Promotion Strategies CocaCola & Pepsi Essay Examples & Outline
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Promotion Strategies CocaCola & Pepsi
In this age of information technology, promotion remains as the only aspect in the marketing mix that is easily manipulated. This is mainly because of the fact that the era that we are in is the information management era. The company that has the ability to communicate has a head start at success (Wilson & Temple, 2004). The purpose of this study is to compare and contrast the promotion strategies applied by coca cola enterprises and Pepsi Co. The soft drink market is increasingly improving over the time with small start-up companies mushrooming in all the areas. Coca cola enterprises and Pepsi Co are the major player in the industry who are also one of the fierce competitors.
Pepsi Co sells its products in near 200 countries and regions. The sales revenue generated by the company is close to USD 92 billion. Some of the brands under the company are more than 100 years. The company was formed in 1965 through a merger between Pepsi Co and Frito-Lay. It has since acquired other companies that have enabled them attain a rapid growth all over the time. Pepsi Co and Coca-Cola have been engrossed in competition since the onset of the companies leading to the creation of sophisticated promotion strategies aimed at attracting the attention of most of the soft drink consumers (Wilson & Temple, 2004).
Coca cola Company
The foundations of the Coca-Cola Enterprises started over a century ago in a humble start. Over the time, the company has been able to promote itself as an integral part of the American dream. Most of the promotions still carry this message. However, significant evolution have been made on the promotion strategies to mirror the changing market needs. Therefore, the main Coca-Cola marketing strategy has been selling on the premise of the American dream. The second promotion strategy that the company has used is the sports. Most of the drinks have been associated with major sports with Fanta being associated with surfing and common street fun activities such as skating. Sprite has been associated with the basketball games. Coca cola is associated with a perfect food accompaniment. The drink is also associated with the perfect hangout activity whereby it is a representation of fun. This promotion strategies have been selling for the company since it has been able to maintain its market dominance.
Pepsi Co also has unique promotion strategies that have some resemblance to the ones used by Coca Cola Company. The company has also sought to promote its products as the perfect accompaniments for various foods. The various product lines in the company are promoted separately just as it is the case with coca cola. Most of these products have ended up appealing to the people such that the company has been able to maintain the second position in the market. The other source of business competence for the company has been the ability of the company to sell unique product offerings. This means that the company has attained a major market share due to its ability to promote the products solely on their unique nature. This is a contradictory approach to the one used by coca cola which seeks to sell the products based on an assumption that something is cool. Pepsi Co focus on the unique nature of the products has been a viable way of competing against coca cola since it does not offer substitutes in the same category but different and unique products (Wilson & Temple, 2004).
Wilson, T., & Temple, N. (2004). Beverages in nutrition and health (1st ed.). Totowa, N.J.: Humana Press.