1. Case Study : Soft Drinks COCA-COLA VS PEPSI ROYER Johan HALDEBIQUE Geoffroy

2. What do you know about Coca-Cola and Pepsi ? • Coca-Cola, or Pepsi ?

3. Which one has the biggest ? • PepsiCo has the highest revenue, with 65,5 billon dollars a year (48 for The Coca-Cola Company). • The Coca-Cola Company has the largest net income, with 6,7 billion dollars (vs 6,55 billion dollars). • Both are losing to Nestlé, dominating the foodindustrywith a revenue of over 90 billion dollars and a net income over 10 billion dollars.

4. Concerning soft drinks • The Coca-Cola Companyonlyproduces soft drinks and alcohol. • PepsiCoalsosellscrisps (Lay’s and Benenuts). • The product Coca-Cola and itsderivativesrepresent 80% of the company’s revenue. • Coca-Cola isstillwayahead Pepsi-Cola in terms of marketshare.

5. Advertisingcampaings • Coca-Cola’sadsaimatincreasing brand awareness… • http://www.youtube.com/watch?v=iX2xS9vPQ-Y#t=0m14s/ • WhereasPepsi’sadstarget Coca-Cola specifically ! • http://www.youtube.com/watch?v=LVyzUe_U0Jg#t=2m41

6. The Coca-Cola Company : SWOT Analysis

7. The Coca-Cola Company : SWOT Analysis

8. PepsiCo : SWOT Analysis

9. PepsiCo : SWOT Analysis

10. Coca-Cola Versus PepsiCo : The 4 P’s • PRODUCTS : • The Coca-Cola recipe • Most of the products are soft drinks • There are a lot of innovations… • But most of products are brought in the marketjust for the sake of competition • Coca-Cola has more productsthanPepsiCo(considering soft drinks only)

11. Coca-Cola Versus PepsiCo : The 4 P’s • PRICE : • Coca-Cola wasruling the marketbeforePepsiCo’sarrival • Nowbothcompanies are adjustingtheirprices on the basis of competition • Pepsi isrenowed to bring the price down to half, althoughthey have a decentmargin

12. Coca-Cola Versus PepsiCo : The 4 P’s • PLACE : • The whole world, for both of them (visible on the Coca-Cola Companywebsite or withPepsiCo’sads • PROMOTION : • Blind taste test film • More ads on Pepsi-Cola than Coca-Cola, but Coca-Cola has a lot more programs (Sprite, etc.) • Both are featuringcelebrities in theirads

13. E-commerce objective and challenge • Pepsi-Cola and Coca-Cola are alreadyfamous and a have lot of consumers. • In a BCG Matrix theywouldbe…

14. Websitepresentation • Let’s check Pepsi’sWebsite! • http://www.pepsi.com/en-us/d • Verythumbsfriendly • Pop music topics • Geolocation • Consumer generated

15. Social networks • Here are some figures : • Coca-Cola has severalTwitteraccounts • More than 2,32 million followers on the main account !

16. On Youtube

17. The Super Bowl 2014 • A Polemicaround a single ad • http://www.youtube.com/watch?v=443Vy3I0gJs • Extremelystrongreactions to this ad

18. The Super Bowl 2014 • What do YOU think about this ad ? • What impact do youthinkitwill have on Coca-Cola ?

19. THANK YOU VERY MUCH FOR YOUR ATTENTION ! ANY QUESTIONS ?