Maitha Ali 200800914 Critical Brand Reflection Two of the most known competing brands are Coca-Cola and Pepsi. This paper will introduce the similarities and the differences between the vision, mission, positioning and value proposition of the two brands. The vision: Coca-Cola: Our vision serves as the framework for our Roadmap and guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable, quality growth. Pepsi “goes under PepsiCo company”: PepsiCo's responsibility is to continually improve all aspects of the world in which we operate - environment, social, economic - creating a better tomorrow than today. The mission: Coca-Cola: Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company and serves as the standard against which we weigh our actions and decisions. To refresh the world... To inspire moments of optimism and happiness... To create value and make a difference. Pepsi: Our mission is to be the world's premier consumer Products Company focused on convenient foods and beverages. We seek to produce financial rewards to investors as we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate. And in everything we do, we strive for honesty, fairness and integrity.
Maitha Ali 200800914 Positioning: Since both were developed and introduced by pharmacists, they claimed that both drinks had medicinal properties. Coke's 1900 slogan was "For headache and exhaustion, drink Coca-Cola", while Pepsi's 1903 slogan was "Exhilarating, Invigorating, Aids Digestion". In 1929, Pepsi claimed: "Here's Health!" Nowadays, Coca-Cola has it differentiate itself through perceived superior quality product, which surpasses their nearest rivals, and high brand image and recognition. It also differentiates itself from its competitors by adding something to its products that will provide a unique value to its customers. In addition their experience and knowledge in operational process and their efficient and effective distribution networks and manufacturing systems, help them achieve cost leadership worldwide. They serve about 1.7 billion of their products a day. Pepsi's position in the marketplace has strengthened, too. For the first time in its history, it boasts two of the top three U.S. soft-drink brands. It has positioned their products to benefit their target market and positioned them by direct comparison with Coca-Cola. This graph to the left shows how Pepsi and Coca-Cola are positioned in the market. According to their websites, Coca-Cola and PepsiCo attempt to take advantage of the positioning idea on their websites by
Maitha Ali 200800914 working to promote the differences between their product and the other company’s product. By promoting the differences between the two companies’ products, and touting their products as superior, Coca-Cola and PepsiCo are working to position their products in consumers’ minds as being superior and, therefore, worth purchasing. There are some differences between the brands in the types of advertisements they do and the celebrities that people can differentiate if they only looked at the celebrity. In addition, with the fast food companies like MacDonald’s only serve Coca-Cola and KFC only serve Pepsi. Both of them don’t serve the other brand. Value propositions: According to Coca-Cola in their website they listed some values that they give to customers such as quality beverage brand that anticipate and satisfy their desire and need with low prices. Fun and joyful, and get inspired with the creativity in the designs of the bottles. Additionally, they drink the beverage with passion as they want it and emotionally connected to it. Furthermore, the accessibility and convenience that it is everywhere and easily accessible all over the world. Finally, the bottles are 100% recyclable so this reinforces sustainability. With Pepsi the value propositions are the same as Coca-Cola but they also have more in their website that “when the consumer is telling us what they really want right now is money in the pocket, we gave them money in the bag,” and they mean the bottle of the Pepsi with it. In conclusion, both brands are very similar to each other in their tastes, value proposition, cost and the positioning. They both need to protect their positioning and differentiate themselves more.