Pepsi One
Changed with the DEMO VERSION of CAD-KAS PDF-Editor (http://www.cadkas.com).
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ASE 3
PEPSI ONE
INTRODUCTION On June 30, 1998, PepsiCo shocked the beverage industry with its introduction of a revolutionary new sugarfree cola with no aftertaste. Within one hour of FDA approval of acesulfame potassium (ace K), the main sweetening ingredient, the launch of Pepsi One was announced. Samples of the new drink were in the hands of reporters and bottlers within hours. How was PepsiCo able to formulate a new core brand so quickly? The answer is that Pepsi is no longer an American company but has become a truly global organization. Pepsi has proven that it is a truly global company by developing a new product to satisfy an overseas market segment. As the product was highly successful in foreign markets, PepsiCo brought it back to the U.S. market for a successful launch once ace K was approved. PEPSICO CORPORATE HISTORY pany with sales of $510 million. By 1970, PepsiCo had grown to annual sales of $1 billion and had transferred the corporate headquarters to Purchase, New York. Diversity and Focus Throughout the history of PepsiCo, there have been several purchases and sales of separate business entities (Appendix 1). In the late 1990s, PepsiCo experienced a period of rationalization and began to focus on the beverage and snack food markets. The most dramatic change during this period was the divestiture of the restaurant brands, Kentucky Fried Chicken, Taco Bell, and Pizza Hut into the new Tricon Global Restaurants. Tricon was spun off to shareholders on the basis of one share in the new company for every ten shares of PepsiCo held. Brand Development
Changed
with Early Growth the DEMO
PepsiCo has concentrated on the development of major VERSION of CAD-KAS PDF-Editor global brands. In 1997 it held nine different brands with (http://www.cadkas.com). over $1 billion in global sales (Lay’s, Doritos, Ruffles, In the 1890s the soda fountain was an integral part of
C
ASE 3
PEPSI ONE
INTRODUCTION On June 30, 1998, PepsiCo shocked the beverage industry with its introduction of a revolutionary new sugarfree cola with no aftertaste. Within one hour of FDA approval of acesulfame potassium (ace K), the main sweetening ingredient, the launch of Pepsi One was announced. Samples of the new drink were in the hands of reporters and bottlers within hours. How was PepsiCo able to formulate a new core brand so quickly? The answer is that Pepsi is no longer an American company but has become a truly global organization. Pepsi has proven that it is a truly global company by developing a new product to satisfy an overseas market segment. As the product was highly successful in foreign markets, PepsiCo brought it back to the U.S. market for a successful launch once ace K was approved. PEPSICO CORPORATE HISTORY pany with sales of $510 million. By 1970, PepsiCo had grown to annual sales of $1 billion and had transferred the corporate headquarters to Purchase, New York. Diversity and Focus Throughout the history of PepsiCo, there have been several purchases and sales of separate business entities (Appendix 1). In the late 1990s, PepsiCo experienced a period of rationalization and began to focus on the beverage and snack food markets. The most dramatic change during this period was the divestiture of the restaurant brands, Kentucky Fried Chicken, Taco Bell, and Pizza Hut into the new Tricon Global Restaurants. Tricon was spun off to shareholders on the basis of one share in the new company for every ten shares of PepsiCo held. Brand Development
Changed
with Early Growth the DEMO
PepsiCo has concentrated on the development of major VERSION of CAD-KAS PDF-Editor global brands. In 1997 it held nine different brands with (http://www.cadkas.com). over $1 billion in global sales (Lay’s, Doritos, Ruffles, In the 1890s the soda fountain was an integral part of