Comparative Analysis of Coca-Cola and Pepsi's Marketing Strategies

This report provides a comparative analysis of the marketing strategies employed by Coca-Cola and Pepsi, two leading multinational beverage companies. The analysis begins with an introduction that highlights the importance of adapting to market changes and technological innovations, emphasizing the significance of sustainability in the industry. The report delves into the competitive strategies of both companies, exploring Coca-Cola's emphasis on diversity and positive management, and Pepsi's focus on motivation and employee empowerment. It then examines the supply chain designs of both companies, including their distribution networks and logistical approaches. Furthermore, the report contrasts the sustainability decisions of Coca-Cola and Pepsi, highlighting their approaches to environmental and social responsibility. Concept maps are provided to visually represent the sustainability strategies of each company, covering aspects such as manufacturing, distribution, and sales. The report concludes by summarizing the innovative and sustainable strategies of both companies, emphasizing their use of demographic data, market research, and internet-based marketing to maintain their competitive edge. The report references several academic sources to support the analysis.

COMPARING AND CONTRASTING COCACOLA AND PEPSI STRATEGIES
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Introduction
Advancements in innovation strategies are varying in different products, most of the companies
are required to change their strategies due to technological innovations. This is due to consideration of
the long terms form of changes in consideration to sustainability of the product in the market. These may
include, increased or more diverse media strategies and the new technology. Due to these advancements
consumers are becoming more informed and also receive the products conveniently and with quality
measures. The overall idea behind this is to make sure that the product will be able to sustain itself within
the market from its competitor. In this case, the analysis is limited to coca cola and Pepsi products as the
international based products with different marketing strategies (Xavier 2018).
Competitive strategy
Coca-Cola mostly depends on the idea that revolves around diversity making sure it leads and
creates the environment which is fairy working. The management strategies are put into place by making
sure the managers have maintained an atmosphere that is positive that accentuate human dignity. On the
other hand, Pepsi operates using the motivation idea and also the empowerment criteria. It emphasizes
roles of the workers in the production process.
Design of supply chain using six drivers
Coca-Cola mostly uses containers and trucks in shipping and distribution to distributors. Proper
implementation not to end up compromising the strategies. Vehicles are inspected for structural integrity,
security, suitability in terms of loading and cleanliness. Distribution is then made from the plant to the
centers and distributors points (Newell 2018). This is by using commercial vehicles or bottlers fleet. Pepsi
on the other hand uses intensive, exclusive, direct and selective distribution. This is done according to the
available outlet.

Distribution networks
The coca cola company mostly performs its operations through the local channels. It manufactures and
also sells, syrup and the beverages. It owns the brand and thus makes it responsible for the consumer
initiative in branding. The partners in bottling mostly work closely with their targets. This promotes the
product to become local in the market. The arrays are categorized as wholesalers, retailers, restaurants,
petrol stations and automated teller machines (Torkornoo 2017). Pepsi have different mode since it uses
their channels in order to reach to the market. One is direct store, under this is where the company
distributers and bottlers will be the ones to deliver the products to the retail stores. The other one is
customer warehousing which happens to be a less expensive mode of distribution. This form of channel is
efficient especially to a place where fragile and perishable goods are used. The last is third party form of
distribution where the company distributes its products to businesses, restaurants, schools and hotels
using vendors and operators.
Sustainability decisions
Coca-Cola’s form of sustainability and responsibility is indispensable in the culture. The company tries to
guide the decisions and also the investments which are long-term in making sure the last value is
delivered. It has a strategy of building fundamental principle in sharing and also improving value creation
with the relevant stakeholders. On the other hand, Pepsi believes in opportunity seeking in order to bring
change of the way the world normally produces, consumes, distributes and disposes in tackling the shared
challenges. This happens by aiming to their reach, expertise and scale which will contribute to a more
sustainable endeavor which is still in the process of driving the economy without trying to exceed the set
boundaries (Taylor et, al. 2017).

Concept map for sustainability strategies for Coca-Cola
Sustainability strategy
Supply chain strategies
Manufacture and packaging
wholesalers
Storage in warehouses
retailers
Fountain sales
Sales and transport
drivers
Vending machine sales

Concept map for sustainability strategies for PepsiCo
drivers
sustainability
Competitive strategy
Direct store delivery
Major distribution
Supply chain strategies
Vending and food
services systems
Broker warehouse
distribution
Transportation
Information
Inventory

Conclusion
There is the fact that Coca-Cola and Pepsi has both very innovative and also sustainable strategies
as way of marketing their products to the end users. this brings no doubt that currently the products are
the best within the local and international market. This is because of the strategies that the company has
used in demographic data, market research, relationship with its customers and also the secondary sources
of data collection. Coca-Cola and Pepsi have utilized internet as a marketing platform to collect the
available information that mostly comes from internet surveys. This even makes the companies to update
their production, distribution and marketing strategies. This has contributed to the products being much
more competitive than all other products which are similar.

References list
Corrêa, H.L. and Xavier, L.H., 2018. Concepts, design and implementation of Reverse Logistics Systems
for sustainable supply chains in Brazil. Journal of Operations and Supply Chain Management, 6(1), pp.1-
25.
Eccles, R.G., Ioannou, I. and Serafeim, G., 2016. The impact of a corporate culture of sustainability on
corporate behavior and performance (No. W17950). Cambridge, MA: National Bureau of Economic
Research.
Kashmanian, R.M., 2017. Building greater transparency in supply chains to advance sustainability.
Environmental Quality Management, 26(3), pp.73-104.
Nath, D. and Newell, S.E., 2018. Organizational responses to a hypercompetitive environment: A case
study of Pepsi Canada. Journal of Business Research, 41(1), pp.41-48.
Taylor, F.C., Satija, A., Khurana, S., Singh, G. and Ebrahim, S., 2017. Pepsi and Coca Cola in Delhi,
India: availability, price and sales. Public health nutrition, 14(4), pp.653-660.
Torkornoo, H. K., & Dzigbede, K. D. (2017). Sustainability Practices of Multinational Enterprises in
Developing Countries: A Comparative Analysis of Coca-Cola Company and PepsiCo Inc. Journal of
Global Initiatives, 11(2), 19-30.