The Cola Wars have only just begun. Last week, we put a new poll on our website asking readers to vote on who does a better job with their marketing, Coke or Pepsi. We’ve had a large number of responses and, as of this posting, the results are exactly 50/50.
If you’d like to share your point-of-view with us, just visit the 60 Second Marketer home page and place your vote.
Paul Van Winkle, who is Strategic Business Development and Chief Marketing Officer at AI Digital | Artemis Creative, made a very insightful comment about the poll on our LinkedIn 60 Second Forum. Here’s what Paul had to say:
“Let’s define “marketing” — if by marketing you mean “advertising”, “promotion” and “brand management”, I’ll say from a consumer perspective, Pepsi is almost always the polled winner by producing branded advertising that’s more interesting and fun to watch. The spunk of Pepsi’s efforts are more directly linked to it’s sweet-fizzy-caffeinated-upbeat brand appeal.
But if “marketing” is more broadly and interconnectedly defined to incorporate business and sales acumen, pricing, community and vendor resource relationships, global positioning, product lifecycle — and growth/shareholder value, etc — it would appear Coke is still the leader, and therefore “better”.
And isn’t this what ‘marketing’ is really for — and about? Achieving business results and sales objectives with defined applications of strategy, communications, finances, innovations and relationships?
Pass me an unbranded beer, the Final Four are on….”
Well said, Paul!
Monday, March 16th, 2009, 11:56 am | 
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