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CASE STUDY OF The Coke and Pepsi

CASE STUDY OF The Coke and Pepsi. Presented by: GULAB SHARMA ABHISEK,VISHAL,ANKESH,ANKIT,NIMISH,TEKWANI,SANJAY,RAHUL. Indian Cola Market. Coke had entered in 1970s but exit due to Govt. policies. Pepsi entered in 1991.

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CASE STUDY OF The Coke and Pepsi

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  1. CASE STUDY OFThe Coke and Pepsi Presented by: GULAB SHARMA ABHISEK,VISHAL,ANKESH,ANKIT,NIMISH,TEKWANI,SANJAY,RAHUL

  2. Indian Cola Market • Coke had entered in 1970s but exit due to Govt. policies. • Pepsi entered in 1991. • Coke re-entered in 1993-merged with Parle which has 60% market share(with thumps up,limka like brand). • Pepsi leads because it targeted Youth

  3. Advertising strategies • Both formulated their advertising plan on the basis of insiders they put inside the offices of each other. • INITIALLY- - PEPSI relied on advertisements featuring film stars, pop stars and cricket players. -COKE focused on Indian culture and music.

  4. Controversy of Pesticides.

  5. Spoof Advertising • Against Coke’s ‘EAT-SLEEP-DRINK’, Pepsi made an ad opposite to it • To counter this, Coke made a print ad in which it shows ‘chalo kha liya’..

  6. Another Coke ad showed 2 apes, copying Pepsi’s Azhar and Jadeja with the time ‘ don’t be a bunder’, taste the thunder.

  7. Coke launched Sprite and made an ad ‘baki all bakwaas’ which clearly targeted Pepsi.

  8. Against Pepsi’s ‘ Sachin ala re’, Coke responded with the song ‘Coke ala re’. Pepsi moved to AAAI against Coke. Coke aala re Sachin aala re

  9. Endorsement of celebrities and cricketers were at peak

  10. Cola wars apart from Advertising • Espionage in each other’s offices. • Pepsi filed a petition against Coke alleging that Coke had ‘entered into conspiracy’ to disrupt its business operations. • Recruiting of employees at higher rates by Coke. • ‘Pressure of breaking contracts’ by Coke. • Frequent complaints from both the players about their bottlers and retailers being hijacked. • Painting of rival outlets overnight.

  11. Future of Cola wars • Companies will concentrate more on Advertising. • Events and exhibitions will be on high. • Companies would take unethical steps in future. • Pricing strategies will be reconsidered. • Companies may widen their portfolio to capture mass market.

  12. Other fronts of Rivalry • Till the late 1980s, the standard SKU for soft drink was 200 ml. • Around 1989, Pepsi launched 250 ml bottles • When Coke re-entered India in 1993, it introduced 300 ml as the smallest bottle size. • Soon Pepsi followed this. • But around 1996, the excise component led to an increase in prices & a single 300 ml purchase became expensive.

  13. Ethical issues • Espionage against each other’s offices. • Making fun of cricketers by Coke. • Coke used punchline of Pepsi ‘yeh dil maange more’. • Shiftment of employees from Pepsi to Coke. • Hijacking bottlers and retailers. • Painting of retail outlets of each other’s overnight.

  14. IS THIS RIVALRY BENEFICIAL FOR CUSTOMER ? QUESTION

  15. Thank You

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