Introduction
WELCOME TO
THE COLA WARS!
Task
The rivalry between Coca-Cola and Pepsi is legendary!
In this WebQuest, you will explore and discover the wonders behind the two rival companies within the soda industry.
Coke and Pepsi have been in a market share power battle for over a century.
You will navigate yourself around the WebQuest looking through all the information that has been provided for you to learn more about how the two
giant companies strategize to attain their marketing goals.
With this information, there are a set of questions that you are expected to answer.
Task objective: compare and contrast the marketing strategies implemented by Coke and Pepsi.
This WebQuest will demonstrate how Coca Cola and Pepsi Cola incorperate the notorius Makrketing P's to battle it out.
The 4 P's include:
-Product
-Promotion
-Price
-Place
Syllabus Outcomes:
H5 H7 H9
Process
QUESTION 1
THE POWER OF BRANDING
NOTE: You are required to visit the web address below, read the information regarding branding and then answer questions (A, B and C).
Scroll down to the subheading 'Brand Personality' for both Coca Cola and Pepsi Cola.
The Power of Brand:
http://designshack.net/articles/graphics/pepsi-vs-coke-the-power-of-a-b…
THE QUESTIONS TO ANSWER:
A) Discuss the differences between the strategies of branding the two rival companies implement to compete against one another.
B) Outline the relationship that a logo has with the brand of a product.
C) Take a look at the evolution of the Coca Cola logo and the Pepsi Cola logo, study the process and read the information provided about the logo development.
Compare the variations between the two rival logos and discuss the relevance of logo alternation over time.
_____________________________________________________________________________________________________________
QUESTION 2
MARKET SEGMENTATION
NOTE: You are required to visit the following web addresses, read the information available regarding market segmentation and then asnwer questions (A and B).
Also, you should know that web address of (inkling) and (Studymode) will only allow you to view half of the information for free, but it is ok, you only need the top half anyway.
Chapter Case Study- By Dhruv Grewall and Michael Levi
https://www.inkling.com/read/marketing-dhruv-grewal-michael-levy-3rd/ch…
Market Segmentation of Coca Cola- By Betty Blue
http://www.studymode.com/essays/Market-Segmentation-Of-Coca-Cola-835852…
PepsiCo Market Segmentation
http://www.freecasestudysolutions.com/case-study-Pepsico-Market-Segment…
A) Does Coca Cola and Pepsi Cola have a similar market segmentation technique? Explain your answer.
B) Compare and contrast the techniques used by both companies to segment the male population and the female population.
__________________________________________________________________________________________________________________
QUESTION 3
WHAT IS MARKETING WITHOUT A LITTLE PROMOTION!
NOTE: You are required to watch the videos loacted beneath the questions regarding promotion and then you may answer the questions provided.
THE QUESTIONS TO ANSWER:
A) Outline the general theme for the style of commercials that Coke and Pepsi tend to impliment.
B) Discuss the differences between the promotional techniques implimented by Coca Cola and Pepsi in their promotional campaigns.
C) Discuss the similaraties between the promotional techniques implimented by Coca Cola and Pepsi in their promotional campaigns.
NOTE: Question 8 will be a continuation of promotion
PEPSI COMMERICALS > X3
[video:https://www.youtube.com/watch?v=ofICNgc8lqU]
-Enrique, Beyonce, Prink and Britney Spears
[video:https://www.youtube.com/watch?v=_2smYVl0zrk]
-Beyonce Knowls
[video:https://www.youtube.com/watch?v=po0jY4WvCIc]
Michael Jackson
COCA COLA COMMERCIALS > X3
-[video:https://www.youtube.com/watch?v=lqT_dPApj9U]
Reality commercial
[video:https://www.youtube.com/watch?v=HUzPwIP9BqE]
Share a Coke Australia
[video:https://www.youtube.com/watch?v=t9cmoT_wb0A]
Coca Cola- Friendly Twist
__________________________________________________________________________________________________________________
QUESTION 4
DIFFERENTIATION- 'I DONT WANT TO BE LIKE EVERYONE ELSE'
NOTE: You are required to visit the web addresses below and read the article written by Ashley Maher about differentiation and then answer the question (A) below.
Ongoing war in Super Bowl- by: Ashley Maher
http://www.overtcollusion.com/iadvertising/2013/2/15/pepsi-vs-coca-cola…
A) Pepsi and Coca-Cola are relatively homogeneous products, both companies are continuously trying to develop a perceived product differentiation with their consumers.
Explain the strategy Pepsi Cola used in the Super Bowl to try and differentiate themselves from Coke.
Note: Watch the Coca Cola and the Pepsi videos below and then answer question (B)
You should also know that later on in the Web Quest, you will learn more about Coca Colas claims against Pepsi Cola trying to steal the design of the glass Coca Cola bottle.
B) Discuss the similarities and differences of the differentaition strategy that Coke as implimented to defend it's image of taste against Pepsi.
Pepsi ad
[video:https://www.youtube.com/watch?v=0pCtmuGkI8o]
Coca Cola ad
[video:https://www.youtube.com/watch?v=r30IPbdWqSw]
Note: You arerequired to visit the web address and read the article written by Matthew Yglesias and then answer questions (A, B and C)
Sweet Sorrow- by Matthew Yglesias
http://www.slate.com/articles/business/rivalries/2013/08/pepsi_paradox_…
A) Describe what the 'Pepsi Challenge' is, and how it is connected to differentiation.
B) What happen to the soda market when Coke introduced 'New Coke'?
Compare the effect that this differentiating strategy had on both Coca Cola and Pepsi Cola at the time.
C) Identify the findings of when the Read Montague of Baylor College Medicine performed their own version of the Pepsi Challenge.
Compare and contrast the results that were found during the study and how could Coke use this as apart of their differentiation technique?
_____________________________________________________________________________________________________________________
QUESTION 5
ITS NOT JUST THE TASTE- ITS THE PACKAGING
NOTE: You are required to visit the following web addresses, read the information regarding packaging and then answer questions (A, B, C, D and E).
Battle of the bottle - Goes to court- Pepsi VS Coke - Daily Telegraph
http://www.dailytelegraph.com.au/battle-of-the-bottles-goes-to-court-co…;
Diet Pepsi Packaging
http://myths.answers.com/modern/the-evolution-of-the-design-of-the-diet…;
Diet Coke Packaging
http://adage.com/article/news/package-design-diet-coke-updates-cans/236…;
A) After reading the Daily Telegraph article, discuss the significance of packaging.
B) Read the two articles about packaging before answering this question:
Analyse the reasons behind the design of both Diet Coke and Diet Pepsi and discuss the streategy behind implimentation.
C) Compare and contrast the design strategies of the to rival companies. Do you think they are the same or different?
D) In you on opinion, which company do you think is more successful in regards to the Diet Cola packaging and why?
E) You are required to find out the effect that Coca Cola and Pepsi Cola packaging has on your class.
Create a survey of no more than 5 questions to to find the answer.
Once you have collected all your data, you are required to show the answer in the form of a pie graph and explain the resuts in 200 words or less.
____________________________________________________________________________________________________
QUESTION 6
SOMETIMES PRICE CAN BE THE FINAL DECIDER
NOTE: You are required to visit the following web addresses, read the information regarding price and answer questions (A and B).
http://softdrinkcolawar.blogspot.com.au/2012/12/coca-cola-pricing-strat…
A) Discuss the similaraties and differences between the pricing strategies that Coca Cola and Pepsi Cola use to compete with one another.
B) What further actions do you recommend Coca Cola and Pepsi Cola should take to imporve their differentiated pricing strategies?
____________________________________________________________________________________________________
QUESTION 7
WHAT IS MARKETING WITHOUT A LITTLE PROMOTION!
NOTE: You are required to visit the links below, read the information provided and watch the two videos regarding promotion and answer questions (A and B).
Promotion refers to raising customer awareness of a product or brand, generating sales, and creating brand loyalty. Lets take a good look at some of the promotional techniques implimented by Coke and Pepsi to acheive their promotioanl goals.
You are required to read through the material, as well as watch the promotional videos and answer the questions below.
The relationship between Santa and Coca Cola-
http://www.coca-colacompany.com/holidays/the-true-history-of-the-modern…
Forget the Grinch: Pepsi's new advert steals Santa from Coca-Cola as cola wars heat up-
http://www.dailymail.co.uk/news/article-2009931/Pepsis-new-advert-steal…
Coca Cola - Santa Ad (1992)
[video:https://www.youtube.com/watch?v=lG-BTP91o0g]
Pepsi- Santa Ad (2011)
[video:https://www.youtube.com/watch?v=s21q2TL27Wc]
A) In regards to promotion, discuss the effect that Pepsi's Santa commercial had on the image of Pepsi. Do you think this was an intelligent and strategic move, or dangerous and risky to the image of Pepsi? Explain your answer.
B) In your opinion, do you think this was an unethical decision onbehalf of Pepsi? Explain your answer.
__________________________________________________________________________________________________________
QUESTION 8
METHODS OF DISTRIBUTION
NOTE: You are required to visit the web addresses provided below, read the information regarding distribution and answer questions (A and B).
Distribution is the process of making a product or service available for use or consumption by a consumer or business user, using direct means, or using indirect means with intermediaries.
To futher develop our understanding of distribution, lets take a look at some real life examples by studying the distribution methods of Coca Cola and Pepsi Cola.
To see which restarunts serve Coca Cola or Pepsi- Distribution
http://www.businessinsider.com.au/restaurants-that-serve-coke-vs-pepsi-…
Coca Cola distribution strategy
http://softdrinkcolawar.blogspot.com.au/2012/12/coca-cola-distribution-…
Pepsi Cola dsitribution strategy
http://softdrinkcolawar.blogspot.com.au/2012/12/pepsis-distribution.html
A) Outline what happen between Coca Cola and Buffalo Wings and siscuss the implications this decision has on Pepsi Cola.
B) Discus the similaraties and differences between the distribution strategies of Coca Cola and Pepsi Cola.
Evaluation
| Assessment | Marks | Your Marks |
| Answers have been completed with a serious attempt | 10 | |
| The use of business terminology is evident | 10 | |
| Grammar and presentation | 5 | |
| Completed by the due date | 5 |
Conclusion
CONGRATULATIONS AND WELL DONE!
So I guess this makes you a marketing professional!
Good news, next lesson you will be a part of a marketing team.
You will be developing your very own product to take Coke and Pepsi head on!
GOOD LUCK