Creative Aggregation Some Case Studies Coke and Pepsi battle Coke Dasani target

Creative aggregation some case studies coke and pepsi

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Creative Aggregation Some Case Studies Coke and Pepsi battle Coke (Dasani) target upscale, urban woman Sleek and slender bottle Pepsi (Aquafina) did not target a specific market and focused on distribution Crest and Colgate Colgate introduced Total toothpaste Obama Chose to highlight the positive aspect of their candidate and his platform and sought to leverage a network of young campaign workers Won Virginia, North Carolina, and Indiana Costs of Over-Targeting Excessive segmentation and targeting may reduce social network effects- the social benefits that are gained from our natural desire to share a common experience “Segment of One Marketing” Buzz Part of the buzz is that we desire something we could not have known or predicted we desired Over-Targeting leads naturally to firms offering too much choice, which is a bad idea because paradoxically it may diminish actual choice Consumers are being bombarded with too much choice and too many decisions
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Over-Targeting results in intrusive push marketing Nothing is worse than when the customer feels like they are a target “Target Customer” and “Target Market” Implications for managers Decide on how much segmentation and targeting to do Functional or Innovative Functional- those with longer product life cycle and relatively stable demand Highly competitive and slow profit margins Offer a product line, and then let the customers customise Mini Coopers Don’t try too hard, Look for ways to “pull” rather than “push” Lao Tzu Don’t stir the pot too much How to Pre-Sell a Customer Functionally Clever Reasonably Priced Show Brand in Special Light Create Trust and Credibility
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  • Spring '11
  • Staff
  • Marketing, Company’s target market

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