Communication through marketingFor some companies, marketing is the only form of communication with their customers. Thanks to it, organizations transmit their message to attract new customers, retain them and prevent migration to competing products. By analyzing how Pepsi and Snapple communicate through marketing, it clearly shows how communication is carried out by imposing branding, values ​​and association and how this is communicated to attract and retain their customers. customers. To retain and retain their customers There are two aspects that a product must offer, the first is physical satisfaction, for example, this means that the drink must taste as expected or even better. It may also need to satisfy another need for which it was purchased, which may be to quench thirst or satisfy the desire for a particular taste. There is also the psychological aspect that the drink must fulfill. The buyer should feel happy with the brand, if it is in can or bottle then brand image can be important. This may impact the decision to purchase a drink for the first time and then on a subsequent occasion. Look at the way Pepsi has communicated with advertisements about building its brand image and see how it appeals to its target market and also creates a level of identification. Diet Pepsi, for example, is very effective at communicating, and as the world's number one diet drink, the message seems to work. One of the most famous advertisements in the United States is about fashion and trends. There is a very picturesque introduction with a car breaking down in the dessert and a well-known star in a tuxedo, P Diddy, on his way to an awards ceremony. The Pepsi truck pulls up and takes the stranded star to the red carpet where the truck is seen as a fashion statement. The aim is to appear different and young, the target audience of this advertisement is those who may be attracted to the same award ceremony and are also interested in fashion trends, so there is both aspiration and identification. The trucks are shown as then being used by an array of stars, keys handed out to valets for parking and even parties inside. The emotional feeling depicted is youthful and energetic, making the most of life and embracing all it has to offer..