PEPSICO VS. COCA COLA

Segmentation & Targeting of PepsiCo vs. Coca Cola

Segmentation & Targeting of PepsiCo vs. Coca Cola

Introduction

It seems that these days the producers of soft drinks provide a drink for anyone. There are standard drinks like cola, cola drinks without sugar, with sugar, but without the caffeine, sugar and caffeine, not to mention the drinks are not related to the type of cola, which can also be with or without sugar, and sometimes with caffeine or not. Company "Coca-Cola Company", "PepsiCo" and other soft drinks manufacturers adhere to current policy of market segmentation, developing new products specifically to meet the wishes of particular groups of consumers.

PepsiCo Marketing Strategies

Target Market & Positioning

The core target audience is young people. The main target is general; each individual is likely to consume Pepsi. The brand communication efforts are focused on the overall target of 15-35 years. One can understand the position as the consumer perception of a brand over the competition because of a marketing-mix strategy. The company PepsiCo highly diversified business has maintained its leadership in some of its divisions, e.g. snacks. However if, we focus on the main object of this study, soft drinks, especially cola, the supremacy of its main competitor Coca-Cola has been a constant throughout its history. The PepsiCo marketing strategy is based on the introduction of products with a feature different from that of its main competitor, Coca-Cola. In the early years got to offer their products at a lower price than Coca-Cola through the use of recycled beer bottles for packaging. In 1964, Pepsi-Cola launched the first low-calorie cola (Diet). In the 90 PepsiCo is ahead of Coca-Cola in the launch of a new non-carbonated soft drink, safe and healthy (RADICAL) holding an 82% market share against Fruitopia (Coca-Cola) which reached 18%. Pepsi has positioned differently in the market:

The company is known to do product comparison with its main competitor in order to take away customers. In fact, it is known to attack TV ad direct competition in which two carriers, one of "Pepsi" and a "Coca-Cola" match in a roadside bar and try the product of his colleague carrier ... Coca Cola distributor refused to return her Pepsi, after test.

"Pepsi", chose the slogan "Are you crazy? ... Drink Pepsi" against the positioning of "Coca-Cola" to "always taste", in order to attract the young consumer. The slogan is both transgressive and innovative. In fact, the new Pepsi positioning represents the values of dynamism and constant change that is connected with the present and anticipate the future. Today we see a change of image in the logo of the brand in new packaging that will include new designs of various topics related to the experiences and lifestyles of consumers (Achenreiner & Rodder, 2001).

Coca Cola Marketing

Target Market

Coca Cola is a clear example of marketing strategy focused on the overall market, specifically marketing example of differential, since it has different types of "Coke" to accommodate different market segments, so their target audience varies from one formula to ...