Pepsi on Brand Positioning

In reply to Kristen Marriott’s post,”Pepsi Tries to Shift Brand Loyalty“; Pepsi is undergoing a campaign in an attempt to re-position their brand image in the market. Coca Cola have always been ahead of pepsi by being the number one cola drink, and the principles of brand positioning teach us that it is a mistake to try to force consumers to change their number one preference. Instead Pepsi’s advertisement campaign will convey the message to customers that pepsi is the “best second choice”; the best alternative. Pepsi hope to accomplish this goal with commercial videos; for example the link below, followed by others, is a commercial of football stars like Lionel Messi, Drogba, and Sergio Aguero competing with each other to acquire a pepsi.

The Cola wars have been going on for years but with every year Pepsi get closer to Coca Cola. Their target is to become the ‘first’ second best cola drink but in the minds of consumers; pepsi will be more favourable drink. The Cola wars are a perfect example of competition between rivals and their techniques of market research are being done significantly. What do you think; will more advertisements eventually put Pepsi ahead of Coke ?

Commercials:

Coke Vs Pepsi: https://www.youtube.com/watch?v=EMo6o0BtFG8

Pepsi Vs Coca Cola: https://www.youtube.com/watch?v=LVyzUe_U0Jg

The Best Pepsi Commercials: https://www.youtube.com/watch?v=0AcNH6MdNAA&feature=fvwrel

 

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