Presented by: 070100042 Erman Demir Anl Altnata

History
1898: Pepsi founded 1923: Pepsi-Cola declares Bankruptcy 1923: Roy C. Megargel buys Pepsi and Pepsi-Cola Corporation formed 1934: Pepsi begins selling 12oz bottles for 5 cents

History
1946: WWII sugar rationing Pepsi buys a sugar plantation in Cuba 1950: Alfred Steele becomes CEO Joan Crawford promotes Pepsi brand 1956: 149 Bottling Plants in 62 countries 1962: Pepsis sixth new logo Pepsi Generation

History
1964: Diet Pepsi introduced 1964: Pepsi acquires Mountain Dew 1967: Advertising campaign is Come alive, youre in the Pepsi Generation 1975: The Pepsi Challenge

History
1984: Lemon Lime and Mandarin Orange Slice
2002: Pepsi Blue introduced

Current Position
Pepsi Co. is the second largest food and beverage company in the world It manufactures markets and sells a variety of salty,sweet and grain-based snacks

Currrent Position

In 2006, companys %5.5 compared In 2009 company revenue up billion US $

volume grew by with 2005 has it to 43.2

Net Revenue (Comparative)

15,000 13,000 11,000 9,000 7,000 5,000 2007 2008 2009 13,591 13,796 13,219

Strengths
Company Image Quality Conscious Good Relation with Franchise Market Share Large No. of diversity businesses Sponsorships

Strength

First mover advantage Celebrities Available budget Sponsorships

Weaknesses
Decline in taste Political Franchises Short term Approach Weak Distribution Low Consumer Knowledge Lack of Soft Drink Financial Downfall

Weaknesses
There are some website issues. Privacy problems exist such as when people try to submit new their plans, it is linked with some other partipicants personal info.

Weaknesses
There have been reports of an third party illegal service, represented by someone called "Mr. Magic," gathers votes for ideas in exchange for cash or a share of the Refresh Project winnings for partipicants . It is reported by the New York Times .

Opportunities
Increase Population Changing Social Trend Diversification

Distribution of Snack Foods

Threats
Imitators

Government Regulation
Non-Carbonated and other Competitors Substitutes Corporations Shortage Problem Threat of Labor Strikes

Product
Beverage Products - Diet Pepsi, Gatorade Mountain Dew, Thirst Quencher, Tropicana, Aquafina Bottled Water, Sierra Mist. Savory Food Snacks - Fritos Corn chips, Cheetos, Ruffles Potato Chips, Lays Potato Chips, Tostitos, Doritos.

Product
Other Food Products - breakfast cereals, cakes and cake mixes.
PepsiCo recently created Baked Snacks North America Business Unit to meet consumers interest in more nutritious snacks and foods.

Place
Expenses related to transportation, ingredients and labor continue to pressure the beverage industry toward price increases. PepsiCos drink pricing strategies may be heavily influenced by its working relationship with Wal-Mart whose low price themes put pressure on PepsiCo to hold down prices.

Place
In addition the company plans on major capital initiatives in Brazil and Mexico.
The company is also acquiring Russias leading Juice Company, Lebedyansky, and V Water located in the United Kingdom.

Promotion
PepsiCo instituted a so called Pepsi Stuff promotion whereby customers could accumulate Pepsi Points from buying various products these points could be used to by other products, most recently A recent promotion involving the NY Yankees was not well received when not enough free tickets were made available.

Promotion
In 2008 PepsiCo employed Tiger Woods to promote a Gatorade brand called Gatorade Tiger. PepsiCo continues is promotional association with the NFL and the Super Bowl specifically marketing Pepsi and Doritos.

Promotion
In 2009 Pepsi launched its Pepsi Throwback campaigned offering a drink with the sugar content of its original product.

Recommendations
Awareness of the project can be increased by by integrating mass media into the current marketing mix . There should be a connection with the project and the actual purchase of the product . Right now, the campaign isnt encouraging enough to make consmuers buy Pepsi instead of Cola .

Recommendations
Safety issues about the website and selection of the ideas need to be resolved .

Questions
1. Consider Pepsi Cos advertising through its history .Identify as many commanilities as possible across its various and campaigns consistent with Pepsi Cos brand image?

Questions
2. List all the promotional mix elements used in the Pepsi Refresh campaign.What grade would you give PepsiCo on integrating these elements into an integration marketing communications campaign?

Questions
3.Describe PepsiCos target audience.Is the Pepsi Refresh campaign consistent with that audience? 4.As completely as possible,analyze the campaign according to he steps listed in the chapter for developing effective marketing communication?

Questions
5. Will the Pepsi refresh campaign b succesful? Why or why not?

Thanks...