...Running head: CASE STUDY: THE PEPSI REFRESH PROJECT Case Study: The Pepsi Refresh Project Emily M. Kamischke Elon University 1 Author Note Emily M. Kamischke, Masters of Interactive Media, Elon University Correspondence concerning this article should be addressed to Emily Kamischke, ekamischke@elon.edu CASE STUDY: THE PEPSI REFRESH PROJECT 2 Abstract This study aims to describe the successes and failures of the Pepsi Refresh Project and corresponding implications for other corporate social responsibility (CSR) projects seeking to employ information and communications technology (ICT) competitions, crowdsourcing and social media narratives as a means for production of ideas or tasks. The Knight Foundation’s (2009) seven key components of ICT competitions will be used as a framework to review the project and from there analysis of the project will take place using industry information and reviews. Lastly, implication for other ICT competitions will be discussed. Overall, this study explores the Pepsi Refresh Project’s effect on sales and corporate loyalty of consumers for the PepsiCo brand through consumer corporate trust generation. CASE STUDY: THE PEPSI REFRESH PROJECT 3 Case Study: The Pepsi Refresh Project The purpose of this investigation is to complete a case study of the Pepsi Refresh Project and from it devise high impact practices for its application to other corporate social responsibility (CSR) projects. The Pepsi Refresh Project...
Words: 3974 - Pages: 16
...CASE STUDY: THE PEPSI REFRESH PROJECT 2 Abstract This study aims to describe the successes and failures of the Pepsi Refresh Project and corresponding implications for other corporate social responsibility (CSR) projects seeking to employ information and communications technology (ICT) competitions, crowdsourcing and social media narratives as a means for production of ideas or tasks. The Knight Foundation’s (2009) seven key components of ICT competitions will be used as a framework to review the project and from there analysis of the project will take place using industry information and reviews. Lastly, implication for other ICT competitions will be discussed. Overall, this study explores the Pepsi Refresh Project’s effect on sales and corporate loyalty of consumers for the PepsiCo brand through consumer corporate trust generation. CASE STUDY: THE PEPSI REFRESH PROJECT 3 Case Study: The Pepsi Refresh Project The purpose of this investigation is to complete a case study of the Pepsi Refresh Project and from it devise high impact practices for its application to other corporate social responsibility (CSR) projects. The Pepsi Refresh Project was started in February 2010 using dollars annually used for Super Bowl advertising by PepsiCo and instead directed towards a grant-funding program to find solutions in betterment of communities (Pepsi, 2011a). The project utilized crowdsourcing for both submission and judging. The study will use The Knight...
Words: 3931 - Pages: 16
...Pepsi Sales Bubble with Limited Edition Soft Drinks Case Summary: Pepsi and its partner in the Japanese beverage market, Suntory, are using limited edition soft drinks to boost market share and increase sales gaining edge on its competition, Coca-Cola. Because the Japanese market is challenging, introducing a new product is very difficult. Consumers in the Japanese market would rather hunt limited-edition products make specifically for certain seasons, regions, or reasons. Others have been successful with this type of marketing there so Pepsi decided to launch its new strategy marketing limited-edition soft drinks. With it first launch the company sold out within weeks demonstrating its effectiveness. Various brands of limited-edition beverages were launched including Pepsi Blue, Pepsi Red, Carnival and Ice Cucumber, all were successful in the company’s new marketing strategy. Pepsi’s strategy is to create a unique flavor that will be approved by the mass and not to reintroduce it to the market, keeping limited-edition truly “limited”. Not only is this strategy effective in the Japanese market, it is all well in the U.S. The appeal to consumers is the value as a collector’s item, due to their novelty, rather than a beverage that is to be guzzled down. Personal Case Analysis In review of the case with Pepsi and Suntory, I learned that Pepsi and Suntory have an effective marketing strategy with the limited-edition line of products. This strategic plane...
Words: 996 - Pages: 4
...AND PEPSI IN IT CITY. OBJECTIVE 1. Finding the satisfaction of retailers towards the movement of Coke and Pepsi in terms of value addition and promotional strategies of Coke and Pepsi. 2. Products and quantities offered and the satisfaction different class of customers. Problem Statement Based on the promotional strategies, improvement of distribution efficiency and suggestions for the improvement in terms of the value addition towards the retailers by Coke and Pepsi distributors. Literature Review 1. Lemley, Mark & McKenna, Mark The article discusses market definition in terms of intellectual property (IP) and antitrust law in the U.S. as of August 2012. The carbonated soft drink products developed by the competitors Coca-Cola Co. and PepsiCo Inc. are used to address several IP and antitrust law issues, including fair use under copyright law and mark similarity under trademark law. A consideration of supply substitution under antitrust market definition is also mentioned. 2. Nair, Anil & Selover, David D (2012) The study of competitive dynamics has become a vibrant area of research within strategic management. We contribute to this research stream by examining the nature of competitive interaction between Coke and Pepsi. We found that while Coke''s and Pepsi''s strategies display interdependent relationships, the volatility of the interaction among strategies do not always attenuate over time, and Coke''s strategies are driven by Pepsi in some cases but...
Words: 975 - Pages: 4
...This paper investigates the strategic management of Pepsi Cola and Coca-Cola in an effort to make recommendations on how Pepsi Cola can build strategies in gaining a larger share of the market. The assessment of strategic management begins with the vision and mission of both organizations, which leads into literature review that identifies the consumer preferences of both Pepsi Cola and Coca-Cola. Following the literature review is the teams’ own personal assessment of consumer preferences for the Pepsi Cola and Coca-Cola brand (Please refer to Appendix A for the assessment). Finalizing the investigation are recommendations for Pepsi Cola to gain a larger share of the market. The Cola Wars Research Paper According to an industry report from Hoover’s (2014), the U.S. soft drink industry yields $34 billion annually and continues to grow internationally. The largest markets of consumption for soft drinks outside the U.S. are: Mexico, Chile, Argentina, and Uruguay (Hoover’s, 2014). The constant change of consumer preferences is what drives Pepsi Cola and Coca-Cola to compete for a larger share of the market. The intense rivalry between Coca-Cola and Pepsi Cola have been going on since the late 1800’s (Economy Watch, 2011); when Pepsi Cola was born from a “combination of: carbonated water, kola nuts, vanilla, and rare oils” (Pepsi Legacy Book, p.7. 2005). This paper focuses on the diversified strategies of both Pepsi Cola and Coca-Cola in their efforts to gain the largest...
Words: 6418 - Pages: 26
...Case Analysis and recommendations for Dr. Pepper/Seven Up Inc.: Squirt Brand Dr. Pepper/Seven Up incorporated Dr. Pepper/Seven Up Inc. is the largest division owned by Cadbury Schweppes PLC, who is the third largest soft drink maker in the world by a landslide. Although only bested by Coca-Cola and Pepsi-Cola, Cadbury Schweppes took Dr. Pepper/Seven Up a little bit of a different route concerning the flavors of their beverages, becoming the number 1 seller of non-cola carbonated soft drinks with the individual brands Dr. Pepper and Seven Up consistently in the top ten soft drink beverages consumed in the United States, the other 8 being owned by Coke or Pepsi. In addition to Dr. Pepper and Seven Up, DP/SU Inc. owns other top national brands that are often best sellers like Canada Dry, which is the best selling ginger ale in the US; Schweppes, the best selling tonic water; Squirt, the leading grapefruit drink; and A&W Root Beer, which was the highest selling root beer drink in terms of can and bottles. While Dr. Pepper/Seven Up incorporated may be lower on the charts than Coke or Pepsi, it is obvious that the company was no novice when it came to creating and marketing a product that consumers enjoyed on a national level. The carbonated soft drink industry in the United States In the US the carbonated soft drink industry has been on the rise since the 1800’s and had become everyday beverages to almost every citizen. By the year 1990, it was found that, on average, every...
Words: 2505 - Pages: 11
...Ethics Case Study February 18, 2015 Coca-Cola began in 1886 when Atlanta pharmacist Dr. John Pemberton created a flavored syrup to be sold at soda fountains in Atlanta. After many years on the market Coca – Cola has become the world’s number one selling sparkling beverage. (Coca-Cola, 2015) To protect their brand their recipe has become a closely guarded secret. While competitors have attempted to duplicate their formula they have not come close which is why Joya Williams was aggressively prosecuting when she was caught attempting to sell trade secrets to their rival Pepsi Co. She was caught on camera taking top secret documents as well as samples of upcoming Coca-Cola products and placing them in her purse. It was also alleged that she wrote a letter to Pepsi Co. offering them the Coca-Cola trade secrets for a price of $1.5 million. The jury at trail initially was deadlocked however, under further review they found her guilty and she was sentenced to eight years in prison. The critical issues at hand are that the she violated the Uniform Trade Secrets Act as Coca-Cola keeps their secret recipe offsite in a bank vault. (Cheeseman, Pg. 396) She attempted to infringe upon their secrets for her own personal gain. She misappropriated the secret documents and samples as a result committing industrial and economic espionage. The stakeholders in this case are the employees of Coca-Cola, Pepsi Co. as well as the general public. If Pepsi Co. purchased the...
Words: 640 - Pages: 3
...Case Review/IRAC Case Citation John D.R. Leonard, Plaintiff v. Pepsico, Inc., Defendant 88 F.Supp.2d 116 (1999) Key Facts Pepsico conducted a test of a new promotion in the Pacific Northwest from October 1995 to March 1996 where plaintiff saw the advertisement and contended that it offered a Harrier Jet. Through acquaintances, plaintiff raised $700,000, and wrote a check to Pepsi along with 15 pepsi points and a filled out order form for 7,000,000 additional Pepsi points. Defendant’s fulfillment house rejected plaintiff’s submission. Plaintiff’s counsel responded on May 14th, 1996 forewarning that they will file an appropriate action if they do not fulfill their offer of a Harrier Jet. Procedural History This case went straight to the United States District Court. Legal Issue Whether the television commercial constituted an offer of a Harrier Jet. Legal Reasoning Although the plaintiff filled out the Order Form with a check, etc.; -Under these principles, plaintiff’s letter of March 27, 1996, with the Order Form and the appropriate number of Pepsi Points, constituted the offer. There would be no enforceable contract until defendant accepted the Order Form and cashed the check. -The commercial cannot be regarded in itself as sufficiently definite, because it specifically reserved the details of the offer to a separate writing, the Catalog. -As the Mesaro’s court explained, the absence of any words of limitation such as “first come, first served...
Words: 861 - Pages: 4
...doi:10.1017/S1368980010002442 Pepsi and Coca Cola in Delhi, India: availability, price and sales Fiona C Taylor*, Ambika Satija, Swati Khurana, Gurpreet Singh and Shah Ebrahim South Asia Network for Chronic Disease, C-1/52 First Floor, Safdarjung Development Area, New Delhi 110016, India Submitted 19 February 2010: Accepted 16 July 2010: First published online 6 October 2010 Abstract Objective: India is experiencing increased consumption of sugar-sweetened carbonated drinks, consumption that may be associated with increased risk of type 2 diabetes and obesity. The aim of the study was to determine the availability, price and quantity sold of ‘Pepsi’ and ‘Coca Cola’ in their ‘regular’ and ‘diet’ forms in Delhi and London. Design: A questionnaire about the availability, price and quantity sold per day of both regular and diet Pepsi and Coca Cola was devised and piloted. Using this, a survey of food and drink outlets within a 100 m radius of randomly selected Metro stations was conducted in both cities. Subjects: Store vendors, owners and staff of food and drink outlets. Setting: Delhi, India; London, United Kingdom. Results: In Delhi, of the outlets stocking regular Pepsi and Coca Cola, only 34 % sold diet versions and these were more readily available in the most affluent areas than in the poorest areas (34 % v. 6 %, Z 5 3?67, P , 0?001). This social patterning was not observed in London. Little price differential between regular and diet versions of Pepsi and Coca Cola was observed...
Words: 5969 - Pages: 24
...Continue: Coke and Pepsi in 2006 Question: Identify the key marketing issues (Company weakness and the main opportunities and threats for company) met by Coke and Pepsi. SWOT | Cola | Pepsi | Strengths | * The flagship of soft drink global market share, approximately 40% * High profit margin by shifting some cost to bottlers * Strong marketing campaign * Expanded manufacturing and distribution system that kept prices low, Coke located in more than 200 countries. | * The biggest market share of non-carb productions in US and the second best selling soft drink brand in the world. * Aggressive marketing strategies using the target customer, Pepsi Generation. * Offered the product innovation. | Weakness | * Decreasing in CSD market. * Having a complex relationship with North American bottlers. * Reacting slowly with new market trends. | * Decreasing in CSD market. * Lack of sensitivity in expanding the global system. * Focusing only young people. | Opportunities | * The soft drink demand in Pacific-Asia Countries increases over 40% steadily. * Entry in the fast growing of energy-drink segment and new packages. * Dominating in Western Europe and much of Latin American. | * Positioning in the Middle East and Southeast Asia. * Growth in healthier beverages. * Growth in Tea Asia and functional drink beverages. * The younger generation structure of the global population. | Threats | * The powerful competitor Pepsi and the growth...
Words: 581 - Pages: 3
...Faculty of Management and Tourism ROOM 201 - BUILDING CTEL: 35535728 | HANOI UNIVERSITYKm 9 Nguyen Trai Road, Thanh Xuan Bac, Thanh Xuan District, Hanoi - VietnamTelephone:(84 4) 8544338, Facsimile:(84 4) 8544550, E-mail:hufs@netnam.vn, Website: www.hufs.edu.vn-------------------------------------------POM ASSIGNMENT | Statement of authorship Student name: Nguyen Quang Huy, Ta Tuong Phuoc, Trinh Duc Son, Nguyen Thanh Vien. Class: ____3K-12_________________________________________________ Subject___Principles of Marketing______________________________ Lecturer: ___Mr. Tran Tuan Anh______________________________ Name of assignment paper: Marketing Plan of PepsiCo in Vietnam | | Declaration I declare that the work attached is entirely my own, and that I have given due acknowledgement as required by the Foundation Studies Department. I understand that the work submitted may be reproduced and/ or communicated for the purposes of detecting plagiarism. Signed__________________ Date ___17/05/2013__________ | ]]]]] Plagiarism By signing the declaration, you are stating that you have not plagiarized. Use the following as a checklist. This work is entirely my own. * I have not copied another student’s work. * I have not copied or used in any way material from a text, journal, website or other published source without acknowledgement (including non – English sources)...
Words: 6292 - Pages: 26
...Despite flattening demand for carbonated beverages such as Coke and Pepsi, the increased popularity of noncarbonated beverages, greater demand from emerging markets, and Coke and Pepsi's absolute and comparative advantages over competition, each continues to produce profits that meet and exceed industry expectations. In 2012, Coke and Pepsi posted profits margins of 18.78% and 9.42% (Cho, 2013), respectively, clearly utilizing their advantages over other players in the sector . Coca-Cola and Pepsi have developed a wide range of products that can be used to penetrate emerging markets. They each sell the classic brands as well as geographically specific beverages. Populations from around the world continue to have more disposable income and are spending that income on luxury items such as Coke and Pepsi products. “Emerging markets are extremely important for Coke and Pepsi. Overseas sales account for roughly half of Pepsi's revenue, and more than 60% of Coke's.” (DuBois, 2013). In attached Exhibits 1 and 2, it is clear that the push into these markets is ensuring continued profitability for Coke and Pepsi. Contributing to continued profitability is the emergence of the product lines for Coke and Pepsi of noncarbonated and healthier alternatives to sugary drinks, and acquisition of complementary products; e.g., Quaker and Lays. This has translated into continued growth in market share and revenues. In the fourth quarter of 2012, Coca Cola’s “profit rose 13 percent as sales...
Words: 612 - Pages: 3
...Executive Summary Purpose of this project is to study the strategies which Pepsi is doing in Pakistani market for its product Pepsi cola. Pepsi International is a world renowned brand. It is a very well organized multinational company, which operates almost all over the world. In Pakistan It also has proved itself to be the No.1 soft drink. Now days Pepsi is recognized as Pakistanis National drink Pepsi's greatest rival is Coca Cola. Coca Cola has an international recognized brand. Coke's basic strength is its brand name. But Pepsi with its aggressive marketing planning and quick diversification in creating and promoting new ideas and product packaging, is successfully maintaining is No.1 position in Pakistan. Pepsi is operating in Pakistan, through its 12 bottlers all over Pakistan. These bottlers are Pepsi's strength. Pepsi has given franchise to these bottlers. Bottlers, produce, distribute and help in promoting the brand. Pepsi also launched its fast food chain KFC i.e. "Kentucky Fried Chicken." We also did analysis of the soft dink industry in Pakistan and world wide. The soft drinks set to become world's leading beverage sector. Global consumption of soft drinks is rising by 5% a year. Table of Contents Titles Page # 1. Introduction 01 2. Mission and vision statement 01 3. Facts about company 02 4. Pepsi in Pakistan 04 5. Product in spot light 09 6. Market analysis of soft drink 10 7. Pakistani soft drink industry 13 8. Industrial SWOT analysis 14 ...
Words: 16554 - Pages: 67
...Case Study #2 Cola Wars Management 5650 Fall 1 October, 17, 2013 Introduction There has been stiff competition between companies that produce similar goods. This competition is alive and well, especially in situations where there is need for a multiple of companies that offer similar goods and services to counter monopoly. However, these wars can take a different turn and bring changes to general operations of some firms (Long & Harding, 1998). Coca Cola and Pepsi are such companies that produce soft beverages, and the wars between these cola firms are far from over. In the recent past, Pepsi has made essential changes in its line of production, and this decision has enabled the beverage firm earn more revenue than Coca Cola. This case study will look at the strategies that both Coca Cola and Pepsi have adopted in their recent operations and the effects of these policies on the two beverage firms’ operations. Pepsi has made use of the application of the Pearce and Robinson Strategic Management Model to outplay Coca Cola in most of its internal strategic operations. This strategic management model has eleven components, and each component plays an important role toward the full implementation of the model as a system (Pearce-Robinson, 2010). Indra Nooyi, the boss at the Pepsi Co. has made several steps to counter Coca Cola’s high quality products. One of her major concern has been to produce less sugary goods at fairly pocket friendly prices. She has applied the eleven...
Words: 2939 - Pages: 12
...Licensed to: iChapters User Statistics for Management and Economics Abbreviated, Ninth Edition Gerald Keller VP/Editorial Director: Jack W. Calhoun Publisher: Joe Sabatino Senior Acquisitions Editor: Charles McCormick, Jr. Developmental Editor: Elizabeth Lowry Editorial Assistant: Nora Heink Senior Marketing Communications Manager: Libby Shipp Marketing Manager: Adam Marsh Content Project Manager: Jacquelyn K Featherly Media Editor: Chris Valentine Manufacturing Buyer: Miranda Klapper Production House/Compositor: MPS Limited, a Macmillan Company Senior Rights Specialist: John Hill Senior Art Director: Stacy Jenkins Shirley Internal Designer: KeDesign/cmiller design Cover Designer: Cmiller design Cover Images: © iStock Photo © 2012, 2009 South-Western, a part of Cengage Learning ALL RIGHTS RESERVED. No part of this work covered by the copyright herein may be reproduced, transmitted, stored or used in any form or by any means graphic, electronic, or mechanical, including but not limited to photocopying, recording, scanning, digitizing, taping, Web distribution, information networks, or information storage and retrieval systems, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without the prior written permission of the publisher For product information and technology assistance, contact us at Cengage Learning Customer & Sales Support, 1-800-354-9706 For permission to use material from this text or product, submit all requests online at...
Words: 6557 - Pages: 27
