{"id":3219,"date":"2016-11-18T12:26:36","date_gmt":"2016-11-18T12:26:36","guid":{"rendered":"http:\/\/www.vertice.org\/blog\/?p=3219"},"modified":"2016-11-18T12:26:36","modified_gmt":"2016-11-18T12:26:36","slug":"pepsi-o-coca-cola-me-quedo-con-red-bull","status":"publish","type":"post","link":"https:\/\/grupovertice.com\/blog\/pepsi-o-coca-cola-me-quedo-con-red-bull\/","title":{"rendered":"\u00ab\u00bfPepsi o Coca Cola? Me quedo con Red Bull\u00bb"},"content":{"rendered":"<p><strong>Pepsi<\/strong> vs <strong>Coca Cola<\/strong>, una guerra interminable que se inicia en 1893 con el nacimiento de la primera de ellas. Desde <a href=\"http:\/\/www.vertice.org\/\" target=\"_blank\">V\u00e9rtice<\/a> hemos investigado la <strong>estrategia de marketing online<\/strong> de ambas marcas con la ayuda de <strong>Gorka Zamarre\u00f1o<\/strong>, profesor del <a href=\"http:\/\/www.verticebs.com\/master-en-direccion-de-marketing-y-comunicacion-15346.html?agencia=40\" target=\"_blank\">M\u00e1ster en Direcci\u00f3n de Marketing y Comunicaci\u00f3n<\/a> que imparte <a href=\"http:\/\/www.verticebs.com\/\" target=\"_blank\">V\u00e9rtice Business School<\/a>.<\/p>\n<p><strong>\u00bfCu\u00e1l es la estrategia social media de Pepsi y Coca Cola?<\/strong> Pepsi apuesta por mostrar sus productos a trav\u00e9s de eventos y campa\u00f1as y sus seguidores alcanzan los 35 millones. Coca Cola, por su parte, utiliza sus redes sociales para promocionar su imagen de marca y actualmente \u00abgenera m\u00e1s del doble de impactos o conversaciones que Pepsi\u00bb, como afirma Zamarre\u00f1o. Y a\u00f1ade: \u00bb Coca Cola supera los 100 millones de usuarios\u00bb.<\/p>\n<p><a href=\"http:\/\/www.vertice.org\/blog\/wp-content\/uploads\/2016\/11\/pepsi-cocacola2.jpg\"><img loading=\"lazy\" class=\"wp-image-3220 aligncenter\" src=\"http:\/\/www.vertice.org\/blog\/wp-content\/uploads\/2016\/11\/pepsi-cocacola2-300x146.jpg\" alt=\"pepsi-cocacola2\" width=\"533\" height=\"208\" \/><\/a><\/p>\n<p>En cuanto a la l\u00ednea en la que enfocan sus campa\u00f1as de marketing online, <strong>Coca Cola<\/strong> opta por la <strong>comunicaci\u00f3n de marca<\/strong>, dando a conocer los valores m\u00e1s humanos y solidarios, mientras que <strong>Pepsi<\/strong> se vuelca por la <strong>comunicaci\u00f3n de producto<\/strong>. Por ello, seg\u00fan el profesor de <strong>V\u00e9rtice Business School,<\/strong> aparece continuamente en eventos promocionales \u00abperdiendo el empaque al no crear una cultura de marca\u00bb.<\/p>\n<p>Coca Cola apuesta en sus webs corporativas por el branding. \u00abSus im\u00e1genes son evocativas y su producto estrella aparece en im\u00e1genes de calidad, perfectamente planificadas\u00bb, asiente el profesor. \u00abLa de Pepsi es lamentable, sinceramente despedir\u00eda de manera inmediata al Director de Marketing y al encargado de Marketing Digital\u201d, a\u00f1ade.<\/p>\n<p>Zamarre\u00f1o cita un claro ejemplo de caso de \u00e9xito de Coca Cola: \u00abCoca Cola Zero. Mi vaticinio en torno a este producto fue err\u00f3neo. Pens\u00e9 desde el primer momento que fracasar\u00eda. Sin embargo, su crecimiento ha sido imparable, curiosamente entre los m\u00e1s j\u00f3venes y luego entre un p\u00fablico m\u00e1s adulto que ha arrinconado a la tradicional Coca Cola Light (o Diet)\u00bb. En cuanto a Pepsi, destaca: \u00abEl caso contrario es de la Pepsi Max, que se lanz\u00f3 mucho antes que la Coca Cola Zero y que sigue teniendo unos niveles de consumo bajos. Por cierto, me gustar\u00eda lanzar una pregunta \u00bfPor qu\u00e9\u00a0 Pepsi no recupera la Mirinda? Le har\u00eda mucho da\u00f1o a Coca Cola y su Fanta\u00bb.<\/p>\n<p>A la hora de decidirse, Zamarre\u00f1o sorprende: <strong>\u00ab\u00bfPepsi o Coca Cola? Me quedo con Red Bull\u201d<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pepsi vs Coca Cola, una guerra interminable que se inicia en 1893 con el nacimiento de la primera de ellas.<\/p>\n","protected":false},"author":3,"featured_media":3220,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0},"categories":[6],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v17.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>&quot;\u00bfPepsi o Coca Cola? 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