Cola Wars

Allen Saylor Ashley Just

Overview
Jill Smith
NFL and the Houston Texans

Pepsi outbids Coke

2002

Ambush Marketing

Facts/Issues
Coca-Cola Large expansion Highest control of soda market
44 percent

Pepsi-Cola Gatorade Soda market

31.8 percent

Most popular beverage

18.6 percent market share

$1.6 billion on marketing and advertising

2009: $2.8 billion

$1.9 billion on marketing and advertising

More growth each year 2006: $2.6 billion

Ranks second to Coke in market share

11.9 percent

Ambush Marketing
What is ambush marketing? Types of ambush marketing Potential Consequences Is it ethical?

Video
The following video contains ambush marketing http://www.youtube.com/watch?v=F3RQ Xua0w5U

Enjoy!

Decisions To Be Made
Allow Coke to promote? Ambush marketing Safety Zone

Alternate Course of Action

TV advertisements Online advertisements Coke and Football Town USA Cola and music

SWOT Analysis
Strengths Weaknesses Opportunities Threats

What We Learned

Questions
Questions/Concerns

References
Adage: Pepsi to Promote Apple I Tunes giveaway during Superbowl. (2005). Mac Daily News. Retrieved 8 October 2010 from http://macdailynews.com/index.php/weblog/comments/adage_pepsi_to_promote _apple_itunes_giveaway_during_super_bowl/. FAQ: Advertising. (2010). The Coca-Cola Company. Retrieved 11 Ocotober 2010 from http://www.thecoca-colacompany.com/contactus/faq/advertising.html McKelvey, Steve M. (2006). Coca-cola vs. pepsico- a super battle for the cola wars. Sport Marketing Quarterly. Retrieved 30 September 2010. Pepsi Turns Ad Focus Online. (2009). ESPN NFL. Retrieved 12 October 2010 from http://sports.espn.go.com/nfl/news/story?id=4751415