TABLE OF ITEMS
TABLE OF CONTENTS2
1 . An Introduction to the Brand3
The change of logo during time3
Aquafina, the sub-branch 4
2 . Marketing Issues4
3. DENTPCS Analysis5
4. Case Questions7
5. Conclusion & Recommendations12
1 . An Introduction to the Manufacturer
PepsiCo brands are available in almost 200 countries and territories. Many of PepsiCo's brand names are over 100-years-old, but the firm is relatively fresh. PepsiCo started in 1965 throughout the merger of Pepsi-Cola and Frito-Lay. Tropicana was bought in 1998 and PepsiCo combined with The Quaker Oats Organization, including Gatorade, in 2001.
PepsiCo (symbol: PEP) shares are bought and sold principally within the New York Stock Exchange in the us. The company is also listed on the Amsterdam, Chicago, Swiss and Tokyo stock exchanges. PepsiCo offers consistently paid cash payouts since the firm was founded.
PepsiCo World Head office is located in Buy, New York, approximately 45 minutes via New York City. The seven-building headquarters complex was designed by Edward cullen Durrell Natural stone, one of America's foremost architects. The building occupies 10 massive areas of a 144-acre complex which includes the Donald M. Kendall Sculpture Backyards, a world critically acclaimed sculpture collection in a garden setting.
The change of logo during time
Aquafina, the sub-branch
Aquafina is a popular brand of bottled water. It absolutely was first distributed in Wichita, Kansas in 1994, was distributed across the United States and Canada by simply 1997 and Turkey, and since of 2003, had become the United States' top-selling bottled water brand in measured price tag channels. Water is regular tap water although goes through a substantial purification method that includes charcoal filtration, change osmosis and ozonation. Aquafina uses PepsiCo's own refinement system, which usually it phone calls HydRO-7. PepsiCo states in marketing material that this system removes chemicals that may be in other brands of water in bottles.
PepsiCo makes several other items under the Aquafina label:
* Aquafina Sparkling, soft flavored drinking water, available in Super berry Blast (Raspberry), and Citrus fruit Twist. 2. Aquafina FlavorSplash, flavored normal water (without carbonation), available in Grape, Citrus Mix, Wild Fruit, and Raspberry. * Aquafina Alive, a minimal calorie, vitamin-enhanced water drink, available in Fruit Pomegranate, Peach Mango and Orange Lime green.
2 . Promoting Issues
There are several marketing problems Pepsi must deal with. Pepsi is placed within a market which can be rather fully developed and not developing very rapidly. This makes it more difficult for the organization to find new fronts that can generate new sales and new customers. An additional marketing issue concerns Pepsi's Aquafina promo mix. Aquafina is normal water with no style or odor, which makes it challenging to differentiate from the market. Given that their products are placed in a marketplace with above 800 opponents, the big problem for Soft drink is tips on how to promote Aquafina effectively. Pepsi already tried several projects to attack the market, with spring water and dazzling water, but each failed. Moreover, subsidies such as Evian and Perrier have already set up a much more powerful image and brand that makes them more dominate in the water market. This makes it tough for Soft drink to find a niche for Aquafina and a fresh responding target group. Later on in 2003 this promoting issue was solved through effective advertising strategies, Soft drink doubled their promotion budget to $40 million last year, which increased their market share and put them up market. Because many buyers shop depending on price which will automatically produces a higher bargaining power to them. This means that it is difficult for Soft drink to build a brandname or brand loyalty, which can be most important in such competitive market. Therefore Pepsi should develop a campaign mix that creates a more robust brand around...