when people use your brand names as generic names and product names ,that brand has reached its heights.BUT the problem araises when they use 2 different brand names for the same product-it becomes a war to prove which brand is the best.
e,g-pepsico n cocacola
These two different brands have been used all over the world for same product i.e carbonated soft drinks.The weaker the brand means it is out of competition n giving up to the other brand which finally leads to a monopoly.
First let me give u a basic overview and slight differences between two brands-pepsi n coke.
 |
| SAME PRODUCT WITH DIFFERENT NAMES. |
COKE- PEPSI-
LESS SWEET FLAVOUR MORE SWEET
LESS FLUIDY MOREFLUIDY
MORE FIZZY LESS FIZZY
MORE SMOOTH LESS SMOOTH
FIRST COME ADVANTAGE LATE ARRIVAL
Given above are the slight differences in the product of two brands.But still we can say it as same product because the blind tests conducted proved that the consumers are not able to find out the differences between 2 products without knowing their brand name,in fact being a dominant brand -cocacola(major market share holder in beverages all around the world),many people who claimed hard core fans of coke preferred pepsi over coke and are not able to differentiate between them.so what makes the difference?
Its branding-
COKE N PEPSI--
1.COKE enjoys the first come advantage and in majority of countries it is the dominant brand and a generic name for carbonated soft drinks. PEPSI- being a late comer struggled initially to make a difference from coke,finally became successful through a series of ads endorsing michael jackson and many celebrities and more branding.PEPSI successful mantra lies in placing itself as a youth brand.
2.COKE RED-this means sales,energetic,stimulus initiator and excitement,grabs the attention of more eye balls.PEPSI BLUE- stability inspired with trust ,serene and universally well liked.Initially pepsi came with a combination of red and blue to gain the advantage of red color but later made a smart move to full blue to differentiate itself from its arch rival.(color branding)
After all this still coke is a dominant brand ,pepsi loosing its market share eventually n slowly.Here are the reasons what is bothering pepsico and what is pushing coke.
1.cokes first move advantage and its brand position in such a way it became a generic name in majority of countries than pepsi . BRAND POSITION-its majorly done by innovative campaigns,advertisement,operation management and communication channels.
video 1-pepsi change the game- by playing game in a different,amazing,exciting and innovative way
video2-pepsi change the game campaign by transforming into totally a different game-from cricket to foot ball
http://www.youtube.com/watch?v=Ior6SXL35NY
coke- open happiness campaign
http://www.youtube.com/watch?v=2gPcupJrqig
video 3-coke open happiness campaign
After watching these videos you will get to know what are they trying to do,whom are they targeting ,where are they missing their strategies.
video 1 n 2- pepsi is always strongly associated with cricket .
Target- India being a cricket craziest country it targets cricket fans and cricket crazy people.It means it is drawing attention of people who are crazy about and cricket .Its a good strategy ,so why only cricket as there are many others who are not crazy about cricket.
Here comes pepsi with a 2nd TVC ad forecasting ranbir kapoor (BOLLYWOOD YOUTH ICON) which targets football crazy people as pepsi research found out there is a increasing passion towards football among urban youth in India which slowly gains popularity in future all over the country.
Transforming cricket into football.Ya its a right n clever move .But i am asking why target only football and cricket?
Answer is given by coke-open happiness campaign (video 3)- Yes why should one target only to a fewer group of people ,target everyone- target one which everyone is associated i.e FEELINGS-happiness .Yes coke targets happiness i.e everyone all over the world.This is the smartest move,its superlative nothing can beat it.
COKE-Targets beautiful feelings of people, which everyone wish to feel and showing that happiness in a game in which people are crazy about-cricket in india,this has no boundaries and targets everyone.
The ad shows a group of kids playing cricket without shoes,goggs,caps and without having cash to toss.people cheering without shelter and everyone having fun together and a great time.It shows deep insights into behavior of Y generation-who prefer to share things,to be together than individually.This indirectly stimulates their inside neurons and helps to develop association with that brand.This is what it real happiness for present generation playing together ,sharing things.At the end the ad shows the God of the cricket-sachin tendulkar saying keep playing and be happy.
All together it is a perfect blend of reality,happiness and branding.
2.But still pepsico is able to give tough competition to coke without loosing its market and sweating coke .Here are the reasons beyond branding how pepsico is performing.
After interviewing several retailers and public all over india - the results showed that majority of people in india use coke and thums up as product name for carbonated soft dinks.
This happens in majority of retail shops.But people are compromising and accepting pepsi without any complaints.They are not going in search of coke products even its available in the immediate next shop.It doesn't applies all consumers but majority of consumers are accepting pepsi instead of coke.
The question is why retailers are taking pepsi instead of coke even when consumers are asking for coke???Here are the answers
1.consumers are compromising with pepsi even though coke is not available and majority of consumers are not insisting they want only a particular brand only.
2.pepsico gives more longer credit to retailers where as coke doesn't.
3.Its easy to get coolers for pepsico than coke as pepsi offers big cooler sizes than coke.
4.pepsico has got more sale representatives than coke and amazingly my interviews with retailers revealed that they majority of them are taking pepsi because of their friendly relationship with sales representatives of pepsi.
After all this Branding,marketing,sales,Operations management it is true that the two colas are never gonna give up .
video2-pepsi change the game campaign by transforming into totally a different game-from cricket to foot ball
http://www.youtube.com/watch?v=Ior6SXL35NY
coke- open happiness campaign
http://www.youtube.com/watch?v=2gPcupJrqig
video 3-coke open happiness campaign
After watching these videos you will get to know what are they trying to do,whom are they targeting ,where are they missing their strategies.
video 1 n 2- pepsi is always strongly associated with cricket .
Target- India being a cricket craziest country it targets cricket fans and cricket crazy people.It means it is drawing attention of people who are crazy about and cricket .Its a good strategy ,so why only cricket as there are many others who are not crazy about cricket.
Here comes pepsi with a 2nd TVC ad forecasting ranbir kapoor (BOLLYWOOD YOUTH ICON) which targets football crazy people as pepsi research found out there is a increasing passion towards football among urban youth in India which slowly gains popularity in future all over the country.
Transforming cricket into football.Ya its a right n clever move .But i am asking why target only football and cricket?
Answer is given by coke-open happiness campaign (video 3)- Yes why should one target only to a fewer group of people ,target everyone- target one which everyone is associated i.e FEELINGS-happiness .Yes coke targets happiness i.e everyone all over the world.This is the smartest move,its superlative nothing can beat it.
COKE-Targets beautiful feelings of people, which everyone wish to feel and showing that happiness in a game in which people are crazy about-cricket in india,this has no boundaries and targets everyone.
The ad shows a group of kids playing cricket without shoes,goggs,caps and without having cash to toss.people cheering without shelter and everyone having fun together and a great time.It shows deep insights into behavior of Y generation-who prefer to share things,to be together than individually.This indirectly stimulates their inside neurons and helps to develop association with that brand.This is what it real happiness for present generation playing together ,sharing things.At the end the ad shows the God of the cricket-sachin tendulkar saying keep playing and be happy.
All together it is a perfect blend of reality,happiness and branding.
2.But still pepsico is able to give tough competition to coke without loosing its market and sweating coke .Here are the reasons beyond branding how pepsico is performing.
After interviewing several retailers and public all over india - the results showed that majority of people in india use coke and thums up as product name for carbonated soft dinks.
This happens in majority of retail shops.But people are compromising and accepting pepsi without any complaints.They are not going in search of coke products even its available in the immediate next shop.It doesn't applies all consumers but majority of consumers are accepting pepsi instead of coke.
The question is why retailers are taking pepsi instead of coke even when consumers are asking for coke???Here are the answers
1.consumers are compromising with pepsi even though coke is not available and majority of consumers are not insisting they want only a particular brand only.
2.pepsico gives more longer credit to retailers where as coke doesn't.
3.Its easy to get coolers for pepsico than coke as pepsi offers big cooler sizes than coke.
4.pepsico has got more sale representatives than coke and amazingly my interviews with retailers revealed that they majority of them are taking pepsi because of their friendly relationship with sales representatives of pepsi.
After all this Branding,marketing,sales,Operations management it is true that the two colas are never gonna give up .
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