Created by Caleb Bradham in 1898. ( pharmacist and drugstore owner in New Bern, North Carolina) He began experimenting with combinations of spices, juices, and syrups trying to create a refreshing new drink to serve his customers. The first name of the drink was &quot;Brad's Drink In 1902, he launched the Pepsi-Cola Company in the back room of his pharmacy, and applied to the U.S. Patent Office for a trademark. In 1903, &quot;Pepsi-Cola&quot; was officially registered with the U.S. Patent Office. PepsiCo’s snack food operations (Frito Lay….) had their start in 1932. PepsiCo began its international snack food operations in 1966. In 1997, It owned Taco Bell, Pizza Hut, KFC.
PepsiCo is world leader in food and beverages ,
“PepsiCo owns some popular brands as Gatorade, Quaker Oats and Tropicana and Each of these brands have many product offerings in their respective categories, both in the U.S. and internationally.
Streghnts - Brand recognition is one reason for pepsi to take competitive position at the same time it have involved in strategies to make its products image and brand name deeply loaded in the consumers minds. - It have also greatly diversified products with a vast product line - It have also an extensive distribution locally and interationaly. And of course the pepsi refresh project -- Indra ( as the CEO is business confident and very experienced in worldwide needs who focus on innovation and who changed the companie’s outlook) Weaknesses big health issues ( sugar and fat)
Opportunities … .As it takes advanatges from a great growth opportunities in many countries. Threats And threats of new substitutes that are carried by the changing health consciousness of consumers Pepsi also have to adapt and carefully respond to the consumer buying power and its changing in attitudes as they tend to switch to other less priced and less known beverages
The competition many lies on the non-alcoholic beverage industry that consist of soft drinks and juice. Thus the key competitors of pepsi are : coca cola which also owns as brands sprite, fanta and aquarius. It holds 60;8% of the total market share which is 95% In 1985,The Coca-Cola Company changed its formula in response to the Pepsi Challenge. However, a consumer criticism led Coca-Cola to quickly introducing a modified version of the original formula as Coke &quot;Classic&quot;.
pepsi have a Talented Advertising creativity and Intelligence PR which pepsi use to always be close to the general public and its stakeholders
Rather than spending money on Super Bowl television ads, the company spent $20 million dollars on the refresh project .
PepsiCo redesigned their cans, bottles and multipakcs for the fourteenth time, and for the first time,included more than thirty differentbackgrounds on each can, introducing a new background everythree weeks. ‡ 2008 Pepsi teamed up with Google/YouTube to produce the firstdaily entertainment show onYoutube, Poptub. This daily showdeals with pop culture, internet viral videos, and celebritygossip.Poptub is updated daily from Pepsi. ‡ .
( 3eme point) …. And raizing the community awarness. …………………… .. (Use of celebrities) as the company used celebrity endorsers through clever network spots ads inside a life-sized three dimantional laptop. As we will see in this video.
since Business decisions are now based exclusively on customer feedback PepsiCo is considering social media as the best way to get direct dialog with their fans and to hear from either criticism or propositions and new ideas . Facebook, Twitter and other social networks AS Foursquare give people who are passionate about products and companies a platform to express it. The campany spread the message of the refresh campaign through the social groups. As
as it is an ethical company and socially responsible Because it’s a leading company in environmental issues. Such as energy conservation and in water conservation TO make a positive impact in the communities THEY serve as THEY strive for profitable growth And To sustain the environment in all areas in which they do business.
One of the main reasons for the popularity of pepsi is the use of slogans that attract customers . Pepsi used many different slogans to attract different ages and different countries. These slogans were meainly used to attract Young generations as pepsico wanted its main brand « pepsi coke to have a « permanent young image»
Pepsi case study
• History of Pepsi
• Actual Company Profile
Goods and Services
• Company analysis
• Advertising strategy of Pepsi corporation .
• Pepsi refresh Campaign/project (2010) .
Integrated Marketing Communication
• Doing Good project
• Social (digital) media Campaign.
• The first name of the drink was
"Brad's Drink «
• In 1902, Pepsi-Cola Company launch
•PepsiCo’s snack food operations (Frito
Lay….) had their start in 1932.
PepsiCo’s founded by
•PepsiCo began its international snack
food operations in 1966.
• In 1997, It owned Taco Bell, Pizza Hut,
• Pepsi Co was founded in 1965 Donald M. Kendall
[merger of Pepsi cola & Frito lay]
• Pepsico “located in New York City
• Indra K. Nooyi, Chairman; President; CEO
• it holds 285,000 employees
• Revenue: US $ 57.838 billion
• Rank: 20/21
[2011/2010 IW U.S. 500]
•fiftieth largest publicly
•Distribute and sell
beverages, snacks in 200
The Brand name
Vast product line
Pepsi Refresh Project
Competent CEO (Indra Nooyi)
Lack of focus on core operations
failed to support sales of it’s core
Steady growth rate /positive
Always looking into the future
Relevant new product
introduction (introduce Pepsi
Next to counter health issues
criticism and put SMART spot
Change in consumers demands
Pepsi’s campaign includes PR, Spot ads, prints,
digital and out-of-home advertising. (word of mouth)
Shift a Huge marketing Budget to interactive and
Social Media program.
PepsiCo decision to favor digitally focused Social
Media from high profile spots compelling & risky
Move from past ads focused on youthful nature of
Generation (stick with celebrities) to it’s new
Program (Pepsi Refresh)
Pepsi Co has committed to award
$ 20 million in grants (non-profitable)
organizations and individuals ranging
from $5000 and $250000 with ideas
that will make the world a better
The aim of this compaign is that :
• The message Demonstrate of social
• The message should be delivered with a
fat dose of social media
Pepsi Refresh project contribute to develop
an effective integrated marketing
IT’s not « about digital as its own
channel anymore »
« It’s how do we infuse digital across
all of our marketing programs ».
Says Bonin Bough
How Pepsi refresh project works in digital ?
Pepsi is running spot ads on the main
networks as well as 30 different cable
The ads inform people about the Pepsi
Refresh campaign direct them to
www.refresheverything.com site .
After the 1st grants were awarded ,ads began
highlighting projects that had been funded .
what does Six Degrees.com refers
Giving good Card a gift Card for charity
which they can use to support their favorite
cause in the US. In return, they will pay it
forward by sending Good Cards to their
family and friends.
Pepsi is giving away millions each month to
fund refreshing ideas that change the
world. The ideas with the most votes will
Integrated marketing communication use
of celebrities to transmitt the message of
Pepsi refresh project :
Display the symbol of Pepsi in all the
lowercase Pepsi logo in cans, bottles and
multipakcs show up the new Pepsi
On the front of most of the new packages
A reassuring tag line: "Same Pepsi
inside, new look outside.
More closely integrate consumers with
Drive the concept of Doing Good, rather than drive
transform the community throught a donations
Highlight the projects funded as the
Reach their customers easily (using celebrities)
PepsiCo used of consumer-generated media
opportunities, TV spots, print ads, and had digital
presence on Twitter ( 634 969 fans) and facebook
(7 867 474 fans)
To get Direct dialogue with fans and consumers
Partenered with Foursquare to direct FS members to
• Hold special contests asking for
employee sustainability suggestions
– Human sustainibility
– Environmental Sustainibility
• Pepsico’s profits, are everyone’s Profits
Community/ Social Programs,
scholarships, Educational Awarness
1)Consider PepsiCo’s advertising throughout its
history. Identify commonalities i its various ad
campaigns. How is the campaign consistent with
PepsiCo’s brand image?
Slogans of pepsi
• 1939 « Twice as Much for a Nickel »
• 1958 « Be Sociable, Have a Pepsi »
• 1961 « Now it’s Pepsi for Those Who Think
• 1984 Pepsi. The Choice of a New Generation.
• 2003 « It’s the Cola ». « Dare for more »
• 2008 « Pepsi is # 1 »
• 2010- present"Every Pepsi Refreshes The
2) List all promotional mix elements
used in the Pepsi Refresh Campaign.
3) Describe PepsiCo’s target audience.
Is the Refresh Campain consistent
with the audience?
4) Analyze the campaign according to
the steps listed in the chapter for
developing effective marketing
5) Will The Pepsi Refresh campaign be
successful? Why or Why not?