Problem
Pepsi Brand History
I. Briefly summarize what had happened to Pepsi during 2009 to 2011.
II. Describe Pepsi's sale performance in 2010.
III. What is the decision that Pepsi's marketing team need to make for the promotion strategy?
IV. Describe Pepsi's brand portfolio. How much is Pepsi's brand equity in 2010?
V. Briefly talk about Pepsi's historical changes in "Pepsi Generation".
VI. How much is Coca-Cola's brand equity in 2010?
VII. What are the brand associations of Pepsi and Coca-Cola?
VIII. What happened to the Cola Wars during 1970s?
PepsiCo in 21st Century
IX. What changes have occurred to the beverage consumption in the US market in this new century? How did that impact Pepsi's business?
X. What was Pepsi's new approach to segmenting its product line?
XI. Were there any critics when Pepsi tries to focus on making their product healthier?
The Refresh Project
XII. What was the direct reason for Pepsi's launch of the "Refresh" campaign?
XIII. Who were the targeted consumers for the three different executions "Every Generation Refreshes the World"?
XIV. What were the themes these executions tried to communication with consumers?
XV. What exactly was Pepsi Refresh Project about?
XVI. What were the converging trends that were found by studies for Pepsi Refresh Project?
XVII. Briefly describe some of the programs involved for Pepsi Refresh Project.
XVIII. Why some bottlers were skeptical of the program's ability to sell more product?
XIX. Were there any problems for the launch of Pepsi Refresh Project?
XX. How much did Pepsi spend on the traditional media programs for Pepsi Refresh Project?
XXI. What were the programs involved?
XXII. What initial results did Pepsi Refresh Project have for social media? Such as how many media impressions were created? How many followers did this project earn?
XXIII. Looking ahead to 2011, what was the decision that the marketing team need to make to improve Pepsi's performance?