[마케팅]Consumer Brand Research: Coca-cola vs. Pepsi
- 최초 등록일
- 2007.05.04
- 최종 저작일
- 2006.11
- 4페이지/ MS 워드
- 가격 30,000원
소개글
코카콜라와 펩시콜라의 마케팅을 비교한글입니다.
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본문내용
In so-called Cola War, Pepsi targeted young people by holding campaign of “Pepsi generation.” As a result, Pepsi have compacted its backward gap with Coca-Cola up to 2:1. Both companies strengthened their competitive power by introducing new products; Coca-cola developed Fanta, Sprite, and other low-calorie drinks, and Pepsi developed Teem, Mountain dew, and diet Pepsi. In 1960, Coca-cola expanded their market to foreign country while Pepsi did utmost efforts on domestic market. In 1974, Pepsi performed blind test on consumer for taste preference between Coca-cola and Pepsi cola and obtained favorable result. By disseminating this result, Pepsi depressed Coca-cola’s market share. Although Coca-cola lowered price and produced New-Coke, it was incapable to take the lead back. A few years after, Coca-cola recovered from the discouraging situation by producing Coca-cola Classic.
Coca-cola Pepsi-cola
World market 51% 20.8%
U.S. 44.6% 31%
Russia 33% 11%
Japan 55.9% 8.2%
Saudi-Arabia 25% 74.8%
Israel 67.6% 13.6%
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