Pepsi-Cola Case Study

After the war ended sugar prices climbed from 3 cents to 28 cents per pound. Nearly in complete failure, Mr. Bradham purchased a large quantity of the high priced sugar to try and save the company, but this ultimately lead to the company 's downfall. Pepsi Cola officially was bankrupt as of May 31, 1923, and its assets were sold to Craven Holding Corporation for $30,000. (4)

It was unfortunate that unforeseen circumstances wiped out a man’s vision and dream for a company that would bring pleasure to people– not just a company, but a brand that would satisfy peoples senses and because he truly had a vision for the Pepsi-Cola company. Unfortunately for Mr. Bradham, Pepsi-Cola would have to start down a new path and in the process, become a more successful and sustainable company.

In 1931 the company’s

She invariably kept a bottle of Pepsi at hand during press conferences and mentioned the product at interviews and on talk shows; on occasion she even arranged for Pepsi trucks and vending machines to be featured in background shots of her movies. The actress also worked hard to spread the Pepsi word overseas and accompanied her husband, now chairman of the board, on his 1957 tour of Europe and Africa, where bottling plants were being established. (8)

Although Pepsi-Cola postwar profits had fallen to $1.3 million in 1950 when Steele took over the company, the explosion of retailing with supermarkets during the decade and the development of global business, profits once again robustly reached $14.2 million by 1960. During the 1950’s, younger people became the major target of both Coke and Pepsi. Pepsi aimed advertising at the innovative market by generating a new theme of, “Those who think young.”

Steele died suddenly in 1959, and Herbert Barnet took over as chairman with Joan Crawford being put on as a board member to keep commonality in the advertising and marketing sectors of the