How was the coke brand positioned compared to the pepsi

Question

Question 1: What marketing strategies did Coke use to build a strong fan base for their brand? What associations did they create with the Coke brand?

Question 2: How was the Coke brand positioned compared to the Pepsi brand?

Question 3: What did Coke marketing researchers fail to understand about consumer relationships and loyalty? Explain.

Question 4: How should Coke have conducted the market research studies?

Question 5: Was Coke more interested in attracting new customers or keeping existing ones? Explain.

Question 6: What evidence would you have to support an argument that this debacle was deliberate? Explain.

Question 7: What other strategies could Coke have used to thwart the competitive efforts of Pepsi? Identify two and explain.

Question 8: What concepts in Chapter 3 would you use to explain the Coke case (e.g. sensory marketing and semiotics).

Question 9: What type of learning theory in Chapter 4 did Coke use to build the brand? (e.g. behavioral or cognitive).