Link to video http://www.youtube.com/watch?v=vPjg5lBOcu8 Coca-Cola The Real Story Behind The Real Thing CNBC Video Link to video http://www.youtube.com/watch?v=vPjg5lBOcu8

Coca-Cola The most recognizable brand in the World There used to be just Coke and Pepsi. Now there are lots of choices. Energy Drinks are really taking over Coke has a secret research facility The original formula is locked in a vault

Coca-Cola Bottle Shape Impulse Buying – 50% of People tend to make their decisions for soft drinks in the first 5 seconds down the grocery store isle Coke owns their unique “bottle shape”. That curved bottle is magical. It has a look and a feel that is different than other bottles When they changed their 2L bottle shape and it resulted in a million more sales

Coca-Cola Brilliant Marketing Selling Good Times and Warm Feelings People remember ads and they are stored in their minds for years. That influences their purchases throughout their lives. Building up positive associations with their customers. A memory bank of positive memories. Coke sponsors sporting events and winners of sport championships are often seen drinking coke after the game Coke is great at inspiring emotions

Marketing Blunder of the Century Coca-Cola In Nationwide, side by side, blind taste test comparisons, more people preferred the taste of Pepsi over Coca-Cola Coke was the #1 selling soft drink but people did not like the taste as much as Pepsi After Coke did its own taste tests with similar results it decided to change the 99 year old formulation

Marketing Blunder of the Century Coca-Cola They introduced New Coke in 1985 The backlash was immediate – people were REALLY upset Lady said “You were playing around with my youth” In less than 3 months, Coke returned to the original formula calling the product “Coca Cola Classic”

Coca-Cola Describe why coke has been so successful? Questions Describe why coke has been so successful? List 2 drinks people are choosing now instead of coke. Why are they drinking them instead? Why was New coke, introduced in 1985, such a bad idea? Why does coke sponsor sporting events?

Pepsi Challenge

Some short clips from the Pepsi Challenge to introduce this topic A Day in the Life of Pepsi CEO https://www.youtube.com/watch?v=VjsfqfJhgtA Are Snacks Bad For You https://www.youtube.com/watch?v=Fccv-9pez00 Pepsi’s New Challenge https://www.youtube.com/watch?v=iIm8cI6BjtI

Pepsi Can PepsiCo create healthier products and continue to thrive as the largest snack food company in the world? What do Diet Pepsi, Tropicana orange juice, Fritos corn chips, and Cap’n Crunch cereal have in common? They’re among the more than one billion products purchased every day that are made by PepsiCo.

Finding New Ingredients for Healthier Products Pepsi Small Army of Globetrotting Scientists They are investigating a remote region in the Southwest corner of China Study remote plants and vegetables for unique ingredients They want to double the revenue of their nutrition business Newest Product – Drinkable oats (fruit, skim milk and oats)

Pepsi Focus Groups and Professional Testers Flavour scientists look for ways to reduce sugar and add taste Focus Groups are asked questions about the “Smash Bar” (cereal, fruit, nuts and chocolate) Professional Testers are trained to differentiate subtleties in taste Trying to refine a new lemon/lime soda They look at 26 Attributes The testers did not like the aftertaste

Pepsi Product Placement They put the drinks across from the chips Drinks outsell chips 3:1 They want to convince people to buy more chips If Pepsi doesn’t sell, it will lose store space Sell lots = get more store space

African American Market Pepsi Pepsi created the first African American Sales Team Wanted to target what was called at that time the “Negro Market” African American schools and churches welcomed Pepsi They developed Brand Loyalty by being willing to reach out to that community In many ways the broke the color barrier in Corporate America

Pepsi In November 2006 purchased Naked Juice as part of its continued focus on healthier products. PepsiCo bought the SoBe line of drinks in October 2000 for $370 million, beating out Coca-Cola in the acquisition.

Describe the new bottle shape. What is the reason for the change? Pepsi rolls out new shape for 20-ounce bottle in April, first redesign since 1996 Describe the new bottle shape. What is the reason for the change? Where will the new bottles first appear? Where will they be rolled out next? Its current 20 ounce bottle made its debut in what year? What changes have occurred over the years since that date? Link to article http://news.yahoo.com/pepsi-rolls-shape-bottle- 221025372.html

Website Comparison Visit www.pepsi.com and Coke’s website Compare their websites. Describe each homepage How do they market their products? How are they the similar/different?

Bibliography Lee, Melissa. Coca-Cola The Real Story Behind the Real Thing. CNBC video. Feb 9, 2010 Holt, Lester. Pepsi Challenge. CNBC video. Nov 2011. I Can’t Believe Its Pepsi – Unexpected Products. CNBC.com slideshow. Compton, John. John Compton Explains Product Placement. CNBC video. Nov 21, 2011 The associated press. Pepsi rolls out new shape for 20-ounce bottle in April, first redesign since 1996. Yahoo.com. March 21, 2013.