CB Musi Case
1. What long-term results do you think Coca-Cola and PepsiCo hope to achieve by investing heavily in marketing to teens around the world?
Habits, preferences, and attitudes are normally set up during childhood and adolescence. That is why people often tend to like things that the used to do in their happy child or boyhood even if now they have changed living habits. For instance, we feel some kind of nostalgia when we see our old summerhouse or a smell of grandmother’s cooking makes us smile. Experiences we have during this period create top-of-the-mind associations, cognitive, and felt involvement. Moreover, it is often happens that people prefer one brand to another just because they have been buying it for whole their conscious life. This way people may create a habit to consume specific brand over the time and pass it to the next generation or pick this brand during situational involvement (ex: person leading a healthy lifestyle decided to have a guilty pleasure drink in the cinema – he would take Cola but if there is only Pepsi he will avoid the temptation).
This way it is obvious why it is that important to conquer customers at a very early stage for such a big rivals on beverage market like Coca-Cola and PepsiCo. It is especially important since products are low differentiated if not to say almost the same. Concentrating on younger audience companied are trying to create loyal audience that is able to pass the custom to their children and so on.
2. What are the marketing advantages and disadvantages of associating a soft drink brand such as Coca-Cola or PepsiCo with musical groups that are just beginning their careers? Do you agree with this strategy?
Generally using a celebrity in an advertising campaign is a very risky, expensive and hard work. To start with, a celebrity need to comply with a brand image, appeal to target audience, be able to fit needed role. Furthermore, he or she should never been involved in competitor’s promotion or any scandals that
Habits, preferences, and attitudes are normally set up during childhood and adolescence. That is why people often tend to like things that the used to do in their happy child or boyhood even if now they have changed living habits. For instance, we feel some kind of nostalgia when we see our old summerhouse or a smell of grandmother’s cooking makes us smile. Experiences we have during this period create top-of-the-mind associations, cognitive, and felt involvement. Moreover, it is often happens that people prefer one brand to another just because they have been buying it for whole their conscious life. This way people may create a habit to consume specific brand over the time and pass it to the next generation or pick this brand during situational involvement (ex: person leading a healthy lifestyle decided to have a guilty pleasure drink in the cinema – he would take Cola but if there is only Pepsi he will avoid the temptation).
This way it is obvious why it is that important to conquer customers at a very early stage for such a big rivals on beverage market like Coca-Cola and PepsiCo. It is especially important since products are low differentiated if not to say almost the same. Concentrating on younger audience companied are trying to create loyal audience that is able to pass the custom to their children and so on.
2. What are the marketing advantages and disadvantages of associating a soft drink brand such as Coca-Cola or PepsiCo with musical groups that are just beginning their careers? Do you agree with this strategy?
Generally using a celebrity in an advertising campaign is a very risky, expensive and hard work. To start with, a celebrity need to comply with a brand image, appeal to target audience, be able to fit needed role. Furthermore, he or she should never been involved in competitor’s promotion or any scandals that