Marketting Strategies of Coke and Pepi

Marketting Strategies of Coke and Pepi

Comparative study on the marketing strategies of Pepsi and Coca-Cola on the youth

A Research Project under Research Methodology


This report includes a comparative analysis of the marketing strategies of the two rivals Coca-Cola and Pepsi. Analysis of research data will provide an overview of the market, which will be evaluated to provide a conclusion of the two different brands of cola in terms of their marketing strategies.

Coca-cola was invented in 1886 by Dr John S Pemberton. Ownership passed to Asa Candler’s company and remains the producer of coca-cola. (Wikipedia website) Coca-cola was introduced to the UK in 1900. (Coca-cola website) Coca-cola is the most recognised brand in the world, with influence being so great that “the now famous red-suited Santa that is now known and accepted … as the popular image of Santa Claus.” (Coca-Cola website)

Pepsi-cola was invented in 1898 by pharmacist Caleb Bradham. (Wikipedia website) Trademarked in 1903 Pepsi-cola has been in a battle with Coca-cola for dominance of the soft-drink market for over a century, in recent years it has fallen behind coca-cola in regards to market share.

The “Cola-Wars is the term used to describe the campaign of mutually-targeted television advertisements and marketing campaigns in the 1980s and 1990s between Coca-Cola and Pepsi-cola” (Wikipedia website) This report aims to analyse whether the Cola-war still exists and whether the Cola-war continues to consist of Coca-Cola and Pepsi-cola or if other brands, specifically Virgin-cola have been able to gain a foothold in the market.



According to Consumer Reports, in the 1970s, the rivalry continued to heat up the market. Pepsi conducted blind taste tests in stores, in what was called the "Pepsi Challenge". These tests suggested that more consumers preferred the taste of Pepsi (which is believed to have more lemon oil, less orange oil, and uses vanillin rather...

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