Coke vs Pepsi de-Positioning
CONTENTS
Introduction ................................................................................................................................... 1 Coca Cola versus Pepsi Cola – The History.................................................................................. 2 Examples of Coca Cola vs Pepsi De-Positioning .......................................................................... 3 Critical Analysis ............................................................................................................................ 5 Conclusion..................................................................................................................................... 8 References ..................................................................................................................................... 8
De-Positioning of Coca Cola vs Pepsi
Many times a company deliberately repositions its brand to attract new customers, based on characteristics, towards which, the market seems to be more interested in. This may often involve significant change in marketing strategies of such companies due to the market dynamics to promote and revitalize its brands. But,the concept we will be discussing here is based on repositioning of competitors’ brands rather than changing the position of one's own brand and is called De-positioning. Marketers are expected to do more than just brand positioning, or repositioning, to promote their brands and increase sales. Moving your company forward is one thing, while holding back the competitors is quite another thing.
By definition, “De-positioning is an attempt to change the identity of competitor's brands and products, relative to the identity of your own product, in the collective minds of the target market”This means changing the customer's reception about competitor's brands in a less favorable manner. So, it's about manipulating your competitors’ market image in a way, that your own brand looks superior
Introduction ................................................................................................................................... 1 Coca Cola versus Pepsi Cola – The History.................................................................................. 2 Examples of Coca Cola vs Pepsi De-Positioning .......................................................................... 3 Critical Analysis ............................................................................................................................ 5 Conclusion..................................................................................................................................... 8 References ..................................................................................................................................... 8
De-Positioning of Coca Cola vs Pepsi
Many times a company deliberately repositions its brand to attract new customers, based on characteristics, towards which, the market seems to be more interested in. This may often involve significant change in marketing strategies of such companies due to the market dynamics to promote and revitalize its brands. But,the concept we will be discussing here is based on repositioning of competitors’ brands rather than changing the position of one's own brand and is called De-positioning. Marketers are expected to do more than just brand positioning, or repositioning, to promote their brands and increase sales. Moving your company forward is one thing, while holding back the competitors is quite another thing.
By definition, “De-positioning is an attempt to change the identity of competitor's brands and products, relative to the identity of your own product, in the collective minds of the target market”This means changing the customer's reception about competitor's brands in a less favorable manner. So, it's about manipulating your competitors’ market image in a way, that your own brand looks superior