When mentioning soft drinks, people easily bethink of Pepsi Cola! Why it is so prevalent? What does Pepsi Company do to attract a host of loyal customers, especially when it is facing strong competitors like Coke Company.

First of all, Pepsi notices the cultural impact on customers. Pepsi spends more on advertisement preparation, so it has fascinating advertisements when compared to the Coke Company. Pepsi Company is using the famous celebrities and this increases the influence of the advertising on the customers. This is Pepsi’s approach to use pop culture in order to attract customers, especially young people. It can successfully expand in approximately 200 countries all over the world because it is adept in combining the local culture to its own product promotion as well. Like in China, they uses Chinese celebrities as its brand’s mouthpiece to win customers’ attention. In India, Pepsi meets consumers’ needs as well through synchronizing the brand with local tradition. Pepsi also has changed its logo since 1898, which makes the logo keep up with the pop culture.

For the product itself, Pepsi has launched a variety of types of cola like Diet Pepsi , Caffeine-free Pepsi and etc. In such a intense competition, to diversify its products is a way to make Pepsi outstanding in this industry.

In addition to the product, Pepsi uses the product line pricing strategy. It offers different quality products with different price. When the competitor reduces its price, Pepsi will change its price as well. Otherwise it will lose customers in such a competitive industry.

The comment on Haoran Jiang‘s blog ” Coca Cola’s Packaging Seduction“:

Coca Cola always dose a good job at attractive packaging. The company uses different materials in packaging, such as plastic and glass. The good package design is useful to build the image of the brand among customers. As Haoran stated, packaging has a strong situational influence on consumer behavior. Coca Cola even introduce special packages that match to special events like Olympic Games and Christmas. This dose remind the customers of the brand especially in special times.