Differentiation and Positioning Julia Heitkamp, Rodney Hunter, Kia Moore, Andrea Parra, and...
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Transcript of Differentiation and Positioning Julia Heitkamp, Rodney Hunter, Kia Moore, Andrea Parra, and...
![Page 1: Differentiation and Positioning Julia Heitkamp, Rodney Hunter, Kia Moore, Andrea Parra, and Christopher Sims.](https://reader035.fdocuments.us/reader035/viewer/2022062715/56649da25503460f94a8e310/html5/thumbnails/1.jpg)
Differentiation and PositioningJulia Heitkamp, Rodney Hunter, Kia Moore, Andrea Parra, and Christopher Sims
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ObjectivesProduct introductionCompare and contrast Coca-Cola and Pepsi Cola
Value Proposition and Positioning USP, Points difference, TAG LINE Reflect and Summarize Discussion
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Classic Coca-Cola History The original Coca-Cola was
created by a man named John Pemberton in 1886
He concocted aromatic “caramel colored” tonic and sold it at Jacob’s Pharmacy for five cents a glass
Coca- Cola started out as a remedy
His bookkeeper created the logo that is still used till this day
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What is Classic Coke?
Coke is a thirst quenching refreshing, tangy, sweet, and fizzy soft drink
Coca-Cola is the Coca- Cola company’s most popular beverage
The soft drink originated in the contour shaped glass bottle, now also available in cans and plastic bottles
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Which Differences to Promote?
Important: The difference delivers a highly valued benefit to target buyers
Distinctive: Competitors do not offer the difference, or the company can offer it in a more distinctive way
Superior: The difference is superior to other ways that customers might obtain the same benefit
Communicable: The difference is communicable and visible to buyers
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Preemptive: Competitors cannot easily copy the difference
Affordable: Buyers can afford to pay for the difference
Profitable: The company can introduce the difference profitably
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Differences COKE The first cola Dominant brand Sharp Cola Flavor Heavy Carbonation After continued drinking
taste watery and bitter
PEPSI Much Sweeter Chemical aftertaste
because of the sweeteners Fluid/Fruity Smoother Flavor strengthens over
time
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Differentiation- the steps a company takes to set their product or service apart from the competition, while creating greater value in the eye of the customer
Positioning- setting up products and services so they inhabit a clear, recognizable, and desirable spot compared to alternatives in the customers mind
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America’s Classic The New Generation
Coca- Cola vs. Pepsi
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Differences in Terms of Marketing
Classic Nostalgic Americana Wholesome Family-Friendly
New Generation Trendy Celebrities Spot Aggressive Campaigning www.youtube.com/watch?v
=_sugeMMyKPY
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Value Proposition
A brand’s Value Proposition is the full mix of benefits on which a brand is differentiated and positioned.
It is the answer to the question “Why should I buy your brand?”
Coca Cola achieves Value Proposition by sticking to it’s roots of tradition.
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Value Proposition Achieved More for More: Upscale products at a high price More for the Same: Attacks a competitors more for more
positioning The Same for Less: Offers many of the same brands at a
deep discount Less for Much Less: Consumers settling for less for a
much lower price. More for Less: What every company strives for but is
difficult to sustain because of cost and profits.
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USP (Unique Selling Proposition)
Refreshing Quenching your thirst Satisfying Most popular and most
sold soft drink Multiple brands under
corporation Eco Friendly Renovated their image
over time Coca-Cola: “The world of
AHHH”
Coca-Cola expanded their product line adding Diet Coke and Coke Zero to appeal to more customers, gain market share, and fulfill a need
www.youtube.com/watch?v=GG_dxefhqjM
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Reflection:
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Discussion Questions
Why has Coca-Cola survived and been a leader in the soda market?
Do you think it would be a good idea if Coca-Cola changes their marketing strategy for Classic Coke from traditional to a newer form?
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Resources Kotler, P., & Armstrong, G. (2012). Principles of marketing. Toronto: Pearson Prentice
Hall. Unknown (2013). Pepsi vs. cola . Retrieved from http://www.softdrinkfaceoff.com/pepsi-
vs-coke/ Unknown (2011). Soft drink & beverage products . Retrieved from http://us.coca-
cola.com/ Clark, K. (Author). (2011, October 19). Coca-Cola Stock Continues to rise [Web Photo].
Retrieved from money.cnn.com/2011/10/19/pf/coca_cola_stock.moneymag/index.htm Richard,T.(Photographer). (2012,December 10). Beyonce Pushes Pespi [Web Photo].
Retrieved from www.beyonce.com/news/beyonce-pushes-pepsi-livefornow Mohon, A. (Author). (2009, March 13). Coke’s Carbon footprints are revealed [Web
Photo]. Retrieved from www.greenpackage.com/metrics_standards/coke’s_carbon_footprints are revealed
Uknown Photographer. (2011, December). Coca-Cola [Web Photo].Retrieved from 419.awareness.wordpress.com/2011/12/?s=Coca-Cola
Unknown Photographer. (n.d.) .Coca Cola Wallpapers and backgrounds [Web Photo]. Retrieved from www.picgifs.com/wallpapers/coca-cola/
Unknown Photographer. (n.d.). Coca-Cola Poster [Web Photo]. Retrieved from www.ebay.com/bhp/coca-cola-poster
Coca-Cola. (Producer) (2013). The world of ahh [Web]. Retrieved from http://www.youtube.com/watch?v=GG_dxefhqjM
Vaxo Sheila (Distributor) (2012). Pepsi vs. Coca Cola (funny Commercial) [Web]. Retrieved from http://www.youtube.com/watch?v=_sugeMMyKPY