete each other for the spot of no1 soft drink company
since Pepsi is dominating the India soft drink market from past two years now
seems to lag behind by approx 20 % as compared to sales with coca cola in
India .but keeping in view Pepsi long term advertising strategy and investment
in IPL can change the future scenario.
Globally coke is the no 1 soft drinks company having the major market in
U.S.A.

Advertisement war between both companies will prove very beneficial to

their local as well as global brand ambassador.
Using their influential and big budgeted advertisement strategies both will
not face any third competitor soon enough in global market as well as in
Indian markets.