Case Study Uees

STUDY CASE. PEPSI




INTRODUCTION

PepsiCo, Inc. is currently one of the most successful consumer products company in the world with annual revenues exceeding $30 billion and has more than 480,000 employees.  The merger with frito lay dramatically increased PepsiCo's market potential and set the foundation for the company's tremendous growth.
The corporations increasing success has beenbased on high standards of performance, marketing strategies, competitiveness, determination, commitment, and the personal and professional integrity of their people, products and business practices.

SNACK FOODS
PepsiCo's food business started in 1932 at the birth of both, the Frito-Lay Company, a producer of corn-chips and H.W. Lay Company, a producer of potato chips.

RESTAURANTS
PepsiCois the largest restaurant system in the world. The restaurant segment is engaged in the operation, development, franchising, and licensing of Pizza Hut, Taco Bell and KFC concepts.

MARKETING STRATEGY
Success in the soft-drink market also involves forming strategic alliances with companies to capture market share. Pepsi has secured two major deals this year, one with Warner Brother'sInternational Theaters, and the other with Major League Baseball. The Warner Brother's alliance gives Pepsi exclusive pouring rights at all existing and projected Warner Brother's International Theaters.















Pepsi Marketing throughout time

Pepsi Phrases
The Pepsi marketing phrase has also changed many times. The marketing folks at the company felt free to invent new phraseswhenever they thought the public would be receptive to the change.

1909-1939:     Delicious and Healthful
1939-1950:  Twice As Much For A Nickel Too
1950-1963:  The Light Refreshment
1953-1961:  Be Sociable
1961-1963:  Now It's Pepsi For Those Who Think Young
1963-1967:  Come Alive! You're In The Pepsi Generation
1967-1969:  Taste That Beats The Others Cold
1969-1973:  You've Got A Lot ToLive, Pepsi's Got A Lot To Give
1973-1975:  Join The Pepsi People Feelin' Free
1975-1978:  Have A Pepsi Day
1978-1981:  Catch That Pepsi Spirit
1981-1982:  Pepsi's Got Your Taste For Life!
1983-1983:  Pepsi Now!
1984-now:  Pepsi, The Choice Of A New Generation


1898
Caleb Bradham, a New Bern, North Carolina pharmacist, renames "Brad's Drink,"
a carbonated soft drink he's created toserve his drugstore's fountain customers.
The new name, Pepsi-Cola, is first used on August 28.

1902
Bradham applies to the U.S. Patent Office for a trademark for the Pepsi-Cola name.

1909
Automobile racing pioneer Barney Oldfield becomes Pepsi's first celebrity endorser
when he appears in newspaper ads describing Pepsi-Cola as "A bully drink - refreshing,
invigorating, a fine bracer for arace." The theme "Delicious and healthful" appears,
and will be used intermittently over the next two decades.

1920
Pepsi appeals to consumers with "Drink Pepsi Cola. It will satisfy you."

1934
Pepsi begins selling a 12-ounce bottle for five cents, the same price charged
by its competitors for six ounces.



1939
A newspaper cartoon strip, "Pepsi & Pete," introduces the theme"Twice as much
for a nickel" to increase consumer awareness of Pepsi's value advantage.

1946
Pepsi-Cola moves into Latin America.

1953
Americans become more weight-conscious, and a new strategy based on Pepsi's
lower caloric content is implemented with "The Light Refreshment" campaign.

1964
A new product, Diet Pepsi, is introduced into Pepsi-Cola advertising.


1966
Diet Pepsi's firstindependent campaign, "Girlwatchers," focuses on the cosmetic benefits
of the low-calorie cola. The "Girlwatchers" musical theme becomes a Top 40 hit.

1969
"You've got a lot to live. Pepsi's got a lot to give" marks a shift in Pepsi Generation
advertising strategy.

1984
A new generation has emerged - in the United States, around the world and in Pepsi
advertising, too. "Pepsi. The...