Comparison of Emphasis Point Towards Marketing Strategies Between Pepsi & Coca-Cola

DOI

10.2991/aebmr.k.210319.015How to use a DOI?

Keywords

Coca-Cola, Pepsi, Marketing strategy, Beverage market, IMCs

Abstract

As majority of people become more and more concerned about their health, the demand for soft drinks becomes less and less. Despite this relative inferior position in the soft drinks market, Coca-Cola has maintained its dominance for a certain long period; while its rival, Pepsi, has seen its profits decline. This paper studies and analyzes the basic marketing strategies of these two famous soft drink brands, which have been in a rivalry for a long time, including the comparison and difference of IMC (Integrated Marketing Communication), logo design and their brand influence, and the particularity of the target market. Through in-depth analysis, the author analyzed how the two companies compete for their position in the beverage market from their respective perspectives. Based on a series of marketing strategies related to Pepsi and Coca-Cola’s market, consumer groups, and endorsements as well as the previous research, and through further analysis, this paper concludes some obvious differences in the basic marketing methods used by the two companies in selling soft drinks. In addition, based on the collected data, analysis and evaluation, and according to the trend of Pepsi cola and Coca-Cola in better sales of drinks, the future marketing strategies of Pepsi cola and Coca-Cola are briefly predicted. More research are needed for future development, and it is also desirable to make further follow-up research on the basis of this research report to get more precise and insightful results or evaluations.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Yueqian Dai
PY  - 2021
DA  - 2021/03/22
TI  - Comparison of Emphasis Point Towards Marketing Strategies Between Pepsi & Coca-Cola
BT  - Proceedings of the 6th International Conference on Financial Innovation and Economic Development (ICFIED 2021)
PB  - Atlantis Press
SP  - 79
EP  - 83
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210319.015
DO  - 10.2991/aebmr.k.210319.015
ID  - Dai2021
ER  -