INDIVIDUAL CASE STUDY: PEPSICO CASE
I. INTRODUCTION:
In the 1890s Caled Braham established Pepsi recipe with the original name was “Brad’s Drink,”. The name “ Pepsi- Cola” is taken from the Pepsin and kola nut ingredients used. 1902 Pepsi-Cola company was created and that was the important point of the development of company, and by 1910 It had franchises in 24 states and over 100,000 gallons of the syrup was sold per year.
II. ANSWER THE QUESTIONS:
1.
Through the Great Depression, Pepsi carefully positioned itself as a low cost leader and made advertising history when it released the nation’s first jingle “nickel, nickel,” which was heard across the nation. With financially-strapped customers reluctant to pay a nickel for a drink, Guth began offering twice the amount of Pepsi for the same price, a tactic which met with resounding success. World War II.continued to test Pepsi-Cola’s strength with introduced sugar rationing, but Pepsi’s marketing campaigns and brand design helped Pepsi make it through the difficult period. For instance, Pepsi changed the colors on the label to be red, white, and blue to show patriotism and declared that patriotic people drink Pepsi. Pepsi’s success allowed it to begin marketing internationally in 1945. As more people began earning more disposable income, Pepsi-Cola recognized that the marketplace was changing. To maintain a strong brand, its marketing campaigns had to change too. Pepsi therefore said goodbye to the long-running “nickel, nickel” slogan and introduced a more lively “More Bounce to the Ounce” slogan to the after-war population. During the 1950s, Pepsi evolved from the low cost price leader to a more lifestyle drink approach. For example, as Americans became more health conscious, Pepsi introduced slogans such as “The Light Refreshment” and “Refreshing Without Filling.” Other new advertising campaigns included slogans such as “Be Sociable, Have a Pepsi” and “Now Its Pepsi, For Those Who...
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