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– Nelson Mandela

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Coke & Pepsi Discussion - Group Case 2 - Group 1

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Q Discussion Topic 1 Describe the Pepsi/Soviet counter trade agreement established in 1973 as presented in the video case. Why was this agreement considered to be historic? Discussion Topic 3 Describe any ONE communication strategy/approach used by Coca-Cola in developing their advertising campaigns as shown in the video case. (There are at least FOUR different strategic approaches described in the video case).

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The world press publicized about a breakthrough about an international cooperation. In the year 1973, the Pepsi/Soviet counter trade agreement was introduced and it was revolutionary because it was the first time, any product of the United States entered a Soviet market. It is through this activity American products got exposure in the Soviet market. Pepsi and the Soviet entered into a counter trade agreement. The trade agreement stated that Pepsi can sell the products in the Soviet market only when Soviet can sell vodka in America.