When people think of soft drinks, One of two companies comes to mind: Coca-Cola or Pepsi. Both companies dominate the global market in soft drink sales. With such a global presence between the companies, there will be an obvious conflict between the two titans of soft drinks. This is seen almost daily, whether it’s on television, magazines, or billboards; it’s not difficult to find an advertisement for either company. In 2013, Pepsi posted a Halloween advertisement taking a jab at Coca-Cola. It showed a can of Pepsi wearing a cape that looked like a can of Coke. Above that, it said, “We wish you a scary Halloween!” Coca-Cola fired back, posting the same advertisement, but changed the wording, stating, “Everybody wants to be a hero!” The advertisement(s) bring together the uses of logos, ethos, and pathos. Using rhetorical appeals, the image shows humor and promotes both companies in a light-hearted way. For well over a century, both Coca-Cola and Pepsi have been battling it out for the top spot in the soft drink market. For the first 12 years after Coke’s creation, it reigned supreme, having no competition until Pepsi’s creation in 1898. As Pepsi was taking its first steps as a company, Coca-Cola was already selling a million gallons of Coke …show more content…
Coca-Cola’s response is used to defend their name and to add a value of humor to make the viewers laugh. Like Pepsi’s original advertisement, the viewer could be confused as to whom the advertisement is about. Without the text, it would be especially difficult to figure out what was happening. Coca-Cola had a clever response with their, “Everybody wants to be a hero!” This implies that the can of Pepsi is dressed up as a can of Coke for Halloween. The advertisement is used in a unique way, in that it advertises for both companies, no matter which one the viewer sees
Coke continuously out-stands Pepsi, even though they share a very similar taste and colour, however Coke should not be the drink that receives all the love and attention for what it offers. Despite their similar soda colour, the drinks actually contain some different ingredients, which produce a different taste, and affect the body differently. Furthermore, the way the companies markets their drinks makes a huge contribution to how successful their products will become. The major element for success however stems from their impact on society and how the companies utilize their social power to evolve. The two major soda companies are constantly head to head with one another, yet it is what they do that sets them apart.
Pathos, being the strategy most strongly used in this commercial, connects with the feelings of the audience. By featuring the commercial atop a green hill with a diverse group of people, Coca-Cola is showing that people of different cultures can come together in harmony, which aforementioned, was what people were looking for at this period in history. Not only the thought of harmony among groups of people, but the song that they sing together melodiously. When the commercial begins we see a young blonde woman begin the song, then she is joined by the rest of the crowd in singing, “I’d like to buy the world a home and furnish it with love…” along with other verses describing animals and pleasantries that would accompany them in furnishing this home. When we think of home, we think of a place where we can be loved and cared for, a place that is peaceful and pleasant (or this is what most people hope for), which is exactly what Coke describes to us as we watch enchanted by the beautiful voices of the people. Coca-Cola connects with us by evoking emotions of belongingness, love, peace and harmony amongst our fellow friends and people. This form of pathos is what really hooks the
The Porter’s model of competitive advantage of nations is based on four key elements including factor endowments, demand conditions, related and supporting industries and firm strategy, structure and rivalry. This makes it suitable in understanding the competition existing in the soft drinks industry in the Asian markets. The factor conditions identify the natural resources, climate, location, and demographics. Coca cola and Pepsi enjoy the growing population in the Asian markets (Yoffie, 2002). A higher population guarantees the two companies adequate revenues. Other factors include communication infrastructure and availability of skilled workers. Most of the Asian countries are embracing new technologies that grow much knowledge of the diverse beverage drinks. Secondly, the demand conditions play a significant role in enhancing competitiveness for the firms. Both Coca cola and Pepsi are an
Analysis of the Coca-Cola Company The Coca-Cola Company is the world's leading manufacturer, marketer and distributor of soft-drink concentrates and syrups. The Coca-Cola Company is the world's leading manufacturer, marketer and distributor of soft-drink concentrates and syrups. The Company markets many of the world's top soft drink brands, including Coca-Cola, Diet Coke, Sprite and Fanta. Through the world's largest and most pervasive distribution system, consumers in nearly 200 countries enjoy the Company's products at a rate of more than one billion serving a day.
CASE 1-3: Coke and Pepsi Learn To Compete in India The political environment in India proved critical in that their government was unfavorable to foreign investors. They prohibited the import of soft drinks since they felt it could be gotten anywhere. They also prohibited the foreign brand name and wanted the name Lehar Pepsi and Coca-Cola India, an indigenous name. These effects couldn’t have be anticipated prior to entering the market because the trade policies, rules and regulations of India were difficult and unpredictable.
This is the final way that ads use to influence audiences to buy their product over another. The Pepsi ad provides a website that onlookers may visit if they wish to learn more about the “Pepsi Refresh Project.” By citing this website the ad has appealed to audience’s logical reasoning. However, unlike the Pepsi ad, the coke ad provides its fact on the advertisement. The ad informs readers that coca cola has been around for over 84 years. This is a better way to appeal to a person logical understanding, because the information is right there, and they do not have to go to a website to find information about the product. Overall, both advertisements provide information about their product in an attempt to persuade audiences to buy either Pepsi or Coca
This ad does a very good job of accomplishing PepsiCo’s brand communications strategy. It is exciting and exhilarating and shows the personality traits of fun, irreverence and daring.
Pepsi and Coca-Cola are both sodas, but they differ in terms of the satisfying flavors, the color and the graphic design that represents their two products, and then how Coke makes more money than Pepsi. With that said, you should have gotten the ideology of what we will go further in discussing about. Everybody loves these two very well-known sodas which can inject caffeine into you, which makes you all jittery in filling you up with an energetic energy. Alright, enough of this, let's go straight in-depth in talking about the two rivals throughout this paper of how Pepsi beats Coke in sales, but Coke is usually ahead when it comes to annual net income (Feigin) or how Pepsi is a sweeter brand compared to Coke, though Coke brand is more valuable
PepsiCo discloses their stakeholder engagement as a contribution towards sustainability. As part of the company social responsibility and sustainability strategic planning, the company has put in place strict policies to guarantee a long-lasting relationship with all its stakeholders. According to the company website, ‘PepsiCo has established a strong relationship with NGOs and routinely engage them to leverage their areas of expertise or interest to help shape their CSR processes and tracking methods. These relationships have helped to better identify sustainability priorities that supports both the business model and the expectations of the stakeholders’ (PepsiCo 2013). PepsiCo invests mainly in activities linked to their chain of management, they totally applied Kramer and Porter’s ideas. Porter explains that businesses are socially responsible today because they realized that socially responsible activities build and develop credibility, integrity, and give competitive advantage.
There are a variety of beverages available to us today with a wide range of differences, some are flavored, carbonated, low calorie, energy boosters, and just plain water. When it comes down to carbonated drinks there are two major rivalry soda companies dominating the market. Coca Cola and Pepsi are two well know cola distributors with very credible history, but the question still remains one is America’s favorite? With the ongoing competition between Coca-Cola and Pepsi, each company is incorporating new strategies for marketing and advertising there brands. When comparing an advertisement from each of the companies, we will review how they appeal to consumers.
Cola Wars Environmental Analysis 1. Introduction External environmental analysis of US carbonated soft drink (CSD) industry allows concluding that declining CSD sales call for changes in industry operations whereby market players can benefit from the fundamental shift in the industry development and maintain its leadership positions in beverage market. Analyses of macrolevel, industry, and competitive environments suggest that expansion, strong brand recognition, and changes in value chain will be key success factors in the future industry development. 2. What is the difference between a.. External environmental analysis a. Macrolevel environment (PESTEL analysis) i. Political New federal nutrition guidelines identified CSD as the largest source of obesity-causing sugars in the American diet.
The purpose of this report is to compare financial reports from the two largest soft drink manufacturers in the world. The Pepsi Co. and Coca Cola have been the industry's leaders in their market since the early 1900's. I will use relevant figures to determine profitability, and break down key ratios in profitability, liquidity, and solvency. By breaking down financial statements, and converting them to percentages and ratios, comparisons can be made between competitors regardless of size.
The only unambiguous message of this commercial is the product it endorses: as product recognition is most important in advertising, Singer subtly creates the “Affiliation”[2] appeal. The fast-moving ad features unidentified people and indeterminate foods; however, amidst the myriad of attractive imagery stands the easily-recognized Coca-Cola contour bottle. While Coke is rarely dispensed in glass bottles anymore, the choice to present it in this container distinguishes it as nostalgic and thus familiar, as opposed to the vague and thus anonymous food that the ad is not promoting. This dichotomy of the indeterminate food and prominent Coke bottle serves as one example of the duality I will discuss throughout the essay: Salma Hayeck resembles the Coke bottle’s distinction in contrast to the unknown people also featured in the commercial[3]. Additionally, the ad evokes affiliation from audiences with its text “Craving” “Coca-Cola” “Real,” which resonates the company’s previous slogan, “The Real Thing.” Essentially viewers acknowledge the reality of Coke through their memories of prior ad campaigns.
How has the competition between Coke and Pepsi affected the industry’s profits? Can Coke and Pepsi sustain their profits in the wake of flattening demand and the growing popularity of non-carbonated drinks? The soft drink industry is a highly profitable industry and its success is due to the large consumption of non-alcoholic beverages through which both concentrate producers and bottlers are profitable. Given the U.S. Industry Consumption Statistics, Exhibit 1, it is clear that, after deducting beer and wine, soft drinks account for about 90 % of the total liquid consumption, while Coke and Pepsi account for about 75 % of the soft drink industry. The high consumption of CSDs is related to the soft drink industry selling to consumers through five principal channels: food stores, convenience stores, vending, fountains and others.
This advertisement most likely wants a universal audience so it does not try to appeal to a certain status or rating. It gives no sense of appeal to thrift or savings. This advertisement is most likely aimed at all consumers. The ladybug that was mentioned in the previous paragraph might even signal that they are trying to appeal to a younger audience as well. On the right side of this Coca-Cola advertisement, besides the Coke bottle, the creators have placed a quote that says, “open a Coke, open happiness”. This quote appeals to the consumers emotions because they try to infer that by drinking a Coke you, the consumer, will become happier. In the background they purposely made it look joyful to give a happy feel to the advertisement. The tone of this advertisement would have to be joyfull. Considering the creators most likely trying to portray to a universal audience, they want all consumers to take note of this advertisement and have no one excluded from purchasing their products. I don’t believe this advertisement is trying to offend anyone. In the Coca-Cola advertisement it tries to grab people's attention with its imagery, color, emotional appeals, plain folk, and loaded language. Loaded language is also a persuasive strategy. Advertisers use loaded language to include words in their advertisement that have a positive or negative meaning to help explain the advertisement or product. “In many cases, the shopper has been prepared for the shopping experience by lush, colorful print advertisements, thirty-second television minidramas, radio jingles, and coupon promotions. (Thomas Hine, Page 115) Hine is discussing how the consumers are persuaded to buy particular items even before going shopping because of the advertisements they have seen prior. Advertisements are the supplier's way of persuading and manipulating the consumers. Now I will talk about an