Pepsi Blue

Paper Summary:

This paper answers various questions regarding the marketing position of Pepsi Blue. It answers the following questions: Why has Pepsi Blue been conceived? What new benefit(s) does Pepsi Blue provide to consumers around the world; to Pepsi regional bottlers? How well have the new identity and logo been tested for the global market? Why did they use Bahrain as the test market? Would another country have been a better choice? What objections might Pepsi's local, independent bottlers around the world have to the proposed global rollout of Pepsi Blue? What should Pepsi do to local, independent bottlers around the world who oppose the Pepsi Blue product

From the Paper:

"The Pepsi Blue program was conceived as a marketing campaign. Its goal was to help rejuvenate the Pepsi image by associating Pepsi with the color blue in contrast with its long time competitor Coca-Cola's use of the color red in its marketing and advertising campaigns. The color blue was intended as another way to distinguish between Coke and Pepsi. Consumers around the world benefit to the extent that they feel they have a clear and distinct choice between Pepsi's product offerings and those of its competitors ..."

More papers on Pepsi Blue:

• Term Paper # 96533 : "New Product Development"
• Research Paper # 132782 : "Coca-Cola and Pepsi, and the Impact of American Culture"
• Research Paper # 95382 : "Strategic Marketing"

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