For several years Coca Cola and Pepsi have
known a fierce competition on the soft drinks market. However, both companies
use marketing methods and advertising strategies that are completely different.
For example, Coca Cola displays itself as dynamic and near the consumers. Its
commercials are often very colorful and cheerful, so the company appears as a
valued added product.
For its concern, Pepsi through its ads and
marketing strategies, often compares its product with Coca Cola’s beverage. For
example, in the advertisement below, we can see a Coca Cola can, which is Pepsi’s
biggest competitor.
Note that Coca Cola’s logo and name are not
displayed on the can, but all the elements are there to make us believe it is
Coca Cola. We quickly conclude that it is the company that Pepsi wanted to present.
In my opinion, this is not such a good idea, since people that look quickly at
the advertisement without observing the details may just keep in mind the Coca
Cola image. Indeed, it takes a few seconds to see that is a advertisement of
Pepsi lowering Coca Cola’s product. Pepsi positions itself as superior and
better than its opponent. In this video, the same situation happens, Pepsi wants to mark its territory and show that it is more important than Coca Cola in Quebec.
Indeed, the scenes in the ads are reminiscent of Quebec's characters and culture. This type of marketing is visible for several years from Pepsi. A similar advertising played on television ago.
In addition, during the summer of 2012 in
Quebec and across Canada, Pepsi had a promotion team that was present in all
major events. They had a stand with hidden cups. In one: Pepsi, in the other: Coca
Cola. People tasted both beverages and they were asked for their favorite. The
problem? Even if the person mentioned Coca Cola, Pepsi’s promotional agents had
no argument to defend themselves against its opponent. Another disadvantage I
see is probably that for this promotion, Pepsi had to buy a large quantity of
the competitors’ product. Not illogical, don’t you think?
That being said, the competition remains fierce
between these two companies. Maybe it seems less obvious for you being Europeans,
but know that in Quebec, Pepsi dominates Coca Cola. This is why marketing and
advertising strategies are likely to make Quebecers and Canadians lean in favor
of the competitor. In addition, in recent years, Coca Cola spend fortunes in
advertising in Canada and ensures that it is very present among the Young public.
The fight is fierce.
Sophie Marcoux
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