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Cola Brand Strategies Comparison

The document compares four cola brands - Pepsi cola, Coca-cola, Gourmet cola, and Shandy cola. Pepsi cola periodically redefines its brand and is first to market with new tastes. It rapidly responds to changes and pursues new product opportunities aggressively. In contrast, Coca-cola emphasizes differentiation over new products and tastes. Gourmet cola focuses on a limited range of higher quality products with an emphasis on low costs. Shandy cola lacks a competitive strategy and marketing efforts and has not launched new products.

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35 views1 page

Cola Brand Strategies Comparison

The document compares four cola brands - Pepsi cola, Coca-cola, Gourmet cola, and Shandy cola. Pepsi cola periodically redefines its brand and is first to market with new tastes. It rapidly responds to changes and pursues new product opportunities aggressively. In contrast, Coca-cola emphasizes differentiation over new products and tastes. Gourmet cola focuses on a limited range of higher quality products with an emphasis on low costs. Shandy cola lacks a competitive strategy and marketing efforts and has not launched new products.

Uploaded by

splendidhcc
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd

PROSPECTOR ANALYZER DEFENDER REACTOR

Pepsi cola Coca-cola Gourmet cola Shanday cola

Brands: Pepsi cola, Diet Pepsi, Brands: Cola-cola, Sprite, Brands: Gourmet cola, Brands: Shandy cola, Shandy
Pepsi Max, Mountain Dew, Sprite 3g, Fanta Gourmet Lemon, Gourmet Lemon, and Shandy orange
Marinda Twist, Gourmet Malta
1. Pepsi cola periodically 1. Coca –cola makes fewer 1. Maintain a limited line 1. No competitive strategy
redefined its brand like changes then its of products then to pursue.
diet Pepsi, Pepsi max, competitor i.e. Pepsi competitors and want 2. Not have clearly
and Pepsi twist etc. cola to secure it defined product market
2. Pepsi is first mover 2. Limited range of 2. Emphasize more on low orientation as
when it comes to new products then Pepsi cola cost strategy then competitor.
tastes. 3. Emphasize more on differentiation. 3. No or least marketing
3. It rapidly respond to differentiation strategy 3. Limited range of efforts.
changes i.e. customer i.e. coca-cola focus products as can be seen 4. Have not been launched
taste technology etc. more on family then throughout its product new products up till
4. Aggressive in new just young generation line. now.
product market 4. Not a first mover but 4. No enhancement in 5. Not willing for the risk
opportunities. followed its competitor technology as no of new product or new
5. Broad product domain. like Pepsi cola etc innovative product or market as its
packaging has been competitor.
used yet. 6. Not aggressive in
establishing product/
market.

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