What Are The Great Battles Of History?

THE TEAM
DEEPAK TIWARI(008)

NISHANT SHAH(023) ATTRI BORGOHAIN(006)

WHY ARE WE HERE??

YESTHEY ARE RIVALS

Why is it important for us???

Understanding the market and customer needs is a firms most difficult task. Using relevant quantitative and qualitative customer analysis tools is a critical skill. To know about the strategies implemented by the competitors.

ANALYSIS FRAMEWORK
Company Analysis
COMPETETORs ANALYSIS

CUSTOMER ANALYSIS

Marketing Strategy
Product Price
Promotion

Place

Market

HISTORY
Invented by Dr. John S. Pemberton Introduced on 8th May, 1886. Country of Origin United States
Head Quarters located in Atlanta

Name Given By Frank Robinson Manufacturer Coca Cola Company

COMPANY PROFILE
Global Company Plants in more than 200 Countries

More than 230 Brands

Nearly 2400 Beverage Products 2/3 of Revenue from outside U.S

HISTORY
Invented by: Caleb Braham Introduced on: - 1898 (as Brad's Drink) 1903 (as Pepsi-Cola) 1961 (as Pepsi)

Country of Origin: - United States

Headquarter: Manufacturer: New York Pepsi co.

Mission Coke: To Refresh the World... in body, mind, and spirit. To Inspire Moments of Optimism... through our brands and our actions.

To Create Value and Make a Difference... everywhere we engage.

Mission Pepsi: To be the world's premier consumer products company focused on convenient foods and beverages. To produce healthy financial rewards to investors & enrichment to our employees, our business partners and the communities in which we operate. Everything we do ...we strive for honesty, fairness and integrity.

Vision Coke: -

Profit: Maximizing return to shareowners while being mindful of our overall responsibilities.
People: Being a great place to work where people are inspired to be the best they can be. Partners: Nurturing a winning network of partners and building mutual loyalty. Planet: Being a responsible global citizen that makes a difference.

Vision Pepsi: Profit: Profit is our motto not our need People: We want to sell a variety of products on a daily basis to every living person on the earth. Partner: To build shareholder value by making PepsiCo a truly sustainable company Planet: PepsiCo's responsibility is to continually improve all aspects of the world in which we operate - creating a better tomorrow than today.

Porters Five Forces Model of Competition

Threat of Threat of New New Entrants Entrants

Bargaining Power of Suppliers

Rivalry Among Competing Firms in Industry

Bargaining Power of Buyers

Threat of Substitute Products

Marketing Mix
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. Product Price Place Promotion

PRODUCT
In marketing, a product is anything that can be offered to a market that might satisfy a want or need.

Coke - Product
The company Coca-cola is a multinational and it is not limited to one product. Through the years they have invented and introduced many products than their main cola drinks. The list of Coca-cola brands are :

Products of COKE
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. 28. 29. 30. 31. 32. 33. 34. Appletiser Aquarius BPM Energy Barq's Beat soda Cannings Cheers Ciel Coca-Cola Black Cherry Vanilla Coca-Cola Blak Coca-Cola C2 Coca-Cola Cherry Coca-Cola Citra Coca-Cola M5 Co ca -Co la Zero Coca-Cola Coca -Colaw it h Lemo n Coca-Cola with Lime Dasani Punch Diet Coke Fanta Fanta Citrus Fioravanti Fresca Frisco Fruitopia Frutonic Full Throttle Hi-C Hit Kia-Ora Kinley 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. 28. 29. 30. 31. 32. 33. 34. 35. Lemon & Paeroa Lift Lift plus Lilt Manzana Lift Mare Rosso Mello Yello Mezzo Mix Minute Maid Nestea New Coke Nordic Mist OK Soda Pibb Xtra Powerade Qoo Raspberry Coke Relentless Sarsi Senzao Simply Smart Sparkle Sprite Sprite Ice Sprite Remix Sprite Zero Surge Swerve Tab Tab Clear Tab Energy Tab X-Tra Tiky Vault 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. 28. 29. 30. 31. 32. 33.

Products of PEPSI
All Sport Aquafina Caffeine-Free Pepsi Crystal Pepsi Diet Pepsi Gatorade Izze Jazz Josta Kas Manzanita Sol Mirinda Mountain Dew Mountain Dew AMP Mountain Dew LiveWire Mountain Dew MDX Mug Root Beer Pepsi Pepsi Blue Pepsi Cappuccino Pepsi Max Pepsi ONE Pepsi Samba Pepsi Tarik Pepsi Twist Propel Fitness Water Sierra Mist Slice SoBe Storm Teem Tropicana Products Tropicana Twister

Products of COKE

Products of PEPSI

Price
Price is also central to marketing where it is one of the four variables in the marketing mix that business people use to develop a marketing plan.

Price of COKE
Coke was a company ruling the markets before Pepsi entered. Earlier the price of coke was cost based i.e. it was decided on the cost which was spent on making the product plus the profit and other expenses. But after the emergence of other companies especially the likes of Pepsi, Coca-cola started with a pricing strategy based on the basis of competition. Nowadays more expenses are spent on advertising rather than on manufacturing. Coke has brought in a revolution especially in Indian markets with the Rs. 5 pricing strategy which was very famous. Even today most prices of Coke are decided on the basis of the competition in the market.

Price of PEPSI
Pepsi again decides it price on the basis of competition. The best think about the company Pepsi is that it is very flexible and it can come down with the price very quickly. The company is renowned to bring the price down even up to half if needed. But this risk taking attitude has also earned Pepsi losses... This was the situation earlier but now Pepsi is a full-fledged and growing company. It has covered all its losses and is now growing at a rapid rate.

PLACE
In marketing, place refers to one of the 4 P's, defined as "the market place". It can mean a geographic location, an industry, a group of people (a segment) to whom a company wants to sell its products or services.

Place: COKE
Coke is a multinational company and it has its market around the entire world. This can be said just by the first page on its site which asks people to select the place of their choice. The website looks something like this:

Place: PEPSI
Pepsi again has spread worldwide. Pepsi when entering a new market does not go in alone but it looks for partners and mergers. Till now Pepsi has collaborated with companies like Quaker Oats, Frito-lays, Lipton, Starbucks, etc. Pepsi like Coke has spread all over the world.. The recent example with would be the Pepsi advertisements having David Beckham as it brand ambassador.

Promotion
Promotion is one of the four aspects of marketing. Promotion comprises four subcategories: Advertising Personal selling Sales promotion Publicity and public relations

Promotions of Pepsi & Coke

The rivalry was first started when Pepsi started with its blind taste tests known as the Pepsi Challenge. The challenge is designed to be a direct response to critics who allege that Coca-Cola and Pepsi-Cola are identical drinks, with no meaningful differences. In blind taste tests, more consumers prefer the taste of Pepsi to that of Coca-Cola. Capturing this on film, Pepsi turned this into a memorable TV campaign that lasted many years.

Promotions.contd.
Also ad-campaigns are put up on the television by both the players. The following statistic just tells of much of share of ads on TV are captured by these players.
BRANDS PERCENTAGE SHARE

PEPSI
COKA COLA MOUNTAIN DEW THUMS UP

35
19 7 7

7 UP
MIRINDA ORANGE SPRITE DIET PEPSI

7
7 5 4

LIMCA
MIRINDA

3
3

Promotions.contd.
Pepsi is the company sponsoring most cricket telecasts happening in India and spends most of its revenue in that field.

Promotions.contd.
Nowadays both Coke and Pepsi are going in for Brand Ambassadors to promote their product. These brand ambassadors are famous people who usually people idolize and people can relate to them.

% of Celebrity endorsements in 2008

7 up, 16 Pepsi, 28 Thums up, 19

Coke, 37

1904

Coca-Cola satisfies
1904 Delicious and Refreshing 1905

Good all the way down

1906 Thirst quenching - delicious and refreshing 1907

Cooling... refreshing... delicious

1909 Delicious, wholesome, refreshing 1909

Delicious, wholesome, thirst quenching

1909 Drink delicious Coca-Cola

1934 Double Size

1939 Twice as Much for a Nickel 1943 Bigger Drink, Better Taste 1949 Why Take Less When Pepsi's Best?

1961 Now It's Pepsi for Those Who Think Young 1963 Come Alive! You're in the Pepsi Generation 1984 The Choice of a New Generation

1989 A Generation Ahead

1993 Be Young, Have Fun, Drink Pepsi 1997 Generation Next

1942 The only thing like Coca-Cola is Coca-Cola itself 1945 Whenever you hear "Have a Coke," you hear the voice of America 1970 It's the real thing 1985 America's Real Choice 1989 Can't Beat the Feeling 1990 Can't Beat the Real Thing 1993 Always Coca-Cola

Rural marketing strategy

CCI's rural marketing strategy was based on three A's - Availability, Affordability and Acceptability. The company opted for a hub and spoke distribution system to market in rural areas.( stock was transported from the bottling plants to hubs and then from hubs, the stock was transported to spokes which were situated in small towns.) Large trucks for transporting stock from bottling plants to hubs and medium commercial vehicles transported the stock from the hubs to spokes.stock from spokes to village retailers the company utilized auto rickshaws and cycles. It made an investment of Rs 7 million to meet rural demand . Through its rural distribution initiatives, CCI was able to increase its presence in rural areas from a coverage of 81,383 villages in 2001 to 1,58,342 villages in August 2003

Does the difference really exist??

Coke vs. Pepsi According to the Independent, researchers have proven that the difference between Coke and Pepsi really is all in your head. Apparently the popularity of Coke's brand image causes people to think Coca Cola itself tastes better, even though it really doesn't taste very different from Pepsi. As the article says: "When asked to taste blind, they showed no preference. However, when the participants were shown company logos before they drank, the Coke label, the more famous of the two, had a dramatic impact: three quarters of the tasters declared they preferred Coke. The Pepsi Taste Test also turns out to be nothing but hot air: "The findings suggest there is no scientific basis for claims made during the Pepsi ad campaign in which testers purportedly chose Pepsi over Coke when they were not told what they were drinking."