The tails war, competition between Pepsi and Coca Cola
In the book "The War of the Tails", we see how two large companies with marketing as their predominant ally, carry out strategies to create value and experience of purchase, recreating in users in a globalized way, the thought and feeling that these productsThey must be a daily factor in their lives.
It is a work full of experiences, and failures of a voice that lived and wantedThe right is taken for having been part of different times of the two companies that are almost rival and that maintain a wearing and bringing important information. These two large companies valued by more than 20.000.000. Millions of euros, which do not see their objective to break their competition, because it is said that it is healthy to have it;Neither Pepsi nor Coca-Cola had their own participation in this book.
This war was born in southern Atlanta as the first exhibitor -John Pemberton in 1886 creating Coca-Cola, in North Carolina Caleb Bradham creates Pepsi, the two inventors the two inventors. Coca-Cola always since its inception, has emphasized and based its success in investing in advertising, stands out for its advertising campaigns which reflect a sweet and white New York family, a company that only allocated its profits for advertising making it clear that it is theSuccess of this. The collector and historian Bob Staddard explains that people relate soft drinks to the good things in life, such as playing football, and I think it is to create experience and purchase value, to obtain an emotional bond with the consumer, which coca- coca-Cola in its past and present knows how to handle it is one of its strong points since this product reaches children, adults, women, men etc. ..
For a long time, Pepsi was nothing but an insignificant rival for the power of Coca Cola in the United States. So insignificant that, in 1933, Coca Cola had the opportunity to buy it, but discarded such an absurd idea. However, in 1983 the contest between the two tails drinks took another course. That year, a young man of Italian origin, veteran of the Vietnam War, became president of Pepsi USA, after promoting all the business steps. Roger Enrico, at 38 years of age, was a man determined to take Pepsi to Victoria. After a rugged beginning, he and his collaborators launched the first of a series of advertising campaigns that took time in the 80s and beyond.
At the beginning of this battle, Pepsi was the winner, in a campaign based on making the public prove which of the two flavors, this was called, "Pepsi Challenge", for flavor the Pepsi company acquired a high front of the Coke, Claro Coca-Cola could not be left behind for this in its offices in Atlanta, with its employees I declare this same test, it is said that Pepsi won again. At that time, Enrico manages to make the most expensive advertising of the times, paying a high sum to a celebrity because it appeared in the commercial, but also for sponsoring the tour of that artist. This war begins, thanks to the fact that Coca-Cola after so long to be a key product in consumers, that I provide fame and many profits, the new product would be in a brief description like this: “We would have the new coke, product according to moreCabal, softer, harmonious, and yet more daring ”(Reyes, 1991).
Coca-ColOnce from this he gave Pepsi free so that with his challenges he would reach exclusive Coke territories, and thus begin to win this brand competition, from there to there begins a fight of who occupies the first place in different states of North America. Adding some more touches to this, Pepsi’s advertising begins to lose strength in the public, “our message was limited to‘ Pepsi knows better than Coke ’. It was a strong and convincing message, but it was obviously not new ".
“That was how the beverage called New Coke, an experiment that caused disappointment and fury between the brands of the brand, not only to the flavor but what Coca-Cola means. People protested in front of the company’s headquarters in Atlanta, the Call Center collapsed and people toured entire supermarkets in search of the usual Coca-Cola, which had been displaced by the new drink ”.
With consumers there are many things that cannot be played, because he is playing the possibility of buying the products and this makes the profits in the company go down, “there are 3 things that the consumer does not forgive: quality lower thanThe expected, deceptive ads and make it bore. Boring the public was an imminent danger ". The author tells us how he became president of Pepsi, where he had to learn to direct and carry a large company, in the large volume company like Pepsi pay for directing, and generating ideas to progress, having a point of view comes out fiftyIntelligence quotient points.
There are several factors that throughout the book show how this war was developed between two great magnates of the tail, comments such as this that appear in articles, suggest that Coca-Cola and Pepsi never re-surrounded in acquiring the leadership of the market,“While Pepsi bought Kentucky Fried Chickn, Pizza Hut and Taco Bell to sell their drinks, Coca-Cola leaned on the McDonalds giant and bought the cinematographic studio Columbia Pictures Pictures. Pepsi has noted successes as being the first to have entered the Soviet Union in the time of communism.
This book is a work full of experiences of the author, also of failures and challenges that he had throughout his presidency in Pepsi. Talk about his point of view with respect to the war he had with Coca-Cola. The most important factor in this war is that Coca-Cola has a very clear identity and that it is already part of the state-undid and around the world. Pepsi if you have identity, it is a new and new company, with fresh ideas, but it is not established in world culture or at least in the culture of a city or country. And beyond the struggles, competitions and preferences, this war has not ended because day by day both companies fight to be number one in the market. Pepsi wants to beat Coca-Cola and Coca-Cola keep the number one position in the global market.
To close this collection of experiences, succeed and mistake, he took a lot to defeat a monster as large as Coca-Cola, of course Pepsi satisfactorily took advantage of Coca-Cola’s mistake, and positioned himself, in a great way, but he trusted to stay like this, and today they are these areThe approximate results generated by the big queues.
Leave feedback