IthinkthePepsiadsarecharacterizedby:'dynamic,veryimpactonthevisual;advertisingfrequently,sothatconsumerscanremember;starendorsementsareyoung,handsomebeauty,canbeverygoodtoattractyoungconsumers.Thedisadvantageisthatadvertisingissuperficialandhasnoconnotation.Butthisisnotadisadvantage,becausethebeverageorfoodadvertisingissuperficial,sothatconsumershavevisualimpact.
CocaCola:AthensOlympicGames-LiuXiang,TengHaibinadvertisingendorsements.
Impact:isthefirsttimeconsumersreallyfeeltheCoca-Cola.
Pepsi:tofocuson"music+sports"advertisingmodel.
Impact:fromtheyoungpeoplewhowonthemajorityofthemarket.
competitionanalysis
Coca-Cola-CoverageStrategyforIndifferentMarkets
Pepsi:
Aflankingstrategy:theprincipleofapplicationissuitableforweakmarketprincipleistheprincipleoftheprincipleoftheenterprise,towincreative,rivalintheareawithoutattacktoattack,captureanoriginallydoesnotexistinthemarket.(Fromtheyoungpeople,intotheCoca-Cola'svacuumzone.)Diversification--60's-fastfoodindustry-qualityandefficientservices
Boffensivestrategy-theapplicationoftheprincipleissuitableforthemarketrankedsecondorthirdoftheenterprises,consideringthestrengthofmarketleaders,tofindtheweaknessesofitsadvantagestoattack,andminimizetheattacksurface.(Suchas:pricewars,offensiveMcDonald's,offensiveadvertising.)
Pepsi:
Imagedescription:verycompetitive,themarketpositionismoresuitableforyoungpeople,theonlybrandthatcancompetewithCoca-Cola,agreatachievementasabrandname,butalsoalotofpeople,,Comefrombehind,opportunistic
Productevaluation:adolescenttaste,nohormones,andCoca-Colaalmost,thepriceisreasonable
Relatedidentification:Pepsilogo,IwishyouPepsi,ALeagueandsoon
Personalfeelings:cheerful,youthful,lively,fashion,fresh,dynamic,enduring,active
Freeassociation:blue,wish,Pepsipopularshoes,sports