...Take the Pepsi Challenge Professor Marsh Strayer University Discuss how PepsiCo uses its talent to sustain a competitive advantage in the marketplace. PepsiCo sustain a competitive advantage in the marketplace through talent acquisition, talent management and development, PepsiCo University, and inclusive culture. Talent acquisition is defined as finding the right talent when needed and delivering a consistent candidate experience across the attraction, recruitment, hiring, and onboarding process. Talent management and development is building bench strength for key leadership positions and delivering talent development opportunities and capability for employee learning. Learning at PepsiCo’s University, individuals will have a broad accessibility in a learning environment at culture is described as shaping the PepsiCo culture and reinforcing the behaviors required to support the talent of the present and the future that reflects multicultural, multigenerational, and global needs. (Church, 2010) PepsiCo’s approach on talent acquisition is mainly driven by their philosophy on talent management. They look for and acquire talent based on the potential of growth within the company, for that particular individual; grooming its employees to take on more advanced and functional roles within the company. PepsiCo prides itself on having a “bench”. The bench being more than one person to fill that particular role/ position as it becomes available, or as the company needs it to be...
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...Running Head: PEPSI CHALLENGE 1 Pepsi Challenge Teleka Seh Gwynedd-Mercy College Managerial Finance February 25, 2013 James Bradley PEPSI CHALLENGE 2 Pepsi Challenge When running a business, there is always going to be some element of risk. No matter what you do, no matter how stable, there’s always a chance that something could go wrong. It’s just that some business plans are more risky than others, but those are usually the ones with the most gain. Making money and being successful is all about knowing how much risk to take. It’s plain and simple, if you don’t take a lot of risks, you’re are probably not going to have a lot of gain. In Indra Nooyi’s case she has a strategy to double the company’s revenue from nutritional drinks and snacks to $30 billion by 2020. Her strategy remake PepsiCo so that it to sells more Health conscious foods. She also has pushed PepsiCo to reduce the fat and sugar in many of its current products, while added whole grains, fruits and vegetables to some of its ingredients. What do you think analysts are so critical in regard to Indra Nooyi’s strategy? Analysts are so critical in regards to Indra’s strategy for many reasons. For one they believe it is Too big of a risk to take and they’re afraid that she has overlooked profit projections. They also believe that they are sure to lose a market share to their rival Coca-Cola...
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...Pepsi's Latest Ad Campaign Has Little to Do With Soda Pepsi wants to sell you a feeling, with a little soda on the side. This year marks the 40th anniversary of the soda giant's famous "Pepsi Challenge" campaign, which asked people to do a blind taste test to see if they preferred Pepsi or Coke. To celebrate, the company is re-launching the challenge, complete with celebrities like Usher and Serena Williams, as well as Vine and Snapchat sensation Jerome Jarre. But instead of picking Pepsi or Coke, the new campaign asks fans to take part in sports, tech, and design and music challenges. The modernized challenge isn’t completely devoid of images of Pepsi cans, and there will be a taste test component in some markets. But the ad push centers largely around creating an emotional connection with the Pepsi brand and less on lauding the taste of its cola. A new Pepsi ad released as part of the challenge. The can dispenses emoji’s instead of soda. That's because the company's ethos is about more than just a bubbly drink, said Brad Jakeman, the president of PepsiCo's Global Beverages Group. “This is a brand that has stood next to major cultural moments all around the world; it’s a brand that always operates in the consumer zeitgeist,” Jakeman said. “The brand is much bigger than a product concept, and actually that has allowed us to do a lot of interesting things with this brand beyond soda.” It makes sense for Pepsi to minimize the campaign's focus on soda because the...
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...Marketing Plan Pepsi Canada Contents: 1. Executive Summary...................................................................3 2. Introductio/problem stratement...............................................3 3. External Analyis.........................................................................4 4. internal Analysis.........................................................................8 5. SWOT analysis...........................................................................10 6. target market, Segmentation, Positioning...............................12 7. Strategy........................................................................................12 8. Objectives.....................................................................................13 9. Marketing Mix.............................................................................14 10. Budget.........................................................................................15 11. Peer Assessments .......................................................................19 1. Executive summary PepsiCo is one of the main players in the beverage markets. The Canadian drinks market exists 16.3% of carbonated soft drinks, PepsiCo is in this market the biggest in Canada, but they want more, even though PepsiCo had a market share of 45.3% in 2011, they feel the competition of Coca Cola...
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...producers (CPs) sold syrup and concentrate to franchised of company owned bottlers, and made gross margins of 83% and a pretax profit margin of 30%. The best-know CPs were Coke and Pepsi. Historically, Coke and Pepsi were also major bottlers, but in the mid-to late 1990s, both had divested their bottling operations while maintaining significant equity ownership and indirect control of bottling networks. CPs invested heavily in advertising and marketing. One of the key issues for students to understand is why most of the profits in this industry are earned upstream in the concentrate business. The bottling business was much less profitable than concentrate, particularly in the mid- 1990s. Bottling profits improved somewhat in recent years, in part because the concentrate manufacturers could no longer squeeze the bottlers without disrupting their own distribution. Bottlers invested in bottling and caning lines, trucks, and warehouses and earned gross margins 40% and pretax profit of 9%. Coke and Pepsi bottlers delivered their products directly to the store which was part of their strategy for differentiation over private label. Private label offered warehouse-delivered product. Historically, bottling had been a very good business: Franchised bottling contracts were very generous to the bottler. Coke and Pepsi had given bottles franchises in perpetuity, allowed bottlers the final say on pricing and gave bottlers significant influence...
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...CASE STUDY : COLA WARS CONTINUE : COKE AND PEPSI IN 2006 The case study “Cola Wars Continue: Coke and Pepsi in 2006” focuses on describing Coke and Pepsi within the CSD industry by providing detailed statements about the companies’ accounts and strategies to increase their market share. ‘ Cola war’ is the term used to describe the campaign of mutually targeted television advertisement & marketing campaigns between Coke & Pepsi. Furthermore, the case also focuses on the Coke vs. Pepsi goods which target similar groups of costumers, and how these companies have had and still have great reputation and continue to take risks due to their high capital. Both Coke & Pepsi have segmented the soft drink industry into two divisions, via – 1.Production of soft drink syrup. 2.Manufacturing & distribution of soft drinks at retail level. Coke & Pepsi have chosen to operate primarily on the production of soft drinks syrup,while leaving independent bottlers with more competitive segment of the industry.The purpose of this report is to gain insight into the possible strategies that can be applied, in order to expand the overall throat share in the future. History revealed that a highly competitive strategy that was utilized in the past by both companies resulted in cannibalization. Because of this, the report is described from the perspective of both Coca-Cola and Pepsi. This report focuses on increasing the overall share and finding new opportunities in the unrevealed...
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...1) Why, historically, has the soft drink industry been so profitable? Coca-Cola and Pepsi are 2 common soft drink companies that have been in existence for many years. Coca-Cola was founded in 1886 by a pharmacist, and the company grew from there. During World War II, soldiers were given reduced price Coca-Cola. Similarly, Pepsi (called Pepsi-Cola) was invented by a pharmacist in 1893. During the Great Depression, a 12 ounce bottle of Pepsi cost the same as a 6.5 ounce bottle of Coke, thus keeping it in business. Both companies have since capitalized on the booming industry. In 1970, Americans were drinking 23 gallons of soft drinks a year, on average, and that amount grew by 3% annually for the next 30 years. Soft drinks were the most popular beverage of choice for Americans. They were inexpensive to buy, and this was due in part to Coke and Pepsi’s cost strategies. Making soft drink concentrate required very few ingredients and very little equipment. They also coordinated with their suppliers to get fast delivery and low prices. Both companies offered significant funds to large chain grocery stores to help with marketing and promotion in exchange for shelf space and point-of-purchase displays, in order to boost revenues. Coca-Cola and Pepsi have historically had many of the same strategies, including the introduction of a diet option and a large variety of flavors. This was because having an aggressive and similarly matched competitor forced both companies to be focused, sharp...
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...product and emerging markets • Financial perspective---how do we look to stakeholders • Customer perspective---how do our customers se us? • Internal business processes—what must we excel at? • Innovation and learning----how can we continue to improve and create value? Other challenges include collecting the desired information and systematizing its production analysis. Understanding what the customer wants and getting feed back on the flavors, the taste, and the coconut waters affect on the healthier side of the choice. Background and Context PepsiCo’s sister brand Mountain dew has created an off brand for young coffee drinkers of America called Millennia’s. The Challenges of implementing performance for the new product taste is going to be difficult without getting the target audience approval. PepsiCo’s motto is to make sure when it introduces a new product it is consistent with “The performance with Purpose”. The performance with a purpose set out in 2007 and is the goal of PepsiCo! By making sure PepsiCo’s top financial tier performance all the while creating sustainable growth in shareholders value. Performance with a Purpose is the recognition that PepsiCo’s success is based on. Pepsi believes Society recognizes the inextricably link to society by remaining and promising to give top performance their...
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...remarkable drink’s amazing journey began when it was formulated and created by pharmacist John Pemberton on May 1886 in Atlanta, Georgia. Frank Robinson, Pemberton’s bookkeeper later coined the brand Coca-Cola and designed its signature logo that is now recognized by 94% of the world’s population (Smith, 2012). In 1895, it was said that, “Coca-Cola is consumed in every state and territory in the United States” (Business Week, n.d., n.p.). The company eventually spread through Latin America, Canada, Europe, and the Asia-Pacific region. Coca-Cola continues to rapidly grow and is present in over 200 countries worldwide (Girard, 2005). Despite the company’s notable achievements, its success did not happen over night as it had its fair share of challenges and obstacles to face over the years. Up until today, the Coca-Cola Company has managed to maintain its products in the market due to its strong marketing strategies that have stood the test of time. As the saying of Heraclitus (n.d.) goes, “the only thing that is constant is change” (n.p.). Similarly, in a world of consumerism, peoples’ needs and wants evolve because of the constantly changing demands of life. Furthermore, the rise of globalization has only made it even more difficult for consumers as...
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...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 was started...
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...increase their market share organizations began to shift their attentions towards the internationals landscapes and primarily Europe. With scope of responsibility for operations, finance, marketing, and technology services in the United Kingdom, France, Holland, Ireland and Scandinavia, Peter Kendal, Pepsi-Cola’s Regional Vice President of Northern Europe, had spent several years (1980-1982) positioning Diet Pepsi for success over other industry competitors especially Coca-Cola. Kendal, however, was faced with the reality that over the next 4 months Coca-Cola intended to introduce Diet Coke into the United Kingdom Market. Despite having only approximately $200,000 in advertising monies for the next several months, Kendal needed to present a plan of attack focusing on maintaining high operating margins and market share. Before formulating implantation strategies one must understand the landscape in which they operate. Traditionally, Coca-Cola had outpaced Pepsi-Cola by a ratio of 4:1 in international operations however Pepsi-Cola dominated the Europe and UK Diet segmentation and looked to maintain this momentum. Several other products occupied the space in which Pepsi competed including tea’s and coffee, squashes, and...
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...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...
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...Coca-Cola and Pepsi are the two greatest competitors amongst the soft drink industry today. They are both legendary brands and have been battling each for many years. I would first like to provide a little history about both companies. Coca-Cola was invented by pharmacist John Stith Pemberton in Columbus, Georgia around 1886 (Coca-Cola Journey, n.d.). The creation of the beverage was in a pharmacy by mixing Coca-Cola with carbonated water. The drink is well-known in over 200 countries with more than 500 brands and serves over 1.7 billion servings each day (Coca-Cola Journey, n.d.). United States is origin for Coca-Cola but its reputation has made it truly universal. Pepsi was first introduced in 1893 by Caleb Bradham at his drugstore in New Bern, North Carolina (Sodamuseum.com, n.d.). Bradham’s later labeled the drink Pepsi-Cola on August 28, 1898 which was named after the digestive enzyme pepsin and kola nuts ingredients used in the formula. Upon completion of this paper, there will be a general idea about Coca-Cola and Pepsi-Cola. First, there will be a discussion on how each corporate culture differs from the other. Second, I will then analyze three ways that each unique culture has benefited by the other’s competition. Finally, I will hypothesize how each would continue to thrive if its current corporate culture would need to change in the near future. Determine how each corporate culture differs from the other: The people’s two favorite soft drinks have always been...
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...five forces 4 5 4 2 2 2 2 4 Competitive / corporate strategies of Coke and Pepsi 5 SWOT Analysis 6 Questions 6.1 How has the competition between Coke and Pepsi affected the industry’s profit? 6.2 If it has been such a profitable industry, why have so few firms successfully entered this business over the last century? What are the barriers? Why have Coke and been so successful in launching their products? 6.3 Why, historically, has the soft drink industry been so profitable? 6.4 Compare the economics of the concentrate business to that of the bottling business: Why is the profitability so different? 6.5 How can Coke and Pepsi sustain their profits in the wake of flattening demand and the growing popularity of non-CSDs? 7 9 11 Exam Case Study Cola Wars Continue: Coke and Pepsi in 2010 1 Overview (Power Point Page (PPP) 2) For more than a century, Coke and Pepsi compete for market share within the world’s beverage market. The most intense battles were fought over the $74 billion carbonated soft drink (CSD) industry in the United States that lasted until the mid-1990s. Coke’s and Pepsi’s revenues grow annually, as the worldwide CSD consumption rose steadily by an average of 3% per year. In the early 2000s, however, domestic CSD consumption started to decline in consequence of the evolving linkage between CSDs and health issues such as obesity. Coke and Pepsi faced new challenges regarding the growth of non-CSD beverages...
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...History The pharmacy of Caleb Bradham, with a Pepsi dispenser, as portrayed in a New Bern exhibition in the Historical Museum of Bern. Pepsi was first introduced as "Brad's Drink" in New Bern, North Carolina in 1898 by Caleb Bradham, who made it at his home where the drink was sold. It was later named Pepsi Cola, possibly due to the digestive enzyme pepsin and kola nuts used in the recipe.[2] Bradham sought to create a fountain drink that was delicious and would aid in digestion and boost energy.[3] In 1903, Bradham moved the bottling of Pepsi-Cola from his drugstore to a rented warehouse. That year, Bradham sold 7,968 gallons of syrup. The next year, Pepsi was sold in six-ounce bottles, and sales increased to 19,848 gallons. In 1909, automobile race pioneer Barney Oldfield was the first celebrity to endorse Pepsi-Cola, describing it as "A bully drink...refreshing, invigorating, a fine bracer before a race." The advertising theme "Delicious and Healthful" was then used over the next two decades.[4] In 1926, Pepsi received its first logo redesign since the original design of 1905. In 1929, the logo was changed again. In 1931, at the depth of the Great Depression, the Pepsi-Cola Company entered bankruptcy - in large part due to financial losses incurred by speculating on wildly fluctuating sugar prices as a result of World War I. Assets were sold and Roy C. Megargel bought the Pepsi trademark.[5] Eight years later, the company went bankrupt again. Pepsi's assets were then...
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