During the 1980's, Madison Avenue advertisers created one of our society’s most aberrant spectacles yet, the pinnacle of decades of pop culture and advertising prowess, The Cola Wars. In our technological, media-driven, consumer-happy, and product-driven culture, selling and consuming soda has certainly become one of our biggest American pastimes. Coca-Cola and PepsiCo squared off for decades in various advertising coups trying to sell more soda to the already overly indulgent American public. A seemingly easy goal, but these companies have tried everything from using pop-stars, bold and daring challenges and most recently the chance to win a billion dollars on national television just for drinking their products. Throughout the 1990s, this trend continued.
Jon Russel of The next web states that “Advertising that directly mentions a competitor is always a bit risky but this daring creation… is pure genius”. Using another company’s brand invites a rebuttal but at the same time it shows Pepsi has no fear from Coke as it ran the ad knowing
Coca-Cola was invented by Dr. John Stith Pemberton in Atlanta in 1886. Over time the Coca-Cola Company has become the leading producer of soft drinks in marketplace and is ranked number one in carbonated soft drinks and juice drinks, number two in sports drinks, and number three in bottled water in 2005. Today, it has already marketed 2400 beverage products in more than 200 countries around the world (The Coca-Cola Company, 2006). Although the Coca-Cola Company is strong enough in the soft drinks market, it still has to face the challenge of Pepsi, which is its major competitor in the global market. This paper will aim to analyse the Coca-Cola Company's integrated marketing communications processes, then evaluate its effectiveness in integration.
Coca-Cola is the brand with the highest brand equity. (Kumar 2012). Coca-Cola has made a global mark on the world and a large portion of its success can be attributed to its marketing tactics a... ... middle of paper ... ...la. The majority of people at this stage tend to choose Pepsi. However when the next stage of the test is carried out, in which they are un-blindfolded and brand labels are visible, they unknowingly switch their preference to Coca-Cola – simply due to brand recognition and loyalty.
I also admire PepsiCo because I think the there is a high level of entrepreneurship in the way they acquired smaller brands like Gatorade thereby eliminating their competition before they become competition. Thanks to my fascination with PepsiCo and partly because this is an assignment, I went online and search for some of PepsiCo’s most successful and ongoing marketing campaigns and strategies. During my research I noticed several daring marketing strategies Pepsi employed throughout the years. For example, gaining the support of Michael Jackson in the 1980’s and latest gaining the endorsement of global pop star Beyoncé. Unlike most other well established companies, PepsiCo has decided to embrace the digital age fully and has integrated its marketing strategies with the changing times.
(Keller, 2001) However, although many would say that it was the advertisement that got the brand successful, distribution played a huge part in the success factor of the Coca-Cola brand. (Mooj, Global Marketing and Advertising (Understanding Cultural Paradoxes), 2010) Another example would be Wendys. Wendys is tied to a ten-year deal with Coca-Cola. Which means that Coca-Cola would be available for the consumers alongside with the food from Wendys. Hence, Wendy is a company that aids in helping to distribute Coca-Cola, and it is used as a marketing intermediary (Kotler & Armstrong, Principles of Marketing) to reach out to the Coca-Cola consumers.
For decades, Americans and others couldn’t help but love the dark-carbonated beverage. Switching their drink from water to Coca-Cola, many people are now consuming Coca-Cola as one of their daily beverages. It’s been spoiling many people’s dinners since the year of 1886. One famous producer who promoted the drink was Lee Garfinkel. He proposed a coke commercial in the year of 1994.
The main point in both ads is to make the audience feel good and excited about purchasing, either Pepsi or Coca Cola. If both ads used more use of logos, this could help the product look more efficient, and make the consumer feel even better about purchasing whichever. Both Pepsi and Coca Cola companies assume the audience like the exciting feeling they get when seeing or watching the advertisement.
Although Coca-Cola has several products, Coke Zero was on of Coca-Cola’s largest product launch in 22 years. Coke Zero was released in the year of 2005 and is still on the shelves today. It is a low calorie drink marketed to taste exactly like Coca-Cola, and less like Diet Coke. (Coca-Cola Company 2014) Products and Services Provided Coca Cola Company is the most popular and biggest selling soft drink in history, as well as the best-known brand in the world. Coca-Cola Co. has several best selling products on the shelves such as Coca Cola, Sprite, Fanta, Diet Coke, Coke Zero, Dasani, Minute Maid, Powerade, and Mello Yello.
For well over a century, both Coca-Cola and Pepsi have been battling it out for the top spot in the soft drink market. For the first 12 years after Coke’s creation, it reigned supreme, having no competition until Pepsi’s creation in 1898. As Pepsi was taking its first steps as a company, Coca-Cola was already selling a million gallons of Coke