Papsi Marketing
1.0 Introduction
This report will focus on the Pepsi brand strategies will organize into three sections. First it will introduced Pepsi origins and equity. Later, I will choose at least 4 different extension strategies of Pepsi; describe Pepsi current marketing strategy and explain the brand positioning, packaging, labeling. At the end, it will provide conclusion for this report.
(According to the James, 2001) PepsiCo is an American multinational food and beverage corporation headquartered in Purchase, New York, United States, with interests in the manufacturing, marketing and distribution of grain-based snack foods, beverages, and other products. PepsiCo was formed in 1965 with the merger of the Pepsi-Cola Company and Frito-Lay.
As of January 2012, 22 of PepsiCo 's product lines generated retail sales of more than $1 billion each, and the company 's products were distributed across more than 200 countries, resulting in annual net revenues of $43.3 billion. Based on net revenue, PepsiCo is the second largest food & beverage business in the world. Within North America, PepsiCo is ranked (by net revenue) as the largest food and beverage business.
2.0 Origins and equity
(According to the Mary Bellis 2006) The recipe for Pepsi, the soft drink, was first developed in the 1880s by a New Bern, North Carolina pharmacist and industrialist, Caleb Bradham, who named it "Pepsi-Cola" in 1898. As the cola developed in popularity, he created the Pepsi-Cola Company in 1902 and registered a patent for his recipe in 1903. The Pepsi-Cola Company was first incorporated in the state of Delaware in 1919.The company went bankrupt in 1931 and on June 8 of that year the trademark and syrup recipe was bought by Charles Guth who owned a syrup manufacturing business in Baltimore, Maryland. Guth was also the president of Loft, Incorporated, a leading candy manufacturer and used the company 's labs and chemists to reformulate the syrup. He further contracted to stock the
This report will focus on the Pepsi brand strategies will organize into three sections. First it will introduced Pepsi origins and equity. Later, I will choose at least 4 different extension strategies of Pepsi; describe Pepsi current marketing strategy and explain the brand positioning, packaging, labeling. At the end, it will provide conclusion for this report.
(According to the James, 2001) PepsiCo is an American multinational food and beverage corporation headquartered in Purchase, New York, United States, with interests in the manufacturing, marketing and distribution of grain-based snack foods, beverages, and other products. PepsiCo was formed in 1965 with the merger of the Pepsi-Cola Company and Frito-Lay.
As of January 2012, 22 of PepsiCo 's product lines generated retail sales of more than $1 billion each, and the company 's products were distributed across more than 200 countries, resulting in annual net revenues of $43.3 billion. Based on net revenue, PepsiCo is the second largest food & beverage business in the world. Within North America, PepsiCo is ranked (by net revenue) as the largest food and beverage business.
2.0 Origins and equity
(According to the Mary Bellis 2006) The recipe for Pepsi, the soft drink, was first developed in the 1880s by a New Bern, North Carolina pharmacist and industrialist, Caleb Bradham, who named it "Pepsi-Cola" in 1898. As the cola developed in popularity, he created the Pepsi-Cola Company in 1902 and registered a patent for his recipe in 1903. The Pepsi-Cola Company was first incorporated in the state of Delaware in 1919.The company went bankrupt in 1931 and on June 8 of that year the trademark and syrup recipe was bought by Charles Guth who owned a syrup manufacturing business in Baltimore, Maryland. Guth was also the president of Loft, Incorporated, a leading candy manufacturer and used the company 's labs and chemists to reformulate the syrup. He further contracted to stock the
References: James, 2001, 'PepsiCo, Inc. History ', funding universe website, United State, Viewed 15 October 2012, <http://www.fundinguniverse.com/company-histories/pepsico-inc-history/> Mary Bellis, September 1, 2006, 'The History of Pepsi Cola, About.com website, United State, Viewed 15 October 2012, <http://inventors.about.com/library/inventors/blpepsi.htm> Antman, Rachel, September 29, 2006, 'The Donald M. Kendall Sculpture Gardens ', New York times magazine, United State, Viewed 15 October 2012, <http://travel.nytimes.com/2006/09/29/travel/escapes/29trip.html> Andrew Adam ,July 19, 2010, 'Pepsi Fires a Salvo to Restart the Cola Wars ',New York times magazine,United State, Viewed 15 October 2012, <http://www.nytimes.com/2010/07/19/business/media/19adco.html> Antony Young, November 03, 2010, Coke Zero vs. Pepsi Max: Which Media Plan Had More Fizz? Ad Age news website,United State, Viewed 15 October 2012, <http://adage.com/article/media/coke-pepsi-max-media-plan-worked/146884/> Jae Ireland, May 18, 2010, 'BEVERAGE CAN RECYCLING BENEFITS ', livestrong online magazine, United State, Viewed 15 October 2012, <http://www.livestrong.com/article/126354-beverage-can-recycling-benefits/> Michael Durwin, June 2, 2009, 'A History of Pepsi Logo 's ', dudeworldorder website, United State, Viewed 15 October 2012, <http://www.dudeworldorder.com/culture/a-history-of-pepsi-logos/>