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Stratford University Chapter 10 Product Differentiation & Customer Value Discussion

Product differentiation is a  strategy that relies on differences in products or processes affecting  perceived customer value. For this discussion forum, define the product  difference between two similar yet competitive brands (e.g. Coca-Cola  and Pepsi, Kleenex and Puffs, Heinz Ketchup and Hunts Ketchup). Discuss  what makes your product choice different to include product image, price  premium, technology, and generic brands.


Product differentiation relies on customers’ attention to some or more significant advantages that make it a better option for a product or brand than similar goods or brands (Davcik & Sharma, 2015). Since their beginnings correspondingly in 1886 and 1893, Coca-Cola and Pepsi have been fierce opponents in the soft drink business.

By creating the creative design, reinforcing the brand image, offering fantastic service, and leveraging technical capabilities, Coco-Cola adopts a differentiated strategy. Coca-Cola has packed its drinks in an ecologically responsible method that is portable, safe, and current. Depending on the demand and relying on their research and manufacturing, for the intended audience, Coca-Cola has created cans, plastic containers, and glass bottles, all at varying prices (Kayabas et al., 2018).

Both corporations are predisposed to promote various ideologies and target audiences. Pepsi creates a notion about the firm’s history, emphasizing creative and responsible manufacturing techniques (Kayabas et al., 2018). The majority of Pepsi’s ads have addressed a youthful audience with a strong focus on sports, enjoyment, and music. With these unique and eye-catching publicities, people would want to taste the worth of the drive.

Looking at Coke and Pepsi, it is evident that not just in their drink, as well as in their publicity and presentation, they differ. The message given to their customers in all the ads is another distinction between Pepsi and Coke. Coca-Cola stresses connections, whereas Pepsi concentrates on music and sports (Saxena, 2019). In addition, Coke packages its goods in varying amounts in bottles of plastic and glass, whereas Pepsi packages its beverages mostly in limited quantities in bottles of cans and plastic.


Companies employ different strategies to improve their competitive advantage over their competitors. In the monopolistic market, they have to invest in product differentiation to intentionally raise the value of their commodities. One of the organizations that have succeeded in this strategy is Coca-Cola. I prefer its commodities since they appear to possess more quality than its closest competitor, Pepsi. Moreover, the management strategizes its marketing to improve product penetration. One can identify its new commodities from media adverts or delivery trucks.

According to Townes (2020), the management applies different innovative strategies. For instance, it allows customers present their feedbacks on the commodities’ quality. The data collected assists in developing more valuable products to satisfy customer tastes and preferences. It also offers inferences on the factors that make Coca-Cola a force to reckon with in the beverage industry (Townes, 2020). Therefore, it creates enjoyment and fun symbols that lower the appeal of Pepsi products.

Life is about family and friendship, a fact that Coca-Cola has taken into considerations. Therefore, it ensures the ads contain slogans like “Share a Coke, Open Happiness” to promotion relationships. Saxena (2018) argues that the companies produces different commodities that are unique. As opposed to Pepsi, I can purchase different quantities of Lemon Coke depending on my budget and needs. Diet Coke comes in quantities like 1 liter, 0.5 liters, and 0.3 liters with different prices. The company also offers plastic and glass bottles to avoid limiting my consumption pattern. I can also choose between classic Coke, Diet Coca-Cola, and Cherry (Saxena, 2018). The product diversity increases my choices and maintains company loyalty. On the contrary, the packaging strategies in Pepsi are unappealing and hard to access in the market.


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