PEPSI AND COKE: FROM GLOBAL TO INDIAN ADVERTISEMENT

Submitted by: VIPUL KANOJIA. Class: MBA- I/A, ROLL NO 6036.

SUBMITTED TO: MR V.SINGLA

Introduction of major brands of cola

Pepsi (1898) exhilarating, invigorating, aids digestion Diet Pepsi (1963) -you got right one baby in 1990 as this is diet Mountain dew (1964) - yahoo mountain Dew Mirinda -give into the taste 7up 1980 the Uncola and fido dido-

Coca cola (1886) the pause that refreshes. Diet coke (1982) just for the taste of it . Sprite (1961) great lemon taste make sense. Fanta(1960) grab a taste of Friday. Thums up(1977) and acquired by coke in (1993) toofani thanda. Limca (1971) acquired by coke in (1993) lime n lemonic limca .

pepsi :theme of advertisement

Advertisement encourage costumers to recognize the quality of the company and its theme create the basis of the brand.

Pepsi from its initial stage emphasize to build the brand as youngster drink that clearly target youth. Target audience : Pepsi target the age group of 15-25 years which belong to teenager and young adults. Pepsi target consumers which is young having never failing attitude ,have desire to take challenges and power to turn around things which also reflects in its taglines. Generation next The choice for new generation A generation a head to name a few.

Brand personality of pepsi

In the long run Pepsi stuck with its high energy ,music ,sports driven personality. As stated Pepsi has always had youngster audience and many of their ads were targeted at teens therefore injected with fun, sports movie stars, and most often music. Pepsi has leveraged all manner of music ,sports , movie stars in their commercials ,from late legendary artist Michael Jackson to famous football player David Beckham all are associated with Pepsi as their global brand ambassador.

Coke : theme of advertisement

from the time of its evolution constantly gravitating towards the emotional side of branding. Coca cola advertisements depicts human experience. It embrace diversity. Coke emphasize on sharing happiness and delighting the world through its advertisements. Which can be seen through its T.V. commercials that conveying the meaningful messages among which Id like to buy the world a coke is most influential.

Brand personality of coke

Where as the rival Pepsi ties knot with sports players ,movie stars, musician, Coca-cola strives hard to get emotionally attached with its customers. As through the image coke advertisement tries to shows the mama bear gives the gift of Christmas to kid Beer and to get that coke you have to use emotional appeal that makes coca-cola not only something that whole family desires but also something that is literally an integral part of family life experience

Printing advertisement of pepsi (1898-1939)

First printing advertisement was appeared with name brads drink which was named after Caleb Bradham who was the creator and developer of Pepsi syrup. In 1909 auto racing pioneer Barney old field becomes Pepsi colas first celebrity endorser when appears in the newspaper ads describing it a bully drink. In 1920 the printed slogan drink Pepsi-cola is advertised. In 1939 advertising in the form of newspaper cartoon called Pepsi and Pete introduced.

Printing advertisement of coke 18861960

In 1896, John Pemberton ,founder of Coke syrup published the first cola printing advertisement in Atlanta journal. In early 1900s coca cola advertisement relied on Hilda Clark ,a model who became the first spokesperson of coca cola and appeared with cola in newspaper and magazines print. From 1930-1960 coca cola is advertised from the image of modern Santa claus as an old jolly and fat man in red and white suit.

Influential advertisement: road to went global

Global rise of Pepsi:
Pepsi gained global popularity during the great depression in 1936 by introducing 12 ounce bottle at the price of five cents where the rival cola is charging 10 cents. Later in 1988 late legendary artist Michael Jackson did the campaign for Pepsi during which the Artists hair set to fire and generate big controversy and popularity to the product and also campaign slogan the choice of new generation.

In 1995 Coke v/s Pepsi diner commercial create a great hype in the media where Pepsi mocking the cock and becomes top influential add in Pepsi history.

Influential advertisement: road to went global Global rise of Coke 1960-1980:

It was during this era that coca cola went global the company had spread to 163 countries worldwide .It has captured Macau, turkey, Paraguay ,The Philippines. With this expansion coke went with massive advertising campaign. The International appeal of coke was shared in their advertisement with the slogan Id like to buy the world a coke. This advertisement appeared in 1971 and considered one of the most loved and influential T.V. adds in history

Pepsi v/s coke : global war of colas

Both Coca- Cola and Pepsi were trying to dominate the carbonated soft drink market. Both brands were undergoing global advertisement war through print ads and video ads, trying to stay on top of each other.

Pepsi v/s coke : global war of colas

Pepsi Blind taste test 1975: As a part of marketing, in 1975, Pepsi introduced the Pepsi Challenge marketing campaign where PepsiCo set up a blind tasting between Pepsi-Cola and rival Coca- Cola. During these blind taste tests the majority of participants picked Pepsi as the better tasting of the two soft drinks. PepsiCo took great advantage of the campaign with television commercials reporting the test results to the public.

Pepsi v/s coke : global war of colas

Coca cola : The Happiness truck and happiness machine In order to compete with its rival Pepsi coke strikes Pepsi with happiness by introducing happiness truck or happiness machine . Among Cokes most successful endeavors of today is the Happiness Machine, or in some countries, the Happiness Truck. Coca-Cola is grounded in its heritage, at the same time, showed that it can keep up with the times. The Happiness machine uses elements of both guerilla marketing and viral advertising by using YouTube. CocaCola implemented the Happiness Machine in various places and campuses including London, India, Germany, Hungary, Hong Kong and more. The Happiness Truck appeared in various countries like Rio de

Janeiro and the Philippines.

Global expenditure on advertisement

Coke (1975)34.4million $ - 211.5million$ (1993) Pepsi (1975)25.3 million$ -147 million $ (1993)

Pepsi needs to play catch-up in marketing. Its ad spending on beverages has trailed Coca-Cola in both absolute terms and as a percentage of sales for years. In each of the past three years, Coca-Cola spent close to $3 billion on advertising, while PepsiCo spent less than $2 billion promoting its beverage brands.

As a percentage of sales, Coca-Cola spent 8% on marketing in 2010, while PepsiCo spent just 3% on its beverage brands, the most recent information shows Pepsi spent $1.1 billion dollars on advertising in 2005.

Coke arrives in india

Coca cola arrives in India in 1958 and present till 1977but due to some political environment reforms coca cola had to departure from india and re-entered in 1993 and merge with Parle Indian company which had its strong roots in local market of soft drinks via Thumbs up and Limca .coca cola acquired both drinks .using, prevailing brand advertisement of Limca and thumbs up, coke channelize the same advertisement trend in coke . In 2003 after advertising the coke with global Punchline Coke uses the Desi Punchline which was thanda matlab coca-cola taking the sample from thums up punchline toofani thanda

Initial advertisement strategy of coke

Initially after setting the name coca cola India. Coke launches only two of its soft drink brands ,namely Coke and Fanta since these soft drinks taste similar to thumbs up and Limca which have set up strong local market therefore there is great opportunity for coke to gain high demand in Indian market .
Later in 1999 coke launches sprite which considered to be more like American type soft drink for indian market to launch at early stage, therefore launched later with initial Punchline image is nothing and then found its Indian punchline Sprite clear hai

Pepsi arrived in india in 1986

L
Pepsi arrives in India in 1986 after the temporary departure of coke from India, under the name Lehar Pepsi, merging with Punjab agro and voltas. Pepsi entered the market after coca cola departure and was able to gain a foothold in the market while it was still developing ,Gained 26% market share by 1993. From 1990-1994 Pepsi used the twin tagline name Yehi hai right choice baby a-ha and The choice of next Genration. In 1990 pepsi launched 7 up drink for indian market with its international mascot fido dido In 1991 pepsi lauched mirinda with punchline mirindaaaaaa exclaiming open mouth. In 2003 pepsi launched mountain dew with global campaign do the dew

Pepsi :Global punchline reformation in desi avatar

The first punchline of lehar pepsi was yehi hai right choice baby a-ha which was took from its global campaign this is the right choice baby In 2001 Pepsi India launched new tagline yeh dil mange more took from the global campaign ask for more
In 2004 global tag line of pepsi dare for more relaunched in India using the native language Yeh Pyas hai badi

Initial advertisement strategy of pepsi

India is a country with two big obsessions :cricket and bollywood .these two grand obsessions has given india their youth icons. In order to grab the indian market abruptly pepsi has associated with these two platforms so that company can connect with youth. The youth have an irreverent side to them and pepsi stands for it.most of the pepsi campaign in india giving the glimpse of well known bollywood star or famous cricket star.

Promotional activities of pepsi

Pepsi: Glocalization (Global+ Localisation)

Despite being a global brand, Pepsi has built its success on meeting the Indian customers needs, particularly in terms of making the brand synchronized with localized events and traditions, instead of harping on its global lineage, it tries to plug into ethnic festivals. Therefore in India Pepsi advertised and used promotional material at Navrartri season (2009) and Pepsi gives away premium rice and candy with Pepsi

Promotional activities of coke :

Coca-cola : Glocalization:
Instead of creating bond with the customers through small but high impact events .coca-cola chose to associate itself with national and international events in India like sponsoring world cup cricket but now coke is also entering in the local actions. Coke is also trying to make their brand synchronized with local festivals For the festival of Navratri, Coca-Cola issued free passes to the celebration in each of its Thums Up bottles.
Also ran special promotions where people could win free vacations to Goa, a resort state in western India.

Pepsi :Present scenario of advertisement

Pepsi India prevailing commercial ad featuring bollywood stars Ranbeer and Priyanka with cricket star M.S Dhoni with punchline oh yes abhi Pepsi is sponsoring Indian premier league for next five years investing 3.97 billion rupees (73 million $) Pepsi co is betting on Indias annual cricket tournament to arrest at least five years of decline in market share and close the gap with leader Coca-Cola Co. in the South Asian nations soft drink market.

Pepsi co said that tournament has big appeal in all age groups as the ratings of last IPL is 47% higher than the international cricket council t20s world cup in 2012

Coca cola :present scenario of advertisement

Coca cola prevailing indian advertisement following its global trend and spreading the message of happiness live out loud the big/small cazy moments with punch line han han main crazy hun After observing its opponent advertising strategy of investing in IPL for next five years coke adopted new technique by cutting down the price of any coke soft drink by 2 rupees which including sprite, coke,fanta ,thums up and limca

Coke and pepsi:advertisement sources in india

Sales MARKETING STRATEGIES
TV Media 30 5

45

20

News Paper Newspaper Add Media Outdoor Add Outdoor Media Sales Pomotion Sales Promotion

Television ADD

conclusion
Both Pepsi and coke continue its rivalry globally through print and videos adds in order to compete each other for the spot of no1 soft drink company since Pepsi is dominating the India soft drink market from past two years now seems to lag behind by approx 20 % as compared to sales with coca cola in India .but keeping in view Pepsi long term advertising strategy and investment in IPL can change the future scenario. Globally coke is the no 1 soft drinks company having the major market in U.S.A. Advertisement war between both companies will prove very beneficial to their local as well as global brand ambassador. Using their influential and big budgeted advertisement strategies both will not face any third competitor soon enough in global market as well as in Indian markets.