Report on pepsi


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Report on pepsi

  1. 1. REPORT 1 Pepsi ASK FOR MORE!! INTRODUCTIONAt the 20s and 30s in the 20 century, Coca-Cola was the absoluteleader of soft drink market. Pepsi-Cola was just a new brand at thattime. Pepsi-Cola was thought of just a copy of Coca-Cola and itsflavor is similar to Coca-Cola. So the Coca-Cola did not take anyimportance for it. But later Pepsi-Cola developed fast and becamethe strongest competitor to the Coca-Cola and now Pepsi shared40% of the market. It is a big threat to the Coca-Cola.PepsiCo, Inc. is one of the worlds top consumer product companieswith many of the worlds most important and valuable trademarks.Its Pepsi-Cola Company division is the second largest soft drinkbusiness in the world, with a 21 percent share of the carbonated softdrink market worldwide and 29 percent in the United States. Three ofits brands--Pepsi-Cola, Mountain Dew, and Diet Pepsi--are amongthe top ten soft drinks in the U.S. market. The Frito-Lay Companydivision is by far the world leader in salty snacks, holding a 40percent market share and an even more staggering 56 percentshare of the U.S. market. In the United States, Frito-Lay is nine timesthe size of its nearest competitor and sells nine of the top ten snackchip brands in the supermarket channel, including Lays, Doritos,Tostitos, Ruffles, Fritos, and Chee-tos. Frito-Lay generates more thanPEPSI COLA
  2. 2. REPORT 260 percent of PepsiCos net sales and more than two-thirds of theparent companys operating profits. The companys third division,Tropicana Products, Inc., is the world leader in juice sales and holdsa dominant 41 percent of the U.S. chilled orange juice market. Thecompetitor of Pepsi in the Pakistani market is coca-cola and somelocal beverages are also disturbing Pepsi’s share in the market. E.g.:macca cola, amrat cola and some others. Pepsi is the leading colain the world doing business in more than 190 countries and becauseof this it is very famous in every country. As Pepsi is a very rich brandso the advertises for its popularity are also very costly because Pepsihire’s most famous stars from show biz or from the world of sportsmeans cricket, football, car racing and tennis e.t.c. all the famousstars from the world have worked in the Pepsi advertise.HISTORY:Born in the Carolinas in 1898, Pepsi-Cola has a long and rich history.The drink is the invention of Caleb Bradham (left), a pharmacist anddrugstore owner in New Bern, North Carolina.The summer of 1898, as usual, was hot and humid in New Bern, NorthCarolina. So a young pharmacist named Caleb Bradham beganexperimenting with combinations of spices, juices, and syrups tryingto create a refreshing new drink to serve his customers. Hesucceeded beyond all expectations because he invented thebeverage known around the world as Pepsi-Cola.Caleb Bradham knew that to keep people returning to hispharmacy, he would have to turn it into a gathering place. He didso by concocting his own special beverage, a soft drink. Hiscreation, a unique mixture of kola nut extract, vanilla and rare oils,became so popular his customers named it "Brads Drink." Calebdecided to rename it "Pepsi-Cola," and advertised his new soft drink.People responded, and sales of Pepsi-Cola started to grow,convincing him that he should form a company to market the newbeverage.In 1902, he launched the Pepsi-Cola Company in the back room ofhis pharmacy, and applied to the U.S. Patent Office for a trademark.At first, he mixed the syrup himself and sold it exclusively throughsoda fountains. But soon Caleb recognized that a greaterPEPSI COLA
  3. 3. REPORT 3opportunity existed to bottle Pepsi so that people could drink itanywhere.The business began to grow, and on June 16, 1903, "Pepsi-Cola" wasofficially registered with the U.S. Patent Office. That year, Caleb sold7,968 gallons of syrup, using the theme line "Exhilarating, Invigorating,Aids Digestion." He also began awarding franchises to bottle Pepsi toindependent investors, whose number grew from just two in 1905, inthe cities of Charlotte and Durham, North Carolina, to 15 thefollowing year, and 40 by 1907. By the end of 1910, there were Pepsi-Cola franchises in 24 states.Pepsi-Colas first bottling line resulted from some less-than-sophisticated engineering in the back room of Calebs pharmacy.Building a strong franchise system was one of Calebs greatestachievements. Local Pepsi-Cola bottlers, entrepreneurial in spirit anddedicated to the products success, provided a sturdy foundation.They were the cornerstone of the Pepsi-Cola enterprise. By 1907, thenew company was selling more than 100,000 gallons of syrup peryear.Growth was phenomenal, and in 1909 Caleb erected a headquarters so spectacular that the town of New Bern pictured it on a postcard. Famous racing car driver Barney Oldfield endorsed Pepsi in newspaper ads as "A bully drink...refreshing, invigorating, a fine bracer before a race." The previous year, Pepsi had been one of the first companies in the United States to switch from horse-drawn transport to motor vehicles, and Calebs business expertisecaptured widespread attention. He was even mentioned as apossible candidate for Governor. A 1913 editorial in the GreensboroPatriot praised him for his "keen and energetic business sense."Pepsi-Cola enjoyed 17 unbroken years of success. Caleb nowpromoted Pepsi sales with the slogan, "Drink Pepsi-Cola. It will satisfyyou." Then came World War I, and the cost of doing businessincreased drastically. Sugar prices see sawed between record highsand disastrous lows, and so did the price of producing Pepsi-Cola.Caleb was forced into a series of business gambles just to survive,until finally, after three exhausting years, his luck ran out and he wasbankrupted. By 1921, only two plants remained open. It wasnt untila successful candy manufacturer, Charles G. Guth, appeared onPEPSI COLA
  4. 4. REPORT 4the scene that the future of Pepsi-Cola was assured. Guth waspresident of Loft Incorporated, a large chain of candy stores andsoda fountains along the eastern seaboard. He saw Pepsi-Cola asan opportunity to discontinue an unsatisfactory business relationshipwith the Coca-Cola Company, and at the same time to add anattractive drawing card to Lofts soda fountains. He was right. Afterfive owners and 15 unprofitable years, Pepsi-Cola was once again athriving national brand.One oddity of the time, for a number of years, all of Pepsi-Colassales were actually administered from a Baltimore buildingapparently owned by Coca-Cola, and named for its president.Within two years, Pepsi would earn $1 million for its new owner. Withthe resurgence came new confidence, a rarity in those daysbecause the nation was in the early stages of a severe economicdecline that came to be known as the Great Depression. 1898 Caleb Bradham, a New Bern, North Carolina, pharmacist,renames "Brads Drink," a carbonated soft drink he created to servehis drugstores fountain customers. The new name, Pepsi-Cola, isderived from two of the principal ingredients, pepsin and kola nuts. Itis first used on August 28.1902 Bradham applies to the U.S. Patent Office for a trademark forthe Pepsi-Cola name.1903 In keeping with its origin as a pharmacists concoction,Bradhams advertising praises his drink as "Exhilarating, invigorating,aids digestion."1905 A new logo appears, the first change from the original createdin 1898.1906 The logo is redesigned and a new slogan added: "The originalpure food drink." The trademark is registered in Canada.1907 The Pepsi trademark is registered in Mexico.1909 Automobile racing pioneer Barney Oldfield becomes Pepsisfirst celebrity endorser when he appears in newspaper adsdescribing Pepsi-Cola as "A bully drink...refreshing, invigorating, afine bracer before a race." The theme "Delicious and Healthful"appears, and will be used intermittently over the next two decades.PEPSI COLA
  5. 5. REPORT 51920 Pepsi appeals to consumers with, "Drink Pepsi-Cola. It willsatisfy you."1932 The trademark is registered in Argentina.1934 Pepsi begins selling a 12-ounce bottle for five cents, the sameprice charged by its competitors for six ounces.1938 The trademark is registered in the Soviet Union.1939 A newspaper cartoon strip, "Pepsi & Pete," introduces thetheme "Twice as Much for a Nickel" to increase consumer awarenessof Pepsis value advantage.1940 Pepsi makes advertising history with the first advertising jingleever broadcast nationwide. "Nickel, Nickel" will eventually becomea hit record and will be translated into 55 languages. A new, moremodern logo is adopted.1941 In support of Americas war effort, Pepsi changes the color of itsbottle crowns to red, white and blue. A Pepsi canteen in TimesSquare, New York, operates throughout the war, enabling morethan a million families to record messages for armed servicespersonnel overseas.1943 The "Twice as Much" advertising strategy expands to includethe theme, "Bigger Drink, Better Taste."1949 "Why take less when Pepsis best?" is added to "Twice as Much"advertising.1950 "More Bounce to the Ounce" becomes Pepsis new theme aschanging soft drink economics force Pepsi to raise prices tocompetitive levels. The logo is again updated.1953 Americans become more weight conscious, and a newstrategy based on Pepsis lower caloric content is implemented with"The Light Refreshment" campaign.1954 "The Light Refreshment" evolves to incorporate "Refreshingwithout Filling."1958 Pepsi struggles to enhance its brand image. Sometimesreferred to as "the kitchen cola," as a consequence of its long-timePEPSI COLA
  6. 6. REPORT 6positioning as a bargain brand, Pepsi now identifies itself withyoung, fashionable consumers with the "Be Sociable, Have a Pepsi"theme. A distinctive "swirl" bottle replaces Pepsis earlier straight-sided bottle.1959 Soviet Premier Nikita Khrushchev and U.S. Vice-PresidentRichard Nixon meet in the soon-to-be-famous "kitchen debate" atan international trade fair. The meeting, over Pepsi, is photo-captioned in the U.S. as "Khrushchev Gets Sociable."1961 Pepsi further refines its target audience, recognizing theincreasing importance of the younger, post-war generation. "Nowits Pepsi, for Those who think Young" defines youth as a state of mindas much as a chronological age, maintaining the brands appeal toall market segments.1963 In one of the most significant demographic events incommercial history, the post-war baby boom emerges as a socialand marketplace phenomenon. Pepsi recognizes the change, andpositions Pepsi as the brand belonging to the new generation-ThePepsi Generation. "Come alive! Youre in the Pepsi Generation"makes advertising history. It is the first time a product is identified, notso much by its attributes, as by its consumers lifestyles and attitudes.1964 A new product, Diet Pepsi, is introduced into Pepsi-Colaadvertising.1966 Diet Pepsis first independent campaign, "Girl watchers,"focuses on the cosmetic benefits of the low-calorie cola. The "Girlwatchers" musical theme becomes a Top 40 hit. Advertising foranother new product, Mountain Dew, a regional brand acquired in1964, airs for the first time, built around the instantly recognizable tagline, "Ya-Hoo, Mountain Dew!"1967 When research indicates that consumers place a premium onPepsis superior taste when chilled, "Taste that beats the others cold.Pepsi pours it on" emphasizes Pepsis product superiority. Thecampaign, while product-oriented, adheres closely to theenergetic, youthful, lifestyle imagery established in the initial PepsiGeneration campaign.1969 "Youve got a lot to live. Pepsis got a lot to give" marks a shift inPepsi Generation advertising strategy. Youth and lifestyle are still thecampaigns driving forces, but with "Live/Give," a new awarenessPEPSI COLA
  7. 7. REPORT 7and a reflection of contemporary events and mood becomeintegral parts of the advertisings texture.1973 Pepsi Generation advertising continues to evolve. "Join thePepsi People, Feelin Free" captures the mood of a nation involved inmassive social and political change. It pictures us the way we are-one people, but many personalities.1975 The Pepsi Challenge, a landmark marketing strategy,convinces millions of consumers that Pepsis taste is superior.1976 "Have a Pepsi Day" is the Pepsi Generations upbeat reflectionof an improving national mood. "Puppies," a 30-second snapshot ofan encounter between a very small boy and some even smallerdogs, becomes an instant commercial classic.1979 With the end of the 70s comes the end of a national malaise.Patriotism has been restored by an exuberant celebration of the U.S.bicentennial, and Americans are looking to the future with renewedoptimism. "Catch that Pepsi Spirit!" catches the mood and the PepsiGeneration carries it forward into the 80s.1982 With all the evidence showing that Pepsis taste is superior, theonly question remaining is how to add that message to PepsiGeneration advertising. The answer? "Pepsis got your Taste for Life!,"a triumphant celebration of great times and great taste.1983 The soft drink market grows more competitive, but for Pepsidrinkers, the battle is won. The time is right and so is their soft drink. Itsgot to be "Pepsi Now!"1984 A new generation has emerged-in the United States, aroundthe world and in Pepsi advertising, too. "Pepsi. The Choice of a NewGeneration" announces the change, and the most popularentertainer of the time, Michael Jackson, stars in the first twocommercials of the new campaign. The two spots quickly become"the most eagerly awaited advertising of all time."1985 Lionel Richie leads a star-studded parade into "NewGeneration" advertising followed by pop music icons Tina Turner andGloria Estefan. Sports heroes Joe Montana and Dan Marino are partof it, as are film and television stars Teri Garr and Billy Crystal.Geraldine Ferraro, the first woman nominated to be vice presidentof the U.S., stars in a Diet Pepsi spot. And the irrepressible Michael J.PEPSI COLA
  8. 8. REPORT 8Fox brings a special talent, style and spirit to a series of Pepsi andDiet Pepsi commercials, including a classic, "Apartment 10G."1987 After an absence of 27 years, Pepsi returns to Times Square,New York, with a spectacular 850-square foot electronic displaybillboard declaring Pepsi to be "Americas Choice."1988 Michael Jackson returns to "New Generation" advertising to starin a four-part "episodic" commercial named "Chase." "Chase" airsduring the Grammy Awards program and is immediately hailed bythe media as "the most-watched commercial inadvertising history."1989 "The Choice of a New Generation" theme expandsto categorize Pepsi users as "A Generation Ahead!"1990 Teen stars Fred Savage and Kirk Cameron join the"New Generation" campaign, and football legend JoeMontana returns in a spot challenging other celebritiesto taste test their colas against Pepsi. Music legend RayCharles stars in a new Diet Pepsi campaign, "You got theright one baby."1991 "You got the Right one Baby" is modified to "You got the Rightone Baby, Uh-Huh!" The "Uh-Huh Girls" join Ray Charles as back-upsingers and a campaign soon to become the most popularadvertising in America is on its way. Supermodel Cindy Crawfordstars in an award-winning commercial made to introduce Pepsisupdated logo and package graphics.1992 Celebrities join consumers, declaring that they "Gotta Have It."The interim campaign supplants "Choice of a New Generation" aswork proceeds on new Pepsi advertising for the 90s. Mountain Dewgrowth continues, supported by the antics of an outrageous newDew Crew whose claim to fame is that, except for the unique greattaste of Dew, theyve "Been there, Done that, Tried that."1993 "Be Young, Have fun, Drink Pepsi" advertising starring basketballsuperstar Shaquille ONeal is rated as best in U.S.1994 New advertising introducing Diet Pepsis freshness datinginitiative features Pepsi CEO Craig Weatherup explaining therelationship between freshness and superior taste to consumers.PEPSI COLA
  9. 9. REPORT 91995 In a new campaign, the company declares "Nothing else is aPepsi" and takes top honors in the years national advertisingchampionship.Following are the Pepsi’s world most famous products:Pepsi, Caffeine-Free Pepsi, Diet Pepsi/Pepsi Light, Caffeine-Free DietPepsi, Caffeine-Free Pepsi Light, Wild Cherry Pepsi, Pepsi Lime, PepsiMax, Pepsi Twist and Pepsi ONE.Rivalry with Coca-ColaAccording to Consumer Reports, in the 1970s, the rivalry continuedto heat up the market. Pepsi conducted blind taste tests in stores, inwhat was called the "Pepsi Challenge". These tests suggested thatmore consumers preferred the taste of Pepsi (which is believed tohave more lemon oil, less orange oil, and uses vanillin rather thanvanilla) to Coke. The sales of Pepsi started to climb, and Pepsi kickedoff the "Challenge" across the nation.In 1985, The Coca-Cola Company, amid much publicity, changedits formula. Some authorities believe that New Coke, as thereformulated drink came to be known, was invented specifically inresponse to the Pepsi Challenge. However, a consumer backlashled to Coca-Cola quickly introducing a modified version of theoriginal formula (removing the expensive Haitian lime oil andchanging the sweetener to corn syrup) as Coke "Classic".Overall, Coca-Cola continues to outsell Pepsi in almost all areas ofthe world. Saudi Arabia, Pakistan (Pepsi has been a dominantsponsor of the Pakistan cricket team since the 1990s).The situation is both Coke and Pepsi are trying to gain market sharein this beverage market, which is valued at over $30 billion a year(98). Just how this is done in such a competitive market is theunderlying issue. The facts are that each company is coming up withnew products and ideas in order to increase their market share. Thecreativity and effectiveness of each companys marketing strategywill ultimately determine the winner with respect to sales, profits, andcustomer loyalty (98). Not only are these two companiesconstructing new ways to sell Coke and Pepsi, but they are alsothinking of ways in which to increase market share in otherPEPSI COLA
  10. 10. REPORT 10beverage categories. Although the goal of both companies isexactly the same, the two companies rely on somewhat differentmarketing strategies (98). Pepsi has always taken the lead indeveloping new products, but Coke soon learned their lesson andstarted to do the same. Coke hired marketing executives with goodtrack records (98). Coke also implemented cross training ofmanagers so it would be more difficult for cliques to form within thecompany (98). On the other hand, Pepsi has always taken morerisks, acted rapidly, and was always developing new advertisingideas. Both companies have also relied on finding new markets,especially in foreign countries. In the foreign markets, Coke hasbeen more successful than Pepsi. For example, in Eastern Europe,Pepsi has relied on a barter system that proved to fail. However, incertain countries that allow direct comparison, Pepsi has beat Coke.In foreign markets, both companies have followed the marketingconcept by offering products that meet consumer needs (99) inorder to gain market share. For instance, in certain countries,consumers wanted a soft drink that was low in sugar, yet did nothave a diet taste or image (99). Pepsi responded by developingPepsi Max. These companies in trying to capture market share haverelied on the development of new products. In some cases theproducts have been successful. However, at other times the newproducts have failed. For Coke, changing their original formula andintroducing it as “New Coke” was a major failure. The new formulahurt Coke as consumers requested Classic Cokes’ return. Pepsi hasalso had its share of failures. Some of their failures included: PepsiLight, Pepsi Free, Pepsi AM, and Crystal Pepsi. One solution toincreasing market share is to carefully follow consumer wants ineach country. The next step is to take fast action to develop aproduct that meets the requirements for that particular region. Bothcompanies cannot just sell one product; if they do they will notsucceed. They have to always be creating and updating theirmarketing plans and products. The companies must be willing toaccommodate their “target markets”. Gaining market share occurswhen a company stays one-step ahead of the competition byknowing what the consumer wants. My recommendation is to makesure the company is always doing market research. This way theyare able to get as much feedback as possible from consumers.Next, analyze this data as fast as possible, and then develop thenew product based upon this data. Once the product is developed,get it to the marketplace quickly. Time is a very critical factor. In myopinion, with all of these factors taken into consideration anyPEPSI COLA
  11. 11. REPORT 11company should give any company a good jump on marketshare.Rise in popularityDuring the Great Depression, Pepsi gained popularity following theintroduction in 1929 of a 10-ounce bottle. Initially priced at 10 cents,sales were slow, but when the price was slashed to five cents, salesincreased substantially. With 12 ounces a bottle instead of the sixounces Coca-Cola sold, Pepsi turned the price difference to itsadvantage with a radio advertising campaign, featuring the jingle"Pepsi cola hits the spot / Twelve full ounces, thats a lot / Twice asmuch for a nickel, too / Pepsi-Cola is the drink for you," encouragingprice-watching consumers to switch to Pepsi, while obliquelyreferring to the Coca-Cola standard of six ounces a bottle for theprice of five cents (a nickel), instead of the 12 ounces Pepsi sold atthe same price. Coming at a time of economic crisis, the campaignsucceeded in boosting Pepsis status. In 1936 alone 500,000,000bottles of Pepsi were consumed. From 1936 to 1938, Pepsi Colasprofits doubled.Marketing:In 1975, Pepsi introduced the Pepsi Challenge marketing campaignwhere PepsiCo set up a blind tasting between Pepsi-Cola and rivalCoca-Cola. During these blind taste tests the majority of participantspicked Pepsi as the better tasting of the two soft drinks. PepsiCotook great advantage of the campaign with television commercialsreporting the test results to the public.In 1996, PepsiCo launched the highly successful Pepsi Stuffmarketing strategy. By 2002, the strategy was cited by PromoMagazine as one of 16 "Ageless Wonders" that "helped redefinepromotion marketing."In 2007, PepsiCo redesigned their cans for the fourteenth time, andfor the first time, included more than thirty different backgrounds oneach can, introducing a new background every three weeks.INGREDIENTS:PEPSI COLA
  12. 12. REPORT 12Pepsi-Cola contains basic ingredients found in most other similardrinks including carbonated water, high fructose corn syrup, sugar,colorings, phosphoric acid, caffeine, citric acid and natural flavors.The caffeine-free Pepsi-Cola contains the same ingredients minusthe caffeine.The original Pepsi-Cola recipe was available from documents filedwith the court at the time that the Pepsi-Cola Company wentbankrupt in 1929. The original formula contained neither cola norcaffeine.• The strengths, the weaknesses, the opportunities and the threats ofPepsi.The advantages of Pepsi-Cola.1) Firstly, Pepsi has stayed in this market for almost one century. Sothey are so experienced and stationed in peoples mind deeply.Now no one doesnt know the brand Pepsi-Cola Whenever thename Pepsi is heard, people will conjure up the image of fresh andcool drink.2) Secondly, Pepsi-Cola is not only in high quality, cool and fresh butalso have a competitive price in Chinese market* Sometimes Pepsi-Cola even has a lower price than Coca-Cola In China3) Thirdly. Pepsi is such an experienced powerful global company,which has a basic of a great fund. So it has the ability to place a Idlesum of money to the promotion. We can see that the advertisementof Pepsi-Cola is so attractive. It also invited the top famous peopleto advertise for it. The advertisement is so elaborate and attractiveso that Pepsi gained the special prize of the advertisement Granny.4) Pepsi also compares with the competitors and find theirdisadvantages to update its own quality, flavor and also packagePEPSI COLA
  13. 13. REPORT 13promptly in order to satisfy the consumers need. This is the biggestadvantage of Pepsi Company.So you can see from the pipe-chart one that 41% of the intervieweesprefer the flavor of Peps-Cola. It is the most popular one. PepsiCompany also produces the Diet-Cola to meet the people whomore concern their health. And it just changes the design of thepackage of Pepsi-Cola.The disadvantages of Pepsi-ColaBut we can not consider things just on one side. Still there are somedisadvantages existing in Pepsi-Cola The pipe-chat 3 showed thatmost of the people like the package of Coca-Cola best.48% peoplelike it. It has only 32% people prefer the package of Pepsi-Cola. Sothe design of Pepsi-Colas package is not as attractive as Coca--cola. It still needs to be improved. We suggest that the packageneeds to be designed more colorful to attract peoples attention.3 .Although in the cola market there are many competitors, Pepsi stillhas the opportunity to enlarge its market share because the cola inthe market is quite monotonic. Most of the end user is young people.There are still some people who do not like the taste of the cola. Sowe can try to provide some other taste of cola such as adding somelemon juice. We can change the flavor in order to meet differenttaste of different people.4 .As to the threats, all of us know that Pepsi-Cola and Coca-Colahave had the competition for about 80 years. Although Pepsi-Colahave won several times during this competition, ¢Ú the market shareof Pepsi-cola is a little bit smaller than Coca-Cola. There is anotherthreat nowadays. Some local cola such as FeiChang and FenHuangcola have taken their feet in the market. Their advertisement says"Chinese people drink our own cola". It is well known that China is aunited and patriotic nation. So these words can really catchChinese peoples heart. And these local colas flavor is more suitablefor Chinese. So it can not be ignored.PEPSI COLA
  14. 14. REPORT 14B. After analyzing the SWOT, we can takeSome strategies accordingly.1) Pepsi-Cola should improve the design of the package first. As it isadvertised as" the choice of new generation", the design must belooked young and fresh. So the color should be more sharp andattractive.2) As the flavor and ingredients of cola in the market are similar andthe most active consumer is the young people, we can diversify thePepsi production to meet the different need of the consumers. Thatis customer-orientated3) Besides the Diet cola for the ladies, we can have many other newchoices. For example, we can create a new kind of cola moresuitable for children. Maybe we can add the Vitamins or somenutritious element that are necessary to children. Or we can createa new flavor like mint-cola and the cola with very light alcoholicwhich is more suitable for the adults.On the whole Pepsi is multinational brand which is very famous in theworld and creating its annual income in billion dollars. Day by dayPepsi is extending its brand. The positioning of Pepsi is its quality andits popularity in the whole world. And the target market of Pepsi isalmost every person in the world not those which are under povertyline who can afford only a single meal In the day, Pepsi has alsopotential customers means kids. We have seen that every producthas its slogan which also helps it to promote because these slogansrepresent that product so every company tries to create anattractive slogan. Talking about Pepsi slogans so Pepsi has createdmany slogans from very beginning when it was introduced, Pepsihas changed its slogan many times. These slogans are:PEPSI COLA
  15. 15. REPORT 15Slogans • 1939: "Twice as Much for a Nickel" • 1940: "BIGGER BETTER" • 1950: "More Bounce to the Ounce" • 1950: "Any Weather is Pepsi Weather" • 1957: "The Light Refreshment" • 1958: "Be Sociable, Have a Pepsi" • 1961: "Now Its Pepsi for Those Who Think Young" • 1963: "Come Alive, Youre in the Pepsi Generation". • 1967: "(Taste that beats the others cold) Pepsi Pours It On". • 1969: "Youve got a Lot to Live; Pepsis got a Lot to give". • 1973: "Join the Pepsi people (feeling free)". • 1975: "Have a Pepsi day". • 1979: "Catch that Pepsi spirit". David Lucas composer • 1981: "Pepsis got your taste for life". • 1983: "Pepsi Now! Take the Challenge!" • 1984: "The Choice of a New Generation". • 1986: "Weve Got The Taste" (Commercial with Tina Turner) • 1991: "Gotta Have It."/"Chill Out" • 1992: "Be Young, Have Fun, Drink Pepsi" • 1995: "Nothing Else is a Pepsi". • 1996: "Pepsi: There’s nothing official about it"." (During the Wills World Cup(Cricket) held in India/Pakistan/Srilanka) • 1997: "GeneratioNext"." With The Spice Girls " • 1999: "Ask for More"/"The Joy of Pepsi-Cola". • 2003: "Its the Cola"/"Dare for More". • 2005: "Wild Thing"/"Ask For More" (With Jennifer Lopez & Beyoncé Knowles) • 2007: "More Happy"/"Taste the one thats forever young". (Michael Alexander) • 2008: "Every sip gets you closer".ConclusionBeing in such a tense competition (just like the brand Coca-Cola),Pepsi-Cola should not take the direct and tough attack upon it.There is no good to either side. The best wad is to keep a peacefulrelationship with it and always compare with others; we should findtheir disadvantages and show our advantages on this aspect. Thenby and by, the people would think ours is betted Of course the mostimportant rule is to improve ourselves to meet the consumers.PEPSI COLA