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12 Pepsi Vs Coca 1. 12 Pepsi Vs Coca-Cola www.infobarrel.com PRESENCE IN INDIA13 Pepsi Vs Coca-Cola Marketing www.google.com14 Pepsi Vs Coca-Cola Advertising www.google.com Strategies15 Pepsi Vs Coca- Cola Conclusion -16 BIBLIOGRAPHY - 2. ACKNOWLEDGEMENT I have taken efforts in this project. However, it would not have been possible without the kind support and help of many individuals and organizations. I would like to extend my sincere thanks to all of them. I thank my God for providing me with everything that I required in completing this project.I am highly indebted to the Teacher in Charge Mr. James Thomas for his guidance and constant supervision as well as for providing necessaryinformation regarding the project & also for his support in completing the project.I would like to express my gratitude towards my parents for their kind co-operation and encouragement which helped me in the completion of this project. I would like to express my special gratitude and thanks to industry persons for giving me such attention and time.My thanks and appreciations also go to my classmates in developing the project and to the people who have willingly helped me out with their abilities. 3. BRAND RIVALRY An INTRODUCTIONA brand is a name, term, sign, symbol, or design which is intendedto identify the goods or services of one seller or group of sellersand to differentiate them from those of competitors.Products and services have become so alike that they fail todistinguish themselves by their quality, efficacy, reliability,assurance and care. Brands add emotion and trust to these productsand services, thus providing clues that simplify consumers‘ choice.These added emotions and trust help create a relationship betweenbrands and consumers, which ensures consumers‘ loyalty to thebrands. Brands create inspirational lifestyles based on theseconsumer relationships. Associating oneself with a brand transfersthese lifestyles onto consumersBranding is more than just a business buzz word. It has become thecrux of selling in the new economy. If the old marketing mantrawas, ―Nothing happens until somebody sells something‖, the newphilosophy could be ―Nothing happens until somebody brandssomething."In its simplest form, a brand is a noun. It is the name attached to aproduct or service. However, upon close inspection, a brandrepresents many more intangible aspects of a product or service: acollection of feelings and perceptions about quality, image, lifestyleand status. It creates in the mind of customers and prospects theperception that there is no product or service on the market that isquite like yours. In short, a brand offers the customer a guaranteeand then delivers on it.Creating a strong brand identity will build mind share one of thestrongest competitive advantages imaginable. As a result, customerswill think of your business first when they think of your productcategory. For example, when you think of tissues, more likely thannot, you think of the Kleenex brand. And when youre looking fortape to wrap a present, Scotch is the brand that springs to mind.Likewise, when your child wants a hamburger, he will often say hewants to go to McDonald‘s. The reason behind these strong brand- 4. product associations is that these companies have built rock solidbrand identities.And since ‗brand‘ being such a powerful tool in the success of abusiness, it is not strange that we see though competition betweenbrands offering similar kind of goods or services. This is knownBrand Rivalry.Brand rivalry is an extra aggressive in competition between twodifferent brands to reach at number one or to capture more marketshare. In the most aggressive variants, ethics, moral values and eventhe law can be neglected and it is only a race to reach the numberone position which drives the brand.The main reason for brand rivalry is that the companies are tryingto get more customers and to increase their market. The aim of thebattle is to get the customer to buy your product and not the productof the competitor.There are two types of customers: Active and Passive. Activecustomers know what they want. And passive ones, on the contrary,have no idea of what they want and think for a long time about whatproduct to buy. So, the second group – passive customers – is thebone of contention, the object of fighting in brand wars. Thus,companies are trying to get their customers by many methods. Thesemethods are: improving the quality of goods, then lowering pricesand offering discounts, and using advertising, of course. The brandwars often take the form of price wars. It‘s when to competingcompanies are lowering prices more and more until they reach thelevel of their costs and they just get no profit. Price wars are goodfor customers but bad for companies as they decrease their profits.So, it‘s better to use other methods when fighting in a brand war.In today‘s global scenario brand rivalry is not only aboutcompetitive advantage, but also being closer to customer, i.e. tohave superior customised customer connectivity and it is used forfighting between brands for the best position. It specifically impliesinter-brand completion by rival firms producing close substitutes(brands). This target at reducing the market share of the competitorfirm while advancing its own. 5. The aim of this project is to bring out two rival brands, go deepinto its formation, history and growth; then to analyse therivalry that exists between them and to understand thedifference between the strategies and tactics adopted by each ofthemIn this project we will be comparing the rival brands PEPSI & COCA-COLA. 6. PEPSI AN INTRODUCTIONPepsi is a carbonated soft drink that is produced and manufacturedby PepsiCo. Created and developed in 1898 and introduced as"Brads Drink", it was later renamed as Pepsi -Cola onJune 16, 1903, then to Pepsi in 1961.It is one of the most well known brands in the world today availablein over 160 countries. It has an extremely positive outlook forIndia. This reflects that India holds a central position in Pepsiscorporate strategy.India is a key market for Pepsi co, and at the same time thecompany has added value to Indian agriculture and industry.PepsiCo entered India in 1989 and is concentrating in three focusareas- Soft drink concentrate, snack foods and vegetable and foodprocessing.Faced with the existing policy framework at the time, the companyentered the Indian market through a joint venture with Volta‘s andPunjab Agro Industries. With the introduction of the liberalizationpolicies since 1991, Pepsi took complete control of its operations.The government has approved more than US$ 400 million worth ofinvestments of which over US$ 330 million have already flow n in.One of PepsiCos key strategies was to develop a co mpletely localmanagement team.Pepsi has 19 company owned factories while their Indian bottlingpartners own 21. The company has set up 8 Greenfield sites inbackward regions of different states. P epsiCo intends to expand itsoperations and is planning an investment of approximately US$ 150million in the next two-three years. 7. PEPSI The historyPepsi was originally named "Brads Drink", after its creator, CalebBradham, a pharmacist in New Bern, North Carolina. It was createdin the summer of 1893 and was later renamed Pepsi Cola in 1898,possibly due the digestive enzyme pepsin and kola nuts used in therecipe. Bradham sought to create a fountain drink that was deliciousand would aid in digestion and boost energyIn 1903, Bradham moved the bottling of Pepsi -Cola from hisdrugstore into a rented warehouse. That year, Bradham sold 7,968gallons of syrup. The next year, Pepsi was sold in six -ounce bottles,and sales increased to 19,848 gallons. In 1926, Pepsi received itsfirst logo redesign since the original design of 1905. In 1929, thelogo was changed again. In 1929, automobile race pioneer BarneyOldfield endorsed Pepsi-Cola in newspaper ads as "A bullydrink...refreshing, invigorating, a fine bracer before a race".BankruptcyIn 1931, the Pepsi-Cola Company went bankrupt during the GreatDepression- in large part due to financial losses incurred byspeculating on wildly fluctuating sugar prices as a result of WorldWar I. Assets were sold and Roy C. Megargel bought the Pepsitrademark. Eight years later, the company went bankrupt again.Pepsis assets were then purchased by Charles Guth, the President ofLoft Inc. Loft was a candy manufacturer with retail stores thatcontained soda fountains. He sought to replace Coca-Cola at hisstores fountains after Coke refused to give him a discount on syrup.Guth then had Lofts chemists reformulate the Pepsi- Cola syrupformula.Pepsi Cola TrademarkThe original trademark application for Pepsi -Cola was filed onSeptember 23, 1902 with registration approved on June 16, 1903. In 8. the applications statement, Caleb Bradham describes the tradema rkas an "arbitrary hyphenated word "PEPSI -COLA", and indicatedthat the mark was in continuous use for his business since August 1,1901. The Pepsi-Colas description is a flavoring -syrup for sodawater. The trademark expired on April 15, 1994.A second Pepsi-Cola trademark is on record with the USPTO. Theapplication date submitted by Caleb Bradham for the secondtrademark is Saturday, April 15, 1905 with the successfulregistration date of April 15, 1906, over three years after theoriginal date. Curiously, in this application, Caleb Bradham statesthat the trademark had been continuously used in h is business "andthose from whom title is derived since in the 1905 application thedescription submitted to the USPTO was for a tonic beverage.
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