Just my two cents on the war between 2 main players in the fizzing industry

1. My thoughts on
Pepsi VS Coke
The Soda Wars

2. Market Performance
2008 2009 2010 2011 2012
Coca-Cola 17.3 17.0 17.0 17.0 17.0
Pepsi 10.3 9.9 9.5 9.2 8.9
Diet Coke 10.0 9.9 9.9 9.6 9.4
8
10
12
14
16
18
20
Brands Rank by CSD Volume [1]
PepsiCo. may have won over Coke as a whole company in 2006 (with their snack products), but in the
bursting world of soda market share, Coke is the king for more than a century.
2008 2009 2010 2011 2012
Coca-Cola Co. 42.7 41.9 42.0 41.9 42.0
PepsiCo. 30.8 29.9 29.3 28.5 28.1
0
5
10
15
20
25
30
35
40
45
Companies Rank by CSD Volume [2]
2008 2009 2010 2011 2012
Coca-Cola 31,944 30,990 35,119 46,542 48,017
Pepsi 43,251 43,232 57,838 65,881 65,492
-
10,000
20,000
30,000
40,000
50,000
60,000
70,000
Revenues (In millions) [3]
Source: [1], [2] Beverage-Digest
[3] Companies Annual Reports

3. Top 5 Campaigns
• Coca-Cola Happiness
Machine
• Coca-Cola Share a Coke
• Coca-Cola Open Happiness
• Coca-Cola Brrr TVCs
• Coca-Cola Coke Side of
Life
• Pepsi Challenge
• All of Pepsi Football
TVCs
• Pepsi Stuff
• Pecsi in Argentina
• Pepsi Live For Now

4. Diet Coke VS Coke Zero
• Coke Zero is marketed to men while Diet Coke is
marketed to women. Coke Zero even has the nickname
“Bloke Coke” in the UK [1]
• While Coke Zero is a modified form of Coca-Cola recipe,
Diet Coke use completely different formula [2]
• Diet Coke is released to compete with Diet Pepsi in
1983, and it is more successful than Coke’s first diet
soft drink, TaB [3]
Source: [1] http://ind.pn/17MMyjN
[2] http://bit.ly/13Y67YN
[3] http://bit.ly/1bud8lJ

5. Pepsi Max VS Diet Pepsi
• Pepsi Max has more caffeine than Diet Pepsi [1]
• Pepsi Max was once named Diet Pepsi Max, but in 2009
PepsiCo redesigned and re-branded many of their
products and Diet Pepsi Max changed into Pepsi Max [2]
• The long-term success of Diet Pepsi is the reason why
Coca-Cola decided to make Diet Coke [3]
• Diet Pepsi first test marketed in 1963 under the name
Patio Diet Cola, it was rebranded as Diet Pepsi the
following year [4]
Source: [1] http://bit.ly/1d5SASu
[2] http://bit.ly/13jlUTF
[3] http://bit.ly/1bud8lJ
[4] http://bit.ly/1a3JWUH

6. I never liked the diet version of both
brand’s products. To be honest, I don’t
drink sodas since 2009, but if I have
to choose between Coke Zero and
Pepsi Max, I will choose Coke Zero. It
feels more familiar than Pepsi Max
due to their aggressive marketing
campaigns in Indonesia

7. The Coke Side of Life Story
Launched in 2006, The Coke
Side of Life is all about the
simple idea, : Drinking Coke
makes you happy. It’s an
invitation to “Live on the
Positive Side of Life”. The
campaign positioned the
brand as “happiness”. The
campaign was success
during the economic
recession in 2009. [1]
However, while Coca-Cola is
enjoying their success, Pepsi
is actually suffering.
In 2009, Pepsi redesigned its logo,
which isn’t drastically different that
its predecessor. The logo also made
headlines for resembling that of
newly elected President Obama.
Coupled with Pepsi's new slogans --
"Yes You Can" and "Choose Change" -
- the company was criticized for
copying Obama’s award-winning
campaign and aligning itself with it
at the same time. In 2010, for the
first time in 23 years, Pepsi did not
participate in the Super Bowl.
Instead, they invested $20 million in
the Pepsi Refresh Project, which not
a sales-driving program. In the same
year, Pepsi’s sales declined by 6% (a
sharper decline than 4.3% decline of
sodas overall) [2]Source: [1] http://bit.ly/1247Dr0
[2] http://read.bi/16P2yVi

9. 2008 2009 2010 2011 2012
Coca-Cola 584.4 708.5 791.6 846.5 949.8
0
100
200
300
400
500
600
700
800
900
1000
Coca-Cola Amatil Indonesia Annual Total Revenue
Coca-Cola’s Market Performance in Indonesia
There are no information that I can found about the Coca-Cola’s market performance in
Indonesia.However, from the Coca-Cola Amatil’s annual report, I found that Coca-Cola Indonesia’s total
revenue is growing over the years
Source: Coca-Cola Amatil Annual Reports

10. In Indonesia, Pepsi has been struggling long enough in the
soda war versus Coca-Cola mostly with new product
launch strategy. The most memorable one is when the
Pepsi Blue launched. Some people say that it could make
Coke’s drinkers turned their backs. Other than that, Pepsi
is not aggressively putting their products in the market.
While Coca-Cola’s cooler is everywhere, we rarely see the
Pepsi’s cooler. Pepsi is now struggling with their channel
on KFC, Texas Fried Chicken, and CFC

11. Starting this year, PT. Pepsi-Cola Indo Beverages has been
acquired by Indofood Group, who’s already create a Joint
Venture with PepsiCo Group for their FritoLay company.
Being in the same umbrella could be a good move for
Pepsi. However, seeing how strong Coca-Cola got in
Indonesia over the years, Pepsi would still has no chance
in the next 3 years. Coca-Cola will still win the war

12. THANK YOU!
@moonayyy
Andi Adiprasetyo
about.me/andiadiprasetyo
Andi Adiprasetyo
Andi Adiprasetyo
Digital Planner of Publicis Indonesia