Cola Wars1
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COLA WARS CONTINUE COCA COLA AND PEPSI IN 2006
COLA WARS CONTINU • INTRODUCTION • HISTORY • COKE COLA • PEPSI COLA
INTRODUCTION • Name of the Group members • Structure of the Case
HISTORY • HISTORY OF COLA WARS • HISTORY OF COKE COLA • HISTORY OF PEPSI COLA
Competitive Analysis Coca Cola
Cadbury Schweppes
Pepsi
Industry
Market Cap
96.12B
18.22B
85.66B
338.99B
EBITDA
6.30B
1.66B
5.02B
42.48B
P/E
21.18
20.92
22.37
20.80
EPS
1.876
1.688
2.273
1.13
Competitive Comparisons • Advertising • Coke: $34.4 million (1975) to $211.5 million (1993) • Pepsi: $25.3 million (1975) to $147.3 million (1993)
• Distribution • Coke stronger in fountain. But Pepsi growing in supermarkets.
• Pricing • No differences
Pepsi Generation • Pepsi-Cola appeals to the younger generation • Be young, have fun, drink Pepsi”
PROMOTION OF PEPSI
• 1964: A new brand, Diet Pepsi, is introduced
Year 2000 • Pepsi-Cola’s new look as it enters the 21st Century.
Pepsi Internationally • Pepsi bags top awards at all India promo • Power 2003.
In the Olden Days • Coca-Cola sold only 25 bottles in the first year • Nowadays, they sell over one billion bottles per day
• A single share in Coke that was bought in 1919 would be worth $92,500 in 1997 • 1919 is when the Coca-Cola went public
Change to New Coke • Coke PR line: Product improvement, necessary change to follow trends in consumer preferences. – “the best just got better.” • Absolutely no mention that New Coke beat Pepsi in taste tests.
Total Cola Shares Goes up from a 5 point to a 6 point lead 35 30 25 20 Coke Pepsi
15 10 5 0
1980
1982
1984
Who has been wining the war • • • •
1950: Coke have 47% and Pepsi have 10% 1970: Coke have 35% and Pepsi have 29% 1990: Coke have 41% and Pepsi have 32% 2000:Coke have 44%Pepsi have31.4% other beverage Cadbury Schweppes 14.7% • 2006:Coke have 43.1% Pepsi have 31.7% Cadbury Schweppes 14.5% • Initially through the early 1960s Coke was the winner. The reason was the extensive bottling franchise. And the second most important is its brand name.
COLA WARS CONTINU • INTRODUCTION • HISTORY • COKE COLA • PEPSI COLA
INTRODUCTION • Name of the Group members • Structure of the Case
HISTORY • HISTORY OF COLA WARS • HISTORY OF COKE COLA • HISTORY OF PEPSI COLA
Competitive Analysis Coca Cola
Cadbury Schweppes
Pepsi
Industry
Market Cap
96.12B
18.22B
85.66B
338.99B
EBITDA
6.30B
1.66B
5.02B
42.48B
P/E
21.18
20.92
22.37
20.80
EPS
1.876
1.688
2.273
1.13
Competitive Comparisons • Advertising • Coke: $34.4 million (1975) to $211.5 million (1993) • Pepsi: $25.3 million (1975) to $147.3 million (1993)
• Distribution • Coke stronger in fountain. But Pepsi growing in supermarkets.
• Pricing • No differences
Pepsi Generation • Pepsi-Cola appeals to the younger generation • Be young, have fun, drink Pepsi”
PROMOTION OF PEPSI
• 1964: A new brand, Diet Pepsi, is introduced
Year 2000 • Pepsi-Cola’s new look as it enters the 21st Century.
Pepsi Internationally • Pepsi bags top awards at all India promo • Power 2003.
In the Olden Days • Coca-Cola sold only 25 bottles in the first year • Nowadays, they sell over one billion bottles per day
• A single share in Coke that was bought in 1919 would be worth $92,500 in 1997 • 1919 is when the Coca-Cola went public
Change to New Coke • Coke PR line: Product improvement, necessary change to follow trends in consumer preferences. – “the best just got better.” • Absolutely no mention that New Coke beat Pepsi in taste tests.
Total Cola Shares Goes up from a 5 point to a 6 point lead 35 30 25 20 Coke Pepsi
15 10 5 0
1980
1982
1984
Who has been wining the war • • • •
1950: Coke have 47% and Pepsi have 10% 1970: Coke have 35% and Pepsi have 29% 1990: Coke have 41% and Pepsi have 32% 2000:Coke have 44%Pepsi have31.4% other beverage Cadbury Schweppes 14.7% • 2006:Coke have 43.1% Pepsi have 31.7% Cadbury Schweppes 14.5% • Initially through the early 1960s Coke was the winner. The reason was the extensive bottling franchise. And the second most important is its brand name.
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