Coca Cola vs. Pepsi: Competitive Strategies
Coca Cola and Pepsi marketing are a consumer products company operating in highly competitive markets. They heavily rely on continued demand for products. To generate profit and bonus, they both must sell products that appeal to our customers and to consumers. Any significant changes in consumer preferences or any inability on the part to anticipate or react to such changes could result in reduced demand for our products and erosion of our competitive and financial position (Dyer, Jeffrey H., page 3). The achievements of Pepsi and Coca Cola relies on being able to answer to daily needs of buyers, ...view middle of the document...
Their financial performance could suffer if neither is unable to compete effectively (Washington Post, page 8).
In order to thrive, each company should continue to strive and think at abroad. Never close opportunity to new ideas and explore for new options at all times because anything can be an adventure in today’s society. Remain loyal and well trained through all levels of operations and show great gratitude within your workforce because they are the image that makes each company. Satisfying consumers should always remain number one for all companies because the wins for all managements.
I would assert that on the national level the relationship between Coke and Pepsi should be characterized-with one important exception-as "Cola Peace" rather than "Cola War." Ever since Pepsi abandoned its "Twice as Much for a Nickel" campaign, these two companies have appealed to the public almost exclusively in terms of psychic benefit. Coca-Cola has tried to associate itself with motherhood, the flag, and "country sunshine." Pepsi has tried to tie itself to feistiness, youthful- ness, and California girls. The success that both firms have had in associating products with such images speaks well for the conception and execution of their advertising programs and public relations events (Hoffman, page 23).
The first use of the phrase "Cola War" that I have found is in a 1950 New Yorker essay about Walter Mack. Since then the phrase has often been used to describe the competition between Coca-Cola and Pepsi- Cola. From the beginning, Pepsi cultivated the image of itself as David versus Coca-Cola's Goliath (New York Times, page 5). Coca-Cola, for its part, clung tenaciously to its image as the "brand beyond competition" for many years, hardly acknowledging the existence of Pepsi-Cola, although forced to deal with it as a business reality.
The intensity of what might be called Coca-Cola's product focus has been demonstrated on numerous occasions between Steele's time and today. When Coca-Cola decided to bring out a diet cola, the company named it Tab,...