Omparative analysis of Marketing Communications strategies and mix for the Cola drinks in the UK

 Comparative analysis of Marketing Communications strategies and mix for the Cola drinks in the UK

Deadline: Thursday, 15th December 2005, 4 p.m.

You are the newly appointed Industry Analyst for a well-known Investment Corporation. You have been given the responsibility of becoming their expert in the Soft Drinks Industry, in particular the Cola drinks, such as Coca Cola, Pepsi, Virgin Cola, the supermarkets own brands of Cola, etc. You have to produce a comparative analysis of the marketing communications strategies and mix used by these companies.

You should apply your business judgement and intellectual rigour to the opportunity and prepare a comprehensive analysis, which critically addresses the issues. Here are some questions you might consider addressing:

1. The  Cola War has often been used to describe the competition between Coca Cola and Pepsi Cola. Is this war still limited to these two companies or has it extended to include other producers?

2. What are the marketing communications strategies and tactics used by the companies in fighting the competitive battle?

3. What are the campaigns, the media used, the messages, the image projected and how well are they hitting the targets?

Notes:
1. The assignment should not exceed 3,000 words and should be presented in report format, not as an essay. You are allowed to include any reasonable amount of supporting material in an Appendix.
2. You should draw upon your personal research done at the library, through the Internet and the recommended reading and material covered throughout the course. Please reference carefully all your research sources.
3. You are asked to use primary as well as secondary research for this assignment. You are encouraged to be innovative in your quest for answers, by using your powers of observation while watching TV, going to the cinema, going shopping, focus groups on campus or with your friends and family, surveys on campus, or elsewhere, etc.
4. You are encouraged to make full use of GMID  Global Market Information Database, FAME and other databases which are available as Electronic Resources by the Brunel Library.
5. Please adopt a critical but constructive view supported by factual information, not just personal opinions. If quoting other people s work, please use the accepted form of academic referencing.

You will be assessed on:
a). The depth and relevancy of your research.
b). Your analytical skills.
c). Your objectivity in identifying problems and limitations.
d). Your presentational style (see advice on report format onWebCT).
full use of GMID  Global Market Information Database, FAME and other databases which are available as Electronic Resources by the Brunel Library.
Which i will make available.