MKT#4.docx - May L Poy Mkt 362 Assignment#4 1 The...

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May L. Poy Mkt 362 05/17/18 Assignment #4 1: The competitive advantage transmitted by Coors Light’s promotional campaign is using product/service differentiation competitive advantage. In the textbook, product/service differentiation competitive advantage is “the provision of something that is unique and valuable to buyers beyond simply offering a lower price than other competitor.”(23) In this case, Coors Light’s promotional campaign creates “cold” as their core message to the consumers. Customers will remember their brand better. The company is able to sustain that competitive advantage because they established their brand to the markets. From the case study, “What they have is this Pavlovian thing, where an image goes deep into your psyche, "It's emotional, not intellectual." he says. When they establish the name and their products’ image to the consumers, it will go into their psyche and they will remember the Cool as “cold ice beer”.
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