The Pepsi-Cola Story :: essays research papers

The Pepsi-Cola StorySummer of 1898, a young pharmacist Caleb Bradham looking for ways to attract volume to his pharmacy invented the beverage now known around the world as Pepsi-Cola. After the first advertisement the sales of the new soft salute began to go up. Knowing the importance of good distribution system Pepsi was one of the first to switch from horse drawn transport to motor vehicles. Throughout its existence Pepsi familiarized its marketing strategies trying to keep up with the social and economic conditions of its consumers. During the Great Depression and continuing into the World War II Pepsi emphasized the low prices of the drink knowing that people had narrowed their budgets. In the mid. 1950s the emphasis fell on Pepsi being a lifestyle accompaniment. The breakthrough move by Pepsi was make in the late 1950s to suppress the market of new generation of baby boomers. Its best known advertisement slogans such as Youre in the Pepsi Generation, Have a Pepsi day or You ve got a lot to live, Pepsis got a lot to give set a new normal for advertising. To dominate in a soft drink category Pepsi, after 65 years of selling only Pepsi-Cola, introduced new products Mountain Dew and Diet Pepsi. To capture the completely new market of X-ers, throughout 1980s and 1990s Pepsis commercials featured superstars, supermodels, actors and sport stars. In the mid. 1980s Pepsi-Cola declared a victory in the cola wars.Keeping Pepsi-Cola as its cash cow presidents of Pepsi-Cola decided to back up their positions by investing in a fast food restaurants and collation industry. In 1965 the new PepsiCo resulted from the merger of Pepsi-Cola and Frito Lays, Inc.. Pepsi-Cola stuff knew that in order to survive in the direct competition with giants like Coca-Cola they will have to love up with more innovative products. Pepsi-Cola Company now accounts for 25% of the worlds soft drinks with more than 70% of its sales coming from North America. In the beverage category Pepsi- Cola Company had some losses but are thinking of restructuring their strategies to create a new and even more dominant beverage company. Frito-Lay Company is the most successful snack chip company on Earth with 5 of its products leading the world snack chip market. Frito-Lay leads the market with a greatest margin of lead from the closest competitor. By 1996 Frito-Lay operated in 39 countries what means that there is a long way to go.