Coke vs Pepsi de-Positioning

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CONTENTS
Introduction ................................................................................................................................... 1 Coca Cola versus Pepsi Cola – The History.................................................................................. 2 Examples of Coca Cola vs Pepsi De-Positioning .......................................................................... 3 Critical Analysis ............................................................................................................................ 5 Conclusion..................................................................................................................................... 8 References ..................................................................................................................................... 8

De-Positioning of Coca Cola vs Pepsi

Many times a company deliberately repositions its brand to attract new customers, based on characteristics, towards which, the market seems to be more interested in. This may often involve significant change in marketing strategies of such companies due to the market dynamics to promote and revitalize its brands. But,the concept we will be discussing here is based on repositioning of competitors’ brands rather than changing the position of one's own brand and is called De-positioning. Marketers are expected to do more than just brand positioning, or repositioning, to promote their brands and increase sales. Moving your company forward is one thing, while holding back the competitors is quite another thing.

By definition, “De-positioning is an attempt to change the identity of competitor's brands and products, relative to the identity of your own product, in the collective minds of the target market”This means changing the customer's reception about competitor's brands in a less favorable manner. So, it's about manipulating your competitors’ market image in a way, that your own brand looks superior to it, allowing you to earn your competitors’ market share. According to an article by Kelly Alan, “The aim of De-positioning is about gaining and holding relative position, and driving a wedge creating distance - between you and your rivals”

De-positioning is not necessarily about criticizing or condescending competitor's product in adishonest approach. We can say that De-positioning is like war; but played like a sport - like a match of speed chess, where moves are proactive, prompt and usually disguised. It's not about harming or provoking the other brand but in fact a part of the game to earn more market, which in this scenario is earned by taking away from your competitors. In order to achieve competitive advantage, firms who want to take customer base away from their competitors for themselves, must play a more clever game of positioning and de-positioning, assess both opportunities and threats in a dynamic environment and make move(s) to win maximum benefit of the situation.

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De-Positioning of Coca Cola vs Pepsi
However, it is also very important to understand that if the competitor’s image is to be handled in any way whileDe-positioning, all the facts ensuring maximum caution

NTRODUCTION should be taken care of in order to avoid any sort of legal issues originating from incautious use of the competitor’s image.

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COCA COLA VERSUS PEPSI COLA – THE HISTORY
Our main focus of study in this assignment is to discuss various de-positioning tactics used by two of the biggest players in soft drinks industry fighting for the same market to earn the supreme leadership, Coca Cola and Pepsi Cola. The Coca Cola was first introduced in 1886 and the Coca Cola Company was founded in the year 1888 and the drink Coca Cola began to be sold in bottles in March 12, 1894. It was the same year when the first advertisement of this drink was painted on a wall. In 50 years of its inception, the drink got so popular that it started to be...
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