Pepsi: The New 7up Campaign
Introduction:
Company Overview:
PepsiCo was first created in 1898 by Caleb Bradham who invented the soft drink formula then called Pepsi Cola. In 1965, PepsiCo International was founded. In 1986, PepsiCo purchased 7UP International which is the third largest franchise soft drink operation outside the United States. In 2001, PepsiCo announced a new joint venture formed in Egypt, combining the salty snack operations of Chipsy, the current market leader and Tasty Foods which was owned by PepsiCo. Today, PepsiCo is a world leader in convenient foods and beverages, with 2005 revenues of more than $32 billion and more than 157,000 employees. PepsiCo brands are available in nearly 200 countries and territories and generate sales at the retail level of about $85 billion. Many of PepsiCo's brand names are more than 100-years-old. PepsiCo offers product choices to meet a broad variety of needs and preferences ranging from the fun items to product choices that contribute to healthier lifestyles.
SWOT Analysis:
Strenghts:
• PepsiCO has brand name equity which supports all its product lines including 7UP.
• 7UP is leader in the lemon lime segment in Egypt with 58% share
• 7UP is one of the key brands in Pepsi Cola Egypt is 30% of total companies volume
• During 2004, 7UP was only lemon lime Carbonated Soft Drinks to carry marketing communication initiative in Egypt
• According to consumer research conducted by AC Neilson, 7UP brand is number one refreshing beverage within CSD category
• According to Usage and Attitude study 2004, 7UP is chosen the preferred CSD consumed with food
• It is a thirst quenching drink
• Extensive distributional policy that leads its products to expand across all market sectors in Egypt.
• Providing a variety of 7UP flavors such as 7UP Ice with refreshment of mint, 7UP Tropical.
• 7UP is provided in different bottle sizes...
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