소개글
[마케팅] 콜라전쟁(영문)에 대한 자료입니다.
목차
1.Background
2.1st 2nd Cola’s War
The Best Brand Coca-Cola
Pepsi’s Attack
Continuous War
3.Other Colas
Royal Crown(RC)
Seven-up
4.Trying to keep with change
The pepsi challenge
The return of the real thing
The caffeine challenge
5. Current Strategy
본문내용
† Defensive principle No. 2 :
The best defensive strategy is the courage
to attack yourself.
† Launch a second brand.
( Would have been effective like Gillette’s Trac II)
† In 1970
Coca-Cola found
the best defensive
strategy for a leader.
† Leadership itself
"It's the real thing“
동영상 재생
“Diet Rite Cola”
→ 3 years before
Coca-cola, Pepsi
Flanking principle No.3 :
-The pursuit is just as
critical as the attack
itself
Coca-Cola’s counterattack
† Changed their formula to match the sweetness of Pepsi-Cola
† To many companies, “new, improved” is a marketing way of life)
⇒ The loss of the coke bottle = formula(“real thing”) is gone