Coca Cola Coke vs.

Pepsi Coke DDCE Framework Brand Distinction

Heritage Coca Cola 1. Created in 1886 in Atlanta, Georgia, by Dr. John S. Pemberton, Coca-Cola was first offered as a fountain beverage at Jacob's Pharmacy by mixing Coca-Cola syrup with carbonated water. 2. Using logo 125 years 3. Brand extensions to clothes. Pepsi 1. Pepsi was first introduced as "Brad's Drink" in New Bern, North Carolina, United States, in 1898 by Caleb Bradham, who made it at his home where the drink was sold. 2. Change logo 13 times

3. Line extensions, e.g. Diet Coke, Coca Cola Light, Coca Cola Zero. 4. Quick response: i) In 1985, change the formula to New Coke, but publics nostalgia for the old drink, management accept protests and returned to the old formula (Classic Coke) ii) Face of negative news

Context

Brand Lifecycle: In the Maturity Stage, need to build long-term loyalty (5Cs marketing framework written on Q1 Market Share) 1. Using TV advertise to delivery their Core meaning Happy 2. Launch the Super Chill automated vending machine services in summer. 1. Using top artist / singer on TV advertising. e.g. Melanie Amaro (2011 X Factor Winner) Rain, Louis Koo, Aaron Kwok, Jay Chou, David Beckham.. (but few broadcast in HK market)

3. Sweepstakes

4. Introduction of limited edition products Goals Growth strategies: A/ Market penetration (in Current Markets and Current Product) Issue new website iCoke.hk to (I cant find any information ar) introduction the best taste for Coke at HK local restaurant (e.g. , , ), and provide coupon on those restaurant increase market share and product usage

Positioning

Provide happiness to all customer

Not clear image may be target for teenage or active people

Destiny

Ultimate Dream: Brand mission

Coca Cola Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company and serves as the standard against which we weigh our actions and decisions. - To refresh the world. - To inspire moments of optimism and happiness. - To create value and make a difference.

Pepsi Our mission is to be the world's premier consumer products company focused on convenient foods and beverages. We seek to produce financial rewards to investors as we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate. And in everything we do, we strive for honesty, fairness and integrity.

Ultimate Dream: Brand vision

Our vision serves as the framework for our Roadmap and guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable, quality growth. -People: Be a great place to work where people are inspired to be the best they can be.

PepsiCo's responsibility is to continually improve all aspects of the world in which we operate - environment, social, economic creating a better tomorrow than today." Our vision is put into action through programs and a focus on environmental stewardship, activities to benefit society, and a commitment to build shareholder value by making PepsiCo a truly sustainable company.

Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs.

Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value.

Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities.

Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities.

Creating Value Values

Productivity: Be a highly effective, lean and fast-moving organization

Our values serve as a compass for our actions and describe how we behave in the world.

Leadership: The courage to shape a better future Collaboration: Leverage collective genius Integrity: Be real Accountability: If it is to be, it's up

Care for our customers, our consumers and the world we live in. We are driven by the intense, competitive spirit of the marketplace, but we direct this spirit toward solutions that benefit both our company and our constituents. Our success depends on a thorough understanding of our customers, consumers and communities. To foster this spirit of generosity, we go the extra mile to show we care. Sell only products we can be proud of.

to me

The true test of our standards is our own ability to consume and personally endorse the products we sell. Without reservation. Our confidence helps ensure the quality of our products, from the moment we purchase ingredients to the moment it reaches the consumer's hand.

Passion: Committed in heart and mind Diversity: As inclusive as our brands Quality: What we do, we do well

Speak with truth and candor. We tell the whole story, not just what's convenient to our individual goals. In addition to being clear, honest and accurate, we are responsible for ensuring our communications are understood.

Balance short term and long term. In every decision, we weigh both shortterm and long-term risks and benefits. Maintaining this balance helps sustain our growth and ensures our ideas and solutions are relevant both now and in the future.

Win with diversity and inclusion. We embrace people with diverse backgrounds, traits and ways of thinking. Our diversity brings new perspectives into the workplace and encourages innovation, as well as the ability to identify new market opportunities.

Respect others and succeed together. Our mutual success depends on mutual respect, inside and outside the company. It requires people who are capable of working together as part of a team or informal collaboration. While our company is built on individual excellence, we also recognize the importance and value of teamwork in turning our goals into accomplishments.

Personality

-Reflected a certain lifestyle: Glamorous, Active, Happy, Optimistic, call it the lifestyle of the refreshed. - consumers have a clear view of the brand values thatmake up the brand personality, just like the values and beliefs that make upa person. Many people see Coca-Cola as a part of their daily life. This similarity between the brand and the consumer leads to a high degree of loyalty and makes the purchasing decision easier

-Drink the Diet Pepsi since it fills me up and satisfies my sweet tooth without hitting me up with a ton of calories -In the summer I make ice pops with Pepsi, for some reason it gives me a nostalgic feeling while providing me with a nice no calorie desert. -Pepsi contains carbonated water,corn syrup(unless its diet),caramel color, phosphoric acid and natural flavors. It has 25 mg of Sodium, 27 g of carbohydrate and 27 sugars for regular Pepsi giving you 100 calories an 8 oz serving.