Coke takes a page from Pepsi in India's cola wars
Article Abstract:
Coca Cola Co is dropping its global brand strategy and adopting the local marketing formula to boost its presence in the Indian market. The softdrinks giant has made movies and sports, particularly cricket, as the central theme in its marketing campaign by getting celebrities from the film industry and local sports heroes to star in it ads. As a result, Coke posted a 22% sales growth in 1998, up from the marginal 5% growth in 1997. In response, market leader Pepsi has launched a three-pronged strategy to strengthen its hold in the market.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 1999
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U.K. e-brokers threaten major auto maufacturers
Article Abstract:
A number of new online car dealerships in the UK are threatening to reduce the market share of the country's major carmakers. These e-brokers, which include newly established OneSwoop.com Ltd, are expected to reshape the UK car market with the introduction of such concepts as price transparency. These companies are offering car buyers as much as 40% savings by offering motor vehicles sourced from dealers in such countries as Greece, Denmark, Ireland, Spain and the Netherlands.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 2000
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Disneyland's European makeover shows signs of success
Article Abstract:
The stronger tactical and brand advertising adopted by Walt Disney Co's Disneyland Paris, which formerly carries the name Euro Disney, has successfully increased the number of visitors of the theme park. The brand-led approach conceptualized by advertising agency, Ogilvy and Mather Worldwide Inc, has motivated more Europeans, particularly residents of Germany, UK, and Belgium, to experience the emotional magic of a visit to Disneyland Paris.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 1998
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