Running head: CASE STUDY: THE PEPSI REFRESH PROJECT Case Study: The Pepsi Refresh Project Emily M. Kamischke Elon University 1 Author Note Emily M. Kamischke, Masters of Interactive Media, Elon University Correspondence concerning this article should be addressed to Emily Kamischke, ekamischke@elon.edu CASE STUDY: THE PEPSI REFRESH PROJECT 2 Abstract This study aims to describe the successes and failures of the Pepsi Refresh Project and corresponding implications for other
Words: 3974 - Pages: 16
and primarily Europe. With scope of responsibility for operations, finance, marketing, and technology services in the United Kingdom, France, Holland, Ireland and Scandinavia, Peter Kendal, Pepsi-Cola’s Regional Vice President of Northern Europe, had spent several years (1980-1982) positioning Diet Pepsi for success over other industry competitors especially Coca-Cola. Kendal, however, was faced with the reality that over the next 4 months Coca-Cola intended to introduce Diet Coke into the United
Words: 1074 - Pages: 5
CASE STUDY: THE PEPSI REFRESH PROJECT 2 Abstract This study aims to describe the successes and failures of the Pepsi Refresh Project and corresponding implications for other corporate social responsibility (CSR) projects seeking to employ information and communications technology (ICT) competitions, crowdsourcing and social media narratives as a means for production of ideas or tasks. The Knight Foundation’s (2009) seven key components of ICT competitions will be used as a framework
Words: 3931 - Pages: 16
Coca-Cola and Pepsi are the two greatest competitors amongst the soft drink industry today. They are both legendary brands and have been battling each for many years. I would first like to provide a little history about both companies. Coca-Cola was invented by pharmacist John Stith Pemberton in Columbus, Georgia around 1886 (Coca-Cola Journey, n.d.). The creation of the beverage was in a pharmacy by mixing Coca-Cola with carbonated water. The drink is well-known in over 200 countries with more
Words: 924 - Pages: 4
non-alcoholic refreshment beverage volume 2009 - U.S. soft drink market share – soft drink brands 3.3 Marketing Channels 3.4 Porter’s five forces 4 5 4 2 2 2 2 4 Competitive / corporate strategies of Coke and Pepsi 5 SWOT Analysis 6 Questions 6.1 How has the competition between Coke and Pepsi affected the industry’s profit? 6.2 If it has been such a profitable industry, why have so few firms successfully entered this business over the last century? What are the barriers? Why have Coke and been so
Words: 5585 - Pages: 23
History The pharmacy of Caleb Bradham, with a Pepsi dispenser, as portrayed in a New Bern exhibition in the Historical Museum of Bern. Pepsi 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.[2] Bradham sought to create a fountain drink that was delicious and would aid in digestion and boost
Words: 4674 - Pages: 19
Cola Wars Continue Coke vs Pepsi in 2010 Submitted by: Dinesh MR (13141) Submitted to: Prof. NR Govinda Sharma Case Description Carbonated soft drinks (CSD’s) are popular drinks constituting very attractive and profitable business for more than a century. This business is capital intensive and was and still dominated for long period by few giants who had patent rights and who gained very high brand recognition over the years. The competition between Coca Cola and Pepsi was very aggressive and
Words: 3102 - Pages: 13
Cola Wars Continue: Coke and Pepsi in 2010 I. Key Problem For many years, Coke and Pepsi have been the two largest soft drink companies competing for the highest market share in the nation and the world. The Coke formula was created in 1886 by John Pemberton, and later acquired by Asa Candler, who expanded the coke formula and converted it into syrup, which was then sold to bottlers to produce carbonated drinks. Coca-Cola had great success during World War II; the brand expanded internationally
Words: 1369 - Pages: 6
carbonated beverages in the world Coke and Pepsi. Pepsi and Coke products are something I can’t live without. I will always have a Pepsi or a Cherry Coke. Pepsi and Coca Cola contrast each other on their taste, its associated colors and themes, and corporate culture. Coca-Cola and Pepsi differentiate in more ways than one. Coca-Cola has more of a coke flavor taste. It is fizzier than that of Pepsi. When you drink it doesn’t feel as hard on your teeth as Pepsi. Pepsi on the other hand has a sweeter taste
Words: 984 - Pages: 4
a comfortable lifestyle. This essay will take a look at the company Pepsi Cola. For a better understanding of the subject company, this paper will delve into a brief history of the Pepsi Company’s growth over the years and the effects of competition on Pepsi’s strategies in the international and domestic market. This essay will attempt to discuss the effectiveness of Pepsi’s marketing strategies and its results. Body Pepsi was one of several other brands that got their start
Words: 2630 - Pages: 11
