MRKT 5000 Online Course
(Instructional notes in red)
(Your name here) Can Pepsi make Pepsi One the One? (This is a case from a previous edition of the Marketing text – not currently in your text book. This is only a sample analysis to demonstrate analysis format only) Case Summary:
Pepsi One is an innovative product launched in the market by PepsiCo to keep the image of innovation, fast movement, and competitiveness. The case includes the steps of a new-product development process. Emphasizing the launch of the product and the ways that Pepsi One is getting more familiar to the target market. Pepsi One is becoming a successful product by getting more market share from the main competitor Coca-Cola.
(Each case to be analyzed will be read from the text, with specific questions assigned)
Key Marketing Issues Line extension – Development of a product that is closely related to existing products in the line but meets different customer needs. Pepsi One is a product that tries to differentiate itself from the normal diet products, to reach different target markets.
Product modification – Change in one or more characteristics of a product. Pepsi changed the sweetener to acesulfane potassium (ace K) to create the Pepsi One.
Aesthetic modification – Changes to the sensory appeal of a product. Pepsi tried to appeal as a not a new diet drink but a new way of tasting a soda.
New-product development process – A seven-phase process for introducing products: Idea generation, Screening, Concept testing, Business analysis, Product development, Test marketing, Commercialization. The PepsiCo performed all phases of new-product development in order to ensure the product would succeed in the market.
Product differentiation – Creating and designing products so that customers perceive them as different from competing products. Pepsi One tries to differentiate itself being the only low calorie
Cited: (Each analysis must include a minimum of three outside references, not counting the text or references from the case subject directly) Bramhall, Joe, “Pepsi Inc”, Hoovers, http://www.hoovers.com/xm-holdings/--ID_60656--/free-co-factsheet.xhtml “Choosing a soft drink”, Soda pop.com Click & Learn: http://www.pepsicity.com/rpsm/edOid/105548/rpem/ccd/lookLearn.do Deitz, Corey, “Learn the Difference to Make the Best Choice For Yourself”, Your Guide to softdrinks, December 29, 2005, Pepsi and Coke Comparison Chart http://pop.about.com/od/satelliteradio/a/blsatcomparecht.htm Company Profile, “Pepsi, Inc”, February 10, 2006, NAMC Newswire, http://www.newswire.com/companyprofiles/xmsr.html Insight from Standard & Poor’s, S&P Boosts Pepsi to Strong Buy, BusinessWeek online, February 9, 2006, http://www.businessweek.com/investor/content/feb2006/pi20060209_35961.htm?chan=tc (Make sure your name is at the top of the paper) (Remember that any paper with less the 500 words of content – not counting the words from the questions and references – will receive a zero) (Ask questions of your instructor BEFORE the paper is due – Good luck)