Avoid the Overlapping Value Proposition

This blog post explains how overlapping value proposition could end up “cancelling each other out.” The companies that were used as examples are Coca Cola and Pepsi. When there was no use of convincing consumers with better tastes, Coca Cola and Pepsi decided to go with more distinct and emotional approaches. They had decided to convince customers by creating ‘personalities’ for their brands. The blog post explains that Coca Cola has positioned itself as a feel-good drink with consistent logos. On the other hand, Pepsi has been reinventing itself as the ‘cool drink.’ Even though they are both coke making companies, they were able to avoid ‘overlapping value proposition’ by looking at their challenges in other dimensions.

In COMM101 class, we have learned about value proposition. We have discussed Coca Cola vs Pepsi and saw advertisements. At first, I wondered how two companies would compete because they are selling similar products. I also thought that there are barely any taste difference between Coca Cola and Pepsi. After reading this blog, it was helpful for me to understand how companies could develop their value propositions even though they have similar products.