Strategies for Building Brand Image for Coke and Pepsi

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NUST BUUSINESS SCHOOL, ISLAMABAD|
STRATEGIES FOR BUILDING A BETTER BRAND IMAGE: A CASE OF COLA RIVALS IN THE PAKISTANI CONTEXT| Consumer Behavior – Research Paper|
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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 respondents17
Figure 2: Age Group Classification17
Figure 3: Do you drink Cola-soft drinks?18
Figure 4: Weekly Consumption18
Figure 5: Choice of Cola Brand19
Figure 6: Preferred way of consumption19
Figure 7: Preferred Cola Brand apart from consumption20
Figure 8: Preferred Consumption Quantity20
Figure 9: Advertisements as Influencers21
Figure 10: Influence of Celebrity Endorsement on Choice21
Figure 11: Coca Cola as a Brand22
Figure 12: Pepsi as a Brand22
Figure 13: Determinants of Quality of a Beverage22
Figure 14: Switching due to Non-Availability23

ABSTRACT

A brand is a transforming idea that converts something intangible into something of value. A firm’s brand image is continually evolving. As it enters new countries or markets, new brand extensions or product lines are added. Also new features in product and positioning may be modified or radically changed. With rising media, promotional costs and the trend towards globalization, brand image is perceived differently across different cultures. In the competitive markets it is imperative that company is able to narrate the brand identity by building a strong brand image. A company can follow number of strategies to create a better brand image. Ultimately the way consumers associate themselves with the brand would determine its success.

INTRODUCTION TO COLA COMPANIES
COMPANY PROFILE- PepsiCo Inc.
PepsiCo is one of the largest companies in the U.S. It figures amongst the largest 15 companies worldwide according to the number of employees hired. PepsiCo is a world leader in the food chain business. It consists of many companies amongst which the famous one is Pepsi-Cola, Frito-Lay and Pepsi Food International. The group is presently into two of the most profitable and growing industries namely, beverages and snack foods. It has scores of big brands available in nearly 150 countries across the globe. The group has established for itself once of the strongest brands in various segments of its operations. The beverages segment primarily markets its Pepsi, Diet Pepsi, Mountain Dew and other brands worldwide and 7-UP outside the U.S. markets. These are positioned in close competition with Coca-Cola Inc. of USA. A point which is worth mentioning is that Coca-Cola gets 80% of its...
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