Pepsi-Cola 1988-1990
Eastern Division
Western Divisiont

Objective
Make marketing the point-of-difference in the cola wars.

• Regional events (balloon team, sponsorships, etc.)
• Couponing (best food day, free standing inserts)
• Account specific marketing
• Consumer promotions/media merchandising (mystery shopper, etc.)
• Channel development (video stores, etc.)

Key Learning
A great deal of what can make or break a brand's sales objectives happens at store/street level.