Its best known advertisement slogans such as “You’re in the Pepsi Generation”, “Have a Pepsi day” or “You’ve got a lot to live, Pepsi’s got a lot to give” set a new standard for advertising. To dominate in a soft drink category Pepsi, after 65 years of selling only Pepsi-Cola, introduced new products: “Mountain Dew and Diet Pepsi.” To capture the completely new market of X-ers, throughout 1980s and 1990s Pepsi’s commercials featured superstars, supermodels, actors and sport stars. In the mid. 1980s Pepsi-Cola declared a victory in the cola wars. Keeping Pepsi-Cola as its cash cow presidents of Pepsi-Cola decided to back up their positions by investing in a fast food restaurants and snack industry.
KEF is brand revitalization as well as Coca-Cola is brand revitalization. KEC and Coca-Cola are the same a popular around the world. The restore strategy of both brand KFC open new fast food, but Coca-Cola opens new campaign. KFC is fast food in other hand Coca-Cola is a soft drink. To sum up, from the above study, we can know that each brand before they success until the Present.
PROMOTION Coca cola has some impressive advertising on TV. And, there is some contests for customers. For example, the company set a couple of million prize, after customers purchased Coke, the... ... middle of paper ... ... as original one. The price of the Coke product may keep constant, even though the Coca Cola company will face inflation problem. In the mean time, the high-tech producing line should take over old one, and reduce the cost as low as possible, then, using cost-oriented pricing strategy.
Comparatively, Coca- Cola wanted Glaceau, the creator of Vitamin Water, and achieved the acquisition in 2007 for $4.2 billion. Coca-Cola was very strategic, as a result the company’s product lineup in the non-carbonated beverage classification. Coca-Cola’s best purchase has been Vitamin Water, and is currently available in more than 26 countries. Equally important, in 1960, Coca-Cola acquired Minute Maid in its very first deal outside of the carbonated beverage classification. Minute Maid is the market share director in frozen concentrate drinks and trails competing PepsiCo’s Tropicana for ready-to-drink juices (Buehler, 2017).
In the last decade, Enterprise resource planning (ERP) deserves as a key of supply chain achievement and it is the reason that many beverage manufacturers try to replace their old style supply chain management with a brand new ERP system to outperform their competitors. The report will mainly discuss about case study of Red bull China and several beverage manufacturers. The overview A commercial drink such as beer, soft drink, energy drink or juice is usually contained in a can or bottle, it can be a small or large packaging depends on the market approach. A beverage manufacturer normally does not sell its product directly to the end customer but prefer to distribute product through retailers. As a result, retailer satisfaction is considered to the most important of beverage industry.
1.3 Image and positioning The position of Coke's products is to provide refreshment for all customers in the world by its unique flavor. Coke had a hit advertisement campaign "Always Coca-Cola," which it introduced in 1993 and discarded in 1999. Last year, it made an effort to update the "Hilltop" commercial for Coke Zero (Terhune, 2006). The change means Coke wants to catch up with current trends. Coca-Cola is being targeted at all age groups.
However, it didn’t stop Pepsi Company to use this strategy, rather the company came up with a new strategy provide the healthy soda drink with the snack and be profitable at the same time. According to Ryder (2013), “PepsiCo introduced the “Power of One” in which PepsiCo purchased the two largest bottling groups, New York based Somers Pepsi Bottling Group (PBG) and Minneapolis based Pepsi-Americas. This merge gave PepsiCo direct control over 80% of its bottling network” (p.1), their new strategy
INTRODUCTION Pepsi-Cola Pepsi's beverage business was founded by a pharmacist named Caleb Bradham who created a special beverage, a soft drink, in the back room of his drug store in New Bern, North Carolina (Pepsi Co, 2004). It has become one of today’s leading soft drink with nearly $20 billion in worldwide retail sales (PepsiCo Inc., 2003), and like what coke has, Pepsi also has a variety of products in the world, such as Pepsi-Cola, diet Pepsi, Pepsi max, mountain dew and so forth. In this report, we will specifically focus on Pepsi-Cola, and the aim of this report is to summarize and analyse Pepsi’s growth strategy as well as its marketing strategies. Firstly, the background of Pepsi Company and their products will be summarized. Secondly, four elements or components will be analysed in this report, which are based on: * Product * Price * Place * Promotion Finally, some recommendations relative to Pepsi’s marketing strategy will be suggested.
So, PepsiCo is using the marketing concept to analyze and satisfy the needs and wants of their consumer. First, in 2007, PepsiCo launched its first DEWmocracy campaign. The DEWmocracy campaign was aimed at allowing consumers to choose from a tally of four different sodas and when the results are tallied the winning soda will be mass produced for consumption. This effort ended up getting more than 470,000 votes and overall “1 million people taking part in the same phase of the process” (Betancourt, 2010). The end of this campaign proved successful when it gave rise to a new flavor, Voltage that hit the shelves in January 2009.
Unlike most other well established companies, PepsiCo has decided to embrace the digital age fully and has integrated its marketing strategies with the changing times. PepsiCo understands that traditional forms of marketing like TV, Magazine, and radio are becoming outdated and the Internet is now becoming the main medium for marketing. With this PepsiCo decided to launch it’s first e... ... middle of paper ... ... it’s a buyer’s market, therefore instead on focus on push advertising and trying to compile prospective customers to buy their product, Pepsi is trying to make Pepsi a part of the consumers life so, whether consciously or unconsciously, if a customer goes out to buy soda the first thing that comes to his/her mind, is Pepsi. I find this especially intriguing, because as an aspiring entrepreneur I hope to one day market my products with the same if not better technics as Pepsi. Work Cited PepsiCo (2012, April 30).