PEPSI BLUE CASE STUDY: THE CHALLENGES INHERENT IN EXECUTING A GLOBAL RE-BRANDING CAMPAIGN During the 1990s‚ PepsiCo launched new products and engineered a global re-branding campaign in an effort to grow sales volume; reinvigorate their stagnant brand; and to close the increasingly large sales and market share gap between itself and its primary competitor‚ Coca-Cola. In 1993‚ Pepsi jump-started its marketing efforts by adding two brands to its portfolio: Crystal Pepsi and Pepsi Max. Crystal
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I. PEPSI CORPORATION HISTORY The Pepsi-Cola story began in a drugstore in New Bern‚ North Carolina‚ USA in 1896. Caleb Davis Bradham‚ a pharmacist‚ owned a drugstore named Bradham Drug Company in downtown New Bern. Like many of the drug stores at the time‚ Bradham’s store also housed a soda fountain. Here‚ Bradham offered his own soda concoctions which attracted most of the small-town folks. On August 28‚ 1898‚ Bradham invented a new recipe‚ blending kola nut extract‚ vanilla and “rare oils.”
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Case2: Pepsi The Pepsi cola company had the idea of offering a Harrier jump jet as a joke promotion. The advertisement was first shown in the Seattle area in the US. It showed a teenager modeling some merchandise available as part of the Pepsi Stuff Promotion. At the end a Harrier jet landed outside the school and the boy came out of the cockpit saying‚ “It sure beats taking the bus to school”. The promotion rules allowed customers to save up Pepsi Stuff points by collecting labels from Pepsi drinks
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policies including “principle of indigenous availability” (Catero 2009) and “License Raj” (Nirmalya Kumar 2009). This limited free market economy made it challenging for foreign businesses to operate in India (e.g. PepsiCo had to promote under Lehar Pepsi). In 1991‚ the country’s capitalistic economic reform improved its business climate but some discriminatory protectionism laws still existed. As “political leadership openly used state-control over economic resources to maintain and exercise
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I CASE SUMMARY Origins Coke and Pepsi were both created before 1900. Coke was invented in Atlanta by pharmacist John Pemberton in 1886. Pepsi also was created by a pharmacist- Celeb Bradham from New Bern‚ North Carolina in 1898 Cola -Cola Origins Formula The original ingredients of Coca-Cola were intended to have health benefits and be refreshing. Coca-Cola contained coca leaves and kola nuts‚ known to promote energy. Coca leaves‚ from which cocaine derives‚ was primary ingredient but was
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I. EXECUTIVE SUMMARY Pepsi Cola produces Philippine Inc (PCPPI) grew its net income last year by 192 percent to 44 million on the back of double digit growth in volume and softer sugar prices. For the fourth quarter alone‚ net profit doubled to 147 million on gross sales of 6.2 billion. Volume grew by 21 percent for the quarter; bringing full-year volume growth to an average of is percent across brands and categories. Gross sales for the full year rose percent to P22.73 billion. “This is a significant
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Cola Wars Continue: Coke and Pepsi in 2010 Consider the CSD industry. Have Coke and Pepsi’s profits historically been high? Do you consider it surprising or not surprising given the product they produce? In the CSD industry‚ the highest net profit-sales ratio of Coke and Pepsi are 21.1% and 14.3%‚ and the steadily growth is also surprising.so the profits are high. The content is water‚ Coke syrup‚ CO2‚ and additives‚ which cost about 10 cents per can‚ nearly next to nothing. What are the primary
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Assignment week two: “Cola Wars Continue: Coke vs. Pepsi in the 1990s” Professor: Orlando Rivero D.B.A. April‚ 3‚ 2008 Cola Wars Continue: Coke vs. Pepsi in the 1990s Overview This paper will explore Porter’s Five Forces ( Porte 6) and Branderburger and Nalebuff’s Value Net to answer this questionnaire and describe soft drinks industry characteristics. The soft drink industry is concentrated with the three major players‚ Coca-Cola‚ Pepsi‚ and Cadbury Schweppes Plc.‚ making up 90 percent of
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3.2 The Pepsi commercial Jack Doyle‚ on his website on the history of popular culture (PopHistoryDig.com) tellingly exposes that Madonna’s first real controversy‚ the video clip ‘Like a Prayer’ that brought her global fame‚ was part of a television commercial campaign. As he sums it up‚ in the late 1980s‚ the two major soft drinks companies‚ Coca-Cola and Pepsi were engaged in a competition to reach millions of customers in soft-drink consuming. They thought it is an effective way to promote soft-drink
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Globalization has an impact both on a relatively small food industry as Hansen’s Natural and a relatively big food industry as Kraft Foods. Hansen’s Natural Corporation develops‚ markets and distributes wide assortment of beverage products. It operates in the US. Kraft Foods manufactures‚ markets and packages food and beverages. It’s the largest packaged foods company in North America and second largest in the world‚ behind Nestle. The internet and IT has created a great opportunity for both
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