Coke vs Pepsi

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Category: Business and Industry

Date Submitted: 01/27/2014 09:54 AM

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Advertising is currently a huge money-making business in the soft drink industry. Most advertisements contain messages that persuade a target market to choose a firm’s brand over its competitor (Kerin et. al 499). Advertisements create a big difference in the lives of many around the globe because it influences the choices people make. People encounter numerous advertisements every day. Thus, it is important for a company to create advertisements that will make their company stand out from its competitors in order to advance its position in the market (Kotler et al. 649). The Coca-Cola Company and PepsiCo Incorporation are examples of companies that spend billions of dollars on marketing their products in order to sustain its stand in the industry. The Coca-Cola Company’s product, Coca-Cola was created by John Pemberton in the year 1886 (Louis and Yazijan 15) while the PepsiCo Incorporation’s Pepsi was created by Caleb Bradham in the year 1902 (Capparell 51). Both products were created by pharmacists and up until today, these products remain on the market due to their very strong marketing strategies that have stood the test of time. This is due to the fact that the Coca-Cola Company and PepsiCo Incorporation are continuously affecting the behavior of consumers by appealing to their different preferences.

A marketing strategy is “typically seen as the task of creating, promoting, and delivering goods and services to consumers and businesses.” (Kotler et al. 5) It is delivered through a marketing plan which includes a company’s goals and objectives in the long run (Kotler et. al. 85). Marketing is not all about making a sale. It aspires to create satisfaction among consumers in order to gain loyalty.

Furthermore, it is important to satisfy target customers

Because a company’s sales come from two groups: new customers and repeat

customers. One estimate is that attracting a new customer can cost five times as much as...