homework
Pepsi:promoting nothing
WATER WARS Everyone＇s familiar with the cola wars-the epic battles between Pepsi Cola and Coca-Cola in the soft-drink market.The war has featured numerous taste tests and mostly friendly,but sometimes not-so-friendly,television ads featuring Pepsi and Coke delivery-truck drivers,each trying to outdo the other. The major problem that Pepsi and Coke face is that the cola market is mature and not growing very rapidly.Thus,to generate new sales and new customers,the companies have to look for new fronts. In the early 1990s,the bottled-water market was just a drop in huge U.S.beverage market bucket.the Evian and Perrier brands dominated the tiny niche and helped establish bottled spring water＇s clean,healthy image .Pepsi took an early interest in the water market.It tried several different ways to attack this market,with both spring water and sparkling water,but each failed.Then it hit on the idea of taking advantage of a built-in reource--its existing bottlers.
Pepsi＇bottlers already had their own water treatment facilities to purity municipal tap water used in marking soft drinks.Municipal tap water was already pure and had to pass constant monitoring and rigorous quarterly EPA prescribed tests.Still.cola bottlers filtered it again before using it in the production process. Pepsi decided that it would really filter the tap water.It experimented with a reverse osmosis process,pushing already-filtered tap water at high pressure through fiberglass membranes to remove even the tiniest particules.Then,carbon filters removed chlorine and any other particles that might give the water any taste or smell.However,all this filtering removed even good particles that killed bacteria,so Pepsi had to add ozone to the water to keep bacteria from growing.The result?Aquafina-a water with no taste or oder-that Pepsi believed could compete with the spring waters already on the market.Further,Pepsi could license its bottlers to use the
WATER WARS Everyone＇s familiar with the cola wars-the epic battles between Pepsi Cola and Coca-Cola in the soft-drink market.The war has featured numerous taste tests and mostly friendly,but sometimes not-so-friendly,television ads featuring Pepsi and Coke delivery-truck drivers,each trying to outdo the other. The major problem that Pepsi and Coke face is that the cola market is mature and not growing very rapidly.Thus,to generate new sales and new customers,the companies have to look for new fronts. In the early 1990s,the bottled-water market was just a drop in huge U.S.beverage market bucket.the Evian and Perrier brands dominated the tiny niche and helped establish bottled spring water＇s clean,healthy image .Pepsi took an early interest in the water market.It tried several different ways to attack this market,with both spring water and sparkling water,but each failed.Then it hit on the idea of taking advantage of a built-in reource--its existing bottlers.
Pepsi＇bottlers already had their own water treatment facilities to purity municipal tap water used in marking soft drinks.Municipal tap water was already pure and had to pass constant monitoring and rigorous quarterly EPA prescribed tests.Still.cola bottlers filtered it again before using it in the production process. Pepsi decided that it would really filter the tap water.It experimented with a reverse osmosis process,pushing already-filtered tap water at high pressure through fiberglass membranes to remove even the tiniest particules.Then,carbon filters removed chlorine and any other particles that might give the water any taste or smell.However,all this filtering removed even good particles that killed bacteria,so Pepsi had to add ozone to the water to keep bacteria from growing.The result?Aquafina-a water with no taste or oder-that Pepsi believed could compete with the spring waters already on the market.Further,Pepsi could license its bottlers to use the