The product of my choosing is Pepsi.
Challenge
The challenges that comes with this product is the fact that its constant rivalry with Coca-Cola, the world's no 1 brand of soft drink in this present time. According to Consumer Report, Pepsi had been in this "war" with Coca-Cola since 1970s. According to Beverage Digest's 2008 report on carbonated soft drinks, PepsiCo's US market share is 30.8 percent, while The Coca-Cola Company's is 42.7
Overall, Coca-Cola continues to outsell Pepsi in almost all areas of the world.
Reference
- http://www.beverage-digest.com/pdf/top-10_2009.pdf
- http://en.wikipedia.org/wiki/Pepsi#Rivalry_with_Coca-Cola
- http://www.strategymag.com/articles/magazine/20041015/vive.html
- http://www.nbcnews.com/id/42255151/#.Um4pWvmALDE
Approaches
Based on my research, even though Coca-Cola is the most favoured soft drink during this time, there are good chances that Pepsi can outsell the former. It seems that Pepsi are gaining profit along with the rise of snacks sales. Then, I proceed with creating a survey online, and 3 out of 5 of the respondents preferred Pepsi with their snacks.
Based on this result, I had come to a conclusion that Pepsi are better than Coca-Cola when served with snacks. But I will not proceed this project by making an advertisement as it seems that people nowadays are tired from ads, as they see it constantly everywhere they go, and they tend to try their best to ignore it. To overcome this problem, I took a more subtle approach by deciding to create a product placement.
Examples of product placements:
http://www.youtube.com/watch?v=AfAzUAxWELU
Reese's Pieces (E.T.) About a fortnight after the film's premiere, the sale of the candy had increased rapidly.
http://www.imcdb.org/vehicle_4607-MINI-Cooper-S-R53-2003.html
2003 Mini Cooper S R53 (The Italian Job) The cars are the real star in this movie, as the sales in 2004 (the movie's theater release year) for Mini begin to increase 22 percent compared to last year.
Reference
Based on this result, I had come to a conclusion that Pepsi are better than Coca-Cola when served with snacks. But I will not proceed this project by making an advertisement as it seems that people nowadays are tired from ads, as they see it constantly everywhere they go, and they tend to try their best to ignore it. To overcome this problem, I took a more subtle approach by deciding to create a product placement.
Examples of product placements:
http://www.youtube.com/watch?v=AfAzUAxWELU
Reese's Pieces (E.T.) About a fortnight after the film's premiere, the sale of the candy had increased rapidly.
http://www.imcdb.org/vehicle_4607-MINI-Cooper-S-R53-2003.html
2003 Mini Cooper S R53 (The Italian Job) The cars are the real star in this movie, as the sales in 2004 (the movie's theater release year) for Mini begin to increase 22 percent compared to last year.
Reference
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