Marketing campaigns of pepsi versus coca cola internationally Dissertation

Marketing campaigns of pepsi versus coca cola internationally - Dissertation Example However the weakened buying power of the consumer has also affected the consumer goods and Fast Moving Consumer Goods (FRMCGs). This is because in general due to reduced jobs and lack of earning opportunities the consumers have reduced their spending on luxury items. This is even more evident in weaker economies and badly hit markets. As can be expected with an economic downturn, the reduced demand leads to more vigorous sales tactics. The companies try to increase sales or keep the sales levels on pre recession levels by introducing newer products. Many industries even face their worst nightmare of price wars. In order to increase sales the competitors try to reduce their gross profit margins. This strategy however mostly leads to suffering of the entire industry. The cola industry has evolved much over the last few decades. There was a time when the cola wars were in their full might. The competition between Coca Cola and Pepsi is an old rivalry. The battle for international domina nce is now not being fought in United States or Europe. This was the case during the cola wars. The new turf for this battle is none other than the emerging markets with their large populations and booming economies. The two giants have deployed interesting and diversified marketing strategies to dominate global markets. The term diversified here describes the unique strategies adopted for each different region. A very interesting example is the diversified portfolio of Pepsi China which will be studied and analyzed in detail. Literature Review Pepsi and Coca Cola (Coke) have always been at war with each other and this war has made their numerous encounters known as The Cola Wars. Today, both brands are well recognized all over the world where everyone has heard of the both brands at least once in their life. Whether its intense penetration strategy by flooding the market with their drinks or branding the logo on events and even celebrities, these two cola drinks have made sure peop le never get tired of them. It’s interesting to see how the two launched themselves initially and later transformed themselves into global warriors. Both used different strategies for this purpose and even though both of them have had their ups and downs, they have remained persistent which has left the brand impression on the minds of the masses. The very first marketing campaign in 1969 that Pepsi launched was based on the idea to attract youth and the young generation so that the drink would have something â€Å"cool† to associate themselves with (Bachmeier, 2009). The slogan â€Å"You’re in the Pepsi Generation† led the brand itself later on as well when the company continued to associate itself with the media and the popular entertainment figures so that it can maintain its hip image. Pepsi’s association with Michael Jackson and his famous Billie Jean song was one of the best decisions that the brand made which led the drink to be propelled to unlimited heights. The slogans of 1984 till 1997 which played on the notions of being young and hip made the brand launch itself with the same theme outside its physical borders as well geographically. With the logo of the â€Å"