Their marketing in a global scale

1. HI I‟M HI I‟M
COCA- PEPSI
COLA
Chong Chee Ching u3056672
Luke Wesney u3038772

2. Battle of the brands:
COCA COLA
vs PEPSI

3. OVERVIEW

4. Operations in over
200 countries
around the world.
(GBS 2011)

5. Also with operations in
over 200 countries
around the world.
(PepsiCo 2010)

6. ROUND 1:
THE LOGO

7. the evolution
(Bellis n.d., Armin 2009)

8. 2000s‟

9. the evolution
(Zmuda 2011, Armin 2009)

10. 2008

11. ROUND 2:
Brand Name

12. Coca-Cola
is
recognized
by name
globally
(Vrontis & Sharp 2003)

13. PEPSI is
mostly
known via
their
distinctive
logo
Argentina
(Rafi 2010)

14. To cater to
international
audience due to
worldwide coverage
(Bowen 2009)

15. Round 3:
GLOBAL
MARKETING
STRATEGY

16. “THINK LOCAL,
ACT LOCAL”
(Nishu 2010)

17. Launched in 2009
(Business Day 2011)

18. „Open
Happiness‟ is
philosophy of
optimism,
positivity and
inspiration
(mUmbrella 2009, Rutledge 2009)

19. “GLOBAL STRATEGY
with LOCAL TWIST”
(Howard 2004)

20. Launched in 2010
(Grinton 2010)

21. Firmly aligning the brand with
hope, optimism, and change (Grinton 2010)

23. MAX vs ZERO:
DIET PEPSI vs DIET COKE
PEPSI WILD CHERRY vs
CHERRY COKE
(Buscemi 2007)

24. To prevent brand decline
(Buscemi 2007)

25. Meet worldwide demands
(Buscemi 2007)

26. vs
To rival each other
(Buscemi 2007)

28. Desired Brand Image
Revolves around
emotions and the
feelings that people
should get when
they drink coca cola.
(Free Research Papers 2011)

29. If Coca-Cola was a person:
America
Family
Bubbly
Fun
Exciting
Happy
Red
(Turner n.d.)

30. Desired Brand Image
Revolves around
their youthful image
and social
responsibility
(Grinton 2010)

31. If Pepsi was a person:
Youthful
Energy
Teenagers
Music
Cool
Trendy
The Next Generation
(Turner n.d.)

33. Glass Bottle Packaging
(Coca-Cola 2011)

34. Created to work in
vending machine
distributions
(Coca-Cola 2011)

35. Wider Distribution
Worldwide
“I love how the bottle fits in my hand”
– Bridget ,New York
(Cochrane 2010)

36. A Renowned Icon
Glass Bottle Packaging
(The Futures Company 2008)

37. In a global
environment,
Coca Cola‟s
Bottle remains
as an distinctive
icon for the
people around
the world

38. Complete packaging change
with new logo
(WARC 2010)

39. For Sustainability and
Environment
(Daily Mail 2011, PepsiCo 2011)

40. In a global
environment,
Pepsi do not
have a
distinctive look,
but it relies on
its efforts in
sustainability
and recycling

42. (Sports City 2008)

43. (Tischler 2010)

44. (Current TV 2008)

45. (Auto Racing Daily 2007)

46. (Howard 2002)

47. (Kingdom 2009)

49. (Stelter 2011)
PEPSI and X Factor

50. PEPSI and Music Festivals
(Audio4cast 2009)

51. Sports like
Cricket and NFL (Semmett 2009)

52. (PepsiCo 2011)
Sponsors Ideas for
„Refresh Project‟

53. PEPSI mainly sponsors
youth orientated events
which is in line with their
positioning

54. ROUND 8:
SOCIAL
MEDIA

55. (Coca-Cola 2011)

56. 5,000
conversations
a day about
the Coca Cola
Company in
social media
outlets
(Coca-Cola 2011)

57. 3 „Happiness Ambassador‟
Travel the world for the whole of 2010
Document their travel via social media
(Warren 2009a)

58. Urged fans to send digital Coca-Cola to friends and family
and in turn one dollar from every one sent was donated to
girls and boys groups across America
(Van Grove 2010)

59. To
conne
ct to
5million+ Facebook fans
27,000+ Twitter followers
Nearly 7000 YouTube Subscribers
(Harbison 2010)

60. Four Successful
Steps
by
Coca Cola
(Daphne 2011)

61. Very serious about consumer engagement,
and ultimately, consumer empowerment
through Pepsi‟s loyal fans (Warren 2009b)

62. (Skinner n.d.)

63. 3 million + fans on Facebook
60,000+ Twitter follwers
11,000 + Youtube Subscribers
(Sviokla 2011)

64. Full social
media usage
to increase
sustainability
efforts
3 million + fans on Facebook
60,000+ Twitter follwers
11,000 + Youtube Subscribers
(Sviokla 2011)

65. FINAL ROUND:
THE
RESULT?

66. (Beverage Digest 2011, ., Interbrand 2010, Shontell 2011)

67. Most recognizable brand after
the word “OK!” (CCMS n.d.)

68. BUT!
(Beverage Digest 2011, Shontell 2011)

69. (BBC 2010)

70. Well known for its
„Refresh Campaign‟

71. WORLDWIDE
MARKET SHARE
(Knowledge Inn 2010)

72. LET‟S FIGHT!
Pepsi Challenge showed that
people prefer Pepsi‟s taste over
Coca Cola, but why is Coca Cola
more successful globally?
What could Pepsi do to increase
their market share globally?