‘Cola Wars’Allen SaylorAshley Just

Overview

• Jill Smith–NFL and the Houston Texans

• Pepsi outbids Coke– 2002

• Ambush Marketing

Facts/Issues

Coca-Cola• Large expansion• Highest control of soda

market– 44 percent

• Most popular beverage– 18.6 percent market share

• $1.9 billion on marketing and advertising– More growth each year– 2006: $2.6 billion

Pepsi-Cola• Gatorade• Soda market

– 31.8 percent

• $1.6 billion on marketing and advertising– 2009: $2.8 billion

• Ranks second to Coke in market share– 11.9 percent

Ambush Marketing

• What is ambush marketing?

• Types of ambush marketing

• Potential Consequences

• Is it ethical?

Video

• The following video contains ambush marketing

• http://www.youtube.com/watch?v=F3RQXua0w5U

• Enjoy!

Decisions To Be Made

• Allow Coke to promote?

• Ambush marketing

• “Safety Zone”

Alternate Course of Action

• TV advertisements

• Online advertisements

• Coke and “Football Town USA”

• Cola and music

SWOT Analysis

• Strengths

• Weaknesses

• Opportunities

• Threats

What We Learned

Questions

• Questions/Concerns

References• Adage: Pepsi to Promote Apple I Tunes giveaway during Superbowl.

(2005). Mac Daily News. Retrieved 8 October 2010 from http://macdailynews.com/index.php/weblog/comments/adage_pepsi_to_promote_apple_itunes_giveaway_during_super_bowl/.

• FAQ: Advertising. (2010). The Coca-Cola Company. Retrieved 11 Ocotober 2010 from http://www.thecoca-colacompany.com/contactus/faq/advertising.html

• McKelvey, Steve M. (2006). Coca-cola vs. pepsico- a “super” battle for the cola wars. Sport Marketing Quarterly. Retrieved 30 September 2010.

• Pepsi Turns Ad Focus Online. (2009). ESPN NFL. Retrieved 12 October 2010 from http://sports.espn.go.com/nfl/news/story?id=4751415