Product packaging As a counterattack to Coca-Cola’s new launch: Coca-Cola Life, PepsiCo has decided to launch it’s own version of stevia based cola: Pepsi True in mid-October on the e-commerce site Amazon.com. This is a big move in an industry that has lagged in e-commerce. By launching on Amazon this new line PepsiCo will acquire high media ex

Dear readers, This time I am going to tell you more about Coca-Cola’s and Pepsi’s marketing communications, which is one of the key elements when building and maintaining brand value. It is simply a company’s way to communicate with a market and their target groups using different kind of tools. Obviously, these tools will vary depending for

As you can imagine not every product introduced to the cola markets has been a succession. It’s impossible to know whether a product will succeed or not after its launch even though you had made several tests and everything looks good on the paper. In fact the failure rate for new products launched in the grocery sector is estimated to be somewhe

The overall soft drink market and industry’s main features A soft drink is a considered to be a beverage containing carbonated water, a sweetener and a flavoring. The soft drink industry is composed of sparkling drinks, concentrates, juices, bottled water, smoothies, ready-to-drink tea and coffee, and functional drinks. The first cola-flavored be

Coca-Cola Enterprises Inc. are the main producer and distributor of soft drinks in France. Their goal? To refresh their customers anywhere at any time with products of the highest quality, to offer an innovative range that meet their expectations and lifestyles. It is very important for a brand to create touch points in order to come close to the c

As the cola market is currently stagnating, The Coca Cola Company has decided to reach out for the dairy business with the launch of its own brand Fairlife in late December in the United States, a new processed high protein milk drink. The Coca-Cola Company is convinced of its future success, added value, benefits and high potential in this country

Hello readers! Now we are talking about marketing strategy differences between two main cola market competitors – Coca-Cola and Pepsi. Both of these well-known brands belong to famous Forbes list: “The World’s Most Valuable Brands”, Coca-Cola is on 4th place and Pepsi is 28th. Thus it makes sense to say that these two cola market giants kno

These days it’s important for every large company operating on any kind of industry to define and make known their mission and values. After defining the mission and values a company should also comply with them in order to stay believable and trustable in the eyes of their customers, partner companies and stakeholders. Mission and values also pl

Brands Equity Brands need to acknowledge the resulting added value a product has on its consumers in response to marketing efforts provided. Brand equity is thus very important as positive perceptions are ensured by qualitative functional and emotional experiences. One of the biggest challenges for marketers in building a powerful brand is to make

Blind tests have shown that most people in the United States prefer Pepsi over Coca-Cola. Their cola products look the same in a glass, pricing is quite similar and both products are widely sold all over the country. If we try to identify some differences, Pepsi is a bit sweeter while Coca-Cola is “smoother” to drink. However, Coca-Cola is the