differentiation and positioning julia heitkamp, rodney hunter, kia moore, andrea parra, and...
TRANSCRIPT
Differentiation and PositioningJulia Heitkamp, Rodney Hunter, Kia Moore, Andrea Parra, and Christopher Sims
ObjectivesProduct introductionCompare and contrast Coca-Cola and Pepsi Cola
Value Proposition and Positioning USP, Points difference, TAG LINE Reflect and Summarize Discussion
Classic Coca-Cola History The original Coca-Cola was
created by a man named John Pemberton in 1886
He concocted aromatic “caramel colored” tonic and sold it at Jacob’s Pharmacy for five cents a glass
Coca- Cola started out as a remedy
His bookkeeper created the logo that is still used till this day
What is Classic Coke?
Coke is a thirst quenching refreshing, tangy, sweet, and fizzy soft drink
Coca-Cola is the Coca- Cola company’s most popular beverage
The soft drink originated in the contour shaped glass bottle, now also available in cans and plastic bottles
Which Differences to Promote?
Important: The difference delivers a highly valued benefit to target buyers
Distinctive: Competitors do not offer the difference, or the company can offer it in a more distinctive way
Superior: The difference is superior to other ways that customers might obtain the same benefit
Communicable: The difference is communicable and visible to buyers
Preemptive: Competitors cannot easily copy the difference
Affordable: Buyers can afford to pay for the difference
Profitable: The company can introduce the difference profitably
Differences COKE The first cola Dominant brand Sharp Cola Flavor Heavy Carbonation After continued drinking
taste watery and bitter
PEPSI Much Sweeter Chemical aftertaste
because of the sweeteners Fluid/Fruity Smoother Flavor strengthens over
time
Differentiation- the steps a company takes to set their product or service apart from the competition, while creating greater value in the eye of the customer
Positioning- setting up products and services so they inhabit a clear, recognizable, and desirable spot compared to alternatives in the customers mind
America’s Classic The New Generation
Coca- Cola vs. Pepsi
Differences in Terms of Marketing
Classic Nostalgic Americana Wholesome Family-Friendly
New Generation Trendy Celebrities Spot Aggressive Campaigning www.youtube.com/watch?v
=_sugeMMyKPY
Value Proposition
A brand’s Value Proposition is the full mix of benefits on which a brand is differentiated and positioned.
It is the answer to the question “Why should I buy your brand?”
Coca Cola achieves Value Proposition by sticking to it’s roots of tradition.
Value Proposition Achieved More for More: Upscale products at a high price More for the Same: Attacks a competitors more for more
positioning The Same for Less: Offers many of the same brands at a
deep discount Less for Much Less: Consumers settling for less for a
much lower price. More for Less: What every company strives for but is
difficult to sustain because of cost and profits.
USP (Unique Selling Proposition)
Refreshing Quenching your thirst Satisfying Most popular and most
sold soft drink Multiple brands under
corporation Eco Friendly Renovated their image
over time Coca-Cola: “The world of
AHHH”
Coca-Cola expanded their product line adding Diet Coke and Coke Zero to appeal to more customers, gain market share, and fulfill a need
www.youtube.com/watch?v=GG_dxefhqjM
Reflection:
Discussion Questions
Why has Coca-Cola survived and been a leader in the soda market?
Do you think it would be a good idea if Coca-Cola changes their marketing strategy for Classic Coke from traditional to a newer form?
Resources Kotler, P., & Armstrong, G. (2012). Principles of marketing. Toronto: Pearson Prentice
Hall. Unknown (2013). Pepsi vs. cola . Retrieved from http://www.softdrinkfaceoff.com/pepsi-
vs-coke/ Unknown (2011). Soft drink & beverage products . Retrieved from http://us.coca-
cola.com/ Clark, K. (Author). (2011, October 19). Coca-Cola Stock Continues to rise [Web Photo].
Retrieved from money.cnn.com/2011/10/19/pf/coca_cola_stock.moneymag/index.htm Richard,T.(Photographer). (2012,December 10). Beyonce Pushes Pespi [Web Photo].
Retrieved from www.beyonce.com/news/beyonce-pushes-pepsi-livefornow Mohon, A. (Author). (2009, March 13). Coke’s Carbon footprints are revealed [Web
Photo]. Retrieved from www.greenpackage.com/metrics_standards/coke’s_carbon_footprints are revealed
Uknown Photographer. (2011, December). Coca-Cola [Web Photo].Retrieved from 419.awareness.wordpress.com/2011/12/?s=Coca-Cola
Unknown Photographer. (n.d.) .Coca Cola Wallpapers and backgrounds [Web Photo]. Retrieved from www.picgifs.com/wallpapers/coca-cola/
Unknown Photographer. (n.d.). Coca-Cola Poster [Web Photo]. Retrieved from www.ebay.com/bhp/coca-cola-poster
Coca-Cola. (Producer) (2013). The world of ahh [Web]. Retrieved from http://www.youtube.com/watch?v=GG_dxefhqjM
Vaxo Sheila (Distributor) (2012). Pepsi vs. Coca Cola (funny Commercial) [Web]. Retrieved from http://www.youtube.com/watch?v=_sugeMMyKPY