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Pepsi Case, 2007.
This paper discusses the manner in which Pepsi dealt with the case of the syringe in the Pepsi can.
991 words (approx. 4.0 pages), 1 source, APA, $ 35.95
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Abstract
In this article, the writer discusses that in the situation in which syringes and various other foreign objects were found in the Diet Pepsi can, the corporation was exceptionally effective in their communication with all intended publics. The writer notes that Pepsi knew they had to have support from outside sources such as the FDA and the media to support the idea that the foreign objects could only have been placed in the cans after the consumer had opened them. The writer points out that Pepsi very effectively handled the media and the consumers and was able to turn a large amount of negative publicity into a tool for saving company market share. The writer concludes that Pepsi acted efficiently and with minimal financial cost to the company and saved their market share and company reputation all due to good planning and quick thinking.
Outline:
The External Publics
The Internal Public
Public Relations Tools
From the Paper
"The internal public in this case would be the staff of Pepsi and the media as well. Internal public relations focus on ways to keep a positive attitude among the staff members. In a way, the media can be considered both internal and external but in this case, Pepsi had to bring the media in to change it from being a sensational story on the news and instead reporting information that can work to the advantage of the company. Pepsi was able to do this by opening its bottling facility to the media. It was not enough that the FDA had been able to determine that the bottling line ran far to quickly for anyone to place a foreign object in the can before it was sealed. Pepsi essentially invited the media to be a part of their internal machine and used the media effectively to their advantage to get the message out that it was likely the foreign objects had been placed in the cans after the consumers had opened them. This did much to serve the internal public of the staff as well."
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Pepsi Blue, 2005.
A case study on Pepsi Blue.
675 words (approx. 2.7 pages), 1 source, MLA, $ 23.95
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Abstract
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 ..."
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The Beverage Industry: Coke and Pepsi, 1995.
Provides a beverage industry overview, with emphasis on the market positions of Coca-Cola and Pepsi. Also examines the future prospects of Coke and Pepsi.
2,925 words (approx. 11.7 pages), 15 sources, $ 103.95
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From the Paper
"TABLE OF CONTENTS
Industry Overview 1
Coke and Pepsi as Industry Leaders 2
Future Prospects 5
Conclusion 9
Table 1: Top Ten Soft Drinks 12
Table 2: Domestic Soft Drink Market 13
Bibliography 14
The Beverage Industry: Coke vs. Pepsi
Industry Overview
Just before the turn of the century, prospective soft drinks were being formulated by southern pharmacists, with an eye towards relieving indigestion (Hoover's, 1995). From the first decade of the twentieth century until the 1960s, the competition in the beverage industry was primarily between equals; Coca Cola fought it out with Pepsi Cola for market share, and juice or coffee companies competed with each other.
In the 1960s, the competitive edge in the beverage industry went to Coca Cola, with its purchase of Minute Maid in 1960, the introduction of Sprite in 1961, and the introduction of Tab in 1963 (Hoover's, 1995)."
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Pepsi's Entry into India, 2008.
An exploration of what led to Pepsi's success in entering the Indian market.
1,281 words (approx. 5.1 pages), 1 source, MLA, $ 43.95
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Abstract
This paper analyzes the successful entry of Pepsi into India. The paper discusses the significant cultural, legal, political and economic factors that Pepsi had to overcome in order to successfully gain entrance into the Indian market. The paper also looks into the need for advanced planning, strategies for ensuring that local and national governments see value from the joint venture and the development of realistic shared ownerships schedules and scenarios.
Table of Contents:
Executive Summary
Assessment of Case
Success for Pepsi: Joint Ventures Lead to Social Change
Analysis of Global Expansion Strategies by Pepsi
Summary
From the Paper
"The approach of concentrating on the unmet needs throughout the Punjab province turned Pepsi from the role of global marketer to local provider of increased services. It also made the concepts of JV and shared ownership more aligned to the more pressing social and community needs, areas where the Indian government struggled with change. The Indian government has yet to invest in large scale infrastructure such as job programs the development of production and manufacturing standards, and has at times seen failures of multinational corporations (MNCs) attempting to capitalize on the low wage rates in the country. MNCs have attempted to view India as a secondary China in terms of manufacturing potential, yet have been unsuccessful at making large scale manufacturing work in the nation due to the tariffs and constraints on manufacturing overall. With the liberalization of foreign ownership in 1994, Pepsi was able to gain ownership of the Voltas share of the JV."
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New Marketing Strategy for Pepsi Co., 2001.
This is a 1 page paper that explains why the new Pepsi Co strategy of making brand apparel is going to be effective.
458 words (approx. 1.8 pages), 0 sources, $ 17.95
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Abstract
In a recent Business Week article on September 20, 2001, Pepsi Co Inc. created a line of young men?s and women?s apparel, footwear, and accessories that would serve not as a crude brand billboard but rather reflect the lifestyles of Pepsi and Mountain Dew drinkers. Why would Pepsi invest in such a venture even though the Pepsi icon might not be visible on these products? Do you think this marketing strategy is a trend or an effective long-term strategy?
From the Paper
" PepsiCo Inc. is best known for its soft drink Pepsi and Mountain dew and yet, over the years it has also created logo items, such as T-shirts, hats and duffel bags with the Pepsi globe design. These are part of its marketing strategy to promote the drinks in the minds of the people making the drink a part of the life of their life. But that sort of marketing has its limitations. These items can be taken to the beach but they are not a 'brand'. In today's lifestyle a brand name is what is needed to succeed. It is the brand name that grabs the attention of the consumer and retains their loyalty as price, quality etc. become associated with the name accordingly. So the logo accessories that were promoted by Pepsi may have been used but they did not create an awareness of Pepsi in any market other than that of soft drinks."
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Pepsi Cola Media Plan, 2002.
A comprehensive analysis of Pepsi Cola advertising throughout the company's history.
4,472 words (approx. 17.9 pages), 3 sources, MLA, $ 116.95
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Abstract
This paper outlines the development of Pepsi Cola from its discovery in 1893 by Caleb Bradham, a young pharmacist from North Carolina to the multi million corporation it is today. It examines its advertising techniques over the years beginning with the very first advertisements and moving on to the different campaigns used through the 70s, 80s, 90s and today, evaluating different marketing campaigns, their effectiveness and how they impacted the wider marketplace. It looks at how Pepsi?s branding strategy includes maintaining the brand equity and upholding the positive associations that are often linked with the Pepsi brand name such as youth, love, joy, and excitement and how Pepsi constantly tries to reinvent itself and invent new products and ideas.
From the Paper
"Pepsi uses concepts, words, pictures, and visuals to complete the total concept for their advertising. Their logo is red, white, and blue portraying patriotism and an American classic taste. They also use the color blue frequently for their packaging, which is a refreshing color. The strong colors of red and blue are good at attracting a lot of attention. All of their products and advertising have the five basic design principles of unity, harmony, sequence, emphasis, and contrast. Their products? design is in a stately orderly format that commands authority and also emphasizes the products? refreshing, and cooling qualities."
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Case Study: PepsiCo Crisis, 2008.
Presents an analysis of the the way that PepsiCo managed its public relations communications in response to a hoax claiming that various and dangerous objects were found inside Pepsi cans.
1,905 words (approx. 7.6 pages), 3 sources, APA, $ 60.95
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Abstract
The paper explains that, in this 1993 case study, PepsiCo received a blow to its image as a promoter of health and safety promoter as a result of a hoax that reported that various and dangerous objects had been found in Diet Pepsi cans. The paper then relates that the company's crisis communication that responded to the hoax was effective because it addressed causes and effects. The paper then describes the way the vice president of public affairs managed this crisis by focusing on both internal and external publics and the use by PepsiCo of PR tools and techniques. The paper also notes that, if the crisis were to occur nowadays, a website would be compulsory.
Table of Contents:
The Publics Involved
PR Tools and Techniques
New Technologies and Globalization
From the Paper
"Thirdly, besides video and printed news releases, the company also resorted to talk shows and interviews. In this regard, the spokesperson (Weatherup, PepsiCo's president) played a vital role as its cool nature, prompt answers and availability for media inquiries proved that the company had nothing to hide. Yet, the benefits of the technique above could have turned into disadvantages if the spokesperson lost his temper, didn't know what to answer or provided details that shouldn't have reached the media."
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Pepsi Public Relations, 2005.
This is a case study of Pepsi's public relations.
1,125 words (approx. 4.5 pages), 1 source, APA, $ 39.95
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Abstract
This paper discusses Pepsi's handling of the claim that a syringe was found in a can of Pepsi soda. The author describes the communication involved. The paper explains the addressing of internal and external different publics.
From the Paper
"There were several publics involved in this case. Perhaps the most important public was the one comprised of the actual customers of Pepsi products especially those consumers of Diet Pepsi. Another important external public was comprised of consumers generally regardless of whether they were Pepsi customers. PepsiCo did not perform well."
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The International Expansion of Pepsi Incorporated, 2006.
A look at the successful marketing strategy of Pepsi Incorporated and why it has been successful in the Asian market and domestically.
915 words (approx. 3.7 pages), 4 sources, APA, $ 32.95
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Abstract
This paper takes a close look at the accomplishments and goals of the Pepsi company in order to better examine the environmental factors Pepsi considers when makings its domestic and global marketing decisions.
From the Paper
"Another major factor is the economic environment of the domestic and international market that advertising campaigns intend to target. While in the United States, relative wealth makes the purchase of soft drinks a daily necessity for many Americans. Thus spending on soda and especially Pepsi products take place in large quantities with no more than second's thought. The domestic market caters to Pepsi's product and as a result, consumers are willing to pay the going rates in order to purchase Pepsi products. However, this is not necessarily true in other markets. When Pepsi initially advertised its products in China, it sold its product at the exchange price equivalent to the United States. As a result, Pepsi became a product that was almost never drunk in China for a period because of its relatively overpriced nature. Only when Pepsi realized that the market in China was not ready to accept Pepsi into its daily diet did they lower the price to a level that Chinese consumers would purchase it (Paley, 30). Economic environment plays a large role in how marketing strategies work within certain markets. Pepsi's products is a especially obvious because it is a consumer want, rather than need, and as a result needs to be carefully marketed both economically and socially in order to gain significant market shares within international markets."
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Coke and Pepsi, 2004.
A comparative analysis of the soft drink giants, Coca Cola and Pepsi.
1,004 words (approx. 4.0 pages), 2 sources, MLA, $ 35.95
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Abstract
This paper discusses and compares the soft drink companies that produce Coca Cola and Pepsi, giants within their respected industry. The paper contends that each company has its own unique way to reach the consumer, which is the ultimate company goal. The paper discusses how these two companies really match up against each other. Are they both giants of the same size, or does one have more net worth than the other? Is it Coke or Pepsi you'll be having today?
From the Paper
"Coca-Cola was created on May 8, 1886 by Dr. John Stith Pemberton, an Atlanta Pharmacist. Pemberton was curious about the caramel-colored liquid he created so he took the syrup a few doors down to Jacobs' Pharmacy. The syrup was mixed with carbonated water and the rest is effervescent history. During the first year Jacobs' pharmacy sold about nine glasses of Coca-Cola a day at five cents per glass. In the 119 years since then, Coca-Cola has produced 10 Billion gallons of syrup which are used to produce more than 400 different brands of beverages today. Dr. Pemberton was a great inventor to create the ingredients for the most popular soft drink in the world, but not the smartest businessman. In 1891 Dr. Pemberton sold the company to an Atlanta businessman, Asa Griggs Candler, for $2,300."
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Pepsi India, 2004.
Examines the business ethics of Pepsi India.
1,273 words (approx. 5.1 pages), 5 sources, MLA, $ 43.95
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Abstract
This paper outlines a case study regarding the ethical issues surrounding Pepsi India, which conducted an aggressive marketing campaign that defaced the environment in India. It includes a description of the moral dilemma, those affected, Pepsi's past conduct in India, and other relevant factors. Suggestions for a resolution to the conflict are also provided.
From the Paper
"The case study is regarding the ethical issues surrounding Pepsi India which conducted an aggressive marketing campaign which defaced the environment in India. Pepsi sells upwards of 160 million cases annually through 750,000 retail outlets across India. The principal moral agents involved are Pepsi marketing personnel, presumably in India, and those they hired to paint rocks with colorful Pepsi advertising in the Himalayans."
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Pepsi Cola, 2006.
A discussion on Pepsi-Cola and its global expansion.
1,541 words (approx. 6.2 pages), 3 sources, MLA, $ 50.95
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Abstract
This paper begins with the history of the Pepsi-Cola company. It continues to explore the advantages of Pepsi-Cola's business ventures and alliances with other companies. In conclusion, the paper discusses how the company has become globally recognized for both its cola and non-cola beverages.
From the Paper
"It has been observed that most organizations go through four stages of international expansion, beginning as local entities, then, through competitive positioning, becoming international in their focus, and moving onto multinational, then a global outreach. Pepsi did so through the use of licensing agreements early on during the 1930s and 1940s with its agreements with suppliers in Mexico. Then it made use of joint venture, such as exemplified in the Pepsi-Frito merger, whereby a separate entity sponsored by two or more firms takes a multinational focus, followed by a consortium, whereby a firms ventures into new product through agreements with other firms on an international scale, such as the ever-popular Starbucks today."
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Coke vs. Pepsi, 1998.
An analysis of modern marketing and its environment, through a comparison of the marketing strategies of Coke and Pepsi.
1,491 words (approx. 6.0 pages), 2 sources, MLA, $ 49.95
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Abstract
This paper examines the similarities and differences of the marketing environment and strategies of Coca Cola and Pepsi. The paper discusses these two corporation's ongoing battle for global soft drink domination. The paper describes how Coke and Pepsi share the same demographics, economic conditions, competition, social and cultural facets, technology, and political and legal problems inherent with each of their markets. The paper explains that the external macro environments are similar for each, but how they both use their marketing programs involve different tactics and strategies.
From the Paper
"One micro external environment advantage both Pepsi and Coke enjoy is their extensive distribution, or marketing intermediaries. These distributors increase their profits by producing and selling the products directly to customers at the local level. Pepsi and Coke use these firms and distributors to make their large profits in exchange for their knowledge and their soft drink bases and concentrates."
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Pepsi Campaign, 2002.
A new ad campaign for Pepsi Cola as developed by the writer.
1,117 words (approx. 4.5 pages), 5 sources, MLA, $ 38.95
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Abstract
This paper presents a detailed examination of the creation of an advertisement. The writer creates an ad for Pepsi Cola and answers several important marketing questions during the design. Looking at factors such as competition, the consumer, media and layout.
From the Paper
"The focus of this advertisement development is the brand name of the soda Pepsi Cola. Pepsi Cola is a dark colored soda that combines the sweetness of sugar with the addition of caffeine. Pepsi cola is a popular brand of soda whose chief competition is the brand name of soda Cocoa Cola. Cocoa Cola and Pepsi have many similarities in taste, look, and target consumer groups that it is important to design an advertisement that will allow Pepsi customers to identify with the product and feel a part of a special and elite group of peers."
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Pepsi's Advertising History, 2003.
A history of Pepsi's advertising and the battle with Coca Cola.
2,811 words (approx. 11.2 pages), 2 sources, MLA, $ 83.95
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Abstract
This essay is a very detailed history of Pepsi's advertising methods as the company battled Coca Cola for dominance in the soft drink industry.
From the Paper
"The history of Pepsi?s corporate identity is a long and detailed struggle. Several bankruptcies and ownership changes hampered most early efforts to make the would be cola giant a success. Eventually, the many ingenious presidents who would each take their turn at trying to rescue the floundering company from debt and help escalate it to the number one soft drink in the world."
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