Analyzing Pepsi vs. Coca-Cola: A Persuasive Essay on Brand Choice

This persuasive essay argues that Pepsi is a better choice than Coca-Cola due to its diverse product range, strategic marketing, and customer-centric approach. Pepsi's ability to cater to various cultural preferences and health trends, along with its successful snack division, gives it a competitive edge. The essay highlights Pepsi's innovative advertising campaigns featuring influential personalities and its attention to cultural nuances in different regions. While Coca-Cola primarily focuses on carbonated beverages, Pepsi offers a wider variety of options, including non-carbonated drinks, fruit juices, and healthy alternatives. The essay concludes that Pepsi's comprehensive approach to product development and marketing positions it as a superior brand in the beverage industry. Find more essays and study resources on Desklib.

Running head: PERSUASIVE ESSAY ON SELECTING PEPSI OVER COCA-COLA
Persuasive essay on selecting Pepsi over Coca-Cola
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1PERSUASIVE ESSAY ON SELECTING PEPSI OVER COCA-COLA
Pepsi and Coca-Cola have been competing with each other over the past 19th century.
Pepsi has a wide variety of soft drinks and offers carbonated drinks like Coca-Cola. Besides, it
also serves bottled mineral water, orange-flavored drinks and bottled soda. Both of the two soft
drinks makers being leaders in the beverage industry have a good holding of customers with a
substantial investment. However, Pepsi is way better while making a choice over the two soft
drink makers that are Pepsi and Coca-Cola. One of the most reasons that Pepsi wins over Coca-
Cola is that it not only offers non-carbonated drinks but also offers a large variety of beverages.
Apart from beverages, Pepsi also offers snacks, which holds a significant position in the
industry of snacks across the globe. In terms of product range, Pepsi is in advantageous position
than Coca-Cola (Hafiz, 2015). It serves different products keeping different customer
segmentation in mind. For example, on the verge of health trend across the world, Pepsi has
introduced, caffeine free diet version of its carbonated beverage. Along with that, it also offers
Gatorade version of isotonic drinks for its customers, who are into sports. Aquafina Alive and
Pepsi Naturals are the two of the most significant ranges of Pepsi that has gained a huge response
from the customers. Such measures have increased Pepsi’s revenue from 5.4% decline in 2015.
On the other hand, Coca-Cola barely offers such unique varieties of soft drinks to its customers
and as a result, it further declined as compared to the 3.7% decline in the same year (Saleem,
Rahman & Umar, 2015). According to Pommer, (2014), the dividend growth of PepsiCo was
reported 10% while Coca-Cola’s dividend growth was reported at 8.5%, which clearly shows
customer swift to Pepsi over Coca-cola.

2PERSUASIVE ESSAY ON SELECTING PEPSI OVER COCA-COLA
While portraying its products over advertisements, Pepsi follows a distinctive style in
order to attract its customers. Targeted to the next generation, Pepsi conveys to its customers that
it is something more than just a soft drink; rather it is something that has mainly meant for the
generation ahead. The products range of Pepsi targets the customers irrespective of their cultural
aspects (Tabassum et al., 2014). For instance, for its Mexican customers, it offers a complete
distinctive apple-flavored drink, Manzanita Sol as apple made drink is significantly popular
among the Mexicans. Similarly, in India, it has introduced lemon flavored drink keeping the
tradition of lemon flavored drink among the citizens in mind. Undoubtedly, the lemon flavored
drink; Nimbooz achieved massive popularity in India. However, the Coca-Cola has primarily
focused on the carbonated beverages, which is being avoided by the most people due to its
disadvantages regarding health around the world.
Pepsi designs as well as positions its products strategically against the products of Coca-
Cola and other soft drinks makers. It offers potato chips which are considered as popular as
beverages. It brings unique tastes through the potato chips that made it the leading brand of
snack industry throughout the world (Metz, 2015). Among the non-alcoholic beverage, fruit
juices offered through Tropicana was one of the most successful achievements of Pepsi in the
beverage industry. The brand Tropicana powered by Pepsi offers overall all kinds of fruit juices
that show its strong inclination towards producing beverages that are healthy.
Regarding the promotional strategy, Pepsi adopts unique strategies in portraying its
products over the advertisements. The personalities of international importance are hired to
feature in its product advertisement campaigns (Aguirre-Mar, 2013). The advertisements are
structured in a way that persuades the customers to use items produced by the brand. The other
aspect that the company is highly inclined towards is that it hires those personalities who have a

3PERSUASIVE ESSAY ON SELECTING PEPSI OVER COCA-COLA
strong influence mainly on the young generation such as the celebrities from film industry
(Saleem, Rahman & Umar, 2015). It designs the advertisements as per the cultural aspects in
different parts of the world. To be more specific, the marketing and promotional strategies in
order to feature its products in the western countries are completely different from the strategies
it adopts for the eastern countries.
The promotional and marketing strategies of Coca-cola hardly consider these aspects
while featuring its products on the mediums of advertisements. It mainly focuses on stunt based
advertisements that sometimes brings opposite results as it brings harmful results for the children
as well as for them who are of adolescence age group (Aguirre-Mar, 2013).
To conclude, it can be said that Pepsi is the largest beverage maker in the soft drink
industry. However, Coca-Cola is regarded as one of its main rival in the industry; Pepsi wins
over while making a choice between these two brands. From products range to designing
products and promotional strategies Pepsi is in an advantageous position to give tough
competition to Coca-Cola. The most distinctive aspect that makes it a better brand than Coca-
Cola is marketing approach which considers cultural aspects while featuring its products.

4PERSUASIVE ESSAY ON SELECTING PEPSI OVER COCA-COLA
References
Aguirre-Mar, M. (2013). Global Structural Design and Results: PepsiCo Case. Journal of
Strategic Leadership, 4(2), 6-13.
Hafiz, R. (2015). Rethinking Brand Identity to Become an Iconic Brand-A Study on Pepsi. Asian
Business Review, 5(3), 97-102.
Metz, F. (2015). Pepsi's mission statement. An analysis. GRIN Verlag.
Pommer, B. (2014). Market definition and analysis of Pepsi-Cola.
Saleem, S., Rahman, S. U., & Umar, R. M. (2015). Measuring customer based beverage brand
equity: Investigating the relationship between perceived quality, brand awareness, brand
image, and brand loyalty. International Journal of Marketing Studies, 7(1), 66.
Tabassum, S., Umer, J., Rauf, S., Shafiq, A., & u lain Ayaz, Q. (2014). MERGER AND
ACQUISITION of PEPSI Co ON THE BASIS OF FINANCIAL
ANALYSIS. International Journal of Innovation and Applied Studies, 9(3), 1079.