A COMPARATIVE STUDY OF ADVERTISING CAMPAIGN STRATEGIES OF COCA-COLA AND PEPSI-COLA
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ABSTRACT
This work set out to comparatively study the advertising campaign strategy of coca-cola and Pepsi-cola, leaders in the Nigeria soft drink market with a view to examining how they retain their old markets and expand new ones in Nigeria, also the basic principles and processes of the advertising campaign. In doing this, the management and staff of the manufacturing company of the two products under study –coca-cola and Pepsi-cola in Aba, Abia state constituted the universe or population. A structured oral interview was the measuring instrument. The purposive sampling method was used and nine interview questions each for the studied product were used to elicit information on the issues concerning this study. From the findings, it was discovered among other things, that coca-cola advertising does not concentrate on any group of the population, rather the whole population is its target market, while Pepsi-cola advertising does not concentrate on any group of the population, rather market is concentrated on the youth in the population. In view of this, it has been recommended, among others that Pepsi-cola should expand its target market, it should not concentrate only on the youth in the population and that two studied products should intensify their advertising campaign strategy so as to remain relevant in the Nigerian soft drink market. It is hoped that advertising planners and managers will find the result invaluable in the creative approaches to remaining a float to remaining a float and successful in business.
TABLE OF CONTENTS
Cover Page – – – – – – – –
Title Page – – – – – – – – –
Certification – – – – – – – –
Dedication – – – – – – – –
Acknowledgments – – – – – – –
Abstract – – – – – – – – –
Table of contents – – – – – – –
Chapter One: The Problem and Its Setting
1.1 Introduction – – – – – – –
1.2 Statement of the Study – – – – –
1.3 Objectives of the Study – – – – –
1.4 Research Questions – – – – – –
1.5 Significance of the Study – – – – –
1.6 Delimitation and Limitations – – – –
1.7 Assumption of the Study – – – – –
1.8 Definition of Terms – – – – – –
a comparative study of advertising campaign strategies of coca-cola and pepsi-cola
