Title of the project: Comparative Study of Pepsi and Coke.
Synopsis;
1. Introduction about the comparative study of Pepsi and Coke:
Coca-Cola and Pepsi are the two greatest competitors in the soft drink industry. A brief
introduction and history of the two companies will provide a basis for understanding how the
companies have come to be where they are today and how they run their companies. The
company structure of each will also be briefly explained to provide an understanding of how
management style is impacted.
2. Purpose of making the project:
The purpose of making project on comparative study of such global
companies is to know the various aspect that how the companies become the
marketer in their segments which are as follows:
Marketing and Advertising
The marketing skills that these companies possess are the reason both
Coca-Cola and Pepsi are so successful. Our research will provide an in-depth look at the
marketing tactics that these companies use and how they compare to each other. The use of new
technologies, forecasting, advertising, and political environments will all be included when
determining what affects the marketing strategies the companies choose to take.
SWOT Analysis
To gain a better understanding of each company, we determined some
strengths, weaknesses, opportunities, and threats of each company. Each company has brand
recognition on their sides and threats such as foreign, political, and economic situations in
countries that Coke and Pepsi are established in. Comparing these aspects of each company will
provide a good idea of future successes.
3. Case study of Pepsi v/s Coke.
4. Operations and Market Share:
There are few markets in the world as clearly dominated by two companies as it
is the soft-drinks one. In this business, “The Coca-Cola Company” and “PepsiCo, Incorporated”
hold most of the market share in virtually every region of the world. This is why a big rivalry
between them has been growing throughout time. In the present essay I am going to develop the
main characteristics of this global battle. The carbonated soft drinks' (CSD's) sector is dominated by
three major players: Coke is dominant company of the soft drink industry and boasts a global market
share of around 44%, followed by PepsiCo at about 31%.For a better understanding, let's take first a
look to the principal features of both companies
Coke:
The Coca-Cola Company dominates the market by owning four of the global top
five soft-drink brands: Coca-Cola, Diet Coke, Fanta and Sprite. Its main activity consists on
producing syrup concentrate which is then sold to various bottlers throughout the world who
hold a Coca-Cola franchise. The firm makes or licenses more than 400 drink products in more
than 200 nations. In 2006, sales hit $24,088 million and net income $5,080 million. 71,000
employees work in the company.
PepsiCo:
PepsiCo, Incorporated is the biggest snack maker and the second biggest soft-
drinks maker in the world. The company manufactures, markets and sells beverages and snacks
in approximately 200 countries. In 2006, sales hit $35,137 million and net income $5,642
million. 168,000 employees work in the company.
5. Study of Marketing Mix:
Marketing Mix includes the four P’s. Under this the marketing mix strategies used by the two
companies is highlighted. Marketing Mix is the set of marketing tools that the firm uses to pursue its
marketing objectives. Marketing mix has a classification for these marketing tools. These marketing are
classified and called as the Four Ps i.e. Product, Price, Place and Promotion.
The most basic marketing tool is product which includes product design, quality, features, branding, and
packaging.
A critical marketing tool is price i.e. the amount of money that customers pay for the product. It also
includes discounts, allowances, credit terms and payment period.
Place is another marketing mix tool. And it includes various activities the company undertakes to make
the product accessible and available to the customer. Some factors that decide the place are transport
facilities, channels of distribution, coverage area, etc.
Promotion is the fourth marketing mix tool which includes all the activities that the company undertakes
to communicate and promote its product to target market. Promotion includes sales promotion,
advertising, sales force, public relations, direct marketing, etc.
Table of Contents of Project Report:
1. Introduction
2. Market Research
3. Pepsi
4. Coke
5. Operations
6. Case Study of Pepsi & Coke
7. Marketing Mix
8. Brand Familiarity
9. Product
Pepsi v/s Coke Product
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Pepsi v/s Coke Price
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Celebrity Endorsement
13. Conclusion
14. Bibliography