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Coke, Pepsi to focus on ‘online marketing initiatives’

19-August-2002
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Coke, Pepsi to focus on ‘online marketing initiatives’

The cola majors are now turning their attention to gain mindshare of consumers in cyberspace. In an effort to connect with consumers, Coca-Cola India and Pepsi Foods Ltd are now focusing on ‘online marketing plans’ which include data-base management and community building programmes.

According to sources, during off-season periods Coca-Cola will not launch any new mass media advertising campaign to promote its products. But will continue to step up brand-building exercises on the Net.

Through Coke’s new brand site—myenjoyzone.com— the company would channelises all its online marketing initiatives to woo the youth segment.

With Coke’s recent entry into the ready-to-drink hot beverages segment, the company is now in the process of rolling out a media advertising campaign to promote its ‘Georgia Gold Coffee & Tea’.

Pepsi Foods on the other hand is stepping up its online initiatives to connect with its target audience—the youth segment. Currently, the company is building its database to promote their new online initiative called—Pepsicoolmail—which was launched in April this year. The database has already touched two lakh members.

As part of its online marketing strategy, Pepsi Foods may soon focus on building communities for Pepsi users on the Net. In an effort to promote its new wafer variant ‘Lays Tango’ the company has recently launched an aggressive online initiative at Hungama.com called ‘Laystangozone’ to woo Netizens.

Incidentally, contests2win.com (C2W) has been hosting online contests for both the cola companies in the last few years. To support its offline advertising plans, Coke has given an interactive spin to Aamir’s television commercial.

For its client Pepsi Foods, C2W has recently launched ‘Trump 2win’ contest where consumers are transported back to school and college days when they play with Flash cards.

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