January 2020
Beginner to intermediate
224 pages
4h 59m
English
Content preview from Myths of Marketing
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MARKET POSITIONING IS ALL ABOUT THE PRODUCT OR SERVICE ON OFFER
In 1968, Coca-Cola and Pepsi dominated the soft drinks market in the United States. Almost two-thirds of all sales of carbonated soft drinks were colas [1]. In other words, when someone wanted a soft drink, cola was the first choice. Within this context, trying to persuade American consumers that they shouldn’t drink cola but should change to 7 Up instead should have been futile.
But the creative team in the Chicago office of the agency J. Walter Thompson pulled a masterstroke in market positioning. In 1968, adverts were released referring to 7 Up as the ‘uncola’ [2]. In other words, rather than try to steal market share from Coca-Cola and Pepsi, 7 Up was positioned as ...
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