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Pepsi soft drink manufacturers was established nearly a century ago, the amount consumed and reputation are far less Coca Cola. But in the early years of the decade 90, Pepsi has had the honor to be ranked seventh in the 10 largest corporations United States, become competitors most powerful of Coca Cola. This makes the economics of the world look at Pepsi with the eyes completely different, as well as the Coca Cola formula for the feel secure. According to professional journals Beverage Digest, market share in the hands of Coca-Cola in the U.S. has lost 0.4% reduction is 43.7% while Pepsi’s market share increased 0.2% reaching 31.6%. This means that the market beverage, Pepsi still second after Coca-Cola but this is the first time since 1988 Pepsi gained market share of Coca-Cola. So the secrets of what Pepsi has achieved growth and success so strong?

The development strategy right

From 1950 to 1955, Pepsi has been applied in important policy decision. One is to improve taste drinks to no worse Coca Cola. The two are redesigned models of glass bottles and unified criteria its business. The third redesigned advertising activity, improving the brand image. Four are concentrating forces occupy large market offers drinks on the house that Coca Cola overlooked. Set 25 years as the city’s U.S. market is key objectives to develop giật win the war with Coca Cola.

By the end of decade 70, Pepsi has overcome the negative points of their sales and market share is increasing rapidly. Based on this, the strategy of Pepsi decided to implement strategies attack phase two, mainly apply strategies to the strong expansion of consumption, directly attacked the market where Coca Cola makes keeping. By the year 1991, total sales of Pepsi has increased more than four times compared with 1955.

On the way to build a brand, since after the second world war two, Pepsi has tracked Coca Cola and manipulate “the hundreds of thousands” to compete. As in 1975, Pepsi carried out the sample products, making the Pepsi brand names as well known to increase alcohol, make market share also expanded a lot. At that time, many people believe that Coca palatable than Pepsi or other types of beverage others. To everyone who was aware of the facts is not necessarily so, Pepsi was launching a strategy with the hope can defeat Coca called “Let Taste your decision!” ( “Let your tastes decide! “). With this plan, Pepsi set up the stations try at supermarkets and other stores in the United States. A confidential, Pepsi and Coca pouring into two different glasses, then called customer please try to drink two cups of water and to know what tasty than kind. Results has surprised many people: more than half the number of people taking the test chose Pepsi, although many of these are loyal customers had drinking Coca whole life.

In racing ads on television, nearly 10 years, Pepsi has always ranked in the Top 5 leading brand names, while Coca Cola only had to 8th. The success of Pepsi many experts are to be evaluated the effectiveness of the ads on the media mass. Pop princess Britney Spears has replaced the king of pop Michael Jackson to make female ambassador of Pepsi Cola. The super-soccer players such as international Veron, Raul, Beckham, Petit, Rivaldo also become the “representative” of the ad Pepsi Cola. In America, female actor Lisa Kudrow responsible for the entire job of advertising brand image of Pepsi Aquafina.

In addition, Pepsi also faster than Coca Cola in phases to create soft drinks or new products more relevant to consumer preferences. Recently, the American concern obesity has been clearly reduced the drink fresh water has caused gas revenues from snack cakes to contribute 39% of total sales of Pepsi.

Wise strategy on the prestige of opponents

In the market, the competition often has a large network of partners such as suppliers, distributors, manufacturers use the product included etc. … and this is also the resources generated power to them. By creating conflicts between opponents and their partners, Pepsi has created a lever to develop and enhance the prestige of their brand.

One example is in the success of Pepsi-Cola to Coca-Cola when the market in the 80 centuries ago. Coca-Cola when it is very strong and there are many partners to implement bottled for the company. Pepsi brought to the market kind of size bottle of Coca products and rapidly increasing market share. However, Coca can not follow because the partners of bottled Coca has invested a lot on the devices small bottlers and the search for a new bottlers will lose the long bottled available.

A battle to compete fully in the drama occurred in 1985. Meanwhile, on the occasion to celebrate 100 years with the birth date, Coca Cola suddenly declared to change the formula to phase used over 90 years, using the formula of a new phase recently studied successful. This new formula has spend tens of millions of U.S. dollars to research experiment. Any doubt, this product has just launching market had led to “tap room three storm”, consumers continued to protest this change and therefore, images Coca Cola also decreased seriously. Do not miss the rare opportunity to have, Pepsi spent a large sum of money credits advertising and television broadcasting throughout a month heaven. The ad’s content is quite special: A girl with eyes looking straight install emergency on the lens says “Who can tell me why a large soft drink manufacturers do so? Why do they change the formula and processing “and then suddenly the lens changes, still the girl that says” Because they change so I started drinking Pepsi “; then she drink a large Pepsi ngụm and chisel quit up: “O! Hours I know “. With this ad, Pepsi gradually overcome Coca Cola and affirmed their brand names.

In the context of competition in the market on a tough, to have a marketing strategy was successful – the often organizes programs to develop brand names, advertising on the means of mass media, promotional spend for customers is a tool that promote good business should take advantage of. And now, Pepsi, with its development strategy is effective towards the future a beautiful full-color … blue.

Tags: Brand Name, Business Idea, Coca-cola brand, Manufaturers, Marketing idea, Marketing strategy, Pepsi brand name, Soft drink

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