Marketing Plan for Crystal Pepsi - Term Paper Example

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Marketing Plan for Crystal Pepsi

PepsiCo was founded in 1965 following a merger between Pepsi-Cola and Frito-Lay. Its motto is ‘Something for everyone’. The company operates in over 200 countries across the globe and generates sizeable net sales annually. Crystal Pepsi was first introduced in 1992 but was withdrawn by the end of 1993 due to very low sales. However, it is possible to re-launch the product through intensive marketing activities and flavor changes.The company’s first priority is to build and manage its brand through the yet to be established Brand Charter. Above all, the company needs to increase its marketing endeavors to be able to compete effectively with the giants in the industry. The company intends to generate over $1.78 billion in net sales before the end of 2015 from Crystal Pepsi by investing about $850 million in marketing endeavors within the next three years, ending 2015.The mother of PepsiCo was Pepsi Cola Company, which was founded in 1898 in North Carolina. In 1965, PepsiCo was formed following a merger between Pepsi-Cola and Frito-Lay. PepsiCo motto is ‘Something for everyone’, a statement that perpetuates consumer inclusion. The company produces assorted beverages and snacks, which are sold in over 200 countries across the globe. PepsiCo generated net sales of $66.5 billion and $57.8 billion in 2011 and 2010 respectively.
1.2 Past Crystal Pepsi.The introduction of Crystal Pepsi in 1992 was informed by health concerns, especially increasing levels of obesity. ...Show more

Summary

PepsiCo was founded in 1965 following a merger between Pepsi-Cola and Frito-Lay. Its motto is ‘Something for everyone’. The company operates in over 200 countries across the globe and generates sizeable net sales annually. …
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