Back to category: Business Limited version - please login or register to view the entire paper. marketing strategy of pepsi PEPSI COLA For Pepsi Cola Ltd, marketing opportunity analysis is a continual and ongoing process. Pepsi have used the new- product strategy to realise their ambitions to both defend their current market position, and reinstate their position as a product innovator. Pepsi wishes to create a clear cola that is 100% natural, low in sodium, caffeine-free, and still maintains the flavour of its original cola. They will call it Pepsi Au Naturel. Pepsi’s hope is to usher in a new era, and to give them a clear-cut advantage over their rival’s, Coca-Cola. By following closely the six steps of the new-product development process, the company could expect such benefits as: improved teamwork, less re-working, earlier detection of likely failure, and higher success rates. (Rix, Peter, 2001, Marketing, A Practical Approach). Stage One: Generating New-Product Ideas The first step for Pepsi Cola to undertake is to generate ideas for the new product. There are many different alternative ideas avail... Posted by: Adriana Alvarez Limited version - please login or register to view the entire paper. |
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