Top Dog Versus Underdog
Tale as old as time, Coke versus Pepsi. The dreaded question, when you order one drink, and the waiter asks if the other brand is okay. I sit here typing this as I am drinking a Diet Coke, very clearly on one side of the fence versus the other. What is the brand strategy being used by the top dog? What is the brand strategy being used by the underdog? Coca Cola has long been a brand that embraces it's logo and iconography as a brand to sell it's product. It's marketing characters are often cartoons, such as their iconic polar bear. While Pepsi, has been a brand synonymous with the celebrity endorsement from legends such as Michael Jackson to more recent celebs like Kendall Jenner. How can the underdog improve its strategy so that it can gain more market share and surpass the top dog? Provide three recommendations. While answering the previous question, I knew I wanted to address Kendall Jenner in a way that really discussed how Pepsi can be so obsessed with celebrity, th