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PEPSI BLUE CASE STUDY:
THE CHALLENGES INHERENT IN EXECUTING A GLOBAL RE-BRANDING CAMPAIGN
During the 1990s, PepsiCo launched new products and engineered a global re-branding campaign in an effort to grow sales volume; reinvigorate their stagnant brand; and to close the increasingly large sales and market share gap between itself and its primary competitor, Coca-Cola. In 1993, Pepsi jump-started its marketing efforts by adding two brands to its portfolio: Crystal Pepsi and Pepsi Max. Crystal Pepsi, which was initially offered in the United States, failed to earn the company more than 2 percent volume share. Pepsi Max, which was launched in the United Kingdom, proved more successful, but because one of its primary ingredients was an artificial sweetener not yet approved by the Food and Drug Administration, it wasn't brought to market in the United States.
Since neither of the products created the measurable sales and market share increase Pepsi needed, PepsiCo International......
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Title: Pepsi Blue Case Study
Approximate Word Count: 1473
Approximate Pages: 6 (250 words per double-spaced page)
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Pepsi Blue Case Study
Pepsi Blue Case Study. PEPSI BLUE CASE STUDY: THE CHALLENGES INHERENT IN
EXECUTING A GLOBAL RE-BRANDING CAMPAIGN During the 1990s ... ... -
Bcd
... Pepsi Blue Case Study PEPSI BLUE CASE STUDY: THE CHALLENGES INHERENT IN EXECUTING
A GLOBAL RE-BRANDING CAMPAIGN During the 1990s, PepsiCo launched new products ... ... -
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