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Founded New York, USA (1965)New YorkUSA1965 Key people Steven ReinemundSteven Reinemund Industry Food and beverageFoodbeverage Products Pepsi Sunny Delight Gatorade Lay's Doritos Frappuccino (for Starbucks)PepsiSunny DelightGatoradeLay'sDoritosFrappuccinoStarbucks Revenue $29.3 billion USD (2004)USD2004 Website

Introduction Pepsi-Cola was first made in New Bern, North Carolina, in the early 1890s, and was originally called "Brad's drink".New Bern, North Carolina1890s It was made of carbonated water, sugar, vanilla, rare oils, pepsin and kola nuts.watersugar vanillarare oilspepsinkola nuts As Pepsi was initially intended to cure stomach pains, then be coined the name Pepsi was trademarked on June 16, 1903.June

Slogans 1898"Brad's Drink" 1903"Exhilarating, Invigorating, Aids Digestion" 1906"Original real food Drink" 1908"Delicious and Healthful" 1915"For All Thirsts - Pepsi-Cola" 1919"Pepsi-Cola - It Makes You Scintillate"

Slogans 1920"Drink Pepsi-Cola - It Will Satisfy You" 1928"Peps You Up!" 1949"Beat Coke!" (ran ) 1954"The Light Refreshment" 1954"Refreshing Without Filling" 1961"Now It's Pepsi for Those Who Think Young"

Slogans 1964"Come Alive! You're in the Pepsi Generation" 1973"Join the Pepsi People Feelin' Free" 1984"The Choice of a New Generation" 1993"Be Young, Have Fun, Drink Pepsi" 1999"The Joy of Cola" 2004~"Joy of Pspsi"

Strengths Muscular brands  Low price—1 Pepsi > 2 Coca Cola  Focus on teenager group—young 、 personality  Star Advertisement Britney Spears, Cindy Crawford, Faye Wong 、 Aaron Kwok, F4, Sammi Cheng, Jolin … ) Innovation  Fit to different customers with designing suitable taste, image and price Powerful go-to-market systems  Combine with TV and Internet channel  Sell with others products of Pepsi CO. (Pizza Hut, Taco Bell, Doritos, KFC and etc.)

Weaknesses Brand impression gets behind Coca Cola  It still can not sell at some faraway place Fat person won’t like to drink acid soda “It is always Coca Cola.” Coca Cola

Opportunities WTO import  It can enter market quickly because of lower barrier Large scare of teenager of the world would like to drink Pepsi than Coca Cola Fast food culture  It can be bought at many fast food places

Threats Substitute  Milk, juice, tea, soda and etc. Health sense rising  It is still a kind of high capacity drink Big opponent of Coca Cola

Conclusion Pepsi success is basic on their ability of marketing. They combine with many market channel like TV and Internet. They provide powerful advertisement with stars to make more impression.

Reference Pepsi E 天下網站個案 E 天下網站個案 Slogans Advertisement slogans One of advertisement