Post de Opinião 2

Escrevo aqui hoje em resposta ao post da Patrícia no domingo sobre a propaganda da Coca-Cola de Parintins. Para alguns o fato da peça usar as cores da concorrente Pepsi é um erro, mas a Paty acha que a peça da Coca-Cola é ousada e mostra que a silhueta da marca suprime as cores da Pepsi. Pois bem, ao ler essa interessante opinião, pensei logo num episódio inusitado ocorrido na China, no ano passado.

Para apoiar a equipe olímpica chinesa nas Olimpíadas de Pequim, a Pepsi chinesa lançou uma latinha... toda vermelha. Sim, vermelha, e bem parecida com a latinha da Coca, que por sinal é patrocinadora oficial dos Jogos.

Segundo o diretor de marketing da Pepsi chinesa, essa decisão foi tomada por causa do retorno positivo recebido por uma pesquisa realizada com consumidores da Pepsi, que acharam a campanha ousada e aprovaram o apoio aos atletas olímpicos da China. Essa pesquisa, aliás, nos mostra o quanto o planejamento pode auxiliar em ações inusitadas com relativa segurança.

Tanto a Coca-Cola quanto a Pepsi são marcas ainda em consolidação no mercado chinês. A Coca lidera o mercado de refrigerantes, mas, de acordo com a Euromonitor International, a Pepsi obteve aumento de 93% nas vendas de 2000 para 2006 na China, enquanto esse número foi de 70% para a Coca. Essa mudança da Pepsi (que durou até o final do ano passado) foi, sem dúvida, um risco no momento de construção da marca no mercado chinês. De qualquer forma, mostra que as marcas "menores" também podem estar na posição de ousar e provocar a concorrente maior.

20 comentários:

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Gostei de ver um texto dando origem a outro! Isso mostra que vocês estão refletindo sobre as discussões do blog e em cima delas, já estão construindo opiniões. Parabéns pela postagem André!!! Muito bom ver que não só a Coca, mas a Pepsi também se garante no mercado internacional fazendo uma ação tão ousada, que com certeza teve um bom planejamento por trás.

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