This presentation is based upon the entire story of Pepsi that is how it started, how it faced problems, how it came up with different marketing strategies to adapt to the competitive environment and its relation with coca-cola.

2. HISTORY
Pepsi began in
1898.

3. LOGO OVER THE YEARS
Slogan – The Original Pure Food
Drink

4. The logo showed support to America’s
efforts in World War 2 through the
combination of red and white.

5. • The word ‘Cola’ was dropped from
the logo in 1960
• Pepsi’s domination in the Global
Soft Drinks’ market

6. Minimalist Logo Design to convey
a neat and clear image.

8. In 1998, Pepsi celebrated its 100th
anniversary and a new logo was
created to give it a ‘refreshing look’.

10. Dark Blue
conveys
the idea
of
coolness.
Golden
symbolize
s balance
and
energy.

14. Early in the 20th century,
major advancements in the
soft drink industry made
bottling a viable alternative
to fountain drinks. In 1905,
Pepsi-Cola was made
available in bottles

16. In 1908, famous
racecar driver,
Barney Oldfield
became the first
celebrity endorser
for Pepsi-Cola.

17. By the end of World
War I, the Pepsi-
Cola Company was
in dire financial
straights. The
conditions were
made worse by an
unstable sugar
market. By 1923,
the Pepsi-Cola
Company was
bankrupt.

18. Roy Megargel, a
wall street financier,
headed a group of
investors that
purchased the
Pepsi-Cola
trademark and
formula from the
bankruptcy

19. • By 1929, there was a
glimmer of hope within
the pepsi-cola company.
• In the same year the
stock market crashed and
the country plunged into
great depression
• Again, the pepsi-cola was
bankrupt

20. • Charles Guth, the
president of loft candies
came for the survival of
Pepsi- Cola.
Aware that Pepsi-Cola
was bankrupt, Guth made
an agreement with
Megargel to buy the
Pepsi-Cola trademark and
formula. In August of
1931, Guth formed a new
Pepsi-Cola Company, and
replaced Coca-Cola in all
the Loft stores.

22. • Walter Mack
• 1939
• New president
of Pepsi – cola
• Advertising as
the top priority

24. • One of the
Mack’s big idea
• Strength
• Pepsi and Pete
as the Pepsi-
Cola Cops
• Sun-Day
Comics from
1939 to 1951

25. • In 1941, once again
Pepsi- Cola disrupted by
war.
• Government imposed
rationing of strategic
materials including
sugar.
• Pepsi- cola bottlers were
hit harder than Coca-
Cola bottlers.
• Rationing rules favoured
those in business longer.

27. • Alfred Steele
became the new
president in 1950
• Idea was to
reduce the sugar
content.
• 1955 married
Joan Crawford

28. • Steele passed in
1959
• Don kendall
became the new
president in 1963

29. • Nikita
Khrushchev-
Russian
Premiere
• Sample Pepsi in
a trade expo in
Moscow

30. • New President of
the company in
1983.
• To regain the focus
of Pepsi
Advertising the
company signed
Michael Jackson for
its new marketing
campaign

31. Pepsi free drink coupon 1905-1915 #1

32. Pepsi free drink coupon 1905-1915 #2

33.  2006

34.  tennis racket
 bottle
Fragnance
 interactive
vending
machines
 golf club

35. • Lost in translation- pepsi
• Come alive with pepsi-slogan

38. BIZARRE PEPSI FLAVOURS
EMBRACING CULTURAL DIVERSITY

39. Blue Hawaii
• Pineapple-lemon flavored
soda
• 2008
• Japan

40. • A
mystery-
flavored
soda
• Halloween
– 2015
• Japan
Pepsi Ghost

41. Japan released ‘Pepsi Dry’, a sharp, “non-
sweet” soda in 2011.

42. In 2004, the
company shelled
out $2.3 million
to promote the
launch of 2 new
flavours in
Thailand, Pepsi
Fire, a cinnamon-
spiced soda and
Pepsi Ice, a
minty blue drink.

43. Japan
currently
sells Pepsi
Mint and
Lemon which
is a
rebranding
of its
predecessor
Pepsi Mojito

44. Pepsi Ice Cucumber
• 2007
• Japan

45. Pepsi Caribbean gold
• 2011
• Japan, Finland,
Germany and
Central Europe

46. Pepsi Pink
• Tastes like Strawberry
Milk
• Japan

47. • Timed around
World Cup
• Meant to
capture the
flavors of Brazil.
Pepsi Ginga

48. • A Classic Soda
• Mexico
• Similar to Pepsi
Max (U. S.)
Pepsi kick

49. • A herb-
flavoured soda
• 2009
• Japan
Pepsi Shiso

50. • Japanese
Flavor
• Winter
2012
Pepsi Salty Watermelon

51. Pepsi and
Yogurt flavor
was compared
to a less sweet
cream soda
released in
Japan.
Pepsi White

52. Pepsi Azuki
• A seasonal
reddish cola
• 2009
• Japan

53. Baobab
In 2010, Pepsi released the
yellow seasonal Pepsi Baobab in
Japan,.

54. Japan

55. Russia

56. Russia and Romania

57. Pepsi Summer Chill
–
Apple soda (Poland)

58. Pepsi Twist Mojito
Italy

59. Pepsi Red Spicy
ginger (Japan)

60. Pepsi Mont
Blanc - based
on a French
chestnut dessert
(Japan)

61. Pepsi Holiday -
(USA and
Canada)

62. Pepsi Samba
Mango and
Tamarind
(Australia)

63. Pepsi
Jazz
(USA)

64. Crystal Pepsi
(USA, Canada, Australia and
select parts of Europe)

65. DISCONTINUED PRODUCTS
After extensive test
marketing in 1989,
Pepsi introduced
Mountain Dew
Sport the following
year. but
discontinued it due
to low sales in 1991.

66. Pepsi introduced
Lemon-Lime Slice
to compete with 7-
Up and Coca-
Cola’s Sprite in
1984.

67. Pepsi Wild Bunch
 Summer of 1991
 Downside- it came
in a three pack
 In few test markets
of US

68. Pepsi Natural
 2008
 Free of artificial
flavoring, colorings,
preservatives, and
sweeteners
 UK
 Discontinued in
2010
 Poor sales

69. Diet Pepsi Jazz-
 Introduced in 2006
 Diet Pepsi Jazz was a diet soda.
 Pepsi announced it as “The New Sound of Cola”
 Discontinuing the jazzy new addition in 2009.

70. . Pepsi A.M.
 Released in
1989.
 A soft drink
meant to be
consumed during
breakfast
• Pepsi A.M. was
discontinued
due to low sales
in 1990

71. PRINT ADS

73. Pepsi bullies
coke into
submission

74. Coke responds by
asking Pepsi to come
one on one

75.  FOCUS- picture> text
 The can is situated at the
center of the advertisement.
 This ad is not full of
graphics and texts
 Blue represents freshness.
 It is mainly showing that
her cheek and her shoulder
are skinny.
 Hat protects the head and
the face from the dangers of
sun exposure.

76. The cat
drinks
Pepsi. It
gets lean

78. A lime peeing
in a Pepsi can

87. COKE PEPSI
Diet Coke/Coca-Cola Light Diet Pepsi/ Pepsi Light
Caffeine Free Coca Cola Caffeine Free Pepsi
Coca – Cola Cherry Pepsi Wild Cherry
Minute Maid Tropicana Twister
Sprite 7 Up / Mountain Dew
Nestea Lipton
Kinley Aquafina