Pepsi Blue Case Analysis
Feb. 15, 2015
Pepsi Blue
Yanran YAN
Pepsi Blue Case Analysis I.
Strategic Situation In 1995, Pepsi-‐Cola International (PCI) headquarter planned to carry out a $500
million global brand identity and logo plan, also known as Project Blue. The plan failed to get support from regional executives. The better way to carry out a global plan is to get support from leading markets (e.g U.S and U.K) and major bottling company, and then carry roll out the plan in key market Mirst.
II. Situation Analysis
Competition with Coca-‐cola. In 1995, PepsiCo accounted for 27% of the retail value of
carbonated scout drink sales in U.S. while Coca-‐Cola accounted for 35%. The gap was greater in global market. Some analysts believed Pepsi was losing edge over Coca-‐Cola in the youth market, who wins it by continuous advertising and marketing expenditure.
Inconsistent Brand Image and Logo. Brand name is also the success in impulse driven
soft drink category. Pepsi expanded product portfolio by launched new products and new packaging design to earn market share. The brand presence was lack of integration and inconsistence within and across countries. Moreover, the expansion in emerging markets which targets young people calls for a new mage attracting the youth.
Relationship
Pepsi Blue
Yanran YAN
Pepsi Blue Case Analysis I.
Strategic Situation In 1995, Pepsi-‐Cola International (PCI) headquarter planned to carry out a $500
million global brand identity and logo plan, also known as Project Blue. The plan failed to get support from regional executives. The better way to carry out a global plan is to get support from leading markets (e.g U.S and U.K) and major bottling company, and then carry roll out the plan in key market Mirst.
II. Situation Analysis
Competition with Coca-‐cola. In 1995, PepsiCo accounted for 27% of the retail value of
carbonated scout drink sales in U.S. while Coca-‐Cola accounted for 35%. The gap was greater in global market. Some analysts believed Pepsi was losing edge over Coca-‐Cola in the youth market, who wins it by continuous advertising and marketing expenditure.
Inconsistent Brand Image and Logo. Brand name is also the success in impulse driven
soft drink category. Pepsi expanded product portfolio by launched new products and new packaging design to earn market share. The brand presence was lack of integration and inconsistence within and across countries. Moreover, the expansion in emerging markets which targets young people calls for a new mage attracting the youth.
Relationship