Comparative analysis of Marketing Communications strategies and mix for the Free Essay Example, 3000 words

Subsequently, in order to create product differentiation the company went in for logo changes in 1905, in 1906 and subsequently during WW-II. It was in late 90s that Pepsi started a new era in competition by targeting the young and fresh, with the unveiling of the GeneratioNext campaign. With the exception of brief bankruptcy stints in 1923 and 1932, Pepsi-Cola kept its place firmly at the heels of Coca-Cola through its creation of an extensive franchise bottling network and distribution outlets (Yoffie, 2004). On the other hand The Virgin Drinks group first launched the Virgin Cola company in 1994 with Virgin Cola in UK. And Virgin has been very fierce in its marketing efforts, with Richard Branson in the forefront. Markets in which Virgin Drinks are currently being locally manufactured and sold include UK, USA, Canada, France, China, Switzerland, Italy, Sweden, Japan, Bangladesh, South Africa, Tunisia, Afghanistan and Iraq. Virgin Drinks is also present in the French West Indies t hrough export opportunities. In fact UK market has one more serious contender for the market share in the form of Sainsbury, which has its own committed batch of consumers relishing on its non-alcoholic range including Elderflower crush, Watermelon crush, Spiced Indian tea, Fruit punch, and Quick lemonade. We will write a custom essay sample on Comparative analysis of Marketing Communications strategies and mix for the or any topic specifically for you Only $17.96 $11.86/pageorder now At one time it also provided some bubbling effect to the already fierce cola war, but now it has more or less opted out of the war syndrome. Analysis and Discussion As far as the Cola war is concerned, it is limited to the two main rivals in the UK markets which is quite apparent considering the following facts; i. Virgin is a relatively new entrant. ii. Though Virgin has given good competition to both Pepsi and Coke as it has eaten up into their market share, but the ‘War’ mechanism remains within Pepsi and Coke because Virgin is eating up the share of both companies in equal measure. iii. Apparently the Airlines business is the main business for Virgin, and to supplement this very business, Virgin has launched the soft-drinks. For example way back in 1946 when sugar supply was rationed, Pepsi CEO Walter Mack purchased a sugar plantation in Cuba which proved to be highly profitable for Pepsi, but that did not result in Pepsi becoming a sugar giant. Similarly Richard Branson wished to have his own brand of cold drinks, he came out with Virgin. But he is not too bothered with its limited growth over the years. Now Virgin has started strategically placing the drink in many more countries and markets.