Video war

Thank you very much for your attention and for following us during these last months. It is the last post of our blog. We hope you enjoyed our work on these two historical brand.
A good illustration of the war is available on youtube videos:

And for a funny end, here are our favorite commercials about COKE VS PEPSI:

Brand Mantras

Pepsi Brand mantra	Excitement,music,fun,adventure
Coca Cola brand mantra	Hapiness,Joy,Family,magic

Pepsi ,Coke Points of differences and parity

Coke & Pepsi Archetypes

“Archetypes helps us to understand the intrinsic meaning of product categories and consequently helps marketers create enduring brand identities that establish market dominance, evoke and deliver meaning to customers, and inspire customer loyalty – all potentially in socially responsible ways”.

Carol Pearson &  Margaret Mark, The hero and the outlaw

      Coke can be defined as the innocent. Indeed, you can see in their ads the message conveyed that Cola Cola believes in the purity of life, in enjoying nature, friends ans family. It seems that in Coca Cola's world, everything is beautiful like in a paradise. The goal is to be happy, and they clearly show it, from the famous song "I want to teach the world to sing", promoting universality and unity around the world, to the innocent celebration of christmas with a family of polar bears.
Actually, the brand created the modern standarized image of Santa Claus, with his white beard and red uniform. It was in 1931, when the company was looking for a way to increase its famous product sales.
From 1931 to 1964, the company advertising showed Santa Claus delivering toys, drinking a coke, raiding refrigerators...

      When you think about pepsi, the first thing that comes in mind is adventure, self-discovery. Pepsi is more modern than Coke is the way that the message addressed is to think outside the box ( also refering to the competition with the traditional and leader Coke). Pepsi archetype is thus the explorer, its ads deliver the message that with Pepsi, you have a better and a more fullfilling life. Pepsi helps you to discover and experience new things, to be part of pioneers, to express your individualism. It claims autonomy, modernity. These are all characteristics in Pepsi communications, sponsorships...
But Pepsi can also be defined as the Jester. The core desire of jesters is to live in the moment with full enjoyment, to have great time.

Sources:
Class n°7
http://www.snopes.com/holidays/christmas/santa/cocacola.asp
http://trevorfisher.com/the-innocent-archetype
http://www.coca-colacompany.com/stories/coke-lore-santa-claus
http://www.synotac.com/wordpress/wp-content/uploads/2011/05/Marketing_Archetypes_L_L.pdf

Coke keller pyramid

Click on the pyramid for a bigger size

Pepsi Keller pyramid

Coke & Pepsi Brand personalities

The process of positioning a brand or product is a complex managerial task and must be done over time using all the elements of the marketing mix. Positioning is in the mind of the consumer and can be described as how the product is considered by that consumer, which enables to develop a character statement and thus a personality.

Coca-Cola and Pepsi have always been similar in their “fun and young” personalities, the two brands have always been on separate paths over the decades. On the one hand, Pepsi has stuck with its high energy, music and comedy-driven strategy; on the other hand, Coke can be seen constantly gravitating towards the emotional side of branding.

Coca-Cola ads are about human experience in two ways. First, before global branding strategy becomes the trend we know today, Coca-Cola was embracing diversity. This can be clearly seen in its long-running “I’d like to buy the world a Coke” series of ads, showing people from all over the globe joining together in Coke and song. Nostalgic people, check it out:

Moreover, Coca-Cola is available in countries all across the world. As noticed before, it’s even rumored to be the most recognizable brand, logo and even word on the planet.

When Coca-Cola isn’t targeting diversity, it still has a strong sense of community through universal similarities such as a love for Coke.

The second way that Coke has leveraged the human experience is throughout families.

Pepsi always stayed aimed right at children but Coke seems to know that Mom are the buyers; they played on emotions and feeling moms know and are sensitive too. Coca Cola communicates as the product desired by the whole family and as a daily life product.

This is more an evidence during Christmas period where families are targeted, through for example a polar bear family.

This occurs all over Coca-Cola’s advertising throughout the years but is never more evident than in Coke’s Christmas ads. Whether its an endearing scene of a father and son watching the Santa Coke truck go by or a family of polar bears consistently being brought together by Coke, the Christmas ads are aimed right at the hearts of American consumers.

Pepsi has always had a young target audience. Their ads were historically targeted at teens and even pre-teens and are injected with fun, sports and most often, music. Pepsi has leveraged all manner of musical celebrities over the years, from Ray Charles to Britney Spears.

Here is a commercial on YouTube featuring Michael Jackson and a group of kids that are probably far too young to legally target for such a sugary product nowadays.

When Pepsi wasn’t using musical celebrities, humor was their weapon of choice, again utilizing young kids in the ads. Who could forget the lovable little girl telling the bartender, “I asked for a Pepsi Pal” in the voice of the Godfather?

Coke identity: Kapferer prism

Pepsi identity: Kapferer Prism

Success of Pepsi branding strategy

Customer Desired Benefits : Pepsi has been successful in capturing the Youth Spirit.It has also ventured out to different customer segments with different offering for e.g. Diet Pepsi was introduced to cater to the health conscious people. Pepsi’s entire Product Portfolio caters to the different customer segments.

Relevance : It’s  considered to be a new generation drink, the drink has managed to grab the imagination of Teens and young Adults alike. Pepsi through the combination of innovative ideas (like Pepsi Blue even though a failure), effective communication and aggressive advertising has been able to stay relevant to its customers.

Pricing : based on consumer’s perception of Value and on the market. Pepsi isn't on a price war with coke in order to keep its brand equity.

Brand positioning : The brand positioning is based on its sweet sugary taste suited for its young consumers. Thus it was able to create a Point of difference from Coca cola.

Consistency : Pepsi has maintained continuity in its brand image and has been consistent in its brand promise of refreshing drink for Youth. It has always depicted a defying attitude and continued to challenge the market leader. Its campaign have been about making a mark and proving its real benefit among young people & cool people.

Brand Portfolio and hierarchy : All Pepsi brands cater to different market segments and rarely cannibalize each others sales. It also gives Pepsico optimum market coverage as its products are diversified.

Repertoire of marketing Activity : Pepsi’s Brand Elements are distinctive and the awareness is very high. It has an extensive distribution network. Promotional campaign have also been innovative in the usage of social media like Facebook ore twitter .

Internal Branding : Pepsi’s give it brand manager the liberty to experiment  ideas to capture customers at the bottom of the pyramid. Pepsi also has predefined set of rules that brand manager should follow which is meant to develop a sense of ownership for the brand.

Sustainable and support marketing programs : Pepsi marketing team is probably the most innovative when it come to determining go to market strategy for its product. The company’s marketing expenditures are very high.

Monitoring Sources of Brand Equity : Pepsi has a series of monitoring programs like periodic brand audit, routine brand sales tracking, monitoring brand performance, etc.

Pepsi branding strategy is very effective. Its brand value has been estimated to $12,762 million.

Source:

Building, measuring and managing Brand equity, Kevin Lane Keller

Pepsico.com

http://www.marketingweek.co.uk/brands/pepsico/ 
http://www.ideasmakemarket.com/2012/03/ideasclash20-entry12-branding-strategy.html
http://article.unipack.ru/eng/18573/
http://fr.slideshare.net/rohitpatel203/branding-of-pepsi-cola#btnNext

Coke Brand Identity

A brand is based on:

-the name

-physical elements: logo, color, shape…

-its identity

It defines who you are, who you want to be as well as how you are perceived. It is important to know exactly your market and your strategy to be successful.

Coke bottle for example is red, scripted “Coca Cola” and is known for its Old-style bottle. The main identity of Coca corresponds to the message they vehicle, in other words “Coke makes you happy”.

Brand image

It is an important factor influencing Coca Cola sales. The brand has the privilege to be known all around the world as they have built their image on a universal value, happiness. The brand is perceived by consumers as a part of daily life and of their life style. Coke is this globalized product that has the same taste customers are looking for, and which give the same pleasure of refreshment during break together.

Brand loyalty

The brand image conveyed, the visibility and availability of products and ads, and also the expected quality everywhere make Coca Cola one of the most bought brand in the world. It is the most sold one.

If we take purchasing frequency in the US, figures speak for themselves: 48% of Americans drink a soda everyday with an average of 2.6 glasses per day. When we know that coke represents almost 50% of Soda consumption, there is no doubt that its customers are loyal. Around the world, more than 3% of beverages consumed are Coca Cola, that is to say 1.7 billion serving/day.

As we have noticed, it is seen as part of daily life, and we can thus say that Coke has achieved a high level of loyalty. A recent Coca-Cola annual report reported that the second most recognized expression in the world after “ok?” is “Coca-Cola.”

Brand equity

            Because of brand extension, Coca Cola equity is difficult to measure. People do not distinguish all brands own by the company, and might even buy without knowing they will be drinking or eating Coca Cola’s product. However, the brand promises the same experience around the world: refreshment, fun and good times, American lifestyle.

            Moreover, Coca-cola is recognized as the most valuable in the world by the respected inter brand corporation valued at above US $ 67 billion , coke has become effectively a part of modern world culture though its advertising campaign has changed over the years, “THE REAL TASTE” has always stood for a ”REAL” COLA DRINK with authenticity. There is legitimacy recognized and appreciated by everyone.

The identity has been built with consistent values and differentiating elements during a decade. Despite the competition, the brand continues to be a number one position globaly in brand equity rankings. 

Coke is affecting every part of life and every cultures.

What far can we go to have 2 cokes?

Sources: 

http://www.businessinsider.com/facts-about-coca-cola-2011-6?op=1
http://fr.scribd.com/doc/46403814/Coca-Cola-CBBE-Model