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Essay / Research Paper Abstract
This 5-page paper compares Coca-Cola and PepsiCo's usage of the Internet as part of their marketing strategies. Bibliography lists 5 sources.
Page Count:
5 pages (~225 words per page)
File: AS43_MTcokepeps.doc
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Unformatted sample text from the term paper:
worldwide, both approach Internet use for marketing in different ways. The more staid Coca-Cola integrates the Internet in its marketing in traditional ways - through its website, Facebook, YouTube and
a blog. PepsiCo, on the other hand, has dedicated one-third of its marketing budget to the Internet and digital media and in 2010 launched its community oriented Pepsi Refresh, which
got a great deal of interest and participation. PepsiCo has made it part of its mandate to invest in emerging technologies; the
recommendation here is that Coca-Cola has enough brand leverage to take more risks when it comes to new media and the Internet. Introduction
In this paper, the writer has been asked to select two multinational organizations, and describe the ways in which these two companies use the Internet as part of their
marketing strategies. The two companies on which well focus are Coca-Cola Co. in Atlanta and PepsiCo Inc., in Purchase, New York. These companies are active competitors in the soft drink/beverage
markets, and it would be interesting to examine how they use the Internet in their marketing processes. Both companies, of course, have a standard website. Both have presences on Facebook.
But both are approaching Internet usage quite differently. Coca-Cola Coca-Cola is the number-one soft-drink company in the world, owning four of the five
top soft-drink brands (Coca-Cola, Diet Coke, Fanta and Sprite) (Murray, 2011). The company also has the Minute Maid, Powerade and Dasani water brands under its umbrella (Murray, 2011). The firm
manufactures and/or licenses more than 3,000 drinks in 200 nations; owns 32% of Coca-Cola FEMSA in Mexico and 23% of Coca-Cola Hellenic Bottling in Europe (Murray, 2011). The company also
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