7up Brand Equity

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7up Brand Equity
Brand Management
AMAL BINMAHFOOZ

20/02/’12 Instructor: Asma Chang PepsiCo Mission and Vision

At PepsiCo, we believe being a responsible corporate citizen is not only the right thing to do, but also the right thing to do for our business (2011).

Our Mission

Our mission is to be the world's premier consumer products company focused on convenient foods and beverages. We seek to produce financial rewards to investors as we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate. And in everything we do, we strive for honesty, fairness and integrity (2011).

Our Vision

"PepsiCo's responsibility is to continually improve all aspects of the world in which we operate - environment, social, economic - creating a better tomorrow than today." Our vision is put into action through programs and a focus on environmental stewardship, activities to benefit society, and a commitment to build shareholder value by making PepsiCo a truly sustainable company (2011).

Pepsi Co offers a variety of products:

1-Carbonated Soft drinks:

Pepsi (product line)

Diet Pepsi (product item)

Miranda

7up

Mountain Dew

Shani

2-Non-Carbonated Soft drinks:

Tropicana

Lipton Ice Tea

H2O

Barrio

Fruitz

3- Bottled Water:

Aquafina

4-Sports DRINK:

Gatorade

5-Snaks:

Lays

Cheetos / Tasali

Dorritos / Twistor

In this mini research paper, we are focusing on 7Up Brand Equity only. So the researcher will begin by providing a brief history of 7Up.

HISTORY:

7 Up is a brand of lemon-lime flavored non-caffeinated soft drink. DR SNAPPLE GROUP in the United States, and PepsiCo in the rest of the world hold the rights of the brand. Charles Lieper Grigg, who launched his St. Louis based company The Howdy Corporation in 1920, created 7 Up. The first slogan for 7Up was “You Like It, It Likes You” in 1936, and in 2011 “Be yourself. Be refreshing. Be 7 Up”. There exists a myth that the 7 Up name come from the "fact" of the drink having a PH over 7. That would make it neutral or alkaline on the scale; however, this is not the case, as the 7 Up PH is close to 3.79, similar to other drinks of the type. The real origin of the name is unclear, though Britvic claims that the name comes from the seven main ingredients in the drink. (2012) The researcher formulated a survey that contains four questions to measure brand equity, and used survey monkey a web-based site to analyze the data, it have been distributed to five consumers via facebook messaging system to save time.

The Survey Questions:

1- what is your favorite soda drink?
Pepsi, coke, 7up, mountain dew, shani, sprite
2- what is your next favorite soda drink?
Pepsi, coke, 7up, mountain dew, shani, sprite
3- when do you prefer to drink 7up?
Thirsty, upset stomach, with meals, after meals
4- choose one soda brand that its logo attracts you?
Pepsi, coke, 7up, mountain dew, shani, sprite

Data Analysis:

After collecting the data and analyzing it, the researcher found that, 40% favored Pepsi, 40% favored coke and 20% favored 7up but still consumers are aware of the brand. What’s clear in those results that 7up is not as popular as the other two soft drinks, from my point of view that is as a result of less advertising comparing to the other two leading brand Pepsi & Coke. For the next favorite drink, 60% stated Pepsi and 40% stated 7up, in this question its clear that consumers who choose coke in the first question choose Pepsi in the second question, which make Pepsi until now the most favored soda drink and clearly show that the brand image of 7up is strong and favorable. As for the third question 40% stated that they drink 7up to cure upset stomach, 20% with meals and 40% after meals. Here, we can see clearly that the consumer...
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