case study : soft drinks coca-cola vs pepsi royer johan haldebique geoffroy
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Case Study : Soft Drinks
COCA-COLA VS PEPSI
ROYER Johan
HALDEBIQUE Geoffroy
What do you know about Coca-Cola and
Pepsi ?• Coca-Cola, or Pepsi ?
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 food industry with a revenue of over 90 billion dollars and a net income over 10 billion dollars.
Concerning soft drinks• The Coca-Cola Company only produces soft drinks
and alcohol.• PepsiCo also sells crisps (Lay’s and Benenuts).
• The product Coca-Cola and its derivatives represent 80% of the company’s revenue.
• Coca-Cola is still way ahead Pepsi-Cola in terms of market share.
Advertising campaings
• Coca-Cola’s ads aim at increasing brand awareness…
• http://www.youtube.com/watch?v=iX2xS9vPQ-Y#t=0m14s/
• Whereas Pepsi’s ads target Coca-Cola specifically !
• http://www.youtube.com/watch?v=LVyzUe_U0Jg#t=2m41
The Coca-Cola Company : SWOT Analysis
Strengths WeaknessesVery strong brand image Numerous brand failures
(dogs)
Already existing market share
Negative publicity
Value of the company Undiversified activities
Distribution channels High debt
The Coca-Cola Company : SWOT Analysis
Opportunities ThreatsBottled water consumption
is increasingHealth awareness
Growing consumption and opportunities in BRIC
Water scarcity & cost
Growth of the company through acquisitions
Hard competition from PepsiCo in BRIC
PepsiCo : SWOT Analysis
Strengths WeaknessesHuge product diversity Low pricing
Successful mergers and acquisitions of products
Weak brand awareness compared to Coca-Cola
Successful marketing campaigns
Low net profit margin (9,7% compared to 18,55%)
PepsiCo : SWOT Analysis
Opportunities ThreatsBottled water consumption
is increasingHealth awareness
Growing market in BRIC Decreasing gross profit margin
Snacks consumption is increasing too
Strong dollar
Coca-Cola Versus PepsiCo : The 4 P’s
• PRODUCTS :
• The Coca-Cola recipe• Most of the products are soft drinks
o There are a lot of innovations…o But most of products are brought in the market just for the
sake of competition
• Coca-Cola has more products than PepsiCo (considering soft drinks only)
Coca-Cola Versus PepsiCo : The 4 P’s
• PRICE :
• Coca-Cola was ruling the market before PepsiCo’s arrival
• Now both companies are adjusting their prices on the basis of competition
• Pepsi is renowed to bring the price down to half, although they have a decent margin
Coca-Cola Versus PepsiCo : The 4 P’s
• PLACE : • The whole world, for both of them (visible on the
Coca-Cola Company website or with PepsiCo’s ads
• 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 featuring celebrities in their ads
E-commerce objective and
challenge• Pepsi-Cola and Coca-Cola are already famous and
a have lot of consumers.• In a BCG Matrix they would be…
Website presentation• Let’s check Pepsi’s Website !• http://www.pepsi.com/en-us/d
• Very thumbs friendly• Pop music topics• Geolocation• Consumer generated
Social networks• Here are some figures :
• Coca-Cola has several Twitter accounts• More than 2,32 million followers on the main
account !
On Youtube
COCA-COLA PEPSI
223k subscribers 689k subscribers
237M views 162M views
Several videos a day
Several videos a week
The Super Bowl 2014• A Polemic around a single ad
o http://www.youtube.com/watch?v=443Vy3I0gJs
• Extremely strong reactions to this ad
• What do YOU think about this ad ?
• What impact do you think it will have on Coca-Cola ?
The Super Bowl 2014
THANK YOU VERY MUCH FOR YOUR
ATTENTION !
ANY QUESTIONS ?
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