OLYMPICS Strategic Analysis of Pepsi-Cola 2008 Olympic Games.docVIP

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OLYMPICS Strategic Analysis of Pepsi-Cola 2008 Olympic Games.doc

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OLYMPICS Strategic Analysis of Pepsi-Cola 2008 Olympic Games

OLYMPICS Strategic Analysis of Pepsi-Cola 2008 Olympic Games Some time ago that people can often be seen in the media such a Pepsi ad: a thin little man with a Hercules pull the wrist. Seeing about to lose, and this time he Maozuliaojin child’s mouth say ‘hey, hey, hey’ and pull wins the voice of Hercules, advertising the last cry of ‘Love China’ slogan and the emergence of a large erect with both hands thumb gestures. Except for ‘pull the wrist chapter’, the same period has also appeared in ‘courtship articles’, ‘Football’, ‘articles Gelijiefu love China’, etc. In addition Ikunori similar ads, ads, have also appeared in the above-mentioned slogan and gestures. For a time we all talking about this Ikunori advertising, netizens also advertising Esu and its unknown why they were attacked. So why Pepsi wanted to make such ads? Why it should be the name of ‘Love China’ propaganda phrase it? Pepsi’s ‘grass roots’ marketing strategy 2008 is critical for many businesses, because they are the Olympic Games will bring tremendous business opportunities. The International Olympic Committee launched the TOP program, Coca-Cola spend much invested heavily in a row on a TOP sponsor, but also for their earned profits. 1996 Atlanta Olympic Games, Coca-Cola third-quarter earnings in the year increased by 21% to 967 million U.S. dollars; while Pepsi’s profits over the same period fell by 77%, and only 144 million. Therefore, such as Coca-Cola sponsor the Olympic Games was re-qualified enterprises, they would undoubtedly have been in this marketing battle to grab the opportunities, but as a non-sponsor of the Pepsi-Cola has also never reconcile themselves to the scene that took place in Atlanta again staged in Beijing. As a result, the Olympic marketing war years, quietly put on, Pepsi is meticulously designed and implemented with their own marketing strategy. Pepsi’s target population are young, and young people are very fond of sports and music. Therefore, sports marketing a