Preview

Pepsi Brand Audit

Powerful Essays
Open Document
Open Document
2372 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Pepsi Brand Audit
Strategic Brand Management

Assignment 2 - Top Global Brands

PEPSI

Submitted By:
Archit Kumar Singh (91127)
Dinesh Joshi (91131)
FMG 18 C
Q1 What were the factors that enabled the brand to flourish from launch to the current period and build brand equity? You might wish to examine marketing mix elements and brand resonance model critically in this context.
Ans: Pepsi-Cola is a carbonated beverage that is produced and manufactured by PepsiCo. The drink was first made in the 1890s by pharmacist Caleb Bradham in New Bern, North Carolina. The brand was trademarked on June 16, 1903.
Like all other successful brands Pepsi gives a great importance to all the elements of the marketing mix model which are listed below:
Product
Pepsi has been bringing fun and refreshment to consumers for over 100 years. From its humble beginnings over a century ago, Pepsi-Cola has grown to become one of the best- known, most-loved products throughout the world. Today, the company continues to innovate, creating new products, new flavors and new packages in varying shapes and sizes to meet the growing demand for convenience and healthier choices.
PepsiCo is a very diversified company. According to estimates, the Pepsi brand accounts for about 20% of PepsiCo’s revenues
The various product of Pepsi are: * Pepsi: Pepsi is the most saleable product of PepsiCo. It is popular in the younger generation all around the world * Diet Pepsi: A variant of the original Pepsi, Diet Pepsi is a zero sugar, zero calories drink * Pepsi Blue: Pepsi Blue is a berry-flavored soft drink produced by PepsiCo. It was launched in India near the cricket world cup to associated the Pepsi with the Indian people as Blue is official color of Indian cricket team.

Price * Pepsi decides it price on the basis of competition. The best think about the company Pepsi is that it is very flexible and it can come down with the price very quickly. The company is renowned to bring the price
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Best Essays

    Xacc 280 Financial Analysis Paper
    • 1756 Words
    • 8 Pages

    Xacc 280 Financial Analysis Paper

    If PepsiCo were a country, the size of its economy—sixty billion dollars in revenues in 2010—would put it sixty-sixth in gross national product, between Ecuador and Croatia. Many studies point to the ubiquity of high-calorie, low-cost processed foods and drinks as one of the major drivers of this condition. Snacks, in particular, play a role in childhood obesity, which is growing even faster than obesity in adults. Americans consume about fifty gallons of soda a year, more than four times the average per-capita consumption sixty years ago. Americans also ingest about thirty-four hundred milligrams of sodium per day, twice the recommended amount; sodium has long been linked to high blood pressure. almost half of PepsiCo’s business is overseas (thirty per cent of it in developing countries), foreign markets eventually tend to follow U.S. trends. The markets of the future may well be in “packaged nutrition”—in enriched products like PepsiCo’s SoBe Lifewater, which contains vitamins, and in its pricey Naked line of fruit juices and smoothies, which contain antioxidants. Another growing category is “functional” foods and beverages, like varieties of the sports drink Gatorade, which PepsiCo markets for specific physiological or metabolic attributes. (Thanks to Gatorade’s new “fit series,” you can drink G1 Prime before you work out, G2 Perform during your…

    • 1756 Words
    • 8 Pages
    Best Essays
    Read More
  • Better Essays

    Fin/370 Pepsico Essay
    • 1555 Words
    • 7 Pages

    Fin/370 Pepsico Essay

    Pepsi like many companies needs to grow to continue to make money. This is a broad statement and works the same for every business operating in any market. Pepsi has recognized this need and has come up with a few initiatives to make this happen. Pepsi decided that the best way to make their company stronger was to build up their current brands and make their distribution practices more streamline and economic. Pepsi has dedicated more than $500 million dollars for this purpose and plans to continue to report positive growth because of this initiative. The plan is to increase the marketing in North America and make the already iconic beverages more of a household name. The thinking behind this is that if the products are in the consumers face, they will be more likely to purchase the products Pepsi offers ensuring positive growth for the shareholders. Although Pepsi has decided to back the most known brands, Pepsi will still continue to bring new snacks and beverages to the market because different factors affect the consumption of the already strong branded products. Because upper level management knows that consumer wants and tastes play a large role in how the public buys snacks, Pepsi has committed to make changes to respond to customer wants and changing tastes in different areas.…

    • 1555 Words
    • 7 Pages
    Better Essays
    Read More
  • Good Essays

    Coke and Pepsi
    • 953 Words
    • 4 Pages

    Coke and Pepsi

    Pepsi is a manufacturer or use manufacturers, market and sell a variety of salty, sweet and grain-based snacks, carbonated and non-carbonated beverages, and foods through their North American and international divisions.…

    • 953 Words
    • 4 Pages
    Good Essays
    Read More
  • Best Essays

    Marketing Plan for Kickstart
    • 3527 Words
    • 15 Pages

    Marketing Plan for Kickstart

    PepsiCo has world renown brand name, a reputation for solid brands and a deep and wide product line in the international and domestic markets. (Simon & Sullivan, 1993). With revenue of more than $66.5 billion, PepsiCo is a world-wide leader in the beverage industry (Bryson York, 2012; Watling, 1992). According to its annual report, the international brand, innovative capabilities, and strong distribution network define PepsiCo as a market leader and are its strengths (www.pepsico.com; Valentin, 2001). One of the strength identified for PepsiCo is its franchise system (www.pepsico.com). A consistent brand and advertising campaign coupled with a consistent marketing strategy for promoting its brands is also a strength. PepsiCo further has a strong global presence as it sponsors major sporting events (www.pepsico.com). It also has a focus on one of the most important customer trends, i.e., customer satisfaction (Finch, 2012; Valentin, 2001). PepsiCo is ahead of some of its main competitors, for instance Coca-Cola, on both the…

    • 3527 Words
    • 15 Pages
    Best Essays
    Read More
  • Satisfactory Essays

    Pepsi Internal Control Procedures
    • 252 Words
    • 2 Pages

    Pepsi Internal Control Procedures

    Pepsi is motivated by the shareholder value and does everything possible to make sure that happens. They do this by maintaining and growing in key markets, looking for other ways to grow, and keeping a close eye on capital investments to insure the shareholders a return on their investments.…

    • 252 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Powerful Essays

    Marketing Failed Product - Crystal Pepsi
    • 2417 Words
    • 10 Pages

    Marketing Failed Product - Crystal Pepsi

    Pepsi Company (PepsiCo) owns many brands of beverages, snacks and other foods. Its major product, Pepsi Cola, is one of the most popular carbonated beverages. Besides that, PepsiCo owns the brands Quaker Oats, Gatorade, Frito-Lay, Tropicana, Mountain Dew, Naked, Mirinda and SoBe. In order to maintain, or preferable expand, its market share, PepsiCo constantly introduced new products under its brands. This is a marketing strategy known as Product Development. By modifying the formulas and ingredients, PepsiCo had invented and marketed more than 50 types of carbonated beverages under the brand of Pepsi. To name a few, Pepsi Free introduced in 1982, Pepsi AM introduced in 1989, Pepsi Tropical introduced in 1994, Pepsi Blue introduced in 2003, Pepsi Edge introduce in 2004, Pepsi Lime introduced in 2005, and Pepsi Ice introduced in 2007. Some of the products survive and being accepted by consumers, however large number of the new formula Pepsi had failed and been removed from the market shelves in as short as 6 months.…

    • 2417 Words
    • 10 Pages
    Powerful Essays
    Read More
  • Better Essays

    Environmental Factors
    • 1140 Words
    • 4 Pages

    Environmental Factors

    PepsiCo is a large company that conducts both domestic and global marketing and is very well known. One of the main products and one that I use everyday is Pepsi. PepsiCo also produces Quaker Oats, Lays chips, Gatorade, and Tropicana orange juice.…

    • 1140 Words
    • 4 Pages
    Better Essays
    Read More
  • Good Essays

    Pepsico Marketing Strategy Critique
    • 1341 Words
    • 6 Pages

    Pepsico Marketing Strategy Critique

    The PepsiCo Inc. Company was first established in 1965 by the merger of the Pepsi-Cola Company and Frito Lay, Inc.. Today, the company is one of the world 's leading manufacturer in the beverage industry and has also expanded to include a broader range of food and beverage brands, operating globally across more than 200 countries with its head office located in Purchase, New York.…

    • 1341 Words
    • 6 Pages
    Good Essays
    Read More
  • Good Essays

    Macro and Micro Environmental Factors Which Influence Marketing Decisions of Pepsico's Gatorade
    • 755 Words
    • 4 Pages

    Macro and Micro Environmental Factors Which Influence Marketing Decisions of Pepsico's Gatorade

    So as to compete, Pepsi has advertised its product a lot and had various surveys to research what their consumer’s needs and produce healthy products are.…

    • 755 Words
    • 4 Pages
    Good Essays
    Read More
  • Powerful Essays

    Risk Management Plan Proposal
    • 971 Words
    • 4 Pages

    Risk Management Plan Proposal

    Pepsi Co is a global food and beverage leader with net revenues of more than $65 billion (Pepsico.com, 2012). Pepsi Co began its life in the summer of 1893. In 1893 Caleb Bradham invented “Brad’s Drink” or Pepsi Cola as it is called today (Pepsistore.com, 2012). By 1898 Caleb Bradham bought a trade name of “Pep Cola” from a competitor who had gone out of business. On December 24, 1902 the Pepsi Cola Company was incorporated (Pepsistore.com, 2012). The following June the Pepsi Cola Syrup was registered with the US Patent Office for use in the fountain machines in the drug stores Caleb Bradham operated. After opening a second drug store with the drink at the fountain, Caleb began to bottle the drink. This same year the Pepsi Cola franchise began. By 1910 250 franchises in 24 states had formed (Pepsistore.com, 2012). Due to poor choices in 1923 Pepsi Cola went bankrupt and Caleb Bradham sold Pepsi Cola to the Craven Holding Corporation. Craven Holding Corporation was the first of many different owners of the Pepsi Cola Corporation. Pepsi Cola endured a second bankruptcy before being bought by Charles G Guth a successful operator of a chain of candy stores. Under this operator Pepsi Cola disembarked a poor working relationship with Coca Cola and soon became a successful national brand again. International expansion began in the 1930’s when the trademark was registered in Latin America and the Soviet Union. During this time bottling franchises had began in Canada. Pepsi retained its American icon theme through out the 40’s and 50’s continuing to grow successfully under the leadership of Charles G Guth. During the initial 45 years of operation Pepsi Cola only sold one product, Pepsi Cola (Pepsiusa.com, 2012). In 1964 Diet Pepsi and Mountain Dew were born into the Pepsi Cola Corporation. By 1965 Pepsi Cola Corporation merged with Frito-Lay Incorporated to form the…

    • 971 Words
    • 4 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Hr Issues of Pepsi
    • 5569 Words
    • 23 Pages

    Hr Issues of Pepsi

    Pepsi Co is one of the largest companies in the beverage industry. The market share of the Pepsi is first to Coca Cola. About 39% of the worlds market the products of PepsiCo control share.…

    • 5569 Words
    • 23 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Financial Analysis of Pepsi Co.
    • 2587 Words
    • 11 Pages

    Financial Analysis of Pepsi Co.

    Pepsi Co. was Created and developed in 1898. It was first introduced as "Brad's Drink" to be later renamed as Pepsi-Cola on June 16, 1903, 60 years later removing the “Cola” and leaving just Pepsi. "Brad's Drink" got its name in New Bern, North Carolina, United States, in 1898, after his creator, Caleb Bradham He made it in his home where the drink was sold. It was later labeled Pepsi Cola, named after the digestive enzyme and kola nuts used in making the beverage. Bradham sought to create a drink that not only was delicious but would also boost energy. In 1903, Bradham moved the bottling of Pepsi-Cola from his drugstore to a rented warehouse. That year, Bradham sold 7,968 gallons of syrup. In 1926, Pepsi received its first logo redesign since the original design of 1905. In 1929, the logo was changed again. In 1931, at the depth of the Great Depression, the Pepsi-Cola Company entered bankruptcy. A major part was due to financial losses, brought on by speculating on fluctuating sugar prices as a result of World War I. Assets were sold and Roy C. Megargel bought the Pepsi trademark. Megargel was unsuccessful in making the company profitable. Pepsi's assets sold to Charles Guth, the President of Loft Inc. Loft was a candy manufacturer with retail stores that contained soda fountains. He wanted to replace “Coca-Cola” at his different store locations. Guth then had Loft's chemists reformulate the Pepsi-Cola syrup formula. Pepsi gained popularity following the introduction in 1936 of a 12-ounce bottle. Pepsi encouraged price-watching consumers to switch. The campaign succeeded in boosting Pepsi's status. From 1936 to 1938, Pepsi-Cola's profits doubled. Pepsi's success under Guth came while the Loft Candy business was faltering. Since he had initially used Loft's finances and facilities to establish the new Pepsi success, the near-bankrupt Loft Company sued Guth for possession of the Pepsi-Cola company. A long legal battle, Guth v.…

    • 2587 Words
    • 11 Pages
    Powerful Essays
    Read More
  • Good Essays

    Cocc Cola Timing of Entry of Entry Into the Indian Market
    • 1031 Words
    • 5 Pages

    Cocc Cola Timing of Entry of Entry Into the Indian Market

    PepsiCo formerly known as Pepsi Cola Company was formed in 1898, 12 years after its closest rival Coca Cola was formed. Due to strict regulation in entering the Indian market companies could only enter by means of a joint venture with another Indian company as part of their anti-foreign policy laws which lead to it trading under the name of Lehar Pepsi. Coca Cola was formed in 1886, it is today the world’s largest soft drink manufacturing company with a host of different variety of drinks under its name, unlike Pepsi they had already been in India in 1958-1977 but left as they were being pressured by governments over their secret formula. It traded under the name of Britco Foods (joint venture with Britannia Industries India Ltd.)…

    • 1031 Words
    • 5 Pages
    Good Essays
    Read More
  • Satisfactory Essays

    Case 1 Analysis
    • 397 Words
    • 1 Page

    Case 1 Analysis

    Consumer’s main concern is price, quality, performance and service, and time. Coke and Pepsi have tried to meet customer demands by making their product available to the consumer in a number of different outlets and venues. Coke focused on fountain sales, while Pepsi sought out retail stores. The price fluctuated with the economy. Coke and Pepsi fought a battle with pricing and store brand competition. During the “Pepsi Challenge” in the 1970’s, Pepsi was deemed by consumers in Dallas to be the best soda. Coke lost ground during this time, but came back in the 1980’s to go global and shoot past Pepsi in the industry. Performance and service are important to how the consumer views the brand. According to data in the case study most consumers in the US found Coke to have the superior product. In 2000, $7,870,000 in sales for Coke versus only $3,289,000 in sales for Pepsi.…

    • 397 Words
    • 1 Page
    Satisfactory Essays
    Read More
  • Satisfactory Essays

    Pepsi
    • 2526 Words
    • 11 Pages

    Pepsi

    PepsiCo offers the world's largest portfolio of billion-dollar food and beverage brands, including 19 different product lines that generate more than $1 billion in annual retail sales each. Our main businesses -- Quaker, Tropicana, Gatorade, Frito-Lay, and Pepsi Cola -- also make hundreds of other enjoyable foods and beverages that are respected household names throughout the world. With net revenues of approximately $60 billion, PepsiCo's people are united by our unique commitment to sustainable growth by investing in a healthier future for people and our planet, which we believe also means a more successful future for PepsiCo. We call this commitment Performance with Purpose: PepsiCo's promise to provide a wide range of foods and beverages for local tastes; to find innovative ways to minimize our impact on the environment, including by conserving energy and water usage, and reducing packaging volume; to provide a great workplace for our associates; and to respect, support, and invest in the local communities where we operate. For more information, please visit www.pepsico.com.…

    • 2526 Words
    • 11 Pages
    Satisfactory Essays
    Read More

Related Topics