Introduction
An attitude of public opinion towards brands subdues some marketing principles which are structurally divided into gradual succession of actions and representations which can make this or that product original. The paper is organized in terms of making the main purpose of it clearer in several paragraphs, so as to provide a gradual understanding of the message. An analytical and persuasive writing is presupposed in the paper in order to estimate the marketing tricks and advertisement peculiarities of two major companies in the sphere of soft drinks: Coca-Cola and Pepsi. A mutual flow of all pros and cons with several responses and suggestions are proposed in the main items of the paper, so that to put a reader into the picture about main techniques and technologies used in marketing designs of both giants with easy-to-understand approaches of experts and observers in the market of food and beverages.
Evaluation
Direct concentration of both companies on end-users and potential consumers is a core element of their activity. In fact, this is not just a competitive challenge for each of two. It is a battle in which it will be known who is a winner at this or that period of time. The history of two companies is similar in some ways and provides an American dream when an innovation went through various kinds of adoption in masses and became a well-known brand throughout decades of years. Two companies can be compared in their tiles with the characteristic feature of adding the word “Cola”, which actually illustrates a kind of nuts with which beverages were made since the very beginning. Furthermore, the tastes of both beverages are almost the same with specific after-feeling of “soft teeth”. The marketing plans vary in the companies’ representation. It concerns the associations with which each of them is imagined, particularly.
War of Logos
Senior management teams of both giants are always trying to keep a strict eye on the quality of their production and the way it is performed within the society. In the United States this battle of two large companies propped up against different strategic approaches. In Coca-Cola Company the principle of 3A, Availability, Affordability, and Awareness, was taken as the background for the slogan: “To be the best, cheapest soft drink in the world” (Kapferer, 2008, p. 242). Pepsi-Cola, on the other hand, provided a campaign aimed at the best quality of taste, which was proved by consumers in the further years since the foundation. Moreover, the price of Pepsi does not largely vary in its limits, but it is always a few cents cheaper than Coke and this strategy proved the capacities of Pepsi to overcome its major competitor for a moment. Both companies are distinguished due to the niche which they obtain on a definite circle of their development. According to the opinion of vast majority of experts the main difference and similarity of these two companies is outlined with the budget size of each spent for advertisements.
Advertisements
An individual manner to characterize peculiar things fancied as of Pepsi or Coke is taken into account by each of two giants. This is due to the material presentation of their products to the society. The fact of design differs among companies. The form of bottles perpetually changes in shaping and volume. Even such details as caps on the bottles bear a sort of brand label which can remind people about good times somewhere in the countryside. A multiple number of advertisements on TV screens and throughout the Internet cannot miss any ordinary attention of a current or potential consumer. This is similar to both companies. One more point considers the proximity of both corporations. It points out mainly the youth and teens, in particular (Kelly, 2005). Targeting the youth market, this sphere of food industry spent more and more financial resources for advertisement with billions of dollars worldwide in order to share the most active layer of the society.
Conclusion
Information surveyed above is outlined briefly to work out several points which make special impacts on the market world of soft drinks. It is felt due to the features of design which contrasts two brands and taste which additionally provides difference among the consumers. The financial background of both giants makes them similar in amounts of money which are spent a year for advertisements. Also the youth audience proximity unites these two giants in their constant never-ending attempts to expand the most significant and relatively the largest niche of the market (Day, Reibstein, Gunther, 2004).
Reference
- Day, G. S., Reibstein, D. J., Gunther, R. E. (2004). Wharton on Dynamic Competitive Strategy. NJ: John Wiley and Sons.
- Kapferer, J. N. (2008). The new strategic brand management: creating and sustaining brand equity long term. Ed. 4. London: Kogan Page Publishers.
- Kelly, I. E. (2005). Advertising Vs. Marketing: The Ethical Challenge. MA: Universal-Publishers.