==> Marketing Your Product
Marketing Strategy 101
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Marketing Strategy 101
Copyright © 2007 Daniel Levis
When it comes to marketing strategy blunders, pretty much everybody
remembers the nosedive failure of New Coke, right? But what most people
don't know is the fascinating story behind the story, & the
valuable lesson it reveals.
In the early eighties, Coke was about to lose a marketing trump card to
Pepsi. Coke's market share had been in free fall since the end of the
war, declining from 60% at that time, to just 24% in 1983. Pepsi was
about to be able to claim that not only did it taste better than Coke
(as proven in blind taste tests), but that it was actually more
popular. This would have added even more fuel to Pepsi's already
significant marketing momentum.
While Coke was also losing market share to other new market entries,
and increasing consumer preference for diet, citrus, &
caffeine-free beverages etc., Pepsi's marketing strategy was continuing
to win new customers.
Obviously, people preferred the taste of Pepsi! Better taste was the
main thrust of their advertising. Why else would anybody drink such an
otherwise worthless mixture of ingredients?
This fact was further born out with the runaway success of Diet Coke.
Coke actually developed it from the ground up to taste more like Pepsi,
rather than simply replacing the sugar content of the original recipe
with artificial sweeteners.
All of the facts & evidence pointed to Coke having a taste
problem with the original recipe. Coke had in fact been working in
secret for years on a new one.
Drawing on the success of Diet Coke, Coke's marketing strategy called
for the modification of that recipe to a sugar based drink. They felt
they could finally turn the tide by introducing "NEW Coke", based on
In pre launch blind taste tests, people thought the new Coke tasted
sweeter & smoother than the original. Extensive research
revealed that people preferred the New Coke to both the original Coca
Cola recipe & Pepsi.
Statistically speaking, the taste of New Coke was significantly
New Coke was the solution, but what to do with the original? If they
kept both on the market, it was a sure bet that Pepsi would be able to
claim that it was more popular than both, at least for a time! And a
marketing strategy that called for the promotion of a new & an
old Coke would only confuse the public & dilute the brand.
The original recipe was dropped.
So what happened when new Coke was introduced?
It bombed completely, & utterly! Here's the brilliant tag line
that they used to introduce it. "The Best Just Got Better, Coke Is It!"
Gee, that looks like a winner.
People hated the new Coke, many without even having to taste it. And
they were incensed that the original had been "stolen" from them.
One hundred years, & countless millions of dollars in
advertising had made Coke Cola a part of people's very identity.
Drinking Coca Cola wasn't about taste at all.
It was about mental association.
The act of raising that funny looking spiral bottle to your lips. The
cane sugary fragrance that followed. The sharp carbonated bite that set
your throat a blaze with each vigorous swig. For many people, it was
anchored deeply to fond, albeit sometimes even imaginary memories.
Coke had no choice but to bring back the original recipe, amid a huge
fanfare of publicity, as though it were the second coming.
What a hullabaloo about nothing. Sugar water.
For god's sake!
If nothing else, this story should prove to you once & for all
that it's not what you do that counts, it's what you say & how
powerfully you say it. And, that your customer's buy, or don't buy, for
all kinds of seemingly irrational reasons. What's critically important
is not your product, but how your marketing strategy relates ownership
of that product to your buyer's beliefs, feelings, & desires!
It also demonstrates that "me to" can be a very dangerous marketing
While huge companies like Coke can afford to blow through billion
dollar advertising budgets like there's no tomorrow, as a Guerrilla
marketer, I urge you to avoid expensive frontal assaults &
one-upmanship like the plague.
Be creative instead, & seek to outflank the enemy!
About the Author:
Daniel Levis is a top marketing consultant & direct response
copywriter based in Toronto, Canada and publisher of the world famous
copywriting anthology "Masters of Copywriting" featuring the marketing
wisdom of 42 of the world's greatest copywriters, including Clayton
Makepeace, Joe Sugarman, Joe Vitale, Bob Bly and dozens more! For a
FREE excerpt visit the link http://firstv.wickiup.hop.clickbank.net
********** Additional References **********
30 Days to Internet Marketing Success - huge collection of marketing "know how".
Niche Products Package - giant package of 106 niche products with master resell rights plus 14 guides FREE.
Get It Done! Marketing Action Plan - a complete marketing system using techniques and methods that most people don't know about.
Red-Hot Copy to Woo Your Target Market - step-by-step guide to writing professional-looking copy.
The Golden Book of Proof - a simple system for attracting customers with advertising that works.
Adtrackz - complete guide to ad tracking programs.
Confessions of a Website Copywriter - why almost everyone is wrong about creating sales letters for the web.
Pay Per Click Profits - one of the most powerful marketing strategies to drive targeted prospects to your web site.
Automatic Goldmine - how to use autoresponder courses to put ad campaigns onto autopilot.
Ad Gladiator - guide to creating solo ad campaigns that pay well.
Ultimate Ad Tracker Tool - run your own ad tracking system to get precise statistics on your links.
Ad Tracking SuperTips - a FREE ebook to guide you in choosing, using and profiting from ad trackers.
Best wishes for your online success!
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