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

    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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