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Coca-Cola's many strengths include its iconic brands, massive distribution network, huge marketing budget, and its size (which allows it to swallow up smaller competitors with hot new products).
For example, Heinz started out as a brand for pickles but branched out into ketchup. Some brand extensions may involve a risk of damage to the original brand if the quality is not good enough. Coca-Cola, for example, refused to apply the Coke name to a diet drink back when artificial sweeteners had a significantly less attractive taste.
In economics and marketing, product differentiation (or simply differentiation) is the process of distinguishing a product or service from others to make it more attractive to a particular target market. This involves differentiating it from competitors' products as well as from a firm's other products.
The Cola wars are the long-time rivalry between soft drink producers The Coca-Cola Company and PepsiCo, who have engaged in mutually-targeted marketing campaigns for the direct competition between each company's product lines, especially their flagship colas, Coca-Cola and Pepsi. Beginning in the late 1970s and into the 1980s, the competition ...
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2024 will be "a very important year," Coca-Cola chief marketing officer Manuel Arroyo told ... for example, saw Bud Light sales ... Target stock is down about 11% since mid-May as investors worry ...
Coca-Cola's online marketing techniques were included in a 98-page report issued in May 2007 by the center and the American University called "Interactive Food & Beverage Marketing: Targeting Children and Youth" [12] [13] which criticized the program for collecting personal information from children and for promoting obesity. [14]
One successful guerrilla marketing campaign is the Coca-Cola ‘Happiness Machine”. In January 2010, Coca-Cola, with the help of Definition 6, filmed a reaction video of a Coke vending machine dispensing ‘doses’ of happiness to unsuspecting students in St. John's University. A seemingly normal vending machine surprised students by ...