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Coke and Pepsi Advertising Strategy
Pepsi's advertising and promotional strategies in India
Coke's advertising and promotional strategies in India
Why advertising and promotional strategies vary from country to country and whether culture influences this
Any advertising strategy that an organization comes up with should be tailored to catch the attention of the consumers and make them change their behaviors. Such strategies put an organization in a position to impact on their target markets especially when the consumers of their products take note of their products and eventually change their buying behaviors. Once the consumers of their products have developed some favorable attitude they will always go for the organization's brand whenever they intend to consume the product. This paper seeks to compare and contrast the advertising and promotional strategies that Pepsi and Coke uses in countries they operate in especially India. The paper undertakes to describe, analyze, and evaluate how and why advertising and promotional strategies are not similar for all countries and whether culture influences this.
Pepsi's advertising and promotional strategies in India
Pepsi prioritizes Image advertising where consumers of...
This does not necessarily integrate aspects of what the brand embodies. Their strategy nevertheless manages to bridge the gap between the brand image and brand identity (Kapferer, 1992). After the economic reforms of 1991, Pepsi initiated Yehi hai Right Baby campaign. This campaign featured celebrity endorsers. This was intended to reach out to the youth who identified with such personalities. After this campaign came the Yeh Dil Mange More and Yeh Pyaas Hai Badi. The former balanced emotional and functional appeal of Pepsi. It featured many leading stars the most conspicuous being Sachin Tendulkar. It was one of the longest campaigns ever done by Pepsi. Pepsi engaged in product base promotion campaign instead of moving on to a complete emotional appeal platform. Pepsi still spices up its marketing campaigns with emotional appeal to some level but their primary focus is on the product being advertised. Pepsi marvels in being the preferred thirst quencher (Gupta, Naganand and Narang, 2008).
With respect to 7 UP, the global Fido-Dido promotional campaign was also used in India. Keep it Cool campaign then followed and this targeted the youth and teenagers. Its appeal was therefore subtle as it endeavored to convey…
References
Gupta, S., Naganand, K and Narang, A.S. (2008). Image Advertising: The Advertising Strategies
of Pepsi And Coca Cola in India. Retrieved June 20, 2012 from http://tejas-iimb.org/articles/58.php
Kapferer, J.N. (1992). Strategic Brand Management, New York: Free Press.
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