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INDIRA SCHOOL OF CAREER STUDIES

CAREER DEVELOPMENT PROGRAM

PGP

Group Assignment- 2On

PRODUCT DIFFERENTIATION

S ubmitted to Prof. Rohit Singh

Submitted by Brown group (Sunday morningbatch)

GROUP ASSIGNMENT SUBMISSION

Section A: Group Details:

Assignment No.:A2

E.g. A1 / A2 / A3 / A4

Batch:IICS

E.g. ISCS / ISBS/ MBA

Session Day & Time:SUNDAY II

E.g. SAT - I / TUE - II

Group Colour:BROWN

E.g. Green / Fl.

Pink

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Section B: Assignment Details:

Assignment Topic:PRODUCT DIFFERENTIATION

E.g. Functional Matrices

Training Topic & Session:DISCOVERING THE DIFFERENTIATION

E.g. Negotiation - I

Submission Date & Time:SATURDAY-1.00 PM

E.g. Friday - 01:00 p.m.

Section C: Group Members:

No. Name Div. & Roll No. PC PN AB Grade

1.ABHISHEK RAWAT J-01 v A

2.MOUPI CHAKRABARTY K-06 v A

3.KULVINDER SINGH J-22 v A

4.ANUJ DESAI K-08 v A

5. RAHUL THAPA J-39 v A

6.GOPAL SATI K-12 v A

7.KHUSHBOO GUPTA K-14 v A

8.UTTAM RAJ J-51 v A

9.SUSHANT JHA K-45 v A

10.MOHIT KAPOOR K-23 v A

11.

12.

13.

14.

15.

16.

17.

Remarks:

Respected Sir,

We Brown Group member are grateful to you for giving us such a project which has increased our

confidence and knowledge. It was a great experience and we thank you for being our mentor. This is our real

life experience. We selected this particular product for our project and hopefully got good response.

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Product differentiation

Presented By:-Brown Group

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ACKNOWLEDGEMENT

The information embodied in this project has been carried out

under the supervision and assistance of Mr.Rohit Singh. We,

the Brown Group express our whole hearted and sincerethanks to Rohit Sir, as without his guidance it would not bepossible for us to accomplish our project on time.

We also like to thank our each and every group member fortheir dedication and cooperation on this project.

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IntroductionPepsi was first introduced as "Brad's Drink" in New Bern, North

Carolina in 1898 by Caleb Bradham, who made it at his home where the

drink was sold. It was later named Pepsi Cola, possibly due to the

digestive enzyme pepsin and kola nuts used in the recipe. Bradham

sought to create a fountain drink that was delicious and would aid in

digestion and boost energy.

In 1903, Bradham moved the bottling of Pepsi-Cola from his drugstore

to a rented warehouse. That year, Bradham sold 7,968 gallons ofsyrup.

The next year, Pepsi was sold in six-ounce bottles, and sales increased

to 19,848 gallons. In 1909, automobile race pioneer Barney Oldfield was

the first celebrity to endorse Pepsi-Cola, describing it as "A bully

drink...refreshing, invigorating, a fine bracer before a race." The

advertising theme "Delicious and Healthful" was then used over the next

two decades. In 1926, Pepsi received its first logo redesign since the

original design of 1905. In 1929, the logo was changed again.

In 1931, at the depth of the Great Depression, the Pepsi-Cola Company

entered bankruptcy - in large part due to financial losses incurred by

speculating on wildly fluctuating sugar prices as a result ofWorld War I.

Assets were sold and Roy C. Megargel bought the Pepsi

trademark. Eight years later, the company went bankrupt again. Pepsi's

assets were then purchased by Charles Guth, the President of Loft Inc.

Loft was a candy manufacturer with retail stores that contained soda

fountains. He sought to replace Coca-Cola at his stores' fountains after

Coke refused to give him a discount on syrup. Guth then had Loft's

chemists reformulate the Pepsi-Cola syrup formula.

On three separate occasions between 1922 and 1933, the Coca-Cola

Company was offered the opportunity to purchase the Pepsi-Cola

company and it declined on each occasion.

http://en.wikipedia.org/wiki/New_Bern,_North_Carolinahttp://en.wikipedia.org/wiki/New_Bern,_North_Carolinahttp://en.wikipedia.org/wiki/Caleb_Bradhamhttp://en.wikipedia.org/wiki/Pepsinhttp://en.wikipedia.org/wiki/Kola_nutshttp://en.wikipedia.org/wiki/Syruphttp://en.wikipedia.org/wiki/Barney_Oldfieldhttp://en.wikipedia.org/wiki/Great_Depressionhttp://en.wikipedia.org/wiki/World_War_Ihttp://en.wikipedia.org/wiki/Charles_Guthhttp://en.wikipedia.org/wiki/Coca-Colahttp://en.wikipedia.org/wiki/Caleb_Bradhamhttp://en.wikipedia.org/wiki/Pepsinhttp://en.wikipedia.org/wiki/Kola_nutshttp://en.wikipedia.org/wiki/Syruphttp://en.wikipedia.org/wiki/Barney_Oldfieldhttp://en.wikipedia.org/wiki/Great_Depressionhttp://en.wikipedia.org/wiki/World_War_Ihttp://en.wikipedia.org/wiki/Charles_Guthhttp://en.wikipedia.org/wiki/Coca-Colahttp://en.wikipedia.org/wiki/New_Bern,_North_Carolinahttp://en.wikipedia.org/wiki/New_Bern,_North_Carolina

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Pepsi-Cola trademark

The original trademark application for Pepsi-Cola was filed onSeptember 23, 1902 with registration approved on June 16, 1903. In

the application's statement, Caleb Bradham describes the trademark as

an, "arbitrary hyphenated word "PEPSI-COLA," and indicated that the

mark was in continuous use for his business since August 1, 1901. The

Pepsi-Cola's description is a flavoring-syrup for soda water. The

trademark expired on April 15, 1994.

Niche marketing

Walter Mack was named the

new President of Pepsi-Cola

and guided the company

through the 1940s. Mack,

who

supported progressive causes

, noticed that the company's

strategy of using advertising

for a general audience either

ignored African Americans or

used ethnic stereotypes in

portraying blacks. He realized African Americans were an

untapped niche market and that Pepsi stood to gain market share bytargeting its advertising directly towards them. To this end, he

hired Hennan Smith, an advertising executive "from the Negro

newspaper field" to lead an all-black sales team, which had to be cut

due to the onset ofWorld War II. In 1947, Mack resumed his efforts,

hiring Edward F. Boyd to lead a twelve-man team. They came up with

advertising portraying black Americans in a positive light, such as one

with a smiling mother holding a six pack of Pepsi while her son (a

young Ron Brown, who grew up to be Secretary of Commerce) reachesup for one. Another ad campaign, titled "Leaders in Their Fields",

profiled twenty prominent African Americans such as Nobel Peace

Prize winner Ralph Bunche and photographer Gordon Parks.

http://en.wikipedia.org/wiki/Walter_Mackhttp://en.wikipedia.org/wiki/Progressivismhttp://en.wikipedia.org/wiki/African_Americanhttp://en.wikipedia.org/wiki/Niche_markethttp://en.wikipedia.org/wiki/Market_sharehttp://en.wikipedia.org/w/index.php?title=Hennan_Smith&action=edit&redlink=1http://en.wikipedia.org/wiki/World_War_IIhttp://en.wikipedia.org/wiki/Edward_F._Boydhttp://en.wikipedia.org/wiki/Six_packhttp://en.wikipedia.org/wiki/Ron_Brown_(U.S._politician)http://en.wikipedia.org/wiki/United_States_Secretary_of_Commercehttp://en.wikipedia.org/wiki/Ad_campaignhttp://en.wikipedia.org/wiki/Nobel_Peace_Prizehttp://en.wikipedia.org/wiki/Nobel_Peace_Prizehttp://en.wikipedia.org/wiki/Ralph_Bunchehttp://en.wikipedia.org/wiki/Gordon_Parkshttp://en.wikipedia.org/wiki/File:Pepsi_targeted_ad_1940s.jpghttp://en.wikipedia.org/wiki/File:Pepsi-original-logo1902-trademarkia.jpeghttp://en.wikipedia.org/wiki/Walter_Mackhttp://en.wikipedia.org/wiki/Progressivismhttp://en.wikipedia.org/wiki/African_Americanhttp://en.wikipedia.org/wiki/Niche_markethttp://en.wikipedia.org/wiki/Market_sharehttp://en.wikipedia.org/w/index.php?title=Hennan_Smith&action=edit&redlink=1http://en.wikipedia.org/wiki/World_War_IIhttp://en.wikipedia.org/wiki/Edward_F._Boydhttp://en.wikipedia.org/wiki/Six_packhttp://en.wikipedia.org/wiki/Ron_Brown_(U.S._politician)http://en.wikipedia.org/wiki/United_States_Secretary_of_Commercehttp://en.wikipedia.org/wiki/Ad_campaignhttp://en.wikipedia.org/wiki/Nobel_Peace_Prizehttp://en.wikipedia.org/wiki/Nobel_Peace_Prizehttp://en.wikipedia.org/wiki/Ralph_Bunchehttp://en.wikipedia.org/wiki/Gordon_Parks

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Boyd also led a sales team composed entirely of blacks around thecountry to promote Pepsi. Racial segregation and Jim Crow laws werestill in place throughout much of the U.S.; Boyd's team faced a greatdeal of discrimination as a result, from insults by Pepsi co-workers tothreats by the Ku Klux Klan. On the other hand, they were able to

use racism as a selling point, attacking Coke's reluctance to hire blacksand support by the chairman of Coke for segregationist Governor ofGeorgiaHerman Talmadge. As a result, Pepsi's market share ascompared to Coke's shot up dramatically. After the sales team visitedChicago, Pepsi's share in the city overtook that of Coke for.

MARKET ANALYSISDemographics The global market.Elasticity-The relative effects of changes in price to demand.Market trends- The decline of sales in carbonated drinks. The rise offfunction soft drinks, juice, enriched vitamin water. streamlining ofproduction lines.

DIRECT AND INDIRECT COMPETITORSDirect- cola producersSuper markets own brand.

Coca- cola.Indirect- producers of all beverage typeTea/coffee.Water.Juice.

market researchfor our primary research to be of use to our competitive analysis,theyhave various questions, they need answering and therefore split oursurvey into three parts:-Branding.Promotion/advertising.

Taste test.

http://en.wikipedia.org/wiki/Racial_segregationhttp://en.wikipedia.org/wiki/Jim_Crow_lawshttp://en.wikipedia.org/wiki/Ku_Klux_Klanhttp://en.wikipedia.org/wiki/Racismhttp://en.wikipedia.org/wiki/Governor_of_Georgiahttp://en.wikipedia.org/wiki/Governor_of_Georgiahttp://en.wikipedia.org/wiki/Herman_Talmadgehttp://en.wikipedia.org/wiki/Racial_segregationhttp://en.wikipedia.org/wiki/Jim_Crow_lawshttp://en.wikipedia.org/wiki/Ku_Klux_Klanhttp://en.wikipedia.org/wiki/Racismhttp://en.wikipedia.org/wiki/Governor_of_Georgiahttp://en.wikipedia.org/wiki/Governor_of_Georgiahttp://en.wikipedia.org/wiki/Herman_Talmadge

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product DIVERSIFICATION

In order for Pepsi to gain strength and to be more competitive in themarket, beside as part of this merger, Pepsi has experienced growth in

product diversification and distribution through the acquisition process.These acquisitions have included merger that is combining of two ormore companies into a single corporation; such asmerger Pepsi with Quaker Oats, merger PepsiCo with Crack Jack sweetsnack food, and merger PepsiCo with Tropicana brand juices; this is toexpand PepsiCos economies of scale.

In addition, Pepsi also acquired into several restaurants applying relateddiversification through forward integration, this is because restaurant is

one of the distribution channel to supply soft drink to consumers. Pepsiacquired those most notably restaurants, such as Pizza Hut, Taco Bell,and Kentucky Fried Chicken, to form Pepsi Food Service International(PFSI) in order for PepsiCo to focus on overseas development ofrestaurants.

In the recent year Pepsi also applied the backward integration of relateddiversification strategy, by establishing its own bottling group throughthePepsi Bottling Group (PBG) Strategy in March 1999.

Test marketing

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Diet Pepsi was first introduced as Patio Diet Cola in 1963. After thedrink received positive reviews, it was re-introduced as Diet Pepsi in1964. In 1980, it was reformulated with the then-new aspartamesweetener, and carried the NutraSweet brand name logo on itspackaging for the next two decades.

Marketing

In the United States Diet Pepsi is marketed as having no calories, asFDA guidelines allow products with fewer than five calories per servingto be labeled as containing zero calories.

PepsiCo also markets low-calorie colas known as Pepsi Max and PepsiONE.

When Diet Pepsi was introduced, it originally contained one calorie (just

like Pepsi ONE) until the late '90s. Then it was marked to having zerocalories.

Advertising

In 1985, immediately following Super Bowl XIX, the game's respectivequarterbacks, Joe Montana and Dan Marino, meet in a hallway of whatappears to be a football stadium. Montana of the winning team, buysMarino a Diet Pepsi, and Marino promises to buy the drink the nexttime.

During the early-1990s, blues singer Ray Charles was featured in aseries of Diet Pepsi ads featuring the brand's then-current tagline, "Yougot the right one, baby!"

In the United States, Diet Pepsi commercials featured a Diet Pepsivending machine (simply called Machine) being drafted into the NFL bythe New England Patriots. The machine cannot be tackled because of itssize compared to the human players, therefore leading to manytouchdown catches as a wide receiver. In a more recent commercial,Machine now plays for the New Orleans Saints, competing with running

back Reggie Bush.

Other commercials have featured Diet Pepsi (the can) as an entertainerrepresented by "agent" Jay Mohr, appearing in a music video producedby Diddy ("Brown and Bubbly") and in an action film featuring JackieChan (in which a rival Diet Coke can serves as an oft-abused "stuntdouble"). Diet Pepsi (the can) has also been portrayed as a great pokerplayer, winning hand after hand against champions Daniel Negreanu,Phil Hellmuth, and Scotty Nguyen.

In an instance ofproduct placement, a futuristic Diet Pepsi bottle can beseen in the background of "Cafe '80s" in Back to the Future Part II.

Health concerns

http://en.wikipedia.org/wiki/Patio_(soda)http://en.wikipedia.org/wiki/Aspartamehttp://en.wikipedia.org/wiki/NutraSweethttp://en.wikipedia.org/wiki/Food_and_Drug_Administrationhttp://en.wikipedia.org/wiki/PepsiCo,_Inc.http://en.wikipedia.org/wiki/Pepsi_Maxhttp://en.wikipedia.org/wiki/Pepsi_ONEhttp://en.wikipedia.org/wiki/Pepsi_ONEhttp://en.wikipedia.org/wiki/Super_Bowl_XIXhttp://en.wikipedia.org/wiki/Joe_Montanahttp://en.wikipedia.org/wiki/Dan_Marinohttp://en.wikipedia.org/wiki/Ray_Charleshttp://en.wikipedia.org/wiki/Taglinehttp://en.wikipedia.org/wiki/Vending_machinehttp://en.wikipedia.org/wiki/NFL_Drafthttp://en.wikipedia.org/wiki/NFLhttp://en.wikipedia.org/wiki/New_England_Patriotshttp://en.wikipedia.org/wiki/Touchdownhttp://en.wikipedia.org/wiki/Wide_receiverhttp://en.wikipedia.org/wiki/New_Orleans_Saintshttp://en.wikipedia.org/wiki/Reggie_Bushhttp://en.wikipedia.org/wiki/Jay_Mohrhttp://en.wikipedia.org/wiki/Sean_Combshttp://en.wikipedia.org/wiki/Jackie_Chanhttp://en.wikipedia.org/wiki/Jackie_Chanhttp://en.wikipedia.org/wiki/Diet_Cokehttp://en.wikipedia.org/wiki/Stunt_doublehttp://en.wikipedia.org/wiki/Stunt_doublehttp://en.wikipedia.org/wiki/Pokerhttp://en.wikipedia.org/wiki/Daniel_Negreanuhttp://en.wikipedia.org/wiki/Phil_Hellmuthhttp://en.wikipedia.org/wiki/Scotty_Nguyenhttp://en.wikipedia.org/wiki/Product_placementhttp://en.wikipedia.org/wiki/Back_to_the_Future_Part_IIhttp://en.wikipedia.org/wiki/Patio_(soda)http://en.wikipedia.org/wiki/Aspartamehttp://en.wikipedia.org/wiki/NutraSweethttp://en.wikipedia.org/wiki/Food_and_Drug_Administrationhttp://en.wikipedia.org/wiki/PepsiCo,_Inc.http://en.wikipedia.org/wiki/Pepsi_Maxhttp://en.wikipedia.org/wiki/Pepsi_ONEhttp://en.wikipedia.org/wiki/Pepsi_ONEhttp://en.wikipedia.org/wiki/Super_Bowl_XIXhttp://en.wikipedia.org/wiki/Joe_Montanahttp://en.wikipedia.org/wiki/Dan_Marinohttp://en.wikipedia.org/wiki/Ray_Charleshttp://en.wikipedia.org/wiki/Taglinehttp://en.wikipedia.org/wiki/Vending_machinehttp://en.wikipedia.org/wiki/NFL_Drafthttp://en.wikipedia.org/wiki/NFLhttp://en.wikipedia.org/wiki/New_England_Patriotshttp://en.wikipedia.org/wiki/Touchdownhttp://en.wikipedia.org/wiki/Wide_receiverhttp://en.wikipedia.org/wiki/New_Orleans_Saintshttp://en.wikipedia.org/wiki/Reggie_Bushhttp://en.wikipedia.org/wiki/Jay_Mohrhttp://en.wikipedia.org/wiki/Sean_Combshttp://en.wikipedia.org/wiki/Jackie_Chanhttp://en.wikipedia.org/wiki/Jackie_Chanhttp://en.wikipedia.org/wiki/Diet_Cokehttp://en.wikipedia.org/wiki/Stunt_doublehttp://en.wikipedia.org/wiki/Stunt_doublehttp://en.wikipedia.org/wiki/Pokerhttp://en.wikipedia.org/wiki/Daniel_Negreanuhttp://en.wikipedia.org/wiki/Phil_Hellmuthhttp://en.wikipedia.org/wiki/Scotty_Nguyenhttp://en.wikipedia.org/wiki/Product_placementhttp://en.wikipedia.org/wiki/Back_to_the_Future_Part_II

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Pepsi Light bottle from Germany

As a carbonated beverage, Diet Pepsi shares many of the same healtheffects as other carbonated soft drinks. Diet Pepsi contains potassium

benzoate, but does not contain ascorbic acid or erythorbic acid likemany carbonated beverages. As the combination of potassium benzoateto ascorbic acid is linked to the formation ofbenzene in soft drinks, thisgreatly reduces that possibility in Diet Pepsi.

http://en.wikipedia.org/wiki/Potassium_benzoatehttp://en.wikipedia.org/wiki/Potassium_benzoatehttp://en.wikipedia.org/wiki/Ascorbic_acidhttp://en.wikipedia.org/wiki/Erythorbic_acidhttp://en.wikipedia.org/wiki/Benzene_in_soft_drinkshttp://en.wikipedia.org/wiki/File:Pepsi_Light.JPGhttp://en.wikipedia.org/wiki/Potassium_benzoatehttp://en.wikipedia.org/wiki/Potassium_benzoatehttp://en.wikipedia.org/wiki/Ascorbic_acidhttp://en.wikipedia.org/wiki/Erythorbic_acidhttp://en.wikipedia.org/wiki/Benzene_in_soft_drinks

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PERT-A

Mapping the consumption chain

Customer total experience with product and service. It is used to help ushow we can capture market share for our brand. It is way through whichwe can look at our current problem and come up break through thinking.

Map the consumption chain:

Pepsi is the first company which uses plastic bottles which are lighter

in weight and are easy to transport and carry which is a new

innovative strength for Pepsi.

Pepsi innovation of light weight easily cariable plastic bottle played

an important role in differentiation. It took their brand in different and

unique way.

Also pepsi tried to capture those location where the competitorswere not offering their products like in rural area where demand is

not too much.

Pepsi use an effective delivery of its product which lead to maximum

satisfaction to retailers and customers.

Also for storage of its products it provide different storage devices to

the retailers like fridges, coolers and cold storage machines.

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Pepsi also tried to find out about the

customers:The consumption chain is essentially about asking a number of probing

questions at each stage. Rudyard Kiplings Six Honest Serving Men arethese questions:

What:

What are the customer experience after drinking pepsi?

What they think about their product?

Where:

Where they can find customers easily?

Who:

Who comes in mind of customers when they consume their

product?

Why:

Customer decision why they chose their product? When:

When they can create high demand for their product, generally insummer season (they find the best time)?

How:

How they can help the customers to make purchase of their goods? How

they can make products easily available to the customers?

The process of mapping the consumption chain considers the

above questions. Each of these activities creates cost for

customers and need to be considered when customers make a

purchase decision. Customer acquisition and life cycle costs

must be deducted from the benefits delivered by the product

or service to derive a measure of total delivered value.

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SUPPLY CHAIN FLOW MODEL

SUPPLY CHAIN FLOW

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LOCATION OF PEPSI COBO(company owned bottleoperation)&FOBO(franchise owned bottle

operation) IN INDIA

JFS JGF SG JIS JJ

SUPPLY CHAIN1.CUSTOMER AND SUPPLY CHAIN UNCERTAINITY

IDENTIFYING CUSTOMERS NEEDS.DEMAND UNCERTAINITY AND IMPLIED DEMAND

UNCERTAINITY.UNCERTAINITY FOR THE CAPABILITYY OF THE SUPPLY

CHAIN.

2. UNDERSTANDING THE SUPPLY CHAINCAPABILITIES,ACHIEVING THE STRATEGIC FIT.

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PRODUCT AND SERVICE INNOVATION

Created networks in small towns, areas with the different

whole sellers, retailers for their products and services.

Pepsi innovated such as Pepsi Twist, Pepsi Blue and Diet

Pepsi, which contains low calories for people who are

health conscious.

Pepsi also innovated a new product Mountain Dew as an

energy drink.

It has done innovation in snacks like Kurkure with various

different flavours and Lemon drink Nimboos which has

helped Pepsi to create differentiation of their product

from their competitors products.

Pepsi has always took the help of information technology

to find their prospective customers, used digital and

social media influencers.

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Productpackaging:-

The vast majority of Pepsi's plastic bottles are made from PET(polyethylene terephthalate). A few of our products are packaged in aplastic called High Density Polyethylene (HDPE), which is a multi-layered

material. Please be assured that all of these plastics do not contain BPAand are perfectly safe for consumption.

Providing our consumers with easy-to-use, convenient and innovativecontainers is one of our top priorities. Package introductions we've madeover the years include the industry's first two-litre bottle; the firstcompany to respond to consumer preference with lightweight,recyclable, plastic bottles; The Cube, an easy-to-store 24-pack; BigSlam, the wide-mouth one-litre bottle; as well as our three-litre bottle,designed to provide consumers with extra value (not all products andpackaging is available in all markets).

Our local bottlers, many of which are privately owned, franchiseoperations, make all packaging decisions. Most of our bottlers arefollowing the industry-wide trend to use plastic packaging due toenvironmental considerations. The industry is now making greater useof fully recyclable aluminium cans and PET plastic bottles.

More information on the Pepsi-Cola environmental commitment,including its packaging initiatives, can be found in our Community

Information section under Environmental Support and Recycling.The "CUBE" is a new innovative 24-can Pepsi multipack. It was dubbedthe "CUBE" by consumer focus groups, which are a small test marketpopulation that's invited by Pepsi-Cola to give the company feedback

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before the introduction of a new package or product. The consumerfocus groups Pepsi used for this product coined the name the "CUBE"and it stuck!

Polyethylene terephthalate, or "PET plastic," is a form of polyester usedto make strong, lightweight, shatter-resistant bottles for soft drinks,

water, juice and other non-food products. Bottles made from PET plastic,which are marked with the number one code on the or near the bottomof the bottle, are recyclable into products including new containers,Fiberfil for sleeping bags and coats, fabric, carpet, auto parts, film andmore.

Evaluation OF PRODUCT PACKAGING

Packaged in a scaled plastic bottle so that it is easy to carryanywhere by consumers and even for the distributors.

It uses different types of product packaging for different productsin manufacturing like plastic bottles for Pepsi, Dews, Nim boos andcartons for Tropicana.

It uses different logos for different flavours.

Pepsi packed its products in a stylish aluminium can with a full ringtab which is easy to carry and drink.

Plastic labels are attached to bottles which carries all the necessaryinformation and details of the product, about its ingredients andalso its expiry date, manufacture date for safe use.

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Change in product packaging

In the consumer package goods world packaging is everything. Your product lives and dies on the shelf based on thepackaging. Where Cokes brand is built on nostalgia, Pepsi isthe choice of a new generation. The packaging is forwardlooking and at times futuristic. The problem with designing thefuture is that it gets old quick.Right now (thanks in large part to Apple) modern design isclean and simple. Walking into a store and seeing a wall of blueor white with just the Pepsi logo is very clean and in a clutteredstore is striking, especially in the beverage isle. I think we aregoing to see a lot more Pepsi type redesigns in the future

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1.2 billion dollars on a redesign you would expect somethingastounding. By itself the new logo looks like a knockoff of theold Pepsi logo, with a little bit of the Obaba logo thrown in.

Having different shapes for different brands only adds to theconfusion. After all, a logos first job is to be recognized byconsumers not to make them think about the its gravitationalpull in relation to the rest of the universe.

ConclusionSTARTING WITH THE RESEARCH ON THE PRODUCT PEPSI WHICH IS ONEOF THE RENOWNED PRODUCT OF THE COMPANY PEPSICO. IT HASBEEN FOUND THAT FROM THE STARTING POINT OF ITS ORIGIN PEPSIHAVE GONE THROUGH MANY CHANGES IN PRODUCT AS WELL AS INSERVICES TO DISTRIBUTORS AND CONSUMERS TO MEET THE CHANGINGSCENARIO OF THE MARKET.PEPSI WITH DIVERSIFICATION IN THEPACKAGING AND DISTRIBUTION OF THE PRODUCT HAVE MADE ITPOSSIBLE TO STAND OUT A POINT OF DIFFERENTIATION IN MARKET ASWELL AS IN CONSUMERS MIND.IT MEANS PEPSI HAVE ENROSED THE

THIRST IN THE CONSUMER BY PROVIDING A COOL DRINK IN TASTE ASWELL AS IN SHOW CASE.

http://www.underconsideration.com/brandnew/archives/in_brief_the_wrong_kind_of_bre.phphttp://www.underconsideration.com/brandnew/archives/in_brief_the_wrong_kind_of_bre.phphttp://www.underconsideration.com/brandnew/archives/in_brief_the_wrong_kind_of_bre.phphttp://www.underconsideration.com/brandnew/archives/in_brief_the_wrong_kind_of_bre.php

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