8/8/2019 FYP Presentatn
1/14
MARKETING MANAGEMENT
COMPARISON OF MARKETING
STRATEGIES OF COKE AND PEPSICO
Group Members:
SYED HAIDER RAZA
ZUBAIDA KHAN
AFFIFA-A-QADIRNAZIA REHMAN
SANA ARSHAD
8/8/2019 FYP Presentatn
2/14
AGENDA
Introduction to Beverage Industry
History of coke and pepsi
Segmentation of Market
Product Mix
Product life cycle Branding
Positioning and promotion
Positioning and product line
Pricing strategy
Distribution channel & Place
Social responsibility marketing
SWOT Analysis
Conclusion
Question & Answer
8/8/2019 FYP Presentatn
3/14
INTRODUCTION TO BEVERAGE
INDUSTRYBEVERAGE
Any type of liquid specifically prepared for human
consumption.
Different types of beverages are as follow:
WATER
ALCOHOLIC BEVERAGES
NON-ALCOHOL BEVERAGES
SOFT DRINKS
8/8/2019 FYP Presentatn
4/14
HISTORY OF COCA COLA
Coca-Cola, started out as an insignificant one-man
business and over the last one hundred and ten
years has grown into one of the largest companies
in the world.
HISTORY OF PEPSICO
. The drink is the invention of Caleb Bradham (left), apharmacist and drugstore owner in New Bern,North Carolina.
8/8/2019 FYP Presentatn
5/14
SEGMENTATION OF MARKET
A market segment consists of a group of customerswho share a similar set of needs and wants.
MASS MARKETING
TARGETED MARKETING
GEOGRAPHICAL SEGMENTATION
REGION
RURAL VS. URBAN MARKET
DEMOGRAPHIC SEGMENTATION
AGE
GENDER
8/8/2019 FYP Presentatn
6/14
PRODUCT MIX
A product is anything that can be offered to a market tosatisfy a want or need,
PRODUCT PORTFOLIO
The Coca-Cola Company has more than 2800 products
in over 200 countries.
DietCoke
Fanta
Kinley
Limca
Sprite
8/8/2019 FYP Presentatn
7/14
Pepsi has been bringing fun and refreshment to
consumers for over 100 years. From its humble
beginnings over a century ago.
:
Pepsi
dietPepsi
mountaindew
Pepsi blue
7up slice
8/8/2019 FYP Presentatn
8/14
PRODUCT LIFE CYCLE DEVELOPMENT
INTRODUCTION
GROWTH
BRANDING PACKAGING LABELING
POSITIONINGANDPROMOTIONCOKE AND PEPSI POSITIONING
Coke had introduced in the market before the Pepsi
Coca cola follows Push Strategy to advertise and sell their product in themarket
Pepsi targeted the youth section and position there product as a necessity for
youth and Pepsi advertisement
8/8/2019 FYP Presentatn
9/14
POSITIONING OF PRODUCT LINE
EXTENSION (COKE AND PEPSI)Pepsi and coke have range of product in their basket, which are targeted
to different market segment and their positioning are done in that way.
THUMS UP (COCA COLA) & MOUNTAIN DEW (PEPSICO
GATORADE (PEPSICO)TROPICANA &MINUTE MAID
MIRINDA (PEPSICO)& FANTA (COCACOLA)
RELIGION BASED POSITIONING
INNOVATION IN ADVERTISEMENT
METHODSPERSONALPROMOTION
AMBUSH MARKETING
8/8/2019 FYP Presentatn
10/14
Price is not just a number tag. Price comes in many forms and
performs many functions. It is one of the factors that affect the sales
in a drastic ways. PEPSI PRICING STRATEGY IN 1936
PRICING MIX (COCA COLA AND PEPSI)
DISTRIBUTION CHANNEL & PlaceDistribution (or place) is one of the four elements of marketing mix.
DISTRIBUTIONSTRATEGY
This model has been utilizedFor soft drinks companies
Like Pepsi and cola to reach
rural market.
( DISTRIBUTIONCHANNELINRURALAREAS)
PRICING STRATEGY
8/8/2019 FYP Presentatn
11/14
INNOVATION IN DISTRIBUTION SYSTEMPepsiCo launched two new distribution methods in the initial years of the
new millennium. These were the chilled DSD system and the hybrid system.
CHILLED DSD SYSTEMThe chilled DSD system was a relatively small distribution method,
created for items, which required continuous refrigeration
THE HYBRID SYSTEM
In this system the company makes the collaboration with other company ofcomplementary good so that their distribution channel is also used for the
sales of its product
INTERNATIONAL DISTRIBUTION SYSTEM MANAGEMENTIn order to manage its distribution systems effectively, PepsiCo and Coca
cola had put in place-advanced logistics systems
8/8/2019 FYP Presentatn
12/14
SOCIALRESPONSIBILITYMARKETING
The effects of marketing clearly extend beyond thecompany and the customer to a society as a whole.
The societal marketing concept holds that the
organizations task is to determine the needs, wants
and interests of the target markets and todeliver the desired satisfactions More effectively
and efficiently than competitors in a way that
preserves or enhances the consumers and
societys long term well being
COCA COLA SOCIAL WORK IN PAKISTAN
In a recent example of social corporate responsibility
coca-cola been awarded golden peacock award .
8/8/2019 FYP Presentatn
13/14
STRENGTHS
There Bottling system is one of their greatest strengths. This allows them
to the conduct business on a global scale while at the same time maintain
a local approach
WEAKNESSES
Being addictive of cola drink is also a health problem, because
drinking of carbonated soft drink daily has an effect on your body also.
OPPORTUNITIESPepsi and Coke brand is known well throughout 94%
of world today
THREATSPossible substitutes that continuously put pressure on both Pepsi
and Coke include tea, coffee, juice, milk and hot chocolate.
SWOT ANALYSIS OF PEPSI AND COKE
8/8/2019 FYP Presentatn
14/14
Conclusion