Operation Strategies for Coca-Cola vs Pepsi Companies to Attract Their Customers

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Contemporary Marketing Review Vol. 1(11) pp. 01 – 15, January, 2012 Available online at http://www.businessjournalz.org/cmr

ISSN: 2047 – 041X

OPERATION STRATEGIES FOR COCA-COLA VS PEPSI COMPANIES TO ATTRACT THEIR CUSTOMERS Mojtaba Saeidinia Candidate of MBA, Management and Science University, Faculty of Management, Malaysia E-mail: M.saeidinia1989@gmail.com Mehrdad Salehi Candidate of MBA, Management and science university, Faculty of Management, Malaysia E-mail: Ems_salehi64@yahoo.com

Corresponding Authors: Seyyedeh Mehrsa Hashemi Malaysia E-mail: Mehrsa.Hashemi@hotmail.com Yasaman Darabi darabkhani Candidate of MBA, Management and Science University, Faculty of Management, Malaysia E-mail: Darabi_yasaman@yahoo.com Behrooz Ahanijan Candidate of MBA, Management and Science University, Faculty of Management, Malaysia ABSTRACT This study tried to identify the impact of Operation strategies for Coca-Cola Vs Pepsi companies to attract their Customers. Nowadays, economies are becoming more entwined than ever, any possible method that can be used in supporting the building of global brands is appealing. The characterization of the soft-drink industry for decades has intense rivalry between Coca-Cola and Pepsi. Coca-Cola Company ruled the soft-drink market all through the 1950s, 1960s, and early 1970s in this chess game of big firms. Not only can it be difficult to understand consumer behaviour and target groups’ needs on the domestic market, but also for multi-national companies, this is an even greater struggle. Despite the fact that most of the world’s consumers have certain things in common, their values and attitudes, as well as behaviour are often different. Moreover, the study encompasses three specific target groups in Sweden that have been divided in accordance to age, and thus we do not look at the entire consumer population and as a result, generalization is not obtained. Finally, we have concentrated on age segmentation, and thus other demographic variables are not observed. Keywords: Advertising, Operation strategy, Age segmentation, customer attraction, 1. INTRODUCTION In the first place, advertising is still the number one communication tool for businesses, immense changes within, for instance, technology has required companies to implement other promotional strategies other than traditional marketing communication tools. However, as a consequence of long-term changes, such as the increase of a larger and more diverse range of media, as well as the arrival of new technologies, particularly the Internet, consumers have become better informed than ever, and as a result, some of the traditional advertising methods are no longer as effective as they used to be (www.economist.com). The overall objective of this paper is to gain a deeper understanding of different international and local factors affecting consumer preferences on a local market. Specifically, we want to explore the effect international well-recognized advertising campaigns have on consumers’ buying process. We also want to study whether or not there is a relationship between the above mentioned factors’ influence on the choice of homogenous products. We have limited our research to the cola drink industry, rather than the entire soft-drink industry. Although we examine consumer perceptions on international brands’ marketing strategies, the focus of the investigation will be on Coca-Cola’s and Pepsi’s advertisement and sponsorship as well as their brands.

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Contemporary Marketing Review Vol. 1(11) pp. 01 – 15, January, 2012 Available online at http://www.businessjournalz.org/cmr

ISSN: 2047 – 041X

Instead, firms have increasingly employed other marketing tools, such as corporate sponsorship of sports, arts and cultural events to name a few(Ruth, 2003). Sponsorship is claimed to be the world’s fastest growing form of marketing, and in 2001, worldwide spending was estimated to be as much as $24.6 billion. Moreover, sponsorship activities...
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