Everyone has heard of Coca-Cola, and you would be hard-pressed to find somebody who was unable to recognize the iconic white lettering against the bright red background of this global brand. Coca-Cola has been consistently ranked as the top soft drink brand worldwide, with a global brand value of over 98 billion U.S. dollars. Other soft drink brands manufactured and sold by the Coca-Cola Company include Diet co*ke, Sprite, and Fanta. What is often surprising to consumers is that the non-alcoholic beverage giant is also a key figure outside the soft drinks segment. In the United States, for example, the company is also part of the top four brands in the ready-to-drink iced coffee market.
A closer look: the performance of the Coca-Cola Company
The Cola-Cola Company’s revenue has fluctuated globally in recent years, reaching around 46 billion U.S. dollars in their most recent financial year. Almost one third of the Coca-Cola Company’s total revenue was generated in North America in that year, making it their most lucrative operating segment by far. Bottling Investments are the company’s second-biggest revenue stream. Coca-Cola’s advertising campaigns are innovative and memorable - going back to art done by American painter Norman Rockwell, to the iconic polar bears of Christmas advertising. The brand owes a large part of its success story to them. As one way to maintain high revenues, the company has increasingly invested in advertising, spending just over five billion U.S. dollars in recent years.
Comparison: Coca-Cola's biggest rival, PepsiCo, and its performance
The Coca-Cola Corporation, which has been around for over 130 years, and PepsiCo, with roots dating back to 1898, have been long-term competitors for ages. With its market value, the multinational food and beverage company PepsiCo directly follows Coca-Cola in the ranking of the largest companies in the world. Even in the beverage market, which both companies are best known for, Pepsi can't hold a candle to Coca-Cola, reaching a brand value of only approximately 19 billion U.S. dollars. In fact, it's food that is the best performing segment for the company. From what was initially a balanced beverage-to-food ratio, this development has slowly become apparent lately, and is now at roughly 40 to 60 percent. According to PepsiCo's most recent annual report, the company generated a net revenue of approximately 92 billion U.S. dollars worldwide. At the same time, it recorded a net income of around nine billion U.S. dollars. When it comes to advertising campaigns, the two brands also compete. Over the years, both have repeatedly run campaigns in which they make fun of their opponents. From Coca-Cola with the claim "It's a real thing" to PepsiCo with the advertising in which both colas were tasted blind and Pepsi won every time. In this way, PepsiCo tries to assert itself against the cola giant and a constant creative back and forth arises from which both companies benefit.
The beverage industry has been greatly impacted by the rivalry between the two companies, which has encouraged both corporations to innovate and improve their products. Brand rankings list the Coca-Cola brand, for good reasons, as one of the most valuable and recognizable brands worldwide, even though PepsiCo’s net revenue is exactly fifty percent more than Coca-Cola's.
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