Strategies for Building Brand Image for Coke and Pepsi

NUST BUUSINESS SCHOOL, ISLAMABAD | STRATEGIES FOR BUILDING A BETTER BRAND IMAGE: A CASE OF COLA RIVALS IN THE PAKISTANI CONTEXT | Consumer Behavior – Research Paper | | | 12/29/2009 |

Asma Shamshad – Junaid Manzoor – Sidra Manzoor – Warda Zubair – Zafar A. Khan

CONTENTS
Table of Contents

Introduction to Cola Companies4
Company Profile – PepsiCo Inc.4
Company Profile – Coca Cola Company4
Introduction to Cola Wars5
Early battles leading to new Coke5
Introducing a new flavor6
Battle shifts to International Markets6
Pepsi troubles in Brazil6
Intrigue in Venezuela7
Pepsi’s problems elsewhere in International Markets……………………………………………………………………………7
Coke faces problems in Europe8
Issues of Contamination8
Coca Cola finally acts aggressively9
Pepsi’s Competitive maneuver near the millennium10
Pepsi’s role in Coke’s European problems.10
Pepsi’s antitrust initiations against Coca Cola 10
Coke and Pepsi in the Subcontinent10
Literature Review.12
Theoretical Framework.14
Independent Variables………………………………………………………………………………………………………………………….14
Communication.14
Perceived Quality 15
Availability.15
Price 15
Dependent Variable………………………………………………………………………………………………………………………………16
Brand Image.16
Hypotheses Development…………………………………………………………………………………………………………………….16
Analysis & Findings……………………………………………………………………………………………………………………………..17
Hypothesis Testing……………………………………………………………………………………………………………………………..24
Conclusion & Recommendations……………………………………………………………………………………………………………………………..27
Appendix………………………………………………………………………………………………………………………..…………………..28

List of Figures Figure 1: Gender Classification of the respondents 17 Figure 2: Age Group Classification 17 Figure 3: Do you drink Cola-soft drinks? 18 Figure 4: Weekly Consumption 18 Figure 5: Choice of Cola Brand 19 Figure 6: Preferred way of consumption 19 Figure 7: Preferred Cola Brand apart from consumption 20 Figure 8: Preferred Consumption Quantity 20