6. Pro
Pepsi Coca-Cola
• Employment • Employment
• PepsiCo Foundation • Coca Cola Foundation
– Feed the Children – Pushcart
• Pepsi Concerned Citizen Program/Community
Investment Program Business
Fund and Poverty Reduction
• PAC Match Program
7. Con
Pepsi Coca-Cola
• Health Conscious Society • Health Conscious Society
• Madonna Controversy • Killer Coke
8. Pepsi
• $25.9 million to charitable causes
• Not has focused on support back from
communities
• Quick response to natural disasters
• Focuses on empowerment
9. Coca Cola
• $355 million to community initiatives
• Own foundation to make change happen
• Capitalization of products
• High expectations for community support
10. Environmental - Pepsi
• “PepsiCo’s responsibility is to continually improve
all aspects of the world in which we operate –
environment, social and economic – creating a
better tomorrow than today” (PepsiCo, 2006).
• PepsiCo prides itself on being environmentally
responsible and uses ten different Environmental
policies that show this dedication
• PepsiCo has even gone far enough to provide
customers with global sustainable packaging.
11. Environmental – Coca-Cola
• Coca Cola has taken the initiative to design
healthy watersheds and sustainable programs
that contribute to keeping the environment
clean.
• New ways to make a difference in the
communities, where Coca Cola operates, is
why we recognize them as one of the leading
Environment protectors.
12. • Coca-Cola and Pepsi have always been
similar in their “fun and young” personalities, the
two companies have consistently stayed on
separate paths over the decades. On the whole,
Pepsi has stuck with its high energy, music and
comedy-driven strategy while Coke can be seen
constantly gravitating towards the emotional side
of branding
13. Pepsi
• They have historically gone through an immense amount of
change when it comes to their logo evolution and brand
recognition.
• From the early 1900’s to the 1960’s Pepsi’s logo was extremely
similar to that of Coca Cola.
• • It wasn’t till 1962 that they incorporated a unique logo
that identified them as a competitor to Coca Cola, rather than
a subordinate.
14. Pepsi
• Many of their ads were historically targeted at teens and even
pre-teens and are injected with fun, sports and most often,
music.
• This strategy was important for the individuality of Pepsi
because it separated them from the same market as Coca
Cola.
• However, Pepsi refined its image so many times throughout
the decade that it often created hatred from the consumer.
15. Coca Cola
• Coca Cola may be the most prominent soft drink in the entire
world.
• Long before global branding was the trend it is today, Coca-
Cola was embracing diversity
• “I’d like to buy the world a Coke” series of ads, depicting
people from all over the globe joining together in Coke and
song.
16. Coca Cola
• • Pepsi always stayed aimed right at children
but Coke seems to know that Mom does the
shopping and to get her you have to use an
emotional appeal that makes Coca-Cola not
only something that the whole family desires,
but something that is literally an integral part
of the family’s life experiences.
17. Coca Cola
• However the most significant and beneficial
change that Coca Cola made was to simplify
their image
18. Recommendations (Pepsi)
• keep their ideas simple
• image of high energy, musical, and comedic relief stayed
intact
• adopt aspects of Coca Cola’s family oriented aspects they
could easily appeal to a larger market
• increase their brand recognition and sales internationally
19. Recommendations (Coca Cola)
• to keep doing what they are already doing
• simplistic design and emphasis and being a “classic”
household soft drink that reflects family, love, and diversity
• Keep it simple
