1. What long-term results do you think Coca-Cola and PepsiCo hope to achieve by investing heavily
in marketing to teens around the world?
– First long-term result is the increase in brand reputation. Teens spend a lot of their time on
social media, which make information be able to spread very quickly. So company can attract
teenagers which can be considered as their potential customers in future through
advertisement from social media. Then teens can spread brand name quickly by social media
and increase brand reputation
– Second long-term is the increase in market share. In some countries, young segments is very
large so the more number of teens that companies can attract, the larger their market share.
2. What are the marketing advantages and disadvantages of associating a soft drink brand such as
Coca-Cola or PepsiCo with musical groups that are just beginning their careers? Do you agree
with this strategy? Explain.
– Advantages
➢ Celebrities can influence young people quickly. Because young people tend to imitate
their idols
➢ When organizing concern that have celebrities, companies can make sure that a lot of
people will go to the concerts. So they can attract a lot of potential customers through
concert
– Disadvantages
➢ Music concerts not always have good ending so the failure of music campaign has the
same meaning with the decrease in profit as well as brand reputation
➢ The music concerts can only attract teens segmentations, the others segmentation groups
such as seniors have very low attraction rate. As the consequences, their competitors have
strategy to attract others segmentation -> market share lost
– I agree with this strategy. As I mention above the companies can expand more market share
through fans of celebrities -> increase in profit and brand reputation
3. From a consumer behavior perspective, why would these two companies emphasize new music
and emerging performers in their ads, rather than well known songs and groups?
– Teens segmentation is the focus groups of companies. The feature of teens demographic are:
They are easily influenced by celebrities, they willing to imitate the actions of their idols,