"At first glance, the marketing strategies of Coke and Pepsi — the two
ubiquitous, global players that have dominated the soft drink market
for decades — might appear more similar than different. Each brand
deploys decidedly feel-good creative in its advertising, branding, email
marketing and loyalty programs, around consistently happy-go-lucky
themes like summertime, nightlife and Santa Claus. And yet, upon closer
inspection, each has a distinctly unique marketing strategy," according to DMNews . "Each company spends a bucketload promoting its soda brands, but much less than in the past. The Coca-Cola Co. last year laid out $253 million on soda advertising while PepsiCo invested $153 million compared with $377 million and $348, respectively, back in 2005, as The Wall Street Journal reports.
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