Example comparison blog
Target audience: Those learning about brand strategy
Coke and Pepsi have been rivals for many years. Coke has maintained their lead through many years however, over Pepsi. They both have similar marketing strategies, utilizing celebrity sponsorship to appeal to their audiences, supporting global efforts, such as eco-friendly efforts, healthier alternatives, user friendly applications, as well as maintaining similar prices for a near identical product. Both are ubiquitous brands. Coca-Cola has decided to use a segmented target marketing toward a younger generation than Pepsi. PepsiCo was advertising in a more general marketing, and emphasizing their taste over their top competitor brand.
Coca-Cola launched a new product containing more sugar that was attempting to compete with Pepsi, and came across as a reaction to Pepsi’s new targeted advertisement about their classic flavor. This immediately backfired on the company and Coca-Cola promptly reverted back to their classic formula, and rebranded. PepsiCo then did the same reactive response to Coca_cola by targeting their audience to a more youthful consumer.
When it comes to their active ingredients, Pepsi has a higher sugar content then Coca-Cola does, making it sweeter and more powerful in the initial taste test. Coca-Cola contains more subtle vanilla flavors and contains less sugar. However Coca-cola dominates in the soda department, PepsiCo seems to be doing steadily better in their alternative products (snacks, Gatorade, Tropicana).
Coca-Cola has still remained on top, becoming an international brand, while PepsiCo is slightly under Coca-Cola sales. In order to keep up with Coca-Col as the market leader, PepsiCo should focus more targeted marketing, choosing a specific demographic to market toward. They attempted this in an advertisement directed toward the political aspects of the Black Lives Matter movement. Being a brand that is more driven toward having a good time, not creating it as a serious political brand. Coming at social awareness with a more unification standpoint. They have recently started utilizing their old logo to create more awareness of the here and now. They must maintain what their brand stands with, and holding true to their brand.
I personally prefer the taste of Coca-Cola over PepsiCo, not being much of a sweet person, I find that subtle taste of coke more appealing.
King, Katie. Posted June 30, 2022. Do you Know the Difference Between Coke and Pepsi? https://www.wideopeneats.com/difference-coke-pepsi/
Sievers, Clarissa. Posted Feb 23, 2020. Coke or Pepsi? An in-depth Look at Decades of Marketing Rivalry. https://pinckneymarketing.com/coke-vs-pepsi-rivalry/
C., Ken. Posted Aug 1, 2019. Coke vs. Pepsi: The Story Behind the Biggest Marketing Rivalry in History. https://contentwriters.com/blog/coke-vs-pepsi-the-story-behind-the-biggest-rivalry-in-history/
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