is not so successful as Coca-Cola but it still be well known with its major product, Pepsi. One of PepsiCo.’s competitive advantage is its variety product line. In 2001, PepsiCo. stated in 38 percent more revenue than Coca-Cola despite it was stated $16 billion sales in soft drinks. This is because besides of compete with Coca-Cola in soft drink market, Pepsi also introduce some snacks and breakfast, such as Quaker Oat, Lay and others (Business Insider, 2012).
Crystal Pepsi was one of the new product developments by PepsiCo. It was launched in 1992 as new colorless soda with marketing slogan of “You’ve never seen a taste like this”. The idea of introducing Crystal Pepsi appeared when consumers at that time were health conscious. Thus PepsiCo created this drinks to give an impression of pureness, clarify and health. They marketed this product formula as caffeine-free and pure alternative to the classic reddish brown normal colas.
Company and Product Background Coca Cola Company’s history started at 1986 with the curiosity of a Dr. John S. Pemberton, who is pharmacist from Atlanta, Georgia. Dr. John Pemberton made up the Coca Cola formula in a three legged brass kettle in his back garden. Dr. Pemberton’s bookkeeper Frank Robinson suggested the name. Frank Robinson also was perfect calligrapher. The flowing letters of ‘’Coca Cola’’, which has been the famous logo of today, was first scripted by Frank Robinson.
Whereas, Pepsi is penetrating in market with different products like lays, kurkure, energy drinks like sting. Coca-Cola is missing in that segment. These products could have been profit drives of the company. • Absence in health Beverages Now a day’s obesity is one of the major problem faced by people. CSDs are one of major reason of fat intake and Coca Cola is the largest manufacturer of carbonated soft drinks.
Coca-Cola was invented John Pemberton and Pharmacist back in 1886. Although Pemberton invented Coca-Cola he didn’t have much knowledge when it came to advertising, this is where Frank Robison came in, he registered the formula and designed the logo. After John Pembertons death in August 1988, Asa Griggs Candle rescued the business, in 1981 he became he sole owner of Coca Cola. Now Coca-Cola is a global business, with nearly 250 bottling partners worldwide. The company manufactures and sells beverage to bottling operations.
Coca Cola’s advertising has significantly affected American Culture, and it is credited with creating the image of Santa Claus as an old man in a red-and-white suit. In Australia in 2011, Coca Cola began the ‘’Share a Coke’’ campaign, where the logo of Coca Cola on the bottles was replaced with first names. The company used the 150 most popular names in Australia and printed in onto the bottles. This campaign was paired with a website, Facebook and an online ‘’share a virtual Coke’’ page. The same campaign was introduced to Coca Cola, Diet Coke and Coke Zero bottles and cans in the UK in 2013.
1. Introduction to Pepsi The Pepsi product has a long history in the American beverage sector. Pepsi, a soft carbonated drink, is produced by PepsiCo Company. It is a company that has curved its niche in the American market and around the globe, but has diversified into other food items. Pepsi began in North Carolina as Brad’s drink, which was a name after its inventor, Caleb Bradham, but later took Pepsi Cola as its trade name and was awarded the patent in 1903 (PepsiCo, 2005).
The Pepsi brand manufactures many drinks like Diet Pepsi, 7UP, Mountain Dew, Lipton Ice Tea, and Miranda. The Pepsi Refresh Project was launched in the year 2009, instead of spending money for advertising during the Super Bowl series they decided to use the same money for special grants. The company decided to award grants to consumers whose ideas garnered maximum
That is why The Coca-Cola Company came up with the diet coke as a new idea. The consumers react positively on this new idea and it became one of the biggest brands of the company. Another example is when they tried to refine the Coca Cola recipe with “New Coke”. They want to refine the process because of the competition with Pepsi. However the consumers reaction was negatively so they went back to the original recipe after the idea was selected out in the selection phase.