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

3. 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

4. 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

5. 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

6. 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

7. 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”

8. 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?

9. Pepsi Challenge

10. Some short clips from the Pepsi Challenge to introduce this topic
A Day in the Life of Pepsi CEO Are Snacks Bad For You Pepsi’s New Challenge

11. 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.

12. 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)

13. 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

14. 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

15. 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

16. 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.

17. 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
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18. 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?

19. 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 Yahoo.com. March 21, 2013.