Download - Soda Stream - Marketing 2
Runninghead:ENHANCEDMARKETINGPRINCIPLES
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SodaStreamSource
Marketing2:EnhancedMarketingPrinciples
MRKTMK351(Winter2016)MohawkCollege
(SodaStream,2016a)
LucasDiFrancesco(000344119)
AdrianSbraccia(000368315)
TylerBigden(000369924)
LakshyGupta(000379241)
EmilieElich(000315552
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TableofContents
DescriptiononTheSodaStream…………………………………………………………………………………….……………………...3
SodaStream’sTargetProfileGroup……………………………………………………………………………….……………………….4
DescribeyourBrand’sPersonality………………………………………………………………………….……………………...………5
Brand’spositioning(inthemindsoftheconsumer)………………………………………………………………………………6
Advertisingstrategiesforyourproductfor2016………………………………………………………………………..…………6
a) keyadvertisingobjective………………………………………………………………………………..……………………6
b) Keymessage……………………………………………………………………………………….…………………………….…6
c) Executionstyle………………………………………………………………….……………..………………………………….7
d) Advertisingvehicles……………………………………..………………………..…...………………………………………7
e) PublicRelations…………………………………………………………………………………….……………………….………8
ConsumerPromotiontools………………………………………………………………………………………………………………….…8
DirectMarketing……………………………………………………………..………………...……………………………………………….…8
SocialMediatopromote………………………………………………………………………….…………………………………...….…10
WorkCited………………………………………………………………………………..…………….…………………………………...….…12
Appendix………………………………………………………………………….…………………………………...………………………….…13
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1. Developadetaileddescriptionofyourproductincluding:Featuresandbenefits,UniqueSellingProposition(whatmakesyourproductbetterordifferentthanyourcompetition?),CurrentretailpricinginCanada,Distribution(whereisyourproductsoldatretailinCanada?),Currentadvertising/promotional/onlinesupport
ThefeaturesoftheSodaStreamSourcearethatitcomesinthreedifferentcolours(red,black,and
white),whichenablestheconsumertobuyoneoftheirliking(SodaStream,2016a).TheSodaStream
Sourceenablestheconsumertomaketheirwatertocarbonatedwater,whilealsogivingthemanoption
toaddflavourpackstothewater(SodaStream,2016a).BenefitofbuyingaSodaStreamSourcesparking
watermaker,theyhaveover40differenttastingflavours(SodaStream,2016).Someoftheflavours
SodaStreamhastoofferinclude“diet,sweetenednaturally,regularandcaffeinefree”(SodaStream,
2016a).Consumersnolongerhavetocarryorstorelargeheavybottleswhichtheyusedtobuyfromthe
store(SodaStream,2016a).Mostmodelsdon’trequireelectricityandenableconsumerstocutdownon
disposingbottles(SodaStream,2016a).TheuniquesellingpropositionforSodaStreamis,theyofferthe
mostproductiveandcreativewaytocreateyoursoda.ThecurrentretailingpricefortheSodaStream
SourceinCanadais$149.99+taxontheirwebsite(SodaStream,2016a).
TheflavourpacksforSodaStreamrangefrom$6.99to$7.99,whilethecarbonatingbottleis$15.99
to$19.99dependingonthequantitychosen(HudsonBay,2016).IfchosentobuytheSodaStreamfrom
oneoftheirotherretailerslikeCanadianTire,theysellthemodelblackfor$129.99+tax(CanadianTire,
2016).SodaStreamhasdistributionthroughoutCanada,whichrangefromsellingproductsonlineto
majordepartmentstores(SodaStream,2016a).ThemaindepartmentstoreswhereSodaStreamcanbe
boughtareCanadianTire,TheBay,Staples,andBedBath&Beyond(SodaStream,2016b).Oneofthe
currentadvertisements(SeeAppendix1)usedforSodaStreamwasintheyear2014,fortheSuperBowl
usingacelebrityendorsement.SodaStreamcurrentlyisgivingapromotionoffreeshippingwhenthe
consumerhasaorderof$150ormore(SodaStream,2016a).Theyalsohasonlinesupportwith
frequentlyaskedsectionspagealongwithtroubleshootingpage,withalsoatoll-freenumbertocontact
ifanyquestionsarise(SodaStream,2016a).
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2. DevelopafulltargetgroupprofileforyourproductincludingDemographics(gender,age,ethnicity,income,educationandoccupation)andPsychographics(consumerattitudes,personality,interests,opinions,andactivities).Includeapictureofyourtargetgroup(GoogleImagesisagoodsourceforpictures).
SodaStreamistheproducerofthewellknowncarbonationproductthatallowsconsumersthe
choicebetween100differenttypesofconcentratedsyrupsandflavorings.SodaStreamsgoalisto
diminishtheconsumptionofplasticbottles,andaluminumcans(WakeUpCokeandPepsi:SodaStream
DeclaringaColaWar).Ithelpsencouragepeopletousetheirproductssinceitleavespracticallyno
wastebehind.WithSodastreamheavilypromotingthereductioninwaste,theyhavedecidedthatthe
bestwaytogettheirmessageacrosswastotargetandappealspecificdemographic&psychographic
market.ThetargetmarketofSodaStreamsishealth-conscious,outgoing,multicultural,trendymothers
andfemalesbetweentheages25-54withmiddleclassincome,whoenjoyrefreshinglow-caloriedrinks
thatcanbeconsumedwithfriends,familyorindividually(WakeUpCokeandPepsi:SodaStream
DeclaringaColaWar).
In2014,SodaStreamInternationalmadeastrategicmovementbyco-partneringwithSkinnyGirl
Cocktails,andintroducingentirelineofthatwouldbetitleandbottledunderthename“SkinnyGirl”
(CompanyOverviewofSkinnyGirlCocktails,LLC,2016).SodaStreamandSkinnyGirlCocktailsbelieved
thatwiththisstrategicmovementtheywouldcreatesolutionbasedlifestylebycapturingandredefining
thefemalelifestyletowardsalcoholicbeverageswiththeclassy,sassy,andoutgoinglookwithonlyhave
thecaloriesofanothermixdrink(WakeUpCokeandPepsi:SodaStreamDeclaringaColaWar).
Researchalsorevealedthathealthierchangesinthefemale’slifestylewasatrendthatisheretostay
(CompanyOverviewofSkinnyGirlCocktails,LLC,2016).
Withtherightmarketingandstrategicplanning,SodaStreamwasabletoclaimthattheir
productshaveone-thirdofcarbohydrates,sugar,andcalories,liketheleadingcompetitorsPepsiand
Coca-Cola.Thevarietyoflow-caloriedrinksbySodaStreamcanbeconsumedwithorwithoutalcohol;
alcoholicdrinksincludingwine,cocktailsandmargaritas,cocktails(WakeUpCokeandPepsi:
SodaStreamDeclaringaColaWar).WithScarlettJohanssonbeingthefirst-everglobalbrand
ambassadorforthisuniquedemographic&psychographicmarket,thefemaleaudienceresponded
quicklyinsupportingSodaStream.
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(TheEveryGirl,2016)
3. Describeyourbrand’spersonality.Abrandpersonalityisthesumtotalofalltheattributesofabrand,andtheemotionsitinspiresinthemindsofconsumers.
SodaStreamfocusesoncreatingabrandthatrevolvesaroundasleek,fashionableandintelligent
style(Mirsky,2014).Thebrandfocusesoncapturingtheproperimagefortheproductsothatitrelays
welltotheconsumerthatwouldbebuyingit.Asleeklooktotheproductismadesothatitcanfitin
withtheconsumer’slifestyle,whethertheyareplacingthisproductintheirhomeorinanofficespace.
Youwanttheproducttofitin,initssurroundings.Forexample,ifyouhavestainlesssteelkitchen
appliances,theywantittobestylishandfitin,inthatenvironment(stainlesssteelmodels).Thebrand
wantstoinspireanintelligentandsleekfeel,tofitinasatrendintoday’ssociety.Itisaverycompact
machinethatmakes“trendy”drinkstoservetocustomersfromabusinessstand-pointorevento
friendsandfamilymembers.
SodaStreamallowsaflexible,creativeandinspiringwaytoservedrinks.Thepersonalityshows
howitreflectstheintelligent,healthy,creativefeel,witheverydrinkitmakes.Youhavetheabilityto
adjustthedrink,exactlyhowyouwanttohaveit.Itfitsinfromafashionablestand-point,offering
variouscolorswithnotjustthedrinkbutforthemachineaswell.Bymakingthisanintelligent,sleek
feel,youareappealingtothesophisticatedconsumer,whoareintheupperclassofsocietyandlooking
foracharmingadditiontotheirwork-spaceorhomekitchen.TheSodaStreamdoesexactlythat,offering
an“upper-class”methodtodrinkingsoda,whichgivesthemthereliable,successfulandintelligentfeel
whileusingthismachine.
Demographics Psychographics
Gender:FemalesAge:25-54yearsofageEthnicity:MulticulturalIncome:MiddleClass(40,000.00-75,000.00yearlysalary)Education:High-School,Post-Secondary(University,College,Private)Occupation:Caregiver,Business,Stayed-homeMother,Fitnessinstructor,HealthCare
Consumerattitudes:PositivePersonality:Sassy,outgoinglifestyleInterests:Entrainment,cocktailparties,familygatherings,socializingActivities:Parties,events,smallgatherings
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4. Describeyourbrand’spositioning(inthemindsoftheconsumer).Whatisyourbrand’spositioningstatement?Ifyourbranddoesn’thaveapositioningstatement,developasuitableone.
Brandpositioningiscomposedfromavarietyofdifferentbutuniqueelementsthatallowconsumers
tonoticethem.Companiesrelyonproductattributes,particularbenefitsandfinallystrongbeliefsand
valuesthatcreatedeepemotionaltiesbetweentheconsumersandtheproduct.Companiesmust
rememberthatwhenestablishingapositionstatementthattheymustbemeaningfulandtothepoint.
ThebrandpositioninwhichSodaStreamisdirectingthemselvestowards,isthebeverageindustry.
SodaStreamimpliesahealthier,fulfilling,creative,andfunwaytoindividualizesparklingwaterina
simple,butexcitingway.
SodaStreamsisaboutmakingwaterexcitingandistheleaderinreducingtheuseofbottledand
cannedbeverages.Inthepledgetoreducetheuseofbottlestheyhavedesignedasloganwhichcries
“Better-for-youandBetter-for-the-planet”(AboutSodaStream,2015).SodaStreamalsohastwomajor
internationalslogansthatenhancetheirbeliefsandvalues.Theyare;SMART.SIMPLE.BUBBLES,andwe
makeitsmartandsimplebecausewereallyunderstandbubbles(AboutSodaStream,2015).Boththese
excellentslogansamplifytheirtruemeaningofbeverages,simpleandtothepoint.
5. Developanadvertisingstrategyforyournewproductfor2016.Includethefollowing:
a) Whatisyourkeyadvertisingobjective?
Ourkeyadvertisingobjectiveistoinform/educateconsumersofourSodaStreamSourceathome,
singleservingcarbonatedbeveragemachine.Tocompareittothecompetition,gainattentionand
exposuretoourhealthiercarbonatedbeveragealternative.Wewouldalsoliketoadvertisethefactthat
itisamorebudgetfriendlyalternativethenpurchasingcarbonatedbeveragesouteveryday,ormultiple
timesaday.
b) Whatisthekeymessagethatyouwanttodeliverinyouradvertising?Whatmessagedo
youwanttheconsumertorememberafterseeingyouradvertising?
Thekeymessagethatwewouldliketosendinouradvertisingwouldbetheconvenienceand
savingsofmakingyourowncarbonatedbeveragesathome.Thisalternativeismuchbetterforyour
healththentraditionalsodabeverages.Wewanttoshowthemachineinuseinpeople’sdailylives,how
easyitistouse,clean,andstore.Wewantpeopletorealizethereisanalternativetosugary,
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carbonateddrinksthattastegoodandmakeyoufeelgreatwhilestayingonbudget.Wewantpeopleto
remembertheeaseandconvenienceoftheproduct,whilealsorememberingthatyoucanstillconsume
greattastingcarbonatedbeverageswithouttheaddedguiltthatpopgivesyou.
c) Whatexecutionstyledoyourecommendusinginthedeliveryofyourmessage?
Lifestyle/SliceofLife-beingabletoshowthemachineinuse,howpeopleincorporateitintotheir
dailylives.Thiswillgivepeopleanunderstandingofhowit’sused,andhoweasyitistouse.
d) Choose2advertisingvehiclesyouwouldusetodeliveryourmessage?Explainwhyeachof
youradvertisingvehicleswouldbeeffectiveagainstthetargetgroupthatyouhave
selected.
SocialMedia(Facebook,Instagram)–Socialmediaisagreatwaytotargetourspecifiedmarket.
Mostpeoplenowadayshaveasocialmediaaccountwheretheyconnect,postandsharetheirdailylives.
Webelievethisplatformwillbeoneofthemosteffectivewaystotargetouraudienceof18-30year
olds.
59%ofmales(18-34)haveFacebook,60%offemales(18-34)haveFacebook
18%ofmales(18-34)haveInstagram,14%offemales(18-34)haveInstagram
47%oftheseusers(18-34)accessFacebookmorethenonceaday.
27%oftheseusers(18-34)accessInstagrammorethanonceaday.(Bennett,2015)
TelevisionCommercialsbetweenpopularshows(Gotham,BigBangTheory,andNCIS)
Sincetheinternettelevisionhasnotbeenaspopularamongtheyoungergenerationsbecauseof
streaminganddownloading.Althoughitisbelievedthattelevisionisnotasgoodofaplatformtoreach
alargeaudienceisfalse.Therearestillmanypeoplewhowatchtelevisionregularlyandalotoffamilies
havemorethanonetelevisionintheirhomes.Aslongasyoupicktheproperprogrammingand
televisionstationsyoucanstillreachaverylargeaudienceofmanyageranges.
93%ofCanadianhomeshaveeithercableorsatellite,85%aredigital,53%havePVR’sand27%
aremulti-sethouseholds.(CanadianMediaStatistics)
BigBangTheoryaveraged16.14millionviewersintheagegroupof18–49(NielsenCompany,
2016)
Gothamaveraged6.10millionviewersintheagegroupof18-49(NielsenCompany,2016)
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NCISaveraged17.26millionviewersintheagegroupof18-49(NielsenCompany,2016)
e) ExplainhowyoucouldusePublicRelationsasaneffectivecommunicationtooltoincrease
brandawareness.
Usetestimonialstoraiseawareness,goodpublicity.Havepeopleexplaininghowmuchtheyenjoy
theproductonline,atconventions,indailylife(brandambassadors)
• Keepupagoodandactivesocialmediaplatform,makesuretoanswerbacktoinquiries,
problems,makesureyouarereachingyourtargetmarketdirectly,engagethemonline.
• Gotoconventions,foodanddrinktoraiseexposurefortheproduct,dodemonstrationsatthese
conventions,samples,letpeopletryitthemselves.
• Associatewithgoodbrands,goodcelebrities,athletes(Sponsorships)
6. Choose2differenttypesofConsumerPromotiontoolsthatwouldbethemostappropriateforstimulatingsalesofyournewproduct.Explainwhyyourchosenconsumerpromotiontoolswouldbeeffectiveingeneratingsaleswithyourchosentargetgroup.
1. Sampling:Provideconsumerswithasmallsamplebottleofanewdrinkmixwitheverypurchaseofa
SodaStreamwatermaker.Thismethodwouldallowconsumersa“trialamount”oftheSodaStream
withthesamplebottletolearnwhichflavorstheylikebeforepurchasingfullsizebottlesofmix.
Furthermore,thiswouldprovideexposuretoSodaStream’snewflavorstothemarket.
2. Coupons:ProvideconsumerswithprintablecouponstowardsseasonalSodaStreamflavormixes
fromsocialmediaplatforms.Thiswillurgeconsumerstogooutandpurchaseproductsbeforethe
couponsexpire.Thechosentargetmarketcomprises55.5%ofFacebookusersand48.5%ofTwitter
users,thereforesocialmediacouponswillbeeffectivewiththisgroup.
7. Choose1formofDirectMarketingthatyoucouldusetoincreaseawarenessofyournewproduct.Explainwhythatformofdirectmarketingwouldbethemosteffectiveforyournewproduct.
Theformofdirectmarketingthathasbeenchosen,istheformofemailmarketing.This
isacosteffectiveandsimplemethodofdirectmarketing,whichismeasurablewhenreaching
yourcustomerbase.Emailmarketingcanbedonethroughthetraditionale-mailnewsletter,
showcasingtheproduct,price,andtheideaoftheproductitself.Promotionale-mailscanbe
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senttotheprospectaswell,thisistogivethemtheideaoftheproductandgivethemthe
opportunitytopurchaseforalowercost.Also,aco-brandingemailcanbesentaswell,placing
theSodaStreamproductinanotherbusinesse-mailoralongsideanotherproductthatisbeing
sentaround.Whileemailingiscosteffective,itisalsoaveryeffectivewaytogather
informationandproduceacustomerbaseforanyproduct.
Thisformofdirectmarketingofferstheabilitytobenoticeablebythecustomer.While
otherformsofdirectmarketingmayworkaswell,emailingdefinitelywillreceivethelargest
responserate.Evenifthecustomerdoesnotopentheemailandreadtheentirepost,theystill
acknowledgetheemail,theyreadthesubjectlineandnoticethenameoftheproductwhich
willstickintheirmindsforthedayattheveryleast.Inregardstoothermethodswhere
commondirectmailmethodswillgetthrownoutinstantlyifitisn’tofimportancetothe
receiver,itwillnotgetreadatall.Whenreceivingphonecalls,theyarealso,forthemostpart,
instantlydeclinedorignored.Youeitherkeepgettingcall-backs,oreventuallygetupsetwith
thecaller/brandthatisofferingyouthesalespitch.Directsellingisthesameway,beingoffered
arelativelyexpensiveproductatyourdoor,thatyoumaynothaveusefor,willturnyouoffofit
instantly.
Furthermore,emailmarketingisadirectmarketingchoicethatworksperfectlyinthis
situation.Youhaveaformofmarketingthatappealsdirectlytothecustomerbaseyouare
aimingfor.Youareaimingforpeoplewhohavethemoneytospendonaproductsuchasthis
SodaStream,customerswhoareopentospendingonanintelligentstyledproductthatfitsin
withtheirlifestyletolooksophisticatedinawaytheycancreatedrinksforfriends,familyand
co-workers.Youofferthemtheideaoftheproductthroughwhattheyknowbest,through
technology.Thistargetgroupisalwaysontheiremail,phoneandcomputer.Throughoutthe
day,theirtimeisspentonthecomputerandphone,readingemailsandtheymaybrowsethe
emailoutofcuriosityifitpopsupintheirinboxontheirsparetime.Forexample,iftheyread
thesubjectline,nowthenameofSodaStreamisintheirhead.Evenifthereisacatchyline,or
somethingshowingapromotionaldealonanewproduct.Theywilldefinitelyhaveinterestin
theproductinsomeway.
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8. HowwouldyouuseSocialMediatopromoteyourproduct?Explainwhyyouhavechoseneachtypeofsocialmediaandwhyitwouldbeeffectiveagainstyourtargetgroup.
Facebook:
Outof1.59billionusersofFacebook55.5%fallbetweentheagesof25-54,and58%oftheentireadult
populationhaveFacebookaccounts.Furthermore,consumerswhofallintothelow-middleclassincome
category($30,000-$75,000)comprisethehighestpercentagesofFacebookusers.10%morewomen
thanmenuseFacebook.ItisfortheselistedreasonsthatFacebookisastrongplatformforthis
particularSodaStreamtargetmarketof25-54-year-oldfemalesfromlow-middleclassincome.
SodaStreamwouldcreateacertifiedFacebookpageforthefollowingpurposes:
• Introducenewproducts,suchasnewSodaStreammodelsandaccessories(SodaStreaminfusing
bottles,flavorsofthemonth…)
• ProvideSodaStreamrecipestospiceupyoursodas
• Informconsumersofonlineorin-storesalesandpromotions,suchas15%withpromotioncode
and/orprintablecoupons…
• AttachadirectlinktoonlineSodaStreamstoreforconsumerstohavefastandeasyaccessto
purchase
• Postvideosandblogpostsofcelebrity’sandconsumer’sproductreviews
• PostcontestsforconsumerstoentertowinfreeSodaStreamproducts
Twitter:
Outof271millionusersofTwitter,48.5%fallbetweentheagesof25-54,and19%ofentireadult
populationareonTwitter.Furthermore,consumerswhofallintothelow-middleclassincomecategory
($30,000-$75,000)comprisethehighestpercentagesofTwitterusers.3%morewomenthanmenuse
Twitter.Fortheabovereasons,TwitterisastrongplatformforSodaStream’stargetmarketof25-54-
year-oldfemalesfromlow-middleclassincome.
SodaStreamwouldcreateacertifiedTwitterpageforthefollowingpurposes:
• Createahashtagsuchas#SodaStreamtoallowconsumerstoseewhatrecipesandproducts
othersarecreatingandusingwiththeirSodaStreamdrinksaroundtheglobe
• Retweetandsharecelebrityandconsumerproductreviewsandphotos
• AttachadirectlinktoonlineSodaStreamstoreforconsumerstohavefastandeasyaccessto
purchase
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• SharestoriesfromSodaStreamconsumers
• PostcontestforconsumerstowinfreeSodaStreamproductsbasedonhowmanytimesthey
“retweet”
• Post“freeshipping”promotioncodesandprintablecouponsforonlineorin-storeproduct
purchases
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WorksCitedAboutSodaStream.(2015,Jan1).RetrievedMarch31,2016,fromSodaStream:http://www.sodastream.com/aboutsodastream/#.VwKM6sfpBFJBennett,S.(2015,February4).59%useFacebookinCanada(LinkedIn:30%,Twitter:25%,Instagram:16%).RetrievedfromSocialTimes:http://www.adweek.com/socialtimes/canada-social-media-study/614360CanadianMediaStatistics.(n.d.).CanadianMediaStatistics.RetrievedfromCanadianMediaStatistics:http://canmediasales.com/canada-101/canadian-media-stats/CompanyOverviewofSkinnyGirlCocktails,LLC.(2016,jan1).Retrievedmarch23,2016,fromBloomberg:http://www.bloomberg.com/research/stocks/private/snapshot.asp?privcapId=128777730Mirsky,J.(2014,February27).Alittlepersonalitygoesalongway.RetrievedApril5,2016NielsenCompany.(2016,March29).Gotham:SeasonTwoRatings.RetrievedfromTVSeriesFinale:http://tvseriesfinale.com/tv-show/gotham-season-two-ratings-38069/NielsenCompany.(2016,March23).NCIS:Season13Ratings.RetrievedfromTVSeriesFinale:http://tvseriesfinale.com/tv-show/ncis-season-13-ratings-38108/DemographicsofKeySocialNetworkingPlatforms. (2015). Retrieved April 05, 2016, from http://www.pewinternet.org/2015/01/09/demographics-of-key-social-networking-platforms-2/ NielsenCompany.(2016,April1).TheBigBangTheory:SeasonNineRatings.RetrievedfromTVSeriesFinale:http://tvseriesfinale.com/tv-show/the-big-bang-theory-season-nine-ratings-38076/SodaStream.(2016a).SodaStreamCanada:-$0.00CAD.RetrievedApril01,2016,fromhttp://www.sodastream.ca/en/product_info.php?cPath=1_32HudsonBay.(2016).RetrievedApril02,2016,fromhttp://www.thebay.com/webapp/wcs/stores/servlet/en/thebayCanadianTire.(2016).Title.RetrievedApril02,2016,fromhttp://www.canadiantire.ca/en.htmlSodaStream.(2016b).Retailers.RetrievedApril03,2016,fromhttps://www.sodastream.ca/en/retailers.phpTheEveryGirl.(2016,Jan1).RetrievedMarch23,2016,fromTheEveryGirl:http://theeverygirl.com/feature/wedding-week-backyard-bridal-showerWakeUpCokeandPepsi:SodaStreamDeclaringaColaWar.(n.d.).RetrievedfromBusiness2Community:http://www.business2community.com/branding/wake-coke-pepsi-sodastream-declaring-cola-war-0798668#Id7Pk1Jc0cfK3P0o.97
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Appendix
1. https://www.youtube.com/watch?v=W7ivSdvc4S0