Brand Management

Brand comparison Assignment

Submitted by

Farid Ahmed Haroon M. Junaid Ali Farrukh Umer Naseer Umer Pervaiz M. Shoaib Azam

Submitted To

Sir. Ghulam Ahmed Rana

Nov 21, 2011

Hajvery University Euro Campus Lahore

Pepsi Cola Vs Coca Cola

Target market of Pepsi y y y y y y y Male and female, skewed male 16-45 think of them as hip or youthful Forward thinking Middle class, middle income High school plus educated Rural and urban dwellers

Target market of coca cola Coca Cola takes every customer as target and potential customer who is thirsty. All age groups are being target but the most potential is the age group from 18-25 that covers around 40% of total age segments Age The target market for the Coca Cola is based on age. The target audience of Coca Cola is youngster or youth. It is a wide range for targeting. It ranges from the age of 15-25 and also reaches to 40 plus, as they are serving this age group also. Their targeting not based on gender but the results also show that both genders like this product and use it. Gender Surprisingly Coca Cola segments Pakistani Market with a percentage ratio of 58% females and 42% male. Life style; busy life style (face shortage of time) and mobile generation Family; dependent on their family Occupation; students and family oriented people Nature; fun loving and entertainment loving Socio economic status; upper lower class and lower class

Pepsi - Brand Positioning When thinking about Pepsi's brand positioning we must consider the competition as well. In the right corner wearing blue we have Pepsi, and in the left wearing red it's Coke. LET'S GET READY TO RUMBLE!!!!!!!

Category: Soft drink, more specifically Cola

Of course Pepsi's main competitor is Coke who is in the same category and has a very similar target audience. So how does Pepsi position and differentiate itself? Pepsi positions itself on points of difference as well as points of parity. Pepsi's POD is their forward thinking attitude. I don't believe any of the other cola brands (including Coke) are very strong in that area. This falls into image differentiation. Pepsi has the image of being action oriented and I think that a large part of their target audience associate themselves with the brand because of that image.

Pepsi's POP is their wide selection to fit every lifestyle of consumer. They have regular Pepsi, Pepsi max with more caffeine, Pepsi cherry vanilla, caffeine free Pepsi, diet Pepsi and Pepsi zero to name a few.

Pepsi also considers themselves the bold, refreshing, robust cola which Coke and other colas could also claim. These points of parity are product differentiations. I know tons of people who only drink Pepsi, I know a lot of people who only drink Coke and I also know a bunch of people who don't really care which it is as long as they're getting cola. Maybe a bunch of people grew up with either Coke or Pepsi in their houses because that's what their parents drank and so the brand preference has been passed through generations. Others I'm sure, as I mentioned before, can associate with Pepsi's POD and that's how they bought in.

Point of difference
Coke: sugar, caramel color, caffeine, phosphoric acid, coca leaf and kola nut extract, lime extract, flavoring mixture, vanilla and glycerin. Pepsi: high fructose corn syrup, sugar, colorings, phosphoric acid, caffeine, citric acid and natural flavors. Of course it tastes different, the ingredients are completely different...it's like the difference between a chocolate cake with raspberry filling, and a chocolate cake with coconut filling...simmilar, but different.