Case 14. Pepsi One • 14-1 C ASE 14 PEPSI ONE INTRODUCTION On June 30, 1998, PepsiCo shocked the beverage industry with its introduction of a revolutionary new sugarfree cola with no aftertaste. Within one hour of FDA approval of acesulfame potassium (ace K), the main sweetening ingredient, the launch of Pepsi One was announced. Samples of the new drink were in the hands of reporters and bottlers within hours. How was PepsiCo able to formulate a new core brand so quickly? The answer
БНТУ, 2010 CONTENTS A snip at the price 4 World trade and commercial aircraft 7 The Cola Wars 10 An unusual London billboards campaign 15 British Airways to sell advertising space on boarding cards 18 How effective Management contributes in Marketing? 21 The global business environment and the risks of trade protectionism 24 Fare well, free trade 28 Inventors who lost the race to the patent office 32 Smother of invention 35
cultural terms.” Wally Olins, On Brand All we see in contemporary business world is more or less about finding a common language. Unless able to manage a minimally uniform system of communication, people as well as businesses cannot perform. This is how my preoccupation with the theme of intercultural management in global brand management came up. Marketing will very soon equal global marketing or, at least, international marketing. Addressing diverse, heterogeneous, and, not rarely, even contrasting
order 100,000 transistor radios on the condition that they could sell the radios under Bulova's brand name, not the SONY name. Morita refused, saying that his company would only sell its products under its own brand name. He replied to Bulova, “How many people had heard of your company fifty years ago? My company is just starting out, but fifty years from now it will be just as famous as yours.” Morita's words became reality. The main reason that Tokyo Tsushin Kogyo, alias Totsuko, decided
the top 500 brands accounted for 8.7% of aggregate spending in the covered markets. Expenditures on the top 10 brands advertised in Lebanon amounted to $ 68.27 million, or 27.5% of total advertising expenditure in Lebanon for the top 500 brands. The Pepsi brand led with US$ 13.25 million, or 5.3%, of total advertising expenditures in Lebanon. It was followed by Byblos Bank with US$ 12.04 million, or 4.8% of total, Coca-Cola with US$ 6.83 million (2.8%), Pantene Pro-V with US$ 6.76 million (2.7%), Aishti
eUNLV Theses/Dissertations/Professional Papers/Capstones 12-1-2008 Managing cultural diversity in hospitality industry Yi Gong University of Nevada, Las Vegas Repository Citation Gong, Yi, "Managing cultural diversity in hospitality industry" (2008). UNLV Theses/Dissertations/Professional Papers/Capstones. Paper 480. http://digitalcommons.library.unlv.edu/thesesdissertations/480 This Professional Paper is brought to you for free and open access by University Libraries. It has been
| | Abstract: Strategic management is an integral part of top management. By formulating the right strategy and its subsequent implementation, a managed organization can attract and retain a comparative advantage. In order to fulfill this expectation, the strategy also has to be supported with relevant findings of performed strategic analyses. The best known and probably the most common of these is
all nations, dressed in traditional costumes, singing harmoniously on a hilltop. This iconic commercial, one of the milestones towards building Coca-Cola’s global brand image, has a clear underlying message, sustaining the firm’s approach to global diversity; Coca-Cola brings people together, despite their differences, culture, or nationality (Hysomn, 2011). ! ! ! Coke Is It! – 1982 One of the dominant strengths of the cola giant is its modus operandi and ideology towards internationalisation;
“we,” “us,” “our,” “PepsiCo” and the “Company” mean PepsiCo, Inc. and its consolidated subsidiaries, collectively. We are a leading global food and beverage company with a complementary portfolio of enjoyable brands, including Frito-Lay, Gatorade, Pepsi-Cola, Quaker and Tropicana. Through our operations, authorized bottlers, contract manufacturers and other third parties, we make, market, distribute and sell a wide variety of convenient and enjoyable beverages, foods and snacks, serving customers
The Environment in Which We Operate Over the past several years, a number of forces have combined to radically reshape the external environment in which the food and beverage industry operates. These changes have had a major impact on where and how companies must compete to survive and thrive. Global macroeconomic growth has slowed significantly, and the outlook remains mixed, particularly in developed markets. Global economic power is becoming more distributed, with the East becoming a larger