Soft Drink Annalysis
Executive Summary
The soft drink industry is a highly competitive business fighting for market space in which there are dominant companies controlling the business. Coca-Cola and Pepsi Co. are the two largest companies that set the standards for nearly everything in the industry. These two companies compete heavily with each other in terms of advertising to gain market share, which smaller companies are left with attempting to be very creative and finding niche markets to attract customers. They set the general price for the industry, the labeling, promotion, and place for where their items are sold all around the world. On all of the advertisements chosen, it seemed as if the core message was simply about getting their name out there and attaching their brand to either a particular celebrity or hobby/interest. Price of the item didn’t seem to be mentioned anywhere because it is usually generally understood what the price of a soft drink beverage is. Also, place and location of where these drinks could be purchased was also not common. Because soft drinks, especially the more popular ones owned by Coca-Cola and Pepsi Co, are available nearly everywhere, advertisers feel as if they didn’t need to re-iterate that fact. Many adverts didn’t display a lot of text on their promotions, but simply their name and a quick message. Because loyalty in the soft drink industry is so important, there were many adverts that looked as if they were attempting to reach out to the younger generation to gain brand loyalty at a young age. Either through endorsing large sporting events, making special Christmas adverts, sponsoring athletes and celebrities and any other means possible, companies can reach out to consumers everywhere. Any type of media is also utilized to get everyone’s attention at every moment. Adverts are places in newspapers, television ads, bus stops, internet sites, vending machines, magazines, and essentially anywhere that can be advertised. Because price
The soft drink industry is a highly competitive business fighting for market space in which there are dominant companies controlling the business. Coca-Cola and Pepsi Co. are the two largest companies that set the standards for nearly everything in the industry. These two companies compete heavily with each other in terms of advertising to gain market share, which smaller companies are left with attempting to be very creative and finding niche markets to attract customers. They set the general price for the industry, the labeling, promotion, and place for where their items are sold all around the world. On all of the advertisements chosen, it seemed as if the core message was simply about getting their name out there and attaching their brand to either a particular celebrity or hobby/interest. Price of the item didn’t seem to be mentioned anywhere because it is usually generally understood what the price of a soft drink beverage is. Also, place and location of where these drinks could be purchased was also not common. Because soft drinks, especially the more popular ones owned by Coca-Cola and Pepsi Co, are available nearly everywhere, advertisers feel as if they didn’t need to re-iterate that fact. Many adverts didn’t display a lot of text on their promotions, but simply their name and a quick message. Because loyalty in the soft drink industry is so important, there were many adverts that looked as if they were attempting to reach out to the younger generation to gain brand loyalty at a young age. Either through endorsing large sporting events, making special Christmas adverts, sponsoring athletes and celebrities and any other means possible, companies can reach out to consumers everywhere. Any type of media is also utilized to get everyone’s attention at every moment. Adverts are places in newspapers, television ads, bus stops, internet sites, vending machines, magazines, and essentially anywhere that can be advertised. Because price
References: http://adsoftheworld.com/media/print/mirinda_orange?size=_original