Coca-Cola Versus Pepsi-Cola Essay Example for Free

Coca-Cola Versus Pepsi-Cola EssaySummaryIn the late 1800s, American druggists started miscellaneaing fruit syrups and carbonate soda water, causing a new kind of beverages known as soda draws. The intimately famous brands that started in the business are Coca-Cola, Pepsi-Cola, and Dr. Pepper but the well-favored durable tintry is until today between Coca-Cola and Pepsi-Cola.In 1886, a pharmacist named Dr. John Pemberton do the formula of Coca-Cola and the crisp was sold in at the counter of Jacobs Pharmacy as a refreshing drink. Pemberton was a part owner of the pharmacy after he left, in conclusion, Asa Candler became the sole owner and had the rights to the drink. Candler sold the Coca-Cola syrup to pharmacies and started a big advertize campaign which gave Candler a noticeable sales potency. In 1899 Candler granted the first bottling franchise, which eventually grew rapidly. Ernest Woodruff bought Coca-Cola in 1919 for 25$ million, Woodruff and his son worked o n making speed of light a well-to-do product thats available everywhere. Woodruff made a great decision at the cadence of the beginning of World War II he stated that every man wearing a uniform should get a Coca-Cola bottle for only 5 cents whatever it be. This decision made Coke have a strong market-share in Asian and European countries in the late 1950s, Coca-Cola advertised as Americans Preferred Taste. Woodruff was influential in Cokes strategic decisions until 1982.A pharmacist named Caleb Bradham invented the formula of Pepsi-Cola in 1893 in New Bern, South Carolina in 1893. Pepsi followed a similar path as Coke in the expansion, using franchisers to spread their beverage. The telephoner faced bankruptcy many times collectable to the strong advantage that Coke had oer Pepsi-Cola and the weak arguing between the two companies at that time. In the period following WWII, Coke outsold Pepsi by a 10 to 1 ratio per unit in that period many soft-drink producers started put d owning the market with a big variety of flavors other than cola flavor. Alfred Steele became Pepsis chief executive officer in 1950, he believed that his company will take over Coke one day, Steele was a former Coca-Cola marketing executive, and he helped Pepsi a lot due to his wide know directge some the rival which is Coca-Cola. In an effort to raise the companys sales, Pepsi introduced new bottle sizes such(prenominal) as the 24-oz family bottle. 1955 Steele hook up with an actress named Joan Crawford and started a big advertising campaign Alfred Steels motto was beat coke which led to increasing Pepsi revenues to over 300% between years 1950 and 1959.Through the years many soft drink companies joined the industry, but the difference is that these companies focused on tests other than colas, such as 7UP which is a mix of citric flavors and soda, 7UP was first introduced in 1929 the introduction of 7UP led to an increase in the national market share.Coca-Cola act to expand in the 1960s making Coke available internationally and in the United States. Coca-Cola started diversifying when it bought flash Maid Juice Company Cola-Cola in like manner produced new products such as Sprite. Coca-Cola offered its soft drinks either in cans or glass bottles in 1961. Throughout the years in the 1960s and 1970s, Coca-Cola introduced different new products such as Sprite, Tab, Mr.Pibb, Fresca, and Mellow Yellow. Coca-Cola concentrated on international markets to spread the drinks, this strategy of spreading Coca-Cola internationally had matured the company and made the brand image much stronger than Pepsi.Donald Kendall, a former sales manager became Pepsi chief executive officer in 1963, under Kendall Pepsi was renamed PepsiCo and started an unrelated diversification by opening restaurants such as Pizza sea chantey and producing snacks. Pepsi extended its line of products in 1964 by introducing Diet Pepsi and Mountain Dew Mountain Dew has a similar attempt to Spr ite with was introduced by Coca-Cola. Pepsi tried to keep track with Coke in guild to keep the competition even though Coca-Cola was more powerful than PepsiCo at that time. Pepsi became more aggressive and competition hungry in 1970 and 1971 when they employed experienced marketing executives. In the 1950s and 1960s the toll of Pepsi was 20% less than the price of Coke, but still wasnt able to reach Cokes strength with the strong advertising campaigns thanks to the experienced executives that Pepsi recruited, Pepsi was able to gain a stronger market-share for the first time in 1975.In 1974, Pepsi was the deuce-ace largest-selling soft drink after Coke and Dr. Pepper. Researchers from Pepsi have shown that in a blind test the volume of consumers preferred Pepsi over Coke. This successful experiment which was called The Pepsi Challenge increased Pepsis market share and made it the number-two brand. After the great success that this take exception brought to Pepsi, Victor Bonomo, president of Pepsi USA in 1974, decided that the Pepsi challenge should be deployed I all market where Pepsi is weak. The spread of the Pepsi challenge led to an increase in Pepsi sales by 20% in the biggest cities of America. Pepsi launched the Challenge all over the nation in 1977, and after 3 years Pepsi brand was widely recognized in the U.S. and gave Pepsi an additional 1.3% market share lead over the rival Coca-Cola.Coca-Cola responded to the challenge by bountiful big discounts in original markets where Coke has a rivalrous advantage over Pepsi and by stating that Cokes bottlers are owned by Coca-Cola, but Pepsi bottlers are franchisees. Knowing that Coke and Pepsi is a standardized product, Coca-Cola used price as a market instrument to target Pepsi consumers. Coke tried to regain money lost that was a result of the huge discounts that the company kept on introducing, by selling franchisees the concentrate rather than the syrup they use in manufacturing the drinks. Robe rto Goizueta became chief operating officer of Coca-Cola in 1980, he introduced a 1200-word strategy statement, and the main aim of this statement is price discounting in order to regain Cokes position in the market.Coca-Cola began to influence the ownership and management of the of their franchised bottlers, despite macrocosm committed to independent bottlers, they replaced bottlers in key markets that were not deemed sufficiently aggressive in selling their product. The CEO of Coca-Cola USA stated that the company had some role to play in the reasons the buyers purchase the product by offering in several instances to increase the numbers of their investments with the potential buyers.2) ContributionThe Coca-Cola Versus Pepsi-Cola case study was compose to give back the maximum amount of information to business-oriented individuals, it gave so much information about two of the most competitive companies throughout history the paper illustrated the history of the two main soft dr ink companies and also talked about other companies that entered the industry.The irony is Pepsi and Coca-Cola were invented by pharmacists who are supposed to prescribe drugs to people and not give them beverages with high amounts of sugar and artificial tastes, the case explained how Pepsi and Coke changed peoples views of a beverage when the companies invented carbonated soda beverages. The paper explained in details the huge cola advertising war that started in the mid-eighties between the rival Coca-Cola and PepsiCo that caused a big revolution in the beverage industry and incentivized new companies to enter the industry and produce beverages with different flavors.The case explained the positioning of the two companies and showed the difference in the brand time value of the companies. The case was great also in giving the comparative analysis between the two companies, giving the different products other than the main product that was first manufactured by the companies. Th e case also showed us how the companies implemented different strategies to increase revenues and to increase market share and gain the most competitive advantage.Pepsi vs. Coca-Cola deck up analysisStrength*Pepsi Very Innovative, the broad portfolio of products, more flexible franchise network, aggressive marketing strategy.*Coca-Cola iodin of the most valuable brands in the world, largest market share in the soft drink industry, and great guest loyaltyWeakness*Pepsi Competition with Coke, higher prices than Coke, and lower net profit margin than Coca-Cola*Coca-Cola Competition with Pepsi, relies on soft drinks, and lacks diversificationOpportunities*Pepsi International expansion and growth in the bottled water industry*Coca-Cola Reduce cost and increased demand for bottled waterThreats*Pepsi Increased marketing campaigns by Coke and restrictions to sell in certain countries because Coke has control on them*Coca-Cola Strong local brands in some countries and negative publicityMi chael Porters 5 Forces on Pepsi and Coca-ColaKnowing that Pepsi and Coca-Cola have standardized products, I wont need to talk about every company alone.The intensity of Rivalry between Competitors Pepsi and Coke are historical competitors, in the mid-eighties the rivalry between them was very ferocious, and the cola war occurred at that period of time to show which companies products taste better.Bargaining Power of Suppliers Suppliers have no power over Pepsi or Coca-Cola, it is very easy and sporty to buy all the ingredients to manufacture soft drinks, in fact, the competition between Pepsi and Coca-Colas suppliers is really strong because of the great and presence of all the material. In my opinion, Pepsi and Coca-Cola have power over their suppliers this helps them in decreasing their costs a lot.Bargaining Power of Buyers The power of buyers in the case of Coca-Cola and Pepsi is high, because the switching cost is low or even the same depending on the geographical segment bot h companies try their best to gain node loyalty, but Coke does it better by playing on its customers emotions in its advertisements.The threat of New Entrants This force is low, the soft drink industry is very competitive if a possible new product enters the market, and it would be really expensive and hard to position in the very strong industry.Threat of Substitutes This force is high, curiously because of health trends that hit the community from time to time, bottled water and juice companies are working hard in order to gain a competitive advantage over Pepsi and Coke by showing consumers the dingy effects and obesity that this soda beverage can cause to our health, this is causing a change Pepsi and Coca-Colas strategies and making them introduce diet beverages as mentioned in the case, or even causing the Pepsi and Coca-Cola to buy big companies that produce healthy beverages as an example, Pepsi bought Aquafina in order to have an advantage over the competitor.