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Essay / Research Paper Abstract
This 5 page paper is written in two parts. The first part of the paper looks at how companies create loyalty. Using Pepsi and an example, the paper looks at the marketing background, target audience, advertising and communications models using a mix of primary and secondary research to demonstrate the reasons why people form attachments to some brands. The second part of the paper looks at the Snapple brand and considers how the brand could be re-launched the way the marketing and communication could take place. The bibliography cites 5 sources.
Page Count:
5 pages (~225 words per page)
File: TS14_TEsnappleA.rtf
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Unformatted sample text from the term paper:
attract new customers. The way in which the customers are attracted and retained will rest on the way communication take place regarding the brand image, values and association and how
this is communicated to the target market (Kotler, 2003). To gain the loyalty and repeat business there are two aspects that a product needs to deliver, the first is the
physical satisfaction, for example, this means the drink needs to taste as expected, or better. It may also need to satisfy another need for which was bought, which may be
to satisfy thirst or to satisfy the desire for a nice taste (Hooley et al, 2003). There is also the psychological aspect the drink needs to fulfil, the purchaser needs
to feel happy with the brand, if it is in a can or bottle then the image of the brand may be important. This can impact on the decision of
which drink to buy for the first time and then on subsequent occasion. The image is considered from external and internal perspectives (Hooley et al, 2003). If we look at
the way Pepsi have communicated with advertisements the development of an image that appeals to the aspiration of the target market and can also create a level of identification. Diet
Pepsi is very effective at communicating, and as the number one diet drink globally the message does appear to work. One of the latest advertisement in the US looks to
fashion and trends, there is a very scenic beginning with a car broken down in the dessert and a well known star in a tuxedo, P Diddy, on the way
to an awards ceremony. The Pepsi truck stops and takes the stranded star to the red carpet where the truck is seen as a fashion statement. The aim is to
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