Coke vs.
Pepsi Part 1 of 2
Hello all viewers of blogs. This segment is on Coke and
Pepsi. Arguable one of the most competitive campaigns. There are many facets to
look into. Here, first we will be looking at target market and multiple modes
of advertising. Next will be promotion and branding and the balance between
promoting the original and changing the product to suite the current social trends.
So as these companies have had such an impact, lets look at them individually
to see how they work.
(image from - http://economicstudents.com/2012/10/coca-cola-vs-pepsi-the-economics-behind-cokes-dominance/
)
Emphasis on target market-
Both Coca Cola
and Pepsi go to a lot of work to
appeal to their respective target markets, that are the same market, young
people and as a compliment to take away meals. This means that all their
advertisements will be designed to appeal to this group. For Coke, their commercials come in one of
two types, for take away stores and for young people. The take-way stores
adverts usually feature videos of people laughing and eating together while
drinking coke, with the catchphrase, ‘open happiness’
This implants the idea that the drink both give pleasure and
go well with these meals, so when people are hungry they will remember this as
a good combination. Similarly their other campaign is with young people. Their
commercials are ever changing as they know that this target is constantly
updated to new things and want to remain in their thoughts.
For example there was the campaign of the $2. Coke can with different colours, to
remind them of a cheap cool drink. The change in colour also implants the idea
that when they see that colour now, they will also associate it with coke,
therefore keeping in their minds and more likely to buy. See the below video to
understand the above point.
(video website- https://www.youtube.com/watch?v=2In682MEs8c )
Similarly Pepsi,
which is a very similar product to Coke, has the same target market. They
appeal the same to target markets. People however become very picky when it
comes to these competing brands whose only difference is slight in taste. They
both push the idea of a cool refreshing drink.
Use of multiple modes for advertisements
Both Pepsi and Coke use a range of different modes for
their advertisements. They both have adverts on the radio and television. The
commercials that air on the television usually come on between lunch and dinner
time to stimulate people to drink these products with their meals. They both
have a website, tough Coke’s is more
users friendly. On the coke website, it also offers readers to follow them in
over 7 social media to alter them of specials and events. This engages with
young people who are constantly on social media but also will keep them in
their minds and therefore more likely to buy their products.
Also by using multiple mediums, they will be able to reach
more people, for example some people may not own a computer or listen to the
radio, therefore by using more places they are more likely to reach and
advertise to more people.
The above information is from observation of commercial’s
and exploration of their websites. The commercial comes from YouTube and is
used to illustrate the above point.
-
By Alissa
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