“Nothing official about it” was a market share capturing statement. Pepsi used this statement in 1996 Cricket world cup to steal Coke's market share despite Coke's image as the official sponsor. Pepsi drafted this wonderful ad slogan exploiting an understanding of consumer's thought processes.
Market Research provides a company with vital competitive information and an insight into customer decision making factors. Knowledge of consumers' tastes and varying factors provide a measure on future marketing decisions.
Market research, previous strategy performance analysis, proactive measures are a few tools required to increase a company's market share.
