Promotion Strategies Research Paper Example | Topics and Well Written Essays - 500 words

Promotion Strategies - Research Paper Example The individual brands remain competitive because of implementing effective strategies that can conquer the market. Therefore, it is relevant for the players of the soft drink industry to develop unique and marketable strategies of winning customer trust. The soft drinks industry is composed of various players including coca cola, Pepsi, and Cola Turka, Zam Zam cola, Parsi cola, position and RC cola among others. Despite being many players, coca cola and Pepsi have mastered the art of marketing to their advantage. Both of the companies specialize in making concentrates that are distributed to their various bottlers. This ensures that the company serves large markets in the world. Coca cola’s objective is maintaining its market grip in all parts of the world. As a result, it has been able to establish itself in all the countries in the world apart from North Korea and Cuba (Hayes, 2007). However, it is reported to be available as a gray import in both countries. Furthermore, the company manages to conquer the soft drink market by diversifying its products. For example, the company has had caffeine free versions and fruit flavours that have been included over the years. Moreover, the company provides the no calories colas that can be found it the coca cola outlets. On the other hand, Pepsi also manages to diversify its products to accommodate various customers. However, its main objective is to have an influence in a large soft drink market through continuous brand marketing in various parts of the world (Stevenson, 1989). Promotion of the soft drink brands is a matter of importance to the market players. The companies use different communication channels in order to promote their products. Their promotional objectives are to remain relevant and enlarge their market coverage. For example, the internet is the most common platform of marketing among the companies. The companies