1. Differentiation and Positioning
Julia Heitkamp, Rodney Hunter, Kia Moore, Andrea Parra, and Christopher Sims

2. Objectives Product introduction
Compare and contrast Coca-Cola and Pepsi Cola
Value Proposition and Positioning
USP, Points difference, TAG LINE
Reflect and Summarize
Discussion

3. 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

4. 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

5. 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

6. Preemptive: Competitors cannot easily copy the difference
Affordable: Buyers can afford to pay for the difference
Profitable: The company can introduce the difference profitably

7. Differences PEPSI COKE Much Sweeter The first cola
Chemical aftertaste because of the sweeteners
Fluid/Fruity
Smoother
Flavor strengthens over time
COKE
The first cola
Dominant brand
Sharp Cola Flavor
Heavy Carbonation
After continued drinking taste watery and bitter

8. 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

9. Coca- Cola vs. Pepsi
America’s Classic
The New Generation

10. Differences in Terms of Marketing
Classic
Nostalgic Americana
Wholesome
Family-Friendly
New Generation
Trendy
Celebrities Spot
Aggressive Campaigning

11. 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.   

12. 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.

13. 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

14. Reflection:

15. 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?

16. Resources
Kotler, P., & Armstrong, G. (2012). Principles of marketing. Toronto: Pearson Prentice Hall. 
Unknown (2013). Pepsi vs. cola . Retrieved from
Unknown (2011). Soft drink & beverage products . Retrieved from
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
Mohon, A. (Author). (2009, March 13). Coke’s Carbon footprints are revealed [Web Photo]. Retrieved from 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
Unknown Photographer. (n.d.). Coca-Cola Poster [Web Photo]. Retrieved from
Coca-Cola. (Producer) (2013). The world of ahh [Web]. Retrieved from
Vaxo Sheila (Distributor) (2012). Pepsi vs. Coca Cola (funny Commercial) [Web]. Retrieved from