Coca-cola and Pepsi
COMPANY CASE
BRITIVIC : CREATING A BRAND FLAVOUR
Selected britvic brand :
Questions for discussion: 1. core benefit of pepsi : A drink for refreshment without alcohol.
Actual product of pepsi:
• brand name: pepsi
• quality level: excellent
• design n packaging: regular (275ml), disposable (500ml), can (300ml), regular (1 liter), disposable (1.5 liter), jumbo (2.5liter).
• features : black colour with containing Aspartame (Nutrasweet), sucralose (Splenda), Acesulfame potassium (Sunnett)
Augmented Product: • Good customer support (ie. Accessible and fast ) • After care, easy to find contact details.
2.Brand equity for Pepsi:
Pepsi as a brand has done reasonably well in the parameter Brand Knowledge by securing third position and in Brand Leveragability by securing second position. Thus we can infer that the respondents can differentiate Pepsi as a brand from other brands and could easily relate it to other products as different as Cars and Shampoo.
However in the parameter Brand vitality Pepsi is the last among the total brands indicating that the respondents see the brand Pepsi as a brand which is very low in relevance, where as in the parameter buying behaviour where we had checked the loyalty of the respondents towards the brands where the brand Pepsi again was the last indicating that although the respondents are able to distinguish the brand, they don’t see the brand as a need satisfier.
In Brand Association where we had chosen four other factors besides the product attribute, Pepsi was ranked third among the brands, this indicates that the brand has got promise in terms of the overall brand image and respondents still associate good qualities with the brand name.
[pic]
3.market targeting and positioning of Pepsi:
a. Segmentation of Pepsi:
|Segementation Variables
BRITIVIC : CREATING A BRAND FLAVOUR
Selected britvic brand :
Questions for discussion: 1. core benefit of pepsi : A drink for refreshment without alcohol.
Actual product of pepsi:
• brand name: pepsi
• quality level: excellent
• design n packaging: regular (275ml), disposable (500ml), can (300ml), regular (1 liter), disposable (1.5 liter), jumbo (2.5liter).
• features : black colour with containing Aspartame (Nutrasweet), sucralose (Splenda), Acesulfame potassium (Sunnett)
Augmented Product: • Good customer support (ie. Accessible and fast ) • After care, easy to find contact details.
2.Brand equity for Pepsi:
Pepsi as a brand has done reasonably well in the parameter Brand Knowledge by securing third position and in Brand Leveragability by securing second position. Thus we can infer that the respondents can differentiate Pepsi as a brand from other brands and could easily relate it to other products as different as Cars and Shampoo.
However in the parameter Brand vitality Pepsi is the last among the total brands indicating that the respondents see the brand Pepsi as a brand which is very low in relevance, where as in the parameter buying behaviour where we had checked the loyalty of the respondents towards the brands where the brand Pepsi again was the last indicating that although the respondents are able to distinguish the brand, they don’t see the brand as a need satisfier.
In Brand Association where we had chosen four other factors besides the product attribute, Pepsi was ranked third among the brands, this indicates that the brand has got promise in terms of the overall brand image and respondents still associate good qualities with the brand name.
[pic]
3.market targeting and positioning of Pepsi:
a. Segmentation of Pepsi:
|Segementation Variables