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1. Referring to the IMC elements in the text and/or discussed in class; identify the major components of the communication and promotion strategies for both Pepsico and Coca-Cola. What were their communication objectives, messages, appeals (ie, emotional vs. Rational)? How did they leverage celebrities and is this worth the investment?
2. In order to gain market share, each company made adjustments to their marketing programs (products, pricing, promotion, and distribution) and brand portfolio. Explain how the Indian market was segmented and why targeting and local competition informed the positioning and marketing programs For target markets. Cite examples from the case and use the concepts learned throughout the course.
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