Marketing Strategy Of Pepsi

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Introduction:

Pepsi created by Caleb Davis he worked part-time as a pharmacy apprentice at a local drug store, he created the pepsi from the same pharmacy which works out, In 1893, “Brad’s Drink,” made from a mix of sugar, water, caramel, lemon oil, nutmeg, and other natural additives, became an overnight sensation. Despite its name and hearsay, pepsin was never an ingredient of Pepsi-Cola.

On August 28, 1898, Bradham renamed his drink “Pepsi-Cola." He believed the drink was more than refreshment but a “healthy” cola, aiding in digestion, getting its roots from the word dyspepsia, meaning indigestion.

In 1965, when the Pepsi-Cola Company and Frito-Lay, Inc. merged to create PepsiCo, their revenue was $510 million. Today, it stands at more …show more content…

Campaigns touted Pepsi’s low caloric content with slogans, “The Light Refreshment” and “Refreshing without Filling.”
Innovation continued, and a distinctive new “swirl” bottle was introduced in 1958. That same year, a new advertising campaign, “Be Sociable, Have a Pepsi,” was also launched. Internationally, Pepsi continued to expand, and was now available in 120 countries. At the 1959 American Exposition in Moscow, Pepsi-Cola International president Donald M. Kendall arranged for Vice President Richard M. Nixon and Soviet Premier Khrushchev to visit the Pepsi-Cola kiosk. The press snapped pictures of the two world leaders sipping Pepsi, inspiring “Sociable” themed headlines in newspapers around the world.
“Sociable” was the first Pepsi-Cola campaign to focus on young people as the brand’s major consumer target, and was soon followed by another youth-oriented campaign that was to become Pepsi’s persona, “Now It’s Pepsi, for Those Who Think …show more content…

Larger serving-size bottles were introduced, like 32-ounce and 64-ounce packages. Soon after, family-size bottles became easier to use, thanks to lightweight, recyclable plastic bottles that, with improvements in technology, eventually became lighter and stronger than glass. In 1970, the company moved its headquarters from New York City to Purchase, New York.
Moreover, PepsiCo always wants to ensure its business will be robust enough to withstand risks and opportunities in the longer term, and be able to deliver sustained financial performance. It needs to know what challenges are on the horizon, such as water scarcity, climate change and obesity, and also how best to respond to them.
In 2008, Forum for the Future worked with PepsiCo to develop a set of global scenarios, plausible future worlds in which they might be operating in 2030. The scenarios were created using extensive desk research and a series of workshops with PepsiCo employees and stakeholders in US, India, China, Latin America and Europe. More than 100 interviews were made on possible future environment and health trends with a hugely diverse range of people, from PepsiCo Chairman and CEO Indra Nooyi to the former Prime Minister of Norway, the ex-Director General of the World Health Organisation and expert Gro Harlem

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