A Comparative Study Of Pepsi And Coke
Abstract
This paper is a project proposal on the importance of branding as a marketing technique and as such the impact of branding for changing customer decisions- a comparative study of Pepsi and coca cola. The paper tends to give an insight not only to the scholars and to the managers of companies and other stakeholders.
A Study Of Impact Of Branding For Changing Customer Decisions – A Comparative Study Of Pepsi And Coke
Introduction
The coca cola remains the world's largest company that deals in beverage cutting from manufacture, distribution and marketing of this non-alcoholic beverage and associated syrups globally and one of the United States' most commanding corporations. This company is chiefly known for its flagship product in the name of coca cola, a beverage discovered by ne pharmacist, John Smith in 1886. (Reis, 2001)
Literature review
The coca-cola formula and hence its formulation was brought forth by Asa Candler in 1889 who later incorporated the coca cola company in 1892. Coca cola now boasts of producing and distributing of its products in more than 200 countries and serves over 1.5 billion clients a day. This noble company has its headquarters located in Atlanta, Georgia, its president being Kent Muhtar. The quality of any given product or its brand as perceived by the customer is reliant on the appeal and attractiveness of the product. And how this choice influences the decision of the customer to arrive finally at having the product. It is worth noting that a consumer's perception may however; have very little to shift or influence the actual performance of the product. Hence, its excellence in the market as far as the current brand of the product is in the public gallery. A brand relation is any feature that has a deep rooted impact on the customer's mind as pertains to the product and its brand. The durability of the product, its quality and marketability builds up strong and positive brand association about customer's perception concerning the quality. If a product or its brand thus increasing the relations of that customer with the brand being high. It is thus worth noting that the perceived quality and associated brand provides an impetus to one another. A strong brand relation is when a customer has a perception of the same and registers a high connection to it as being of high quality. In this paper, a parallel study of two main products is conducted, namely Coca-cola and Pepsi. The two fall in the line of soft drinks. These products attract this research owing to their dominance in the world market, their prominence, and they're the standing brands among other beverages ever produced in the globe.
Background
Perception refers to the process of individuals selecting, organizing and interpreting the input of their observation to render meaning of the product and to the environment. The components of perception entail such features as perceiver, perception target and the prevailing situation. Consumer perception as a marketing concept refers to the customer's impression, consciousness and awareness as pertains to the company and its offerings. It thus refers to the way the consumer thinks and imagines how good a product is or its brand altogether. Brand equity is a commercial value driving from the consumer's perception of the brand of product or service as opposed to the product or service itself. (Vikalpa, 1976)
Objectives
This paper mainly aims to evaluate consumer's perception about quality of brands Coke and Pepsi. The paper also aims to equip the readers, stakeholders, and marketers so that they be in a position to easily elaborate the perceptions of the consumers about quality of the brand and associations.
Significance of the study
Success of any business is fully reliant on the availability of consumers. Any business or brand only makes sense when a consumer perceives that brand for whatever reason. Consumers' perception becomes critically important specifically when the brand is about its sale, advertising and finance among other parameters. Facts and valid conclusions drawn from the consumer's perceptions of products and services enables the stakeholders and managers to handle effectively and improve the services, and products rendered.
Brand selection: In this category, brands that are purely customer oriented, Coke and Pepsi are chosen.
Population Segment : The targeted population for this type of study will be entirely Coke and Pepsi consumers who will be at for questionnaire, interviews, discussions, data collection, and observations.
Data collection: Data collection will primarily involve primary and secondary sources. Throughout this course, care will be taken to ensure authenticity, reliability and the true representation of the projected population
Data arrangement and sorting: The collected data will be arranged to enable easy handling and to create room for easy extraction and facilitation.
Data analysis and interpretations: Data analysis is the most critical phase of the project and requires articulate analysis of the collected data for drawing of conclusions.
Conclusions and summary
This phase forms the extract of all the hassles in the study. Conclusions and their validly verified from a marketing point of view.
Methodology
The project will focus on the comparative study of Coke and Pepsi about the customers' perception on quality of the brand and their associated brand association.
Qualitative research methods: This method entails the use of interviews, which are non-numeric in nature, but have an in-depth explanatory approach.
Quantitative research methods: These are on questionnaires where whereby, the question presented is numerically approached. It best suits for larger populations. Relevant questionnaire will be formulated to tap the relative essence of perceptions of customers on Coke and Pepsi beverages and the effects of branding on their choices. (Haig, 2005)
Works Cited
Louis, J.C, and Harvey Z. Yazijian. The Cola Wars. New York: Everest House, 1980. Print.
Tedlow, Richard S. New and Improved: The Story of Mass Marketing in America. Boston, Mass: Harvard Business School Press, 1996. Print.
Ries, Al, and Jack Trout. Positioning: The Battle for Your Mind. , 2001. Internet resource
Haig, Matt. Brand Failures: The Truth About the 100 Biggest Branding Mistakes of All Time. London: Kogan Page, 2005. Print.
Vikalpa. Ahmedabad: Indian Institute of Management, 1976. Print.
The Journal of Humanities and Social Sciences. Peshawar, Pakistan: Faculty of Arts, University of Peshawar, 1993. Print.
Management and Labour Studies. Jamshedpur [India: Xavier Labour Relations Institute, 1975. Print.
Proceedings of the Annual Conference of the American Academy of Advertising. East Lansing, Mich: The Academy, 1977. Print.
