Wednesday, August 22, 2012

SARVARY Miklos,  HALASZ Johanna
Soft Drinks in the Global Social Media Space
©2012 INSEAD Case Study

The case compares the social media strategies of several well-known soft drink brands. It explains how these strategies fit the overall marketing strategy and the brand's positionning. It also highlights the resources dedicated to various communication methods.
Pedagogical Objectives:  To highlight the various trade-offs that firms need to consider when entering the social media marketing arena.