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The paper shows that it comes as no surprise that in the run up to (as well as during) the World Cup in 2002, Pepsi was found exhibiting very aggressive promotional behavior. Its approach was an unapologetic attempt to blunt the effect of the Coca-Cola marketing plan in Japan and South Korea. For this reason, it proves an interesting, individual study (for section one of this paper) in the use of ?ambush marketing? through sponsorship agreement. However, the cola wars have been going on for some time now, and this particular event was but one small battle in the greater struggle for soft-drink-dominance. So, in addition to an appraisal of the problems encountered by the two firms during the 2002 World Cup, this paper also shows how the issue goes back a long way. Sponsorship, after all, has been and still is vital to both company's marketing strategies.
Cite this Essay:
Sponsorship (2003, August 10) Retrieved November 29, 2022, from https://www.academon.com/essay/sponsorship-29833/
"Sponsorship" 10 August 2003. Web. 29 November. 2022. <https://www.academon.com/essay/sponsorship-29833/>