Akhir Pertarungan Abadi Coca-Cola vs Pepsi

Summary

For over a century, Coca-Cola and Pepsi have battled for dominance in the soda market, using clever marketing and product innovation. However, they eventually realized that success lies in winning customers' hearts, not defeating each other. The video chronicles Coca-Cola's journey from its creation in 1886 to the fierce Cola Wars, highlighting Pepsi's innovative strategies like the Pepsi Challenge and both companies' global expansion. The rivalry has evolved, with both brands adapting to health trends, environmental concerns, and shifting consumer preferences. Ultimately, Coca-Cola's emotional marketing and Pepsi's diversified product range keep the competition alive.

Takeaways

• 🥤 Coca-Cola and Pepsi have been engaged in a fierce competition for over a century, battling for dominance in the soft drink market.
• 🧪 Coca-Cola was created in 1886 by pharmacist Dr. John Pemberton and marketed aggressively with the help of Asa Candler, leading to its widespread popularity by the early 20th century.
• 🏗️ Pepsi was invented in 1893 by Caleb Bradham and officially became Pepsi-Cola in 1903. The Cola Wars began shortly after, with both brands using creative marketing and innovation to attract consumers.
• 📉 During the Great Depression, Pepsi survived bankruptcy by offering double the amount of cola for the same price as Coca-Cola, making it popular among cost-conscious consumers.
• 🧃 In the 1970s, Pepsi launched the 'Pepsi Challenge,' a blind taste test that revealed many consumers preferred the taste of Pepsi, further intensifying the Cola Wars.
• 🍋 Coca-Cola responded by launching new products like Diet Coke and making major marketing campaigns, but faced a backlash when it changed its original formula with the introduction of 'New Coke' in 1985.
• 🌍 Coca-Cola and Pepsi both expanded internationally, with Coca-Cola finding success in Europe, Asia, and Latin America, while Pepsi gained a foothold in markets like the Soviet Union and Mexico.
• 🍿 Pepsi diversified its product line into snacks and beverages like Lay's, Doritos, and Tropicana, which helped increase its overall revenue beyond Coca-Cola's due to having multiple income streams.
• 🌱 Both companies are now focusing on sustainability and health-conscious product offerings, with initiatives to reduce sugar content, introduce eco-friendly packaging, and adopt sustainable practices.
• 📊 As of 2022, Coca-Cola still leads the U.S. soft drink market with a larger market share, but Pepsi generates more global revenue due to its broader product portfolio.

Q & A

When did Coca-Cola's journey begin, and who was its creator?

Coca-Cola's journey began in 1886 when Dr. John Stith Pemberton, an Atlanta pharmacist, created the beverage. It was initially sold as a tonic that claimed to cure various ailments.

What marketing strategies helped Coca-Cola gain popularity in its early days?

Coca-Cola gained popularity through aggressive marketing strategies such as advertising in newspapers and distributing free coupons. These efforts helped it become well-known, especially under the leadership of Asa Candler, who expanded the brand's reach and distribution.

How did Pepsi-Cola come into existence, and who was its founder?

Pepsi-Cola was created in 1893 by Caleb Bradham, a pharmacist from New Bern, North Carolina. Originally named 'Brad's Drink,' it was later renamed Pepsi-Cola in 1898, inspired by pepsin and kola nuts used in its formula.

What was the significant move made by Pepsi during the Great Depression, and how did it impact Coca-Cola?

During the Great Depression, Pepsi introduced a 12-ounce bottle for just 5 cents, the same price as Coca-Cola's 6-ounce bottle. This move attracted price-sensitive consumers and increased Pepsi's sales, pressuring Coca-Cola.

What was the 'Pepsi Challenge' campaign, and how did it affect the Cola Wars?

The 'Pepsi Challenge' was a blind taste test campaign launched in 1975, where participants were asked to choose between two unbranded sodas. Many chose Pepsi, which helped boost its sales and position in the Cola Wars.

How did Coca-Cola respond to the success of Pepsi in the 1980s, and what was the outcome?

In response to Pepsi's growing success, Coca-Cola introduced 'New Coke' in 1985, changing its original formula to create a sweeter taste. However, the change backfired, as loyal Coca-Cola customers rejected the new taste. Coca-Cola quickly reintroduced the original formula as 'Coca-Cola Classic,' restoring customer loyalty.

How did both Coca-Cola and Pepsi adapt to health trends in the 21st century?

Both Coca-Cola and Pepsi introduced healthier product options, such as Diet Coke, Coca-Cola Energy, and Pepsi's acquisition of non-carbonated beverage brands like Tropicana. They also reduced sugar and calorie content in response to changing consumer preferences.

What sustainability efforts have Coca-Cola and Pepsi undertaken in recent years?

Coca-Cola launched the 'World Without Waste' initiative, aiming to recycle 100% of its bottles and cans by 2030. Pepsi committed to reducing water usage by 25% by 2025 and promoting sustainable farming practices while reducing single-use plastic.

How do the revenues of PepsiCo and Coca-Cola compare, and what factors contribute to the difference?

In 2018, PepsiCo's revenue was $64.44 billion, while Coca-Cola's was $31.85 billion. Pepsi's larger revenue is due to its diverse product portfolio, which includes snacks and non-carbonated drinks, whereas Coca-Cola primarily focuses on beverages.

What important lessons can businesses learn from the rivalry between Coca-Cola and Pepsi?

Key lessons from the rivalry include the importance of innovation, responding quickly to market changes, maintaining customer loyalty, and adapting to evolving consumer preferences. Both companies' success demonstrates the need for companies to evolve while keeping customer needs at the forefront.

Outlines

00:00

🥤 The Origins of Coca-Cola and the Start of Cola Wars

Coca-Cola and Pepsi have been rivals for over a century, battling to dominate the soda market. The journey of Coca-Cola began in 1886 when Dr. John Stith Pemberton, an Atlanta pharmacist, created a tonic beverage that claimed to cure ailments. Asa Candler took over in 1888, expanding Coca-Cola's distribution and establishing it as a leader in the U.S. However, Pepsi emerged as a competitor in 1893, crafted by another pharmacist, Caleb Bradham. The intense rivalry, known as the Cola Wars, saw both companies engaging in creative marketing strategies to win customer loyalty.

05:02

💡 Pepsi’s Survival and the Price Strategy during the Great Depression

During the Great Depression in 1929, Pepsi, under the leadership of Charles Guth, managed to survive bankruptcy by introducing a 12-ounce bottle for the same price as Coca-Cola's smaller 6-ounce bottle. This price-value advantage attracted consumers, especially those struggling financially, leading to a surge in Pepsi's popularity. In response, Coca-Cola relied on its long-established consumer loyalty, countering Pepsi’s aggressive pricing by strengthening its marketing campaigns and distribution network. The competition intensified as both companies fought for market share, using different strategies to appeal to customers.

10:03

🎯 Pepsi’s Bold Moves and the New Coke Blunder

In the 1970s, Pepsi intensified its challenge with the 'Pepsi Challenge'—a blind taste test showing that many consumers preferred Pepsi’s sweeter flavor over Coca-Cola. This campaign boosted Pepsi’s sales, creating a crisis for Coca-Cola in the 1980s. Coca-Cola responded by launching 'New Coke' in 1985, aiming to match Pepsi's taste. However, this backfired, as loyal customers were outraged by the change in flavor, forcing Coca-Cola to revert to its original formula, now branded as 'Coca-Cola Classic.' The failure of New Coke provided Pepsi with an opportunity to highlight its consistency, but Coca-Cola regained customer trust by listening to feedback.

🌎 Coca-Cola and Pepsi’s Global Expansion

Both Coca-Cola and Pepsi expanded internationally in the 20th century, with Coca-Cola leading the charge in markets like Europe, Japan, and Latin America. Pepsi also made significant strides, entering the Soviet Union in 1972 and expanding into China, India, and the Middle East. Pepsi's strategy of diversification into snack foods like Lay’s and Doritos helped the company reduce reliance on soda products and strengthen its global presence. Coca-Cola, meanwhile, focused on localized marketing strategies to adapt to different cultures and introduced new product lines such as Diet Coke to appeal to health-conscious consumers.

🌱 Health and Sustainability Trends Shape Cola Wars

Coca-Cola and Pepsi both began addressing health concerns and environmental issues in recent years. Coca-Cola launched healthier products, including water and energy drinks, while Pepsi diversified with food brands like Tropicana and Quaker Oats. Both companies also embraced sustainability efforts, with Coca-Cola’s 'World Without Waste' recycling initiative and Pepsi’s water conservation programs. By adopting sustainable practices, both brands sought to stay relevant in a market increasingly influenced by eco-conscious consumers. Pepsi’s broader product portfolio helped them achieve higher revenues, although Coca-Cola maintained a stronger emotional connection with consumers.

💼 Lessons from the Cola Wars: Innovation, Responsiveness, and Consumer Loyalty

The long-standing competition between Coca-Cola and Pepsi offers important business lessons. Pepsi successfully challenged Coca-Cola with bold moves like the 'Pepsi Challenge,' shifting public perception. Coca-Cola’s swift reaction to the New Coke failure demonstrated the importance of consumer loyalty and the ability to respond to market crises. Both companies continued to innovate by offering healthier and more environmentally friendly products, ensuring they stayed relevant amid changing consumer preferences. Ultimately, the Cola Wars highlight the importance of innovation, adaptability, and listening to customer needs in building lasting brand loyalty.

Keywords

💡Coca-Cola

Coca-Cola is one of the leading brands in the global soft drink industry, and the video highlights its journey from its creation in 1886 to becoming a symbol of American culture and global market dominance. Coca-Cola’s strategy in marketing, innovation, and brand loyalty are central themes, especially its resilience in response to challenges like Pepsi's competition and the 'New Coke' fiasco.

💡Pepsi

Pepsi is Coca-Cola’s main competitor, founded in 1893, and has been involved in a long-standing rivalry known as the 'Cola Wars.' The video illustrates how Pepsi's strategies, such as the Pepsi Challenge and offering better value (12-ounce bottles for 5 cents), allowed it to carve out a significant share of the market, especially during economic downturns.

💡Cola Wars

The Cola Wars refers to the intense competition between Coca-Cola and Pepsi, particularly in the 20th century. The video emphasizes how this rivalry led to aggressive marketing campaigns, product innovations, and pricing strategies, with both companies vying for market dominance and consumer loyalty through creative means like blind taste tests and advertising wars.

💡New Coke

New Coke was Coca-Cola’s reformulation of its classic drink, launched in 1985 in response to market research indicating a preference for sweeter colas. However, this change backfired, as consumers revolted against the loss of the original taste. The video details how this led to a consumer backlash, with Coca-Cola eventually reintroducing the classic formula, a move that restored its market position.

💡Pepsi Challenge

The Pepsi Challenge was a marketing campaign in the 1970s where consumers participated in blind taste tests, choosing between Pepsi and Coca-Cola without knowing which was which. The video shows how this campaign was crucial in increasing Pepsi’s market share as many participants favored Pepsi’s sweeter taste, providing Pepsi with valuable marketing content to boost its brand.

💡Brand loyalty

Brand loyalty refers to the strong preference consumers have for a particular brand, sticking with it despite competitors' offers. In the video, Coca-Cola is shown to have built deep brand loyalty over decades, which helped it weather challenges from Pepsi, even during the New Coke debacle, where loyal customers demanded the return of the original formula.

💡Marketing strategies

Marketing strategies play a key role in the Cola Wars, with both Coca-Cola and Pepsi employing various tactics such as creative advertising, promotions, and brand positioning. The video discusses how Coca-Cola’s emotional campaigns like 'Share a Coke' and 'Taste the Feeling' fostered strong consumer connections, while Pepsi relied on innovative campaigns like the Pepsi Challenge.

💡Diversification

Diversification refers to Pepsi’s strategy of expanding its product line beyond soda into snacks and non-carbonated beverages. The video explains how this strategy, including acquisitions like Tropicana and Quaker Oats, helped PepsiCo reduce reliance on soda sales and grow its revenue base, making it more financially stable compared to Coca-Cola.

💡Global expansion

Global expansion is the strategy both Coca-Cola and Pepsi used to grow beyond their domestic markets. The video describes how Coca-Cola became a global brand, establishing itself in countries like Canada, Japan, and across Europe, while Pepsi also expanded, notably becoming the first Western soda sold in the Soviet Union, emphasizing the brands’ worldwide presence.

💡Health trends

Health trends refer to the shift in consumer preferences towards healthier beverages with less sugar and fewer calories. The video shows how both companies responded to this trend by launching diet sodas, like Diet Coke, and diversifying their portfolios with products like Coca-Cola Energy, Coca-Cola Plus Coffee, and Pepsi’s acquisition of healthier brands like Tropicana.

Highlights

Coca-Cola and Pepsi have been battling for over a century, competing through product innovation and clever marketing strategies.

The key to success shifted from defeating the competitor to winning the hearts of customers through emotional connections.

Coca-Cola was first introduced in 1886 by Dr. John Pemberton, a pharmacist from Atlanta, who sold it as a tonic.

In 1893, Pepsi-Cola was introduced by Caleb Bradham, another pharmacist, marking the beginning of the legendary Cola Wars.

The rivalry heated up during the Great Depression when Pepsi introduced a 12-ounce bottle for 5 cents, the same price as Coca-Cola's 6-ounce bottle.

Pepsi gained popularity with its 'twice as much for a nickel' slogan, appealing to cost-conscious consumers.

In 1975, Pepsi launched the 'Pepsi Challenge,' a blind taste test that showed many consumers preferred Pepsi's taste over Coca-Cola.

Coca-Cola responded with the introduction of 'New Coke' in 1985, but the product failed as loyal customers rejected the change in flavor.

Pepsi capitalized on the 'New Coke' failure by reinforcing its brand message of consistency and taste.

Coca-Cola eventually returned to its original formula, rebranding it as 'Coca-Cola Classic,' which restored consumer loyalty.

Pepsi diversified its product line with snacks and non-carbonated drinks, acquiring companies like Tropicana and Quaker Oats to reduce reliance on soda sales.

Coca-Cola has also expanded its portfolio with healthier options, such as Dasani water and Coca-Cola Energy, to adapt to consumer health trends.

Both companies have committed to environmental initiatives like recycling and reducing carbon emissions, in response to rising consumer awareness.

By 2022, Coca-Cola held 46.3% of the U.S. soda market, while Pepsi accounted for 24.7%, though Pepsi's diverse product range led to higher overall global revenue.

The Cola Wars demonstrate important business lessons: the need for innovation, responsiveness to crises, and the importance of listening to customer feedback.

Transcripts

lebih dari satu abad lamanya coca-cola

dan Pepsi bertarung merebutkan pasar

minuman bersoda semua jurus dimainkan

dari inovasi produk hingga taktik

marketing yang

cerdik namun pada akhirnya mereka

menyadari bahwa kunci kemenangan bukan

terletak pada mengalahkan lawan namun

memenangkan hati pelanggan bahwa

marketing cerdik hanya akan berdampak

sementara padahal dunia sedang dan akan

terus jolak semakin panas rivalitas dan

masa depan mereka akhirnya bergantung

pada yang satu

ini Perjalanan coca-cola dimulai tahun

1886 ketika seorang apoteker di Atlanta

bernama Dr John Steve pemberton meramu

minuman tonik berbasis

minuman yang diklaim bisa menyembuhkan

berbagai penyakit itu dijual pertama

kali di apotek jacobs 5 sen per gelas

untuk memasarkannya John dibantu Mark m

Robinson yang kemudian menyematkan nama

cocacola sekaligus merancang logo

khasnya mereka sukses mempopulerkan

coca-cola dengan cara beriklan di koran

dan membagikan kupon gratis pemasarannya

meluas setelah Asa kendler mengambil

alih hak paten dan saham coca-cola pada

tahun

1888 dia menerapkan strategi pemasaran

yang yang lebih agresif serta memperluas

distribusinya sehingga ketika memasuki

abad 20 coca-cola sudah merajai Amerika

Serikat

coca-caoc tetapi waktu itu sebetulnya

coca-cola sudah dibayang-bayangi

penantangnya sebab pada tahun 1893 lahir

brad's drink yang ramuannya dibuat oleh

calb bradam seorang apoteker di newb

North Carolina bradam kemudian mengubah

Nama minumannya menjadi Pepsi Cola yang

terinspirasi dari pepsis dan colut

sebagai bahan utamanya pada tahun 1903

brand dagang Pepsi Cola didaftarkan dan

Pepsi kemudian dikemas dalam botol untuk

dipasarkan secara luas sejak itulah Cola

Wars dimulai dan tidak pernah berhenti

selama hampir satu abad sampai dengan

hari ini perang itu terlihat dari

berbagai Kampanye iklan yang kreatif

strategi marketing yang cerdik serta

berbagai inovasi mereka saling Serang

dan berlomba memikat hati para penikmat

soda

[Musik]

Charles GTH memang cerdas sekaligus

berani dia adalah pemilik loft Ink

sebuah perusahaan permen dan minuman

ringan sewaktu dunia termasuk Amerika

diguncang depresi pada tahun 1929 dia

mengambil alih Pepsi dan

menyelamatkannya dari kebangkrutan GTH

kemudian memperkenalkan botol Pepsi 12

ons yang harganya cuma 5 sen sama

seperti harga coca-cola dalam botol 6

ons tetapi dengan Pepsi konsumen bisa

menikmati Cola dua kali lebih banyak

enggak heran kalau Pepsi langsung

menarik perhatian orang-orang yang daya

belinya sedang melemah langkah itu

dilakukan karena G tahu bahwa konsumen

mencari nilai lebih dalam setiap

pembelian Di saat itulah persaingan

legendaris dalam Cola Wars mulai memanas

konsumen ekonomis tertarik dengan slogan

dua kali lebih banyak dengan 5 sen dan

segera beralih ke Pepsi sehingga

penjualan Pepsi pun melonjak coca-cola

gerah dan mereka Langsung berkampanye

iklan besar-besaran di media cetak dan

radio sambil memperkuat

distribusi coca-cola loyalitas konsumen

yang terbentuk bertahun-tahun mereka

gunakan sebagai senjata untuk mengatasi

tantangan itu meskipun Pepsi menawarkan

volume yang lebih besar banyak konsumen

tetap setia pada coca-cola karena

percaya pada kualitas dan rasa

[Musik]

khasnya persaingan mereka terus

berlanjut sampai di pertengahan tahun

1970-an sewaktu pertarungannya semakin

seru Pepsi yang pangsa pasara selalu di

bawah coca-cola semakin gencar melakukan

serangan agresif pada tahun 1975 mereka

mengkampanyekan Pepsi challenge di

berbagai mall dan acara publik take the

Pepsi di situ mereka menyelenggarakan

blind test atau tes rasa buta

orang-orang diminta mencicipi dua

minuman bersoda tanpa tahu mereknya lalu

diminta memilih mana yang lebih mereka

sukai hasilnya mengejutkan karena

peserta serta tes banyak memilih Pepsi

hasil tes tersebut kemudian mereka

manfaatkan sebagai konten iklan yang

dampaknya langsung berasa the Pepsi

challeng banyak konsumen mulai mencoba

dan membeli Pepsi sehingga pada tahun

1980-an penjualan Pepsi berhasil

melampaui coca-cola di beberapa wilayah

pemasaran bagi coca-cola masa itu

menjadi masa masa yang suram dan untuk

sekian kalinya Mereka pun harus bereaksi

mereka menggelar kampanye PR yang

menegaskan keunggulan dan warisan mereka

serta berusaha meyakinkan bahwa

coca-cola punya kualitas sendiri dan

memiliki konsumen yang loyal mereka juga

berkreasi dengan meluncurkan diet coke

pada tahun 1982 untuk bisa menarik

konsumen muda langkah-langkah itu

berhasil membuat coca-cola tetap

kompetitif di tengah serangan Pepsi Cola

yang sangat-sangat

agresif woodfield shoing cer Pepsi Oh

Pepsi Pepsi lelah diserang terus oleh

Pepsi coca-cola pun menyerang balik

dengan membuat sebuah terobosan radikal

pada tahun

1985 mereka mengubah resep minuman

legendarisnya berdasarkan hasil resiset

pasar yang menunjukkan bahwa orang lebih

menyukai rasa Cola yang lebih manis

akhirnya pada tanggal 23 April 1985

coca-cola meluncurkan new Coke new Coke

diluncurkan dengan dukungan konferensi

pers besar-besaran dan Kamen iklan yang

sangat masif dengan cara itu kaka-cola

ingin menunjukkan bahwa mereka berani

berubah dan

berinovasi tapi ternyata hasilnya jauh

panggang dari api dan Kenyataan tak

sesuai harapan pasalnya konsumen setia

coca-cola Justru marah dan kecewa karena

rasa asli yang sudah mereka sukai selama

bertahun-tahun diganti begitu aja lalu

mereka menyerbu Kantor Pusat coca-cola

dengan surat-surat protes dan juga

telepon mereka juga membentangkan

spanduk bertuliskan anti new coke

serta melontarkan sinisme Dengan

mengatakan bahwa mengubah rasa coca-cola

itu lebih parah daripada mengganti

konstitusi Amerika Serikat Sampai segitu

ya kegagalan new Coke justru

dimanfaatkan Pepsi dengan cerdas mereka

melancarkan promosi tentang konsistensi

keunggulan rasa mereka serta memperkuat

Citra sebagai brand yang selalu

mendengarkan

[Musik]

konsumen rig Pepsi

pasar pun akhirnya berpihak pada Pepsi

sehingga penjualannya meningkat gilanya

momen itu mereka rayakan sebagai

kemenangan rasa Pepsi atas

coca-cola coca-cola kemudian sadar bahwa

mereka telah melakukan kesalahan besar

akhirnya setelah new Coke beredar 79

hari maka pada 11 Juli 1985 mereka

kembali memakai resep asli dengan nama

coca-cola classic

Coca jes 31 PM hasilnya sungguh ajaib

karena keputusan itu disambut antusias

konsumen yang merasa lega dan juga

senang karena keluan mereka didengar

terobosan ini berhasil mengembalikan

loyalitas konsumen dan meningkatkan

Citra

perusahaan sejak memasuki abad 20

coca-cola sudah bisa ditemukan di Kanada

kuba dan Panama bahkan setelah perang

dunia keedua coca-cola populer di Eropa

terutama di Prancis dan Jerman pada

waktu yang bersamaan coca-cola juga

sukses di Jepang dilanjut di India dan

China sedangkan di Amerika Latin

coca-cola menjadi minuman favorit

terutama di Brazil dan Meksiko mereka

sukses berkat kemampuannya beradaptasi

pada budaya pasar setempat mereka

beriklan sesuai tradisi setempat dan

memperkenalkan varian rasa sesuai selera

lokal seperti teh hijau di Jepang jadi

setelah mengatasi masalah new Coke

coca-cola fokus pada usaha memperluas

pasar

internasionalnya sebab pada waktu yang

sama Pepsi juga berekspansi pada tahun

1972 mereka berhasil menembus Uni Soviet

dan menjadi minuman bersoda pertama di

negeri beruang merah tersebut di China

mereka bekerja sama dengan perusahaan

lokal dan di India mereka membeli

perusahaan minuman lokal ekspansinya

terus berlanjut sampai ke Timur Tengah

dan Afrika langkah Pepsi tidak sia-sia

karena di beberapa negara mereka

berhasil menyaingi coca-cola di meksico

Pepsi berhasil mengambil pangsa pasar

coca-cola berkat kampanye kreatif

sedangkan di Filipina berkat strategi

pemasaran yang agres Pepsi menjadi

pilihan

utama langkah Pepsi tidak berhenti hanya

dengan memperluas pasar melainkan juga

melakukan diversifikasi dengan merambah

produk makanan ringan dan minuman

nonkarbonasi muncullah produk seperti

lace doritos gate dan disusul dengan

mengakuisisi tropikana dan Quaker Oats

dengan begitu pepsico bisa menjangkau

berbagai konsumen dan mengurangi

ketergantungannya pada satu produk

strategi diversifikasi ini tidak hanya

memperkuat posisi pepsico di pasar

tetapi juga meminimalisir risiko bisnis

sebab pepsico bisa berdiri di atas

Pondasi yang lebih kuat dalam menghadapi

fluktuasi pasar pepsico juga bisa lebih

leluasa ketika berunding dengan

pengececar karena bisa menawarkan

produknya yang beragam coca-cola tentu

saja enggak mau ketinggalan mereka juga

berinvestasi di produk-produk sehat

seperti air mineral dasani teh Organic

Anesya dan air kelapa Zico yang menjadi

favorit baru mereka juga meluncurkan

produk produk inovatif seperti coca-cola

energy dan coca-cola plus coffee untuk

menjawab perubahan prevensi konsumen

yang semakin peduli kesehatan dan

meminta supaya coca-cola mengurangi

kandungan gula dan kalori pertarungan

keduanya sampai juga ke isu lingkungan

mereka berusaha menjawab tren tubuhnya

kepedulian konsumen terhadap lingkungan

maka coca-cola meluncurkan World Without

waste yang tak lain adalah program daur

ulang ambisius untuk tahun 2030 dengan

mengumpulkan dan mendaur ulang botol

atau kaling yang mereka jual mereka juga

berkomitmen mengurangi jejak karbon dan

mengembalikan 100% air yang mereka

gunakan ke alam sementara itu pepsico

meluncurkan program konservasi air dan

berkomitmen mengurangi penggunaan air

sebesar 25% pada tahun 2025 mereka juga

mengadopsi praktik pertanian

berkelanjutan dan mengurangi emisi

karbon di rantai pasukan mereka Selain

itu mereka berinovasi pada kemasan

produk dengan menggunakan bahan daur

ulang dan mengurangi plastik sekali

pakai

kalau dilihat market share-nya Menurut

data statista sampai Tahun 2022

coca-cola masih unggul di pasar minuman

bersoda Amerika Serikat dengan 46,3% dan

Pepsi di posisi kedua dengan

24,7%. tapi kalau kita lihat dari aspek

revenue-ya data fors mengungkap bahwa

Pepsi lebih unggul tahun 2018 revenue

Pepsi secara global mencapai 64,44

miliar us dolar sedangkan coca-cola

hanya 31,85 miliar us dolar dan seiring

waktu perbedaan revenue antar keduanya

semakin besar revenue pepsico bisa lebih

besar karena mereka punya produk lebih

banyak sehingga sumber pendapatannya

juga lebih banyak dan finansialnya bisa

tetap stabil di tengah fluktuasi pasar

minuman ringan sementara itu coca-cola

bisa memelihara loyalitas konsumennya

dengan kuat melalui kampanye pemasaran

yang emosional dan mengesankan kampanye

iconik seperti share a c dan test the

feeling berhasil menciptakan ikatan

emosional yang kuat dengan konsumen

meski pendapatannya lebih kecil

posisi coca-cola di hati konsumen jauh

lebih kuat sebagai simbol kebahagiaan

dan momen berharga jadi Siapa pemenang

Cola War ya tergantung dari sudut mana

kita melihatnya kalau melihat

pasangsaasar jelas coca-cola yang unggul

tapi kalau kita lihat dari besaran

pendapatan perusahaan pepsico yang lebih

unggul terlepas dari keberhasilan itu

keduanya sama-sama sukses membangun

merek yang kuat sambil terus berinovasi

memenuhi perubahan demi perubahan pada

kebutuhan dan preferensi kons

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perseturuan Abadi dua brand minuman

bersoda ini menyuguhkan beberapa

pelajaran penting pertama Coba lihat

Bagaimana Pepsi sebagai penantang tidak

hanya mengikuti jejak coca-cola

melainkan juga berusaha menentukan

arahnya sendiri seperti ketika

mengkampanyekan Pepsi challenge

sebetulnya mereka sedang menantang

status quo dan mengubah cara konsumen

memandang minuman bersoda kampanye itu

bukan sekedar tes rasa melainkan juga

sebuah gerakan pemasaran yang cerdik

mereka memanfaatkan persepsi publik dan

memicu diskusi Pepsi juga lanjut

merambah ke makanan ringan memperluas

cakupan pasar mereka dan mengurangi

risiko hanya bergantung pada satu

produk yang kedua ketika coca-cola

terjerat kasus new Coke kita melihat

bagaimana mereka merespon krisis dengan

cepat ketika new Coke yang lebih manis

tidak diterima oleh konsumen mereka

langsung mengambil keputusan untuk

menghadirkan coca-cola klasik berarti

penting bagi kita mendengarkan dan

menghargai kesetiaan konsumen sebab

keputusan yang dia diambil coca-cola

bukan hanya tentang mengembalikan produk

melainkan juga memulihkan kepercayaan

dan menghormati nostalgia konsumen yang

ketiga baik coca-cola maupun Pepsi Terus

berinovasi setelah mengadaptasi tren

kesehatan yang berkembang mereka

mengintroduksi pilihan yang lebih sehat

seperti varian diet dan nol kalori

mereka mengerti bahwa adaptasi dengan

prevensi konsumen bukan hanya penting

untuk bertahan tetapi juga

mempertahankan relevansi di pasar yang

dinamis pada akhirnya kita belajar bahwa

ketika menangani bisnis kita perlu

memiliki keberanian untuk berinovasi

kecepatan untuk merespon perubahan dan

kemampuan untuk mendengar serta

menangkap keinginan pasar semua itu

untuk bisa memenangkan hati Sang

pelanggan

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