Week 3 Second Post - Special Olympics...

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As Minerva explains one of the defense tactics used by Coca Cola is the Position Defense. I found a website that explains how Coca Cola has successfully utilized this defense. The article explains that Coca Cola strategically sponsors both local and international sporting events. During the local events they tailor their marketing to attract local consumers who are looking for a non-alcoholic beverage. During international sporting events they gain a huge amount of exposure. They have sponsored such events as the World Cup, the Rugby World Cup, and the
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Unformatted text preview: Special Olympics. http://business2000.ie/pdf/pdf_5/coca-cola_5th_ed.pdf I found that Pepsi also took an interesting approach to brand position by locating themselves at Grand Central's Vanderbilt Hall with the intent of luring in the sleepy New Yorkers. The product that they introduced was the Diet Max Shots. I found this to be a very unique approach at cornering a different type of consumer. http://backpocket.prophet.com/tag/brand/pepsi/page2...
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This note was uploaded on 03/26/2012 for the course MM522ON MM522ON taught by Professor Vincent during the Spring '10 term at Keller Graduate School of Management.

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