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The paper discusses the marketing device that Coke and PepsiCo each use in their advertising strategies of specifically referring to the others' products. In some ways this is counter-productive since it indirectly elevates the market awareness of the competitor's products. Yet, since these two companies dominate the cola market it behooves them to ensure that the market perceives the benefits of their specific product in relation to the other. The paper also looks at how PepsiCo has finally managed to overtake Coke in overall market share and performance.
From the Paper:"PepsiCo is popularly associated with its flagship product Pepsi Cola. Since Pepsi Cola is a sizable portion of PepsiCo's revenue stream, PepsiCo has always struggled to confront Coke's market dominance through advertising which often portrays Pepsi Cola in head to head comparisons to Coca-Cola (Overview). The result is that both companies' products are often portrayed in each others' advertisements. PepsiCo's Pepsi Cola has long been second in market share to Coca-Cola and the competition between Pepsi and Coke has been the stuff of business school legend for many years. However, recently, thanks to a series of strategic acquisitions and marketing campaigns run internationally, PepsiCo has finally overtaken Coke in overall market share and performance: "PEPSICO...has raced ahead of...Coke.."
Cite this Business Plan:
Coke-Pepsi Comparison (2005, December 01) Retrieved January 25, 2020, from https://www.academon.com/business-plan/coke-pepsi-comparison-87683/
"Coke-Pepsi Comparison" 01 December 2005. Web. 25 January. 2020. <https://www.academon.com/business-plan/coke-pepsi-comparison-87683/>