The Pepsi Refresh Project: A Thirst for Change - Management Assignment Help

Assignment Task:

Task:

The History of the Pepsi Brand

Brand Pepsi was owned and managed by PepsiCo, a global consumer products company that managed a diverse portfolio of snack food, beverage, and food brands including Fritos, Doritos, Gatorade, Tropicana, Sobe Waters, Aquafina, 7- Crunch, Rice-a- Its brand equity was valued at over $14 billion, and it ranked 23rd on the Interbrand ranking of the best global brands.4 The Pepsi brand had a long history, originating in 1898 as a hand-mixed The original Pepsi-Cola drink was joined by Diet Pepsi, a low-calorie drink launched in 1964, andPepsi MAX, a zero-calorie, sugar-free cola with double the amount of caffeine launched in 2007, to form the Trademark Pepsi brand family.

Scenario

It is the year 2010, and Pepsi has completed the Pepsi Refresh Program that it kicked off on New Year’s Eve in 2009. Pepsi’s program has achieved considerable success using social media platforms to reach out and energize activity from individuals of every age. Millions see Pepsi’s movement to “refresh the world” as a positive statement, which is evidenced in surveys that show a majority of Millennials (Pepsi’s target market) would purchase Pepsi products because of the “refresh the world” program. The Pepsi Refresh Program was successful in generating over 50 million votes for more than 180,000 community refresh ideas. It increased Facebook fans from 300,000 to 3 million and achieved over 50,000 Twitter followers. Pepsi also reached out to traditional media through networks, morning shows, and professional athletes. In the end, however, this social media success did not appear to turn around Pepsi’s sales numbers. On the contrary, sales slumped during the period of the Pepsi Refresh Program.

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