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Essay / Research Paper Abstract
This 3 page paper considers the way that Cocoa Cola and Pepsi have used benchmarketing in their advertising communications. The paper briefly defines benchmarketing and then examines the ways that Pepsi and Coke have used it in the marketing using examples of international campaigns. The bibliography cites 4 sources.
Page Count:
3 pages (~225 words per page)
File: TS14_TEbenchpepsi.rtf
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Unformatted sample text from the term paper:
to be superior. The comparator may be a completely different product, the key issue is that the way it is compared needs to be perceived as meaning something to the
target market, focusing ion a characteristic or feature that the target market believe is important or desirable (Kotler, 2003). This is a practice that may be seen as increasing
as it can be a very effective approach to communicating brand values. This practice has been seen taking place between Coca Cola and Pepsi for many years, taking in different
forms. The benchmarketing in this case may be seen as between two similar, or comparable products, with each company seeking to show how and why theirs is better against
a set standard. Coca Cola has long been the leader in soft drinks followed by Pepsi, with their different brands these are two the dominant companies so it is unsurprising
they have sought to compete head to head (Louis and Yazijian, 1980). It may be argued that the benchmarketing first started in the 1970s and the 1980s with the
Pepsi Taste Challenge. The tests were launched by the company in the US and have been part of an ongoing campaign ever since. The results were used in the media
in different countries as well as road shows where the taste challenge would be held. Although it was in the number two cola position it was always communicating it was
the number one taste. This is a campaign that is still taking place and it is setting the Pepsi taste as the benchmark that needs to be met, with the
tests it is demonstrating Coca- Colas failure to meet that standard. This has been an international campaign and a very effective communication (Kotler, 2003; Hollander, 1992). The message to Coca
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