Operation Strategies for Coca-Cola vs Pepsi Companies to Attract Their Customers

Contemporary Marketing Review Vol. 1(11) pp. 01 – 15, January, 2012 Available online at http://www.businessjournalz.org/cmr

ISSN: 2047 – 041X

OPERATION STRATEGIES FOR COCA-COLA VS PEPSI COMPANIES TO ATTRACT THEIR CUSTOMERS Mojtaba Saeidinia Candidate of MBA, Management and Science University, Faculty of Management, Malaysia E-mail: [e-mail] Mehrdad Salehi Candidate of MBA, Management and science university, Faculty of Management, Malaysia E-mail: [e-mail]

Corresponding Authors: Seyyedeh Mehrsa Hashemi Malaysia E-mail: [e-mail] Yasaman Darabi darabkhani Candidate of MBA, Management and Science University, Faculty of Management, Malaysia E-mail: [e-mail] Behrooz Ahanijan Candidate of MBA, Management and Science University, Faculty of Management, Malaysia ABSTRACT This study tried to identify the impact of Operation strategies for Coca-Cola Vs Pepsi companies to attract their Customers. Nowadays, economies are becoming more entwined than ever, any possible method that can be used in supporting the building of global brands is appealing. The characterization of the soft-drink industry for decades has intense rivalry between Coca-Cola and Pepsi. Coca-Cola Company ruled the soft-drink market all through the 1950s, 1960s, and early 1970s in this chess game of big firms. Not only can it be difficult to understand consumer behaviour and target groups’ needs on the domestic market, but also for multi-national companies, this is an even greater struggle. Despite the fact that most of the world’s consumers have certain things in common, their values and attitudes, as well as behaviour are often different. Moreover, the study encompasses three specific target groups in Sweden that have been divided in accordance to age, and thus we do not look at the entire consumer population and as a result, generalization is not obtained. Finally, we have concentrated on age segmentation, and thus other demographic variables

References: Aaker, D. A. (2008). Strategic market management: Wiley-India. Albaum, G., Strandskov, J. & Duerr, . (2002). ternational marketing and export management. Andersen, I. (1988). Den uppenbara verkligheten: val av samhällsvetenskaplig metod. Armstrong, G. K. (2005). Marketing: An Introduction:Principles of Marketing. 11thPp. 467-500. Björn, W. (2003). An international review of sponsorship research: extension and update. International Journal of Advertising 22. Blackwell, R., Miniard, P. and Engel, J. 2001. . (2001). Consumer Behaviour. Ohio: South-Western. Bush, A. J., Martin, C. A., & Bush, V. D. (2004). Sports celebrity influence on the behavioral intentions of generation Y. Journal of Advertising Research, 44(1), 108-118. Cornwell, T. B. R., D.P. & Steinard II, E.A. . (2001). Exploring manager’s perceptions of the impact of sponsorship on brand equity. Journal of Advertising Research, 30, 41-52. CZINKOTA, M. R., DICKSON, P. R., & DUNNE, P. (2001). Marketing: as melhores práticas. RM Czinkota...[et al.]. Dolphin, R. R. (2003). Sponsorship: perspectives on its strategic role. International Journal,8, 173-186. Erdogan, B. Z. (1999). Celebrity endorsement: a literature review. Journal of Marketing Management. Fahy, J. F., F. & Quester, P. (2004). Competitive advantage through sponsorship: A conceptual model and research propositions. European Journal of Marketing 1013-1030. Gwinner, K. P. E., J. . (1999). Building brand image through event sponsorship: the role of image transfer. Journal of Advertising Research, 28. Halvorsen, K. (1992). Samhällsvetenskaplig metod. Hsu, C. M., D. . (2002). An examination on multiple celebrity endorsers in advertising. . Journal of Product & brand Management. Javalgi, R. G. T., M.B.; Gross, A.C. & Lampman, E. (1994). Awareness of sponsorship and corporate image. Journal of Advertising Research. Jobber, D. (2004). Principles and practice of marketing. Kotler, P. W., V.; Saunders, J. & Armstrong, G. (2005). Principles of Marketing. MacKenzie, I. (2004). English for Business Studies – A course for Business Studies and Economics students. Malhotra, N. K. (2004). Marketing research: an applied orientation. Upper Saddle River, Martinez, E., & Pina, J. M. (2003). The negative impact of brand extensions on parent brand image. Journal of Product & Brand Management, 12(7), 432-448. McCracken, G. (1989). Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process. Nardi, P. (2003). Doing Survey Research- A Guide to Quantitative Methods. Pearson. Neuman, W. L. (2003). Social Research Methods- Qualitative and Quantitative Approaches. Peter, J. P., & cop. (1994). Understanding consumer behavior. . 87. Polonsky, M. J. S. (2001). Linking sponsorship and cause related marketing. European Journal of Marketing 35, 1361-1385. Quester, P. F., F. (1998). Brand association and memory decay effects of sponsorship: the case of the Australian Formula One Grand Prix. Journal of Product & brandManagement 529-556. Ritchie, J. L., J. (2003). Qualitative research practice: a guide for social science students and researchers. . Roy, D. P. C., T.B. . (2003). Brand equity’s influence on responses to even sponsorships. . Journal of Product & Brand Management, 377-393. Ruane, J. M. (2005). Essentials of research methods: a guide to social science research. Ruth, J. A. S., B.L. (2003). Brought to you by brand A and brand B. Journal of Advertising 19-30. Solomon, M. R., Bamossy, G., Askegaard, S., & Hogg, M. K. (2007). Consumer behavior: Pearson Education. Till, B. D. S., T.A. . (1998). Endorsers in advertising: the case of negative celebrity information. Journal of Advertising. 67-83. Wang, C. C. Y.-H., Y. (2006). A Content Analysis of Taiwanese Television Commercials Containing the Japanese Language. The Journal of American Academy of Business 8, 176-183. 15