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makes the business successful as customer is the elementary key of success of any
organization.
Compare and contrast the code of conduct of Coca cola, PepsiCo and Dr Pepper
There is a difference in marketing strategies among the companies. PepsiCo tries to
make an image on its consumer telling them the difference between Pepsi and coca
cola. It wants to tell people how it is different from coca cola; on the other hand,
coca cola defines its quality and product specification generated from its name. In
the same sense Dr. Pepper works. The pepper present in soft drink is made base line
for brand name telling consumer the ingredient of the product. The taste of cola is
how taken from its brand name.
PepsiCo is having brand with blue color while coca cola is using red color. Red color
is more close to its core product cola. So customers are more attracted toward cola
naturally. Also there was a difference of taste in both the brands. If talked about Dr.
Pepper, it has also adopted the same color for its brand. The products of Dr. Pepper
are not much spread in the world as those of PepsiCo and coca cola.
Pepsi and coca cola has been remaining in competition from a very long time
making advertisement race between each other and thus making high profits. Dr.
Pepper however is somewhat lagging as compared to these two pioneers [5]
Positive and adverse effects of these issues
Positive effects of marketing and advertising are to be in market and remain a well
known brand by the consumers. If we talk about PepsiCo and coca cola, they have
made tremendous marketing strategies and given continuous efforts to these two
factors of success. Also the relation between customers and services are maintained
by these brands. Making customer relationship is a good practice for being
successful in business. To be in completion always gives higher benefits. PepsiCo
and coca cola always remain good competitions while Dr. Pepper does not. The
results are Dr. Pepper was to be merged to another company as it was almost
thrown out of the market because of not being in competition.
Misleading the consumer and making false statements to consumers, distort the
relationship with them. It can have a bad affect on overall economy of the business.
Just like PepsiCo which has always compared its product with coca cola rather than
telling about itself to them. Avoiding such practices helps in making good business.
Consumer must be given a clear idea about the product and how the brand serves
for them. Coca cola has included in ethics of code not to compare its products with
its competitors unnecessarily but it can be made fairly and objectively. A
professional attitude is to be made with the representatives of other competitors
and thus it takes care of its value and image.
the environmental issue; just they want their original product they liked. Other
challenges are energy and global health that coca cola might face. In such case
coca cola needs to tell them about the benefits about this change and telling them
the environmental benefits of producing new packaging. Coca cola should recycle
its waste and energy saving equipments should be used.
Lobbying strategy
In Philippine, coca cola was accused to make unfair competition. RC cola, the
competitor of cola made a charge on coca cola for reserving imported bottles of rc
cola in three of its warehouses. In order to obey the decision of government, cola
made statement of fair policy and respect the competition. [10]
The strategy used by coca cola cannot be stated as good competition breaker.
Instead it could increase the quality of its own product rather than stocking
competitors product.
References
http://www.coca-colacompany.com/brands/product-descriptions
http://cokemnc.blogspot.in/p/organizational-structure.html
http://assets.cocacolacompany.com/45/59/f85d53a84ec597f74c754003450c/COBC_Engli
sh.pdf
http://www.cocacolafemsa.com/femsa/web/arquivos/KOF%20Business%20Code%20of
%20Ethics%202012.pdf
Company Evaluations: The Coca-Cola Company versus PepsiCo. (2003). Black
Book - U.S. Beverages & Snacks: Volume Growth Returns, But Margins under
Pressure, 252-260
http://www.forbes.com/sites/thesba/2013/04/25/tips-for-building-long-termclient-relationships/
http://www.marketingdonut.co.uk/marketing/marketing-strategy/ten-ways-tokeep-ahead-of-the-competition
http://www.coca-colacompany.com/plantbottle-technology/driving-innovationcoca-cola-and-ford-take-plantbottle-technology-beyond-packaging
http://www.vendingmarketwatch.com/article/10673657/digital-technologydrives-coca-cola-refreshments-vending-innovation
http://www.ukessays.com/essays/business/lobbying-practices-of-the-cocacola-company-business-essay.php
corporate citizenship in a global context corporate social responsibility
initiative working paper no 13, nelsane jane 2004