The Report Is Prepared by me during my BBA hons,

1. REPORT 1
Pepsi
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INTRODUCTION
At the 20's and 30's in the 20 century, Coca-Cola was the absolute
leader of soft drink market. Pepsi-Cola was just a new brand at that
time. Pepsi-Cola was thought of just a copy of Coca-Cola and its
flavor is similar to Coca-Cola. So the Coca-Cola did not take any
importance for it. But later Pepsi-Cola developed fast and became
the strongest competitor to the Coca-Cola and now Pepsi shared
40% of the market. It is a big threat to the Coca-Cola.
PepsiCo, Inc. is one of the world's top consumer product companies
with many of the world's most important and valuable trademarks.
Its Pepsi-Cola Company division is the second largest soft drink
business in the world, with a 21 percent share of the carbonated soft
drink market worldwide and 29 percent in the United States. Three of
its brands--Pepsi-Cola, Mountain Dew, and Diet Pepsi--are among
the top ten soft drinks in the U.S. market. The Frito-Lay Company
division is by far the world leader in salty snacks, holding a 40
percent market share and an even more staggering 56 percent
share of the U.S. market. In the United States, Frito-Lay is nine times
the size of its nearest competitor and sells nine of the top ten snack
chip brands in the supermarket channel, including Lay's, Doritos,
Tostitos, Ruffles, Fritos, and Chee-tos. Frito-Lay generates more than
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2. REPORT 2
60 percent of PepsiCo's net sales and more than two-thirds of the
parent company's operating profits. The company's third division,
Tropicana Products, Inc., is the world leader in juice sales and holds
a dominant 41 percent of the U.S. chilled orange juice market. The
competitor of Pepsi in the Pakistani market is coca-cola and some
local beverages are also disturbing Pepsi’s share in the market. E.g.:
macca cola, amrat cola and some others. Pepsi is the leading cola
in the world doing business in more than 190 countries and because
of this it is very famous in every country. As Pepsi is a very rich brand
so the advertises for its popularity are also very costly because Pepsi
hire’s most famous stars from show biz or from the world of sports
means cricket, football, car racing and tennis e.t.c. all the famous
stars from the world have worked in the Pepsi advertise.
HISTORY:
Born in the Carolinas in 1898, Pepsi-Cola has a long and rich history.
The drink is the invention of Caleb Bradham (left), a pharmacist and
drugstore owner in New Bern, North Carolina.
The summer of 1898, as usual, was hot and humid in New Bern, North
Carolina. So a young pharmacist named Caleb Bradham began
experimenting with combinations of spices, juices, and syrups trying
to create a refreshing new drink to serve his customers. He
succeeded beyond all expectations because he invented the
beverage known around the world as Pepsi-Cola.
Caleb Bradham knew that to keep people returning to his
pharmacy, he would have to turn it into a gathering place. He did
so by concocting his own special beverage, a soft drink. His
creation, a unique mixture of kola nut extract, vanilla and rare oils,
became so popular his customers named it "Brad's Drink." Caleb
decided to rename it "Pepsi-Cola," and advertised his new soft drink.
People responded, and sales of Pepsi-Cola started to grow,
convincing him that he should form a company to market the new
beverage.
In 1902, he launched the Pepsi-Cola Company in the back room of
his pharmacy, and applied to the U.S. Patent Office for a trademark.
At first, he mixed the syrup himself and sold it exclusively through
soda fountains. But soon Caleb recognized that a greater
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3. REPORT 3
opportunity existed to bottle Pepsi so that people could drink it
anywhere.
The business began to grow, and on June 16, 1903, "Pepsi-Cola" was
officially registered with the U.S. Patent Office. That year, Caleb sold
7,968 gallons of syrup, using the theme line "Exhilarating, Invigorating,
Aids Digestion." He also began awarding franchises to bottle Pepsi to
independent investors, whose number grew from just two in 1905, in
the cities of Charlotte and Durham, North Carolina, to 15 the
following year, and 40 by 1907. By the end of 1910, there were Pepsi-
Cola franchises in 24 states.
Pepsi-Cola's first bottling line resulted from some less-than-
sophisticated engineering in the back room of Caleb's pharmacy.
Building a strong franchise system was one of Caleb's greatest
achievements. Local Pepsi-Cola bottlers, entrepreneurial in spirit and
dedicated to the product's success, provided a sturdy foundation.
They were the cornerstone of the Pepsi-Cola enterprise. By 1907, the
new company was selling more than 100,000 gallons of syrup per
year.
Growth was phenomenal, and in 1909 Caleb erected a
headquarters so spectacular that the town of New Bern
pictured it on a postcard. Famous racing car driver Barney
Oldfield endorsed Pepsi in newspaper ads as "A bully
drink...refreshing, invigorating, a fine bracer before a race."
The previous year, Pepsi had been one of the first
companies in the United States to switch from horse-drawn
transport to motor vehicles, and Caleb's business expertise
captured widespread attention. He was even mentioned as a
possible candidate for Governor. A 1913 editorial in the Greensboro
Patriot praised him for his "keen and energetic business sense."
Pepsi-Cola enjoyed 17 unbroken years of success. Caleb now
promoted Pepsi sales with the slogan, "Drink Pepsi-Cola. It will satisfy
you." Then came World War I, and the cost of doing business
increased drastically. Sugar prices see sawed between record highs
and disastrous lows, and so did the price of producing Pepsi-Cola.
Caleb was forced into a series of business gambles just to survive,
until finally, after three exhausting years, his luck ran out and he was
bankrupted. By 1921, only two plants remained open. It wasn't until
a successful candy manufacturer, Charles G. Guth, appeared on
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4. REPORT 4
the scene that the future of Pepsi-Cola was assured. Guth was
president of Loft Incorporated, a large chain of candy stores and
soda fountains along the eastern seaboard. He saw Pepsi-Cola as
an opportunity to discontinue an unsatisfactory business relationship
with the Coca-Cola Company, and at the same time to add an
attractive drawing card to Loft's soda fountains. He was right. After
five owners and 15 unprofitable years, Pepsi-Cola was once again a
thriving national brand.
One oddity of the time, for a number of years, all of Pepsi-Cola's
sales were actually administered from a Baltimore building
apparently owned by Coca-Cola, and named for its president.
Within two years, Pepsi would earn $1 million for its new owner. With
the resurgence came new confidence, a rarity in those days
because the nation was in the early stages of a severe economic
decline that came to be known as the Great Depression.
1898 Caleb Bradham, a New Bern, North Carolina, pharmacist,
renames "Brad's Drink," a carbonated soft drink he created to serve
his drugstore's fountain customers. The new name, Pepsi-Cola, is
derived from two of the principal ingredients, pepsin and kola nuts. It
is first used on August 28.
1902 Bradham applies to the U.S. Patent Office for a trademark for
the Pepsi-Cola name.
1903 In keeping with its origin as a pharmacist's concoction,
Bradham's advertising praises his drink as "Exhilarating, invigorating,
aids digestion."
1905 A new logo appears, the first change from the original created
in 1898.
1906 The logo is redesigned and a new slogan added: "The original
pure food drink." The trademark is registered in Canada.
1907 The Pepsi trademark is registered in Mexico.
1909 Automobile racing pioneer Barney Oldfield becomes Pepsi's
first celebrity endorser when he appears in newspaper ads
describing Pepsi-Cola as "A bully drink...refreshing, invigorating, a
fine bracer before a race." The theme "Delicious and Healthful"
appears, and will be used intermittently over the next two decades.
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1920 Pepsi appeals to consumers with, "Drink Pepsi-Cola. It will
satisfy you."
1932 The trademark is registered in Argentina.
1934 Pepsi begins selling a 12-ounce bottle for five cents, the same
price charged by its competitors for six ounces.
1938 The trademark is registered in the Soviet Union.
1939 A newspaper cartoon strip, "Pepsi & Pete," introduces the
theme "Twice as Much for a Nickel" to increase consumer awareness
of Pepsi's value advantage.
1940 Pepsi makes advertising history with the first advertising jingle
ever broadcast nationwide. "Nickel, Nickel" will eventually become
a hit record and will be translated into 55 languages. A new, more
modern logo is adopted.
1941 In support of America's war effort, Pepsi changes the color of its
bottle crowns to red, white and blue. A Pepsi canteen in Times
Square, New York, operates throughout the war, enabling more
than a million families to record messages for armed services
personnel overseas.
1943 The "Twice as Much" advertising strategy expands to include
the theme, "Bigger Drink, Better Taste."
1949 "Why take less when Pepsi's best?" is added to "Twice as Much"
advertising.
1950 "More Bounce to the Ounce" becomes Pepsi's new theme as
changing soft drink economics force Pepsi to raise prices to
competitive levels. The logo is again updated.
1953 Americans become more weight conscious, and a new
strategy based on Pepsi's lower caloric content is implemented with
"The Light Refreshment" campaign.
1954 "The Light Refreshment" evolves to incorporate "Refreshing
without Filling."
1958 Pepsi struggles to enhance its brand image. Sometimes
referred to as "the kitchen cola," as a consequence of its long-time
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6. REPORT 6
positioning as a bargain brand, Pepsi now identifies itself with
young, fashionable consumers with the "Be Sociable, Have a Pepsi"
theme. A distinctive "swirl" bottle replaces Pepsi's earlier straight-
sided bottle.
1959 Soviet Premier Nikita Khrushchev and U.S. Vice-President
Richard Nixon meet in the soon-to-be-famous "kitchen debate" at
an international trade fair. The meeting, over Pepsi, is photo-
captioned in the U.S. as "Khrushchev Gets Sociable."
1961 Pepsi further refines its target audience, recognizing the
increasing importance of the younger, post-war generation. "Now
it's Pepsi, for Those who think Young" defines youth as a state of mind
as much as a chronological age, maintaining the brand's appeal to
all market segments.
1963 In one of the most significant demographic events in
commercial history, the post-war baby boom emerges as a social
and marketplace phenomenon. Pepsi recognizes the change, and
positions Pepsi as the brand belonging to the new generation-The
Pepsi Generation. "Come alive! You're in the Pepsi Generation"
makes advertising history. It is the first time a product is identified, not
so much by its attributes, as by its consumers' lifestyles and attitudes.
1964 A new product, Diet Pepsi, is introduced into Pepsi-Cola
advertising.
1966 Diet Pepsi's first independent campaign, "Girl watchers,"
focuses on the cosmetic benefits of the low-calorie cola. The "Girl
watchers" musical theme becomes a Top 40 hit. Advertising for
another new product, Mountain Dew, a regional brand acquired in
1964, airs for the first time, built around the instantly recognizable tag
line, "Ya-Hoo, Mountain Dew!"
1967 When research indicates that consumers place a premium on
Pepsi's superior taste when chilled, "Taste that beats the others cold.
Pepsi pours it on" emphasizes Pepsi's product superiority. The
campaign, while product-oriented, adheres closely to the
energetic, youthful, lifestyle imagery established in the initial Pepsi
Generation campaign.
1969 "You've got a lot to live. Pepsi's got a lot to give" marks a shift in
Pepsi Generation advertising strategy. Youth and lifestyle are still the
campaign's driving forces, but with "Live/Give," a new awareness
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7. REPORT 7
and a reflection of contemporary events and mood become
integral parts of the advertising's texture.
1973 Pepsi Generation advertising continues to evolve. "Join the
Pepsi People, Feelin' Free" captures the mood of a nation involved in
massive social and political change. It pictures us the way we are-
one people, but many personalities.
1975 The Pepsi Challenge, a landmark marketing strategy,
convinces millions of consumers that Pepsi's taste is superior.
1976 "Have a Pepsi Day" is the Pepsi Generation's upbeat reflection
of an improving national mood. "Puppies," a 30-second snapshot of
an encounter between a very small boy and some even smaller
dogs, becomes an instant commercial classic.
1979 With the end of the '70s comes the end of a national malaise.
Patriotism has been restored by an exuberant celebration of the U.S.
bicentennial, and Americans are looking to the future with renewed
optimism. "Catch that Pepsi Spirit!" catches the mood and the Pepsi
Generation carries it forward into the '80s.
1982 With all the evidence showing that Pepsi's taste is superior, the
only question remaining is how to add that message to Pepsi
Generation advertising. The answer? "Pepsi's got your Taste for Life!,"
a triumphant celebration of great times and great taste.
1983 The soft drink market grows more competitive, but for Pepsi
drinkers, the battle is won. The time is right and so is their soft drink. It's
got to be "Pepsi Now!"
1984 A new generation has emerged-in the United States, around
the world and in Pepsi advertising, too. "Pepsi. The Choice of a New
Generation" announces the change, and the most popular
entertainer of the time, Michael Jackson, stars in the first two
commercials of the new campaign. The two spots quickly become
"the most eagerly awaited advertising of all time."
1985 Lionel Richie leads a star-studded parade into "New
Generation" advertising followed by pop music icons Tina Turner and
Gloria Estefan. Sports heroes Joe Montana and Dan Marino are part
of it, as are film and television stars Teri Garr and Billy Crystal.
Geraldine Ferraro, the first woman nominated to be vice president
of the U.S., stars in a Diet Pepsi spot. And the irrepressible Michael J.
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8. REPORT 8
Fox brings a special talent, style and spirit to a series of Pepsi and
Diet Pepsi commercials, including a classic, "Apartment 10G."
1987 After an absence of 27 years, Pepsi returns to Times Square,
New York, with a spectacular 850-square foot electronic display
billboard declaring Pepsi to be "America's Choice."
1988 Michael Jackson returns to "New Generation" advertising to star
in a four-part "episodic" commercial named "Chase." "Chase" airs
during the Grammy Awards program and is immediately hailed by
the media as "the most-watched commercial in
advertising history."
1989 "The Choice of a New Generation" theme expands
to categorize Pepsi users as "A Generation Ahead!"
1990 Teen stars Fred Savage and Kirk Cameron join the
"New Generation" campaign, and football legend Joe
Montana returns in a spot challenging other celebrities
to taste test their colas against Pepsi. Music legend Ray
Charles stars in a new Diet Pepsi campaign, "You got the
right one baby."
1991 "You got the Right one Baby" is modified to "You got the Right
one Baby, Uh-Huh!" The "Uh-Huh Girls" join Ray Charles as back-up
singers and a campaign soon to become the most popular
advertising in America is on its way. Supermodel Cindy Crawford
stars in an award-winning commercial made to introduce Pepsi's
updated logo and package graphics.
1992 Celebrities join consumers, declaring that they "Gotta Have It."
The interim campaign supplants "Choice of a New Generation" as
work proceeds on new Pepsi advertising for the '90s. Mountain Dew
growth continues, supported by the antics of an outrageous new
Dew Crew whose claim to fame is that, except for the unique great
taste of Dew, they've "Been there, Done that, Tried that."
1993 "Be Young, Have fun, Drink Pepsi" advertising starring basketball
superstar Shaquille O'Neal is rated as best in U.S.
1994 New advertising introducing Diet Pepsi's freshness dating
initiative features Pepsi CEO Craig Weatherup explaining the
relationship between freshness and superior taste to consumers.
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9. REPORT 9
1995 In a new campaign, the company declares "Nothing else is a
Pepsi" and takes top honors in the year's national advertising
championship.
Following are the Pepsi’s world most famous products:
Pepsi, Caffeine-Free Pepsi, Diet Pepsi/Pepsi Light, Caffeine-Free Diet
Pepsi, Caffeine-Free Pepsi Light, Wild Cherry Pepsi, Pepsi Lime, Pepsi
Max, Pepsi Twist and Pepsi ONE.
Rivalry with Coca-Cola
According to Consumer Reports, in the 1970s, the rivalry continued
to heat up the market. Pepsi conducted blind taste tests in stores, in
what was called the "Pepsi Challenge". These tests suggested that
more consumers preferred the taste of Pepsi (which is believed to
have more lemon oil, less orange oil, and uses vanillin rather than
vanilla) to Coke. The sales of Pepsi started to climb, and Pepsi kicked
off the "Challenge" across the nation.
In 1985, The Coca-Cola Company, amid much publicity, changed
its formula. Some authorities believe that New Coke, as the
reformulated drink came to be known, was invented specifically in
response to the Pepsi Challenge. However, a consumer backlash
led to Coca-Cola quickly introducing a modified version of the
original formula (removing the expensive Haitian lime oil and
changing the sweetener to corn syrup) as Coke "Classic".
Overall, Coca-Cola continues to outsell Pepsi in almost all areas of
the world. Saudi Arabia, Pakistan (Pepsi has been a dominant
sponsor of the Pakistan cricket team since the 1990s).
The situation is both Coke and Pepsi are trying to gain market share
in this beverage market, which is valued at over $30 billion a year
(98). Just how this is done in such a competitive market is the
underlying issue. The facts are that each company is coming up with
new products and ideas in order to increase their market share. The
creativity and effectiveness of each company's marketing strategy
will ultimately determine the winner with respect to sales, profits, and
customer loyalty (98). Not only are these two companies
constructing new ways to sell Coke and Pepsi, but they are also
thinking of ways in which to increase market share in other
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10. REPORT 10
beverage categories. Although the goal of both companies is
exactly the same, the two companies rely on somewhat different
marketing strategies (98). Pepsi has always taken the lead in
developing new products, but Coke soon learned their lesson and
started to do the same. Coke hired marketing executives with good
track records (98). Coke also implemented cross training of
managers so it would be more difficult for cliques to form within the
company (98). On the other hand, Pepsi has always taken more
risks, acted rapidly, and was always developing new advertising
ideas. Both companies have also relied on finding new markets,
especially in foreign countries. In the foreign markets, Coke has
been more successful than Pepsi. For example, in Eastern Europe,
Pepsi has relied on a barter system that proved to fail. However, in
certain countries that allow direct comparison, Pepsi has beat Coke.
In foreign markets, both companies have followed the marketing
concept by offering products that meet consumer needs (99) in
order to gain market share. For instance, in certain countries,
consumers wanted a soft drink that was low in sugar, yet did not
have a diet taste or image (99). Pepsi responded by developing
Pepsi Max. These companies in trying to capture market share have
relied on the development of new products. In some cases the
products have been successful. However, at other times the new
products have failed. For Coke, changing their original formula and
introducing it as “New Coke” was a major failure. The new formula
hurt Coke as consumers requested Classic Cokes’ return. Pepsi has
also had its share of failures. Some of their failures included: Pepsi
Light, Pepsi Free, Pepsi AM, and Crystal Pepsi. One solution to
increasing market share is to carefully follow consumer wants in
each country. The next step is to take fast action to develop a
product that meets the requirements for that particular region. Both
companies cannot just sell one product; if they do they will not
succeed. They have to always be creating and updating their
marketing plans and products. The companies must be willing to
accommodate their “target markets”. Gaining market share occurs
when a company stays one-step ahead of the competition by
knowing what the consumer wants. My recommendation is to make
sure the company is always doing market research. This way they
are able to get as much feedback as possible from consumers.
Next, analyze this data as fast as possible, and then develop the
new product based upon this data. Once the product is developed,
get it to the marketplace quickly. Time is a very critical factor. In my
opinion, with all of these factors taken into consideration any
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11. REPORT 11
company should give any company a good jump on market
share.
Rise in popularity
During the Great Depression, Pepsi gained popularity following the
introduction in 1929 of a 10-ounce bottle. Initially priced at 10 cents,
sales were slow, but when the price was slashed to five cents, sales
increased substantially. With 12 ounces a bottle instead of the six
ounces Coca-Cola sold, Pepsi turned the price difference to its
advantage with a radio advertising campaign, featuring the jingle
"Pepsi cola hits the spot / Twelve full ounces, that's a lot / Twice as
much for a nickel, too / Pepsi-Cola is the drink for you," encouraging
price-watching consumers to switch to Pepsi, while obliquely
referring to the Coca-Cola standard of six ounces a bottle for the
price of five cents (a nickel), instead of the 12 ounces Pepsi sold at
the same price. Coming at a time of economic crisis, the campaign
succeeded in boosting Pepsi's status. In 1936 alone 500,000,000
bottles of Pepsi were consumed. From 1936 to 1938, Pepsi Cola's
profits doubled.
Marketing:
In 1975, Pepsi introduced the Pepsi Challenge marketing campaign
where PepsiCo set up a blind tasting between Pepsi-Cola and rival
Coca-Cola. During these blind taste tests the majority of participants
picked Pepsi as the better tasting of the two soft drinks. PepsiCo
took great advantage of the campaign with television commercials
reporting the test results to the public.
In 1996, PepsiCo launched the highly successful Pepsi Stuff
marketing strategy. By 2002, the strategy was cited by Promo
Magazine as one of 16 "Ageless Wonders" that "helped redefine
promotion marketing."
In 2007, PepsiCo redesigned their cans for the fourteenth time, and
for the first time, included more than thirty different backgrounds on
each can, introducing a new background every three weeks.
INGREDIENTS:
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12. REPORT 12
Pepsi-Cola contains basic ingredients found in most other similar
drinks including carbonated water, high fructose corn syrup, sugar,
colorings, phosphoric acid, caffeine, citric acid and natural flavors.
The caffeine-free Pepsi-Cola contains the same ingredients minus
the caffeine.
The original Pepsi-Cola recipe was available from documents filed
with the court at the time that the Pepsi-Cola Company went
bankrupt in 1929. The original formula contained neither cola nor
caffeine.
• The strengths, the weaknesses, the opportunities and the threats of
Pepsi.
The advantages of Pepsi-Cola
.1) Firstly, Pepsi has stayed in this market for almost one century. So
they are so experienced and stationed in people's mind deeply.
Now no one doesn't know the brand Pepsi-Cola Whenever the
name Pepsi is heard, people will conjure up the image of fresh and
cool drink.
2) Secondly, Pepsi-Cola is not only in high quality, cool and fresh but
also have a competitive price in Chinese market* Sometimes Pepsi-
Cola even has a lower price than Coca-Cola In China
3) Thirdly. Pepsi is such an experienced powerful global company,
which has a basic of a great fund. So it has the ability to place a Idle
sum of money to the promotion. We can see that the advertisement
of Pepsi-Cola is so attractive. It also invited the top famous people
to advertise for it. The advertisement is so elaborate and attractive
so that Pepsi gained the special prize of the advertisement Granny.
4) Pepsi also compares with the competitors and find their
disadvantages to update its own quality, flavor and also package
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13. REPORT 13
promptly in order to satisfy the consumers' need. This is the biggest
advantage of Pepsi Company.
So you can see from the pipe-chart one that 41% of the interviewees
prefer the flavor of Peps-Cola. It is the most popular one. Pepsi
Company also produces the Diet-Cola to meet the people who
more concern their health. And it just changes the design of the
package of Pepsi-Cola.
The disadvantages of Pepsi-Cola
But we can not consider things just on one side. Still there are some
disadvantages existing in Pepsi-Cola The pipe-chat 3 showed that
most of the people like the package of Coca-Cola best.48% people
like it. It has only 32% people prefer the package of Pepsi-Cola. So
the design of Pepsi-Cola's package is not as attractive as Coca--
cola. It still needs to be improved. We suggest that the package
needs to be designed more colorful to attract people's attention.
3 .Although in the cola market there are many competitors, Pepsi still
has the opportunity to enlarge its market share because the cola in
the market is quite monotonic. Most of the end user is young people.
There are still some people who do not like the taste of the cola. So
we can try to provide some other taste of cola such as adding some
lemon juice. We can change the flavor in order to meet different
taste of different people.
4 .As to the threats, all of us know that Pepsi-Cola and Coca-Cola
have had the competition for about 80 years. Although Pepsi-Cola
have won several times during this competition, ¢Ú the market share
of Pepsi-cola is a little bit smaller than Coca-Cola. There is another
threat nowadays. Some local cola such as FeiChang and FenHuang
cola have taken their feet in the market. Their advertisement says
"Chinese people drink our own cola". It is well known that China is a
united and patriotic nation. So these words can really catch
Chinese people's heart. And these local cola's flavor is more suitable
for Chinese. So it can not be ignored.
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14. REPORT 14
B. After analyzing the SWOT, we can take
Some strategies accordingly.
1) Pepsi-Cola should improve the design of the package first. As it is
advertised as" the choice of new generation", the design must be
looked young and fresh. So the color should be more sharp and
attractive.
2) As the flavor and ingredients of cola in the market are similar and
the most active consumer is the young people, we can diversify the
Pepsi production to meet the different need of the consumers. That
is customer-orientated
3) Besides the Diet cola for the ladies, we can have many other new
choices. For example, we can create a new kind of cola more
suitable for children. Maybe we can add the Vitamins or some
nutritious element that are necessary to children. Or we can create
a new flavor like mint-cola and the cola with very light alcoholic
which is more suitable for the adults.
On the whole Pepsi is multinational brand which is very famous in the
world and creating its annual income in billion dollars. Day by day
Pepsi is extending its brand. The positioning of Pepsi is its quality and
its popularity in the whole world. And the target market of Pepsi is
almost every person in the world not those which are under poverty
line who can afford only a single meal In the day, Pepsi has also
potential customers means kids. We have seen that every product
has its slogan which also helps it to promote because these slogans
represent that product so every company tries to create an
attractive slogan. Talking about Pepsi slogans so Pepsi has created
many slogans from very beginning when it was introduced, Pepsi
has changed its slogan many times. These slogans are:
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15. REPORT 15
Slogans
• 1939: "Twice as Much for a Nickel"
• 1940: "BIGGER BETTER"
• 1950: "More Bounce to the Ounce"
• 1950: "Any Weather is Pepsi Weather"
• 1957: "The Light Refreshment"
• 1958: "Be Sociable, Have a Pepsi"
• 1961: "Now It's Pepsi for Those Who Think Young"
• 1963: "Come Alive, You're in the Pepsi Generation".
• 1967: "(Taste that beats the others cold) Pepsi Pours It On".
• 1969: "You've got a Lot to Live; Pepsi's got a Lot to give".
• 1973: "Join the Pepsi people (feeling free)".
• 1975: "Have a Pepsi day".
• 1979: "Catch that Pepsi spirit". David Lucas composer
• 1981: "Pepsi's got your taste for life".
• 1983: "Pepsi Now! Take the Challenge!"
• 1984: "The Choice of a New Generation".
• 1986: "We've Got The Taste" (Commercial with Tina Turner)
• 1991: "Gotta Have It."/"Chill Out"
• 1992: "Be Young, Have Fun, Drink Pepsi"
• 1995: "Nothing Else is a Pepsi".
• 1996: "Pepsi: There’s nothing official about it"." (During the Wills
World Cup(Cricket) held in India/Pakistan/Srilanka)
• 1997: "GeneratioNext"." With The Spice Girls "
• 1999: "Ask for More"/"The Joy of Pepsi-Cola".
• 2003: "It's the Cola"/"Dare for More".
• 2005: "Wild Thing"/"Ask For More" (With Jennifer Lopez &
Beyoncé Knowles)
• 2007: "More Happy"/"Taste the one that's forever young".
(Michael Alexander)
• 2008: "Every sip gets you closer".
Conclusion
Being in such a tense competition (just like the brand Coca-Cola),
Pepsi-Cola should not take the direct and tough attack upon it.
There is no good to either side. The best wad is to keep a peaceful
relationship with it and always compare with others; we should find
their disadvantages and show our advantages on this aspect. Then
by and by, the people would think ours is betted Of course the most
important rule is to improve ourselves to meet the consumers.
PEPSI COLA