Connecting with Customers, Branding, and Positioning
Connecting with Customers
I have never been able to put down the Harry Potter books because I always want to know what happens next. The movies were my first exposure to the narrative, and they gripped me instantly. The wizarding universe and the thrilling storyline were both fantastic. I was eager to discover what would occur next and how the characters would grow. The Harry Potter books show how a tale may be utilized to establish a name for a product (Mastropierro, 2020). The story is complex and exciting, and the characters are realistic and endearing. The narrative is intriguing and suspenseful, and the wizarding world is exciting and well-developed. Combining these factors results in a popular and well-liked product among consumers. I can see how each of my favorite businesses has a unique tale. Nike depicts the triumph of its athletes over adversity to reach their objectives. The history of Coca-Cola is the history of refreshment and joy. These tales touch me deeply, and I am inspired to buy from these companies. Brands may be built with the help of effective storytelling. A compelling narrative may make an audience feel invested in the company and eager to participate in its future. Hire our assignment writing services in case your assignment is devastating you. Our team of experts is ready to help.
Branding and Positioning
Coke and Pepsi offer products that are close substitutes. How do the companies position their brands to differentiate their products?
The formula for Pepsi has changed significantly since it first hit the market. The company’s focus has always been on a younger demographic, reflected in its ads. The organization values healthy competition with social activities and entertainment (Maamoun, 2020). Ads are catchy and memorable, reflecting the target audience of teenagers and young adults. Conversely, young people and families are the demographics most likely to connect Coca-Cola with. It emphasizes spending time with loved ones and creating lasting memories as a family (Maamoun, 2020).
Pepsi and Coca-Cola are two competing soft drink brands, and they distinguish themselves from one another in several ways. Pepsi’s distinctive blue pet bottle is easily distinguishable from the red Coca-Cola bottle. On the other hand, the bright red of Coca-Cola bottles is instantly recognizable. The pet bottle stands out just as much as the different packaging options.
Each of the brands has used celebrity endorsers. Name a celebrity endorser for each brand and how they reflect a different position in the market.
While playing for the Miami Heat, basketball pro star LeBron James inked a long-term endorsement contract with Coca-Cola. Coca-Cola’s decision to hire LeBron James indicated the company’s shift toward a new strategy and its concerted attempts to win over the youthful and dynamic market, which has been expanding rapidly in recent years (Jha et al., 2020). The brand, long associated with happy family times, hoped to reach the increasingly social media-dependent public. LeBron has a massive fan base, with 70 million Instagram followers, another 2 million on Facebook, and 48 million on Twitter.
How are Coke and Pepsi positioning themselves as the dominant choice of the younger generations, such as Generation Z and Alpha?
Brands may use segmentation to identify which subsets of their customers need certain items. Coca-Cola’s advertisements featuring Generation Z and Alpha members are part of the company’s strategy to attract new customers from those age groups. In addition to investing heavily in traditional marketing channels, the company supports youth-led initiatives seeking to win over the next generation as consumers and brand loyalists (Maamoun, 2020). Pepsi has long aimed for a younger audience. Their various advertisements feature young people who enthusiastically embrace the product and use it often (Maamoun, 2020). When it comes to marketing to more youthful generations like Generation Z and Alpha, the corporation also heavily engages in using celebrities.
Reference
Mastropierro, L. (2020). The translation of reporting verbs in Italian: The case of the Harry Potter series. International Journal of Corpus Linguistics, 25(3), 241-269.
Maamoun, A. (2020). Coke Versus Pepsi: 100 Years of Contention. SAGE Publications: SAGE Business Cases Originals. http://dx.doi.org/10.4135/9781529711974
Jha, M., Bhattacharjee, K., Priti, C., & Heng, W. H. (2020). A Study in Role of Celebrity Endorsements on Consumer Buying Behaviour: Celebrity Endorsements on Consumer. Buying Behaviour. Asia-Pacific Journal of Management and Technology, 1(2), 13-19. https://doi.org/10.46977/apjmt.2020v01i02.003
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Question 
TOPIC 1: Connecting with Customers
PROMPT: Describe a story (from a novel or even a TV show) that held your attention where you couldn’t wait to see what happened next. Now, consider how the elements of a brand tell a story. How do you connect with perceptions of your favorite brands? Do they tell a story?
Connecting with Customers Branding and Positioning
TOPIC 3: Branding and Positioning
PROMPT: Case Study: Coke vs. Pepsi This case study discusses branding. Formulate a response responding to the questions below rather than those in the case study. Review this case study: Coke vs. Pepsi: 100 Years of Contention.
- Coke and Pepsi offer products that are close substitutes. How do the companies position their brands to differentiate their products?
- Each of the brands has used celebrity endorsers. Name a celebrity endorser for each brand and how they reflect a different position in the market.
- How are Coke and Pepsi positioning themselves as the dominant choice of the younger generations, such as Generation Z and Alpha?