Errors Pepsi: most imitators is that inimitably
At Coca-Cola, and indeed , there is much to learn in sales promotion and advertising products. Few basic ingredients of success of this company - identified experts Masterforex-V:
- Mythology . A mystery to be not only a woman , but in the carbonated beverage . Something which, as the myths and mysteries surrounding Cola during its existence created enough. Worth at least its supposedly secret formula . It certainly stirs interest in Coca-Cola itself and boosts sales. Say ( tiho! ) , its composition is fully known only to a narrow circle of the elect, and the exact formula is stored in a bank vault in Atlanta, guarded almost as a military secret. Whereas the composition of Pepsi widely known because in 1923 , going through bankruptcy , the company was forced to reveal it ;
- Tradition. If Pepsi logo has changed more than once , the Coca-Cola logo its not fundamentally changed even once, all these decades quietly watching for throwing red- blue "enemy" ;
- Bet on the eternal values (the same Santa Claus, Christmas and America ) . Pepsi, making one bet on the young and achieving victory through this intermediate , soon lost much of the gained . The fact that the tastes of young people, as you know, are volatile and unstable . Besides, it is growing , and therefore changes his youth addiction . That accounts for Pepsi every year to find new potential customers , delete the same in people's memory that Pepsi - drink for young people is not easy. Practice shows that the consumer attempts to break stereotypes are often doomed to failure. Coca-Cola is based on the same values, the estimated existing groups;
Experts : Can Pepsi overtake Coca-Cola ?
If 100 years of the brand can not catch up with competitors , then in marketing, PR and advertising that it is "wrong" , said in an interview with " Market Leader " known Canadian financial expert Masterforex-V Academy Evgeny Olkhovskiy
1. To be the first to catch up with no sense than trying to do a hundred years Pepsi. To do this, you just need to run in a different direction on the field, which did not take your competitor . Pointless to imitate the inimitable . Pepsi is doing everything right in terms of the "flank attack " classical marketing
- If Coca-Cola chose " adult generation ", Pepsi - selects youth
- If Coca-Cola made the characters ' attributes snow "-" polar bear " and Santa Claus , Pepsi -" Hot Summer " with a cool drink , etc.
With this strategy, " marketing contrasting " the maximum that can be squeezed out - become the second , and what Pepsi has made to date in the world. Copy - always worse than the original . And if instead of " Black Suprematist Square" by Kazimir Malevich, someone would even think to promote pink (green, orange , or what else) circle (rhombus , a box ), he never ( !) Would not have achieved fame and prices written in 1915 pictures . This path and is Pepsi
2 . Persistent struggle between the Giants goes to the...