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1. What does Coca-Cola stand for? Is it the same for everyone? Explain. 2. Coca-Cola has successfully marketed to billions of people around the world. How does it use advertising, sales
promotions, events, and public relations to market to people? 3. Can Pepsi or any other company ever surpass Coca-Cola? Why, or why not? What are Coca-Cola’s greatest risks? 4. Explain the new
product development process, applying this to how Coca-Cola introduces new products/flavors.
Unilever Case Study
1. What makes personal marketing work? Why are Dove and Axe so successful at it? 2 Can personal marketing go too far in a company? Why, or why not? 3. Is there a conflict of interest in the way
Unilever markets to women and young men? Is it undoing all of the good that might be done in the ‘Campaign for Real Beauty by representing women as sex symbols in Axe ads?
MBA 5501. Advanced Marketing 5
4. Describe how marketers use direct marketing and personal selling within their personal efforts. How might Unilever increase their overall marketing effectiveness by utilizing direct marketing
and personal selling? Be specific.
Create a (approximately 10- to 15-slide) PowerPoint presentation, with speaker notes, that provides a thorough analysis of both companies.