What is the brand strategy being used by the top dog? What is the brand strategy being used by the underdog?

The brand strategy being used by, both, the top dog (Coca-Cola) and the underdog (Pepsi) are using is a product branding strategy both companies are relatively focused on revolving their brands about their original line of sodas and drinks to reach their target market.

How can the underdog improve its strategy so that it can gain more market share and surpass the top dog? Provide three recommendations.

Pepsi can improve their strategy by focusing more on nostalgic marketing as I feel that is something that everyone sees in Coca-Cola, especially around the holidays. Another way Pepsi could increase their market share is to incentivize their consumers to post about Pepsi and interact with said consumers. This would increase the consumers perception as Pepsi being a more consumer-centric company. Lastly, I think Pepsi could use their “underdog” status as leverage. When it comes to any competition people love seeing the underdog win and I think they could tap into this and increase market share.

Why do you believe consumers prefer the top dog over the underdog? Which do you prefer, and why?

In my opinion, consumers prefer Coca-Cola over Pepsi due to the fact that Coca-Cola runs the beverage industry. Coke has more vending machines and deals with more fast food chains than Pepsi therefore underexposure could be a factor and the fact that Pepsi is less accessible when dining out. Another reason I believe consumers prefer Coke over Pepsi is because of Coca-Cola’s nostalgic presence. When people think about a familiar brand name or see a familiar brand identity it tends to trigger a positive emotion leading them to that product over another competitor.