THE WOR(L)DLY WISE!

Coca-Cola/Pepsi, Nike/Adidas, Burger King/ McDonald’s... Leave aside the FIFAs and the Olympics of the world, even the most inconsequential opportunities are not spared by these giants to take pot shots at each other. Such is the rivalry between them that marketing history is flooded with tales of their one-upmanship. Check this out for a starter: There was a board reading “Coca-Cola: Fourth floor,” outside one of its India offices. Just a few inches above was a Pepsi board declaring “Pepsi EVERYWHERE”! Smart one-lin- ers, suggestive billboards and the spoofy acts... Welcome to the world of guerrilla, ambush and direct-hit marketing!

For Complete IIPM Article, Click on IIPM Article

Source : IIPM Editorial, 2006

An IIPM and Management Guru Prof. Arindam Chaudhuri's Initiative

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