Professional Documents
Culture Documents
Pepsi
Pepsi
• In 1926, Pepsi received its first logo redesign since the original
design of 1905. In 1929, the logo was changed again.
INTRODUCTION
• In 1931, at the depth of the Great Depression, the Pepsi-Cola
Company entered bankruptcy - in large part due to financial
losses incurred by speculating on wildly fluctuating sugar prices
as a result of World War.
• During the Great Depression, Pepsi gained popularity following
the introduction in 1936 of a 12-ounce bottle. Initially priced at
10 cents, sales were slow, but when the price was slashed to five
cents, sales increased substantially.
• Pepsi encouraged price-watching consumers to switch, obliquely
referring to the Coca-Cola standard of six ounces per bottle for
the price of five cents (a nickel), instead of the 12 ounces Pepsi
sold at the same price. Coming at a time of economic crisis, the
campaign succeeded in boosting Pepsi's status. From 1936 to
1938, Pepsi-Cola's profits doubled.
MAJOR BRANDS
• The major brand categories owned by Pepsico, Inc. include Pepsi,
Frito-Lay, Gatorade, Quaker Oats and Tropicana. Each of these has
numerous other product offerings in their respective categories, both
U.S. and internationally. For example, the Pepsi-cola family includes
over two dozen beverage brands, such as Mountain Dew, Mug (root
beer) and several partnerships (e.g., Lipton ice tea). Quaker Oats
includes Rice-a-Roni side dishes, Aunt Jemima mixes and syrups, etc.
• Pepsi
• Diet Pepsi
• Caffeine-Free Pepsi
• Caffeine-Free Diet Pepsi
• Pepsi Wild Cherry
• Diet Pepsi Wild Cherry
• Diet Pepsi Vanilla
• Pepsi ONE
INGREDIENTS
Pepsi is made with carbonated water, high fructose corn syrup,
caramel colour, sugar, Phosphoric acid, caffeine, citric acid and
natural flavors. A can of Pepsi (12 fl ounces) has 41 grams of
carbohydrates (all from sugar), 30 mg of sodium, 0 grams of fat,
0 grams of protein, 38 mg of caffeine and 150 calories. The
caffeine-free Pepsi-Cola contains the same ingredients but
without the caffeine.
• Pepsi has official sponsorship deals with three of the four major
North American professional sports leagues: the National
Football League, National Hockey League and Major League
Baseball. Pepsi also sponsors Major League Soccer.
GLOBAL STRATEGY
A decidedly youth-oriented strategy, the campaign hoped to hook
young Baby Boomers while they were still young. In 1984 Pepsi
launched another long-running campaign, "The Choice of a New
Generation,“
The new global look launched in February with eight new package
designs across cans and bottles, and the campaign is unfolding in
a similar manner overseas. The can designs roll out one at a time
approximately three weeks apart to enhance the anticipation of
discovery and to pique the interest of collectors.
GLOBAL STRATEGY
The Pepsi can designs roll out one at a time, but the two-liter Pepsi
bottles will have three or four designs out at any given time.
The brand equity has to be consistent. There should be very few
differences around the world in how consumers feel about
Pepsi's fun, effervescent brand image.
The design campaign's goal is "sustainable discovery," where the
consumer audience is constantly intrigued and engaged.
Designers created the dozens of new and vibrant designs with only
a handful of blue and gray shades. Each design tells a story of
sorts and each can design has a unique website address on the
side of the can. These wed sites allow the web users to design a
digital billboard that will appear in Times Square, and also the
users can mix their own music online.
GLOBAL STRATEGY
In a survey, the pepsi consumers said that the only 3 brand
elements that should remain the same are-the Pepsi "globe," the
iconic Pepsi blue, and the familiar tilted Pepsi capital letters.
The consumer is looking for more variety and expecting more from
their brands. They want to have a dialogue with their favorite
brands
FOCUS STRATEGY
• Although the company's revenues had increased marginally by
4% in 1996, the net income had witnessed a major decline
28.45% in the same period.