| It can be done... but not easily |
| It grieves me and many others; I am sure, at the way South Africans have responded with pessimism to the beginnings of the “third” main South African Pepsi campaign. Many believe it will be third time lucky for Pepsi. It can be done; Pepsi can win back the market share it once possessed many years ago here in South Africa. However, if PepsiCo wishes this for itself, shouldn’t it rather start at the ‘brightly red painted’ roots of the SA soft drink industry instead of trying to achieve too much too soon? By starting slowly at micro levels, there will be more chance of building a solid, loyal base in the industry. A clear market segment should then, obviously, be targeted then effectively marketed to - (in a South African way using OUR amazing sport’s stars perhaps.) Who ever said that having more than one commodity producer in a market is a bad thing? The beneficiaries in market competition normally tend to be us, the consumers. Let us hope Pepsi gets it right this time... |
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