REPORT

Pepsi

ASK FOR MORE!!

INTRODUCTION
At the 20's and 30's in the 20 century, Coca-Cola was the
absolute leader of soft drink market. Pepsi-Cola was just a new
brand at that time. Pepsi-Cola was thought of just a copy of CocaCola and its flavor is similar to Coca-Cola. So the Coca-Cola did
not take any importance for it. But later Pepsi-Cola developed fast
and became the strongest competitor to the Coca-Cola and now
Pepsi shared 40% of the market. It is a big threat to the CocaCola.
PepsiCo, Inc. is one of the world's top consumer product
companies with many of the world's most important and valuable
trademarks. Its Pepsi-Cola Company division is the second largest
soft drink business in the world, with a 21 percent share of the
carbonated soft drink market worldwide and 29 percent in the
United States. Three of its brands--Pepsi-Cola, Mountain Dew, and
Diet Pepsi--are among the top ten soft drinks in the U.S. market.
The Frito-Lay Company division is by far the world leader in salty
snacks, holding a 40 percent market share and an even more
staggering 56 percent share of the U.S. market. In the United
States, Frito-Lay is nine times the size of its nearest competitor
and sells nine of the top ten snack chip brands in the
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supermarket channel, including Lay's, Doritos, Tostitos, Ruffles,

Fritos, and Chee-tos. Frito-Lay generates more than 60 percent of
PepsiCo's net sales and more than two-thirds of the parent
company's operating profits. The company's third division,
Tropicana Products, Inc., is the world leader in juice sales and
holds a dominant 41 percent of the U.S. chilled orange juice
market. The competitor of Pepsi in the Pakistani market is cocacola and some local beverages are also disturbing Pepsis share
in the market. E.g.: macca cola, amrat cola and some others.
Pepsi is the leading cola in the world doing business in more than
190 countries and because of this it is very famous in every
country. As Pepsi is a very rich brand so the advertises for its
popularity are also very costly because Pepsi hires most famous
stars from show biz or from the world of sports means cricket,
football, car racing and tennis e.t.c. all the famous stars from the
world have worked in the Pepsi advertise.

HISTORY:
Born in the Carolinas in 1898, Pepsi-Cola has a long and rich
history. The drink is the invention of Caleb Bradham (left), a
pharmacist and drugstore owner in New Bern, North Carolina.
The summer of 1898, as usual, was hot and humid in New Bern,
North Carolina. So a young pharmacist named Caleb Bradham
began experimenting with combinations of spices, juices, and
syrups trying to create a refreshing new drink to serve his
customers. He succeeded beyond all expectations because he
invented the beverage known around the world as Pepsi-Cola.
Caleb Bradham knew that to keep people returning to his
pharmacy, he would have to turn it into a gathering place. He did
so by concocting his own special beverage, a soft drink. His
creation, a unique mixture of kola nut extract, vanilla and rare
oils, became so popular his customers named it "Brad's Drink."
Caleb decided to rename it "Pepsi-Cola," and advertised his new
soft drink. People responded, and sales of Pepsi-Cola started to
grow, convincing him that he should form a company to market
the new beverage.
In 1902, he launched the Pepsi-Cola Company in the back room of
his pharmacy, and applied to the U.S. Patent Office for a
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trademark. At first, he mixed the syrup himself and sold it

exclusively through soda fountains. But soon Caleb recognized
that a greater opportunity existed to bottle Pepsi so that people
could drink it anywhere.
The business began to grow, and on June 16, 1903, "Pepsi-Cola"
was officially registered with the U.S. Patent Office. That year,
Caleb sold 7,968 gallons of syrup, using the theme line
"Exhilarating, Invigorating, Aids Digestion." He also began
awarding franchises to bottle Pepsi to independent investors,
whose number grew from just two in 1905, in the cities of
Charlotte and Durham, North Carolina, to 15 the following year,
and 40 by 1907. By the end of 1910, there were Pepsi-Cola
franchises in 24 states.
Pepsi-Cola's first bottling line resulted from some less-thansophisticated engineering in the back room of Caleb's pharmacy.
Building a strong franchise system was one of Caleb's greatest
achievements. Local Pepsi-Cola bottlers, entrepreneurial in spirit
and dedicated to the product's success, provided a sturdy
foundation. They were the cornerstone of the Pepsi-Cola
enterprise. By 1907, the new company was selling more than
100,000 gallons of syrup per year.
Growth was phenomenal, and in 1909 Caleb erected a
headquarters so spectacular that the town of New Bern
pictured it on a postcard. Famous racing car driver
Barney Oldfield endorsed Pepsi in newspaper ads as "A
bully drink...refreshing, invigorating, a fine bracer before
a race."
The previous year, Pepsi had been one of the first
companies in the United States to switch from horsedrawn transport to motor vehicles, and Caleb's business expertise
captured widespread attention. He was even mentioned as a
possible candidate for Governor. A 1913 editorial in the
Greensboro Patriot praised him for his "keen and energetic
business sense."
Pepsi-Cola enjoyed 17 unbroken years of success. Caleb now
promoted Pepsi sales with the slogan, "Drink Pepsi-Cola. It will
satisfy you." Then came World War I, and the cost of doing
business increased drastically. Sugar prices see sawed between
record highs and disastrous lows, and so did the price of
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producing Pepsi-Cola. Caleb was forced into a series of business

gambles just to survive, until finally, after three exhausting years,
his luck ran out and he was bankrupted. By 1921, only two plants
remained open. It wasn't until a successful candy manufacturer,
Charles G. Guth, appeared on the scene that the future of PepsiCola was assured. Guth was president of Loft Incorporated, a
large chain of candy stores and soda fountains along the eastern
seaboard. He saw Pepsi-Cola as an opportunity to discontinue an
unsatisfactory business relationship with the Coca-Cola Company,
and at the same time to add an attractive drawing card to Loft's
soda fountains. He was right. After five owners and 15
unprofitable years, Pepsi-Cola was once again a thriving national
brand.
One oddity of the time, for a number of years, all of Pepsi-Cola's
sales were actually administered from a Baltimore building
apparently owned by Coca-Cola, and named for its president.
Within two years, Pepsi would earn $1 million for its new owner.
With the resurgence came new confidence, a rarity in those days
because the nation was in the early stages of a severe economic
decline that came to be known as the Great Depression.
1898 Caleb Bradham, a New Bern, North Carolina, pharmacist,
renames "Brad's Drink," a carbonated soft drink he created to
serve his drugstore's fountain customers. The new name, PepsiCola, is derived from two of the principal ingredients, pepsin and
kola nuts. It is first used on August 28.
1902 Bradham applies to the U.S. Patent Office for a trademark
for the Pepsi-Cola name.
1903 In keeping with its origin as a pharmacist's concoction,
Bradham's advertising praises his drink as "Exhilarating,
invigorating, aids digestion."
1905 A new logo appears, the first change from the original
created in 1898.
1906 The logo is redesigned and a new slogan added: "The
original pure food drink." The trademark is registered in Canada.
1907 The Pepsi trademark is registered in Mexico.
1909 Automobile racing pioneer Barney Oldfield becomes Pepsi's
first celebrity endorser when he appears in newspaper ads
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describing Pepsi-Cola as "A bully drink...refreshing, invigorating, a

fine bracer before a race." The theme "Delicious and Healthful"
appears, and will be used intermittently over the next two
decades.
1920 Pepsi appeals to consumers with, "Drink Pepsi-Cola. It will
satisfy you."
1932 The trademark is registered in Argentina.
1934 Pepsi begins selling a 12-ounce bottle for five cents, the
same price charged by its competitors for six ounces.
1938 The trademark is registered in the Soviet Union.
1939 A newspaper cartoon strip, "Pepsi & Pete," introduces the
theme "Twice as Much for a Nickel" to increase consumer
awareness of Pepsi's value advantage.
1940 Pepsi makes advertising history with the first advertising
jingle ever broadcast nationwide. "Nickel, Nickel" will eventually
become a hit record and will be translated into 55 languages. A
new, more modern logo is adopted.
1941 In support of America's war effort, Pepsi changes the color
of its bottle crowns to red, white and blue. A Pepsi canteen in
Times Square, New York, operates throughout the war, enabling
more than a million families to record messages for armed
services personnel overseas.
1943 The "Twice as Much" advertising strategy expands to
include the theme, "Bigger Drink, Better Taste."
1949 "Why take less when Pepsi's best?" is added to "Twice as
Much" advertising.
1950 "More Bounce to the Ounce" becomes Pepsi's new theme as
changing soft drink economics force Pepsi to raise prices to
competitive levels. The logo is again updated.
1953 Americans become more weight conscious, and a new
strategy based on Pepsi's lower caloric content is implemented
with "The Light Refreshment" campaign.

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1954 "The Light Refreshment" evolves to incorporate "Refreshing

without Filling."
1958 Pepsi struggles to enhance its brand image. Sometimes
referred to as "the kitchen cola," as a consequence of its longtime positioning as a bargain brand, Pepsi now identifies itself
with young, fashionable consumers with the "Be Sociable, Have a
Pepsi" theme. A distinctive "swirl" bottle replaces Pepsi's earlier
straight-sided bottle.
1959 Soviet Premier Nikita Khrushchev and U.S. Vice-President
Richard Nixon meet in the soon-to-be-famous "kitchen debate" at
an international trade fair. The meeting, over Pepsi, is photocaptioned in the U.S. as "Khrushchev Gets Sociable."
1961 Pepsi further refines its target audience, recognizing the
increasing importance of the younger, post-war generation. "Now
it's Pepsi, for Those who think Young" defines youth as a state of
mind as much as a chronological age, maintaining the brand's
appeal to all market segments.
1963 In one of the most significant demographic events in
commercial history, the post-war baby boom emerges as a social
and marketplace phenomenon. Pepsi recognizes the change, and
positions Pepsi as the brand belonging to the new generation-The
Pepsi Generation. "Come alive! You're in the Pepsi Generation"
makes advertising history. It is the first time a product is
identified, not so much by its attributes, as by its consumers'
lifestyles and attitudes.
1964 A new product, Diet Pepsi, is introduced into Pepsi-Cola
advertising.
1966 Diet Pepsi's first independent campaign, "Girl watchers,"
focuses on the cosmetic benefits of the low-calorie cola. The "Girl
watchers" musical theme becomes a Top 40 hit. Advertising for
another new product, Mountain Dew, a regional brand acquired in
1964, airs for the first time, built around the instantly
recognizable tag line, "Ya-Hoo, Mountain Dew!"
1967 When research indicates that consumers place a premium
on Pepsi's superior taste when chilled, "Taste that beats the
others cold. Pepsi pours it on" emphasizes Pepsi's product
superiority. The campaign, while product-oriented, adheres
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closely to the energetic, youthful, lifestyle imagery established in

the initial Pepsi Generation campaign.
1969 "You've got a lot to live. Pepsi's got a lot to give" marks a
shift in Pepsi Generation advertising strategy. Youth and lifestyle
are still the campaign's driving forces, but with "Live/Give," a new
awareness and a reflection of contemporary events and mood
become integral parts of the advertising's texture.
1973 Pepsi Generation advertising continues to evolve. "Join the
Pepsi People, Feelin' Free" captures the mood of a nation involved
in massive social and political change. It pictures us the way we
are-one people, but many personalities.
1975 The Pepsi Challenge, a landmark marketing strategy,
convinces millions of consumers that Pepsi's taste is superior.
1976 "Have a Pepsi Day" is the Pepsi Generation's upbeat
reflection of an improving national mood. "Puppies," a 30-second
snapshot of an encounter between a very small boy and some
even smaller dogs, becomes an instant commercial classic.
1979 With the end of the '70s comes the end of a national
malaise. Patriotism has been restored by an exuberant
celebration of the U.S. bicentennial, and Americans are looking to
the future with renewed optimism. "Catch that Pepsi Spirit!"
catches the mood and the Pepsi Generation carries it forward into
the '80s.
1982 With all the evidence showing that Pepsi's taste is superior,
the only question remaining is how to add that message to Pepsi
Generation advertising. The answer? "Pepsi's got your Taste for
Life!," a triumphant celebration of great times and great taste.
1983 The soft drink market grows more competitive, but for Pepsi
drinkers, the battle is won. The time is right and so is their soft
drink. It's got to be "Pepsi Now!"
1984 A new generation has emerged-in the United States, around
the world and in Pepsi advertising, too. "Pepsi. The Choice of a
New Generation" announces the change, and the most popular
entertainer of the time, Michael Jackson, stars in the first two
commercials of the new campaign. The two spots quickly become
"the most eagerly awaited advertising of all time."
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1985 Lionel Richie leads a star-studded parade into "New

Generation" advertising followed by pop music icons Tina Turner
and Gloria Estefan. Sports heroes Joe Montana and Dan Marino
are part of it, as are film and television stars Teri Garr and Billy
Crystal. Geraldine Ferraro, the first woman nominated to be vice
president of the U.S., stars in a Diet Pepsi spot. And the
irrepressible Michael J. Fox brings a special talent, style and spirit
to a series of Pepsi and Diet Pepsi commercials, including a
classic, "Apartment 10G."
1987 After an absence of 27 years, Pepsi returns to Times Square,
New York, with a spectacular 850-square foot electronic display
billboard declaring Pepsi to be "America's Choice."
1988 Michael Jackson returns to "New Generation" advertising to
star in a four-part "episodic" commercial named "Chase." "Chase"
airs during the Grammy Awards program and is immediately
hailed by the media as "the most-watched commercial in
advertising history."
1989 "The Choice of a New Generation" theme
expands to categorize Pepsi users as "A Generation
Ahead!"
1990 Teen stars Fred Savage and Kirk Cameron join
the "New Generation" campaign, and football legend
Joe Montana returns in a spot challenging other
celebrities to taste test their colas against Pepsi.
Music legend Ray Charles stars in a new Diet Pepsi
campaign, "You got the right one baby."
1991 "You got the Right one Baby" is modified to "You
got the Right one Baby, Uh-Huh!" The "Uh-Huh Girls" join Ray
Charles as back-up singers and a campaign soon to become the
most popular advertising in America is on its way. Supermodel
Cindy Crawford stars in an award-winning commercial made to
introduce Pepsi's updated logo and package graphics.
1992 Celebrities join consumers, declaring that they "Gotta Have
It." The interim campaign supplants "Choice of a New Generation"
as work proceeds on new Pepsi advertising for the '90s. Mountain
Dew growth continues, supported by the antics of an outrageous
new Dew Crew whose claim to fame is that, except for the unique
great taste of Dew, they've "Been there, Done that, Tried that."
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1993 "Be Young, Have fun, Drink Pepsi" advertising starring

basketball superstar Shaquille O'Neal is rated as best in U.S.
1994 New advertising introducing Diet Pepsi's freshness dating
initiative features Pepsi CEO Craig Weatherup explaining the
relationship between freshness and superior taste to consumers.
1995 In a new campaign, the company declares "Nothing else is a
Pepsi" and takes top honors in the year's national advertising
championship.

Following are the Pepsis world most famous products:

Pepsi, Caffeine-Free Pepsi, Diet Pepsi/Pepsi Light, Caffeine-Free
Diet Pepsi, Caffeine-Free Pepsi Light, Wild Cherry Pepsi, Pepsi
Lime, Pepsi Max, Pepsi Twist and Pepsi ONE.

Rivalry with Coca-Cola

According to Consumer Reports, in the 1970s, the rivalry
continued to heat up the market. Pepsi conducted blind taste
tests in stores, in what was called the "Pepsi Challenge". These
tests suggested that more consumers preferred the taste of Pepsi
(which is believed to have more lemon oil, less orange oil, and
uses vanillin rather than vanilla) to Coke. The sales of Pepsi
started to climb, and Pepsi kicked off the "Challenge" across the
nation.
In 1985, The Coca-Cola Company, amid much publicity, changed
its formula. Some authorities believe that New Coke, as the
reformulated drink came to be known, was invented specifically
in response to the Pepsi Challenge. However, a consumer
backlash led to Coca-Cola quickly introducing a modified version
of the original formula (removing the expensive Haitian lime oil
and changing the sweetener to corn syrup) as Coke "Classic".
Overall, Coca-Cola continues to outsell Pepsi in almost all areas of
the world. Saudi Arabia, Pakistan (Pepsi has been a dominant
sponsor of the Pakistan cricket team since the 1990s).
The situation is both Coke and Pepsi are trying to gain market
share in this beverage market, which is valued at over $30 billion
a year (98). Just how this is done in such a competitive market is
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the underlying issue. The facts are that each company is coming
up with new products and ideas in order to increase their market
share. The creativity and effectiveness of each company's
marketing strategy will ultimately determine the winner with
respect to sales, profits, and customer loyalty (98). Not only are
these two companies constructing new ways to sell Coke and
Pepsi, but they are also thinking of ways in which to increase
market share in other beverage categories. Although the goal of
both companies is exactly the same, the two companies rely on
somewhat different marketing strategies (98). Pepsi has always
taken the lead in developing new products, but Coke soon
learned their lesson and started to do the same. Coke hired
marketing executives with good track records (98). Coke also
implemented cross training of managers so it would be more
difficult for cliques to form within the company (98). On the other
hand, Pepsi has always taken more risks, acted rapidly, and was
always developing new advertising ideas. Both companies have
also relied on finding new markets, especially in foreign countries.
In the foreign markets, Coke has been more successful than
Pepsi. For example, in Eastern Europe, Pepsi has relied on a
barter system that proved to fail. However, in certain countries
that allow direct comparison, Pepsi has beat Coke. In foreign
markets, both companies have followed the marketing concept
by offering products that meet consumer needs (99) in order to
gain market share. For instance, in certain countries, consumers
wanted a soft drink that was low in sugar, yet did not have a diet
taste or image (99). Pepsi responded by developing Pepsi Max.
These companies in trying to capture market share have relied on
the development of new products. In some cases the products
have been successful. However, at other times the new products
have failed. For Coke, changing their original formula and
introducing it as New Coke was a major failure. The new
formula hurt Coke as consumers requested Classic Cokes return.
Pepsi has also had its share of failures. Some of their failures
included: Pepsi Light, Pepsi Free, Pepsi AM, and Crystal Pepsi. One
solution to increasing market share is to carefully follow
consumer wants in each country. The next step is to take fast
action to develop a product that meets the requirements for that
particular region. Both companies cannot just sell one product; if
they do they will not succeed. They have to always be creating
and updating their marketing plans and products. The companies
must be willing to accommodate their target markets. Gaining
market share occurs when a company stays one-step ahead of
the competition by knowing what the consumer wants. My
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recommendation is to make sure the company is always doing

market research. This way they are able to get as much feedback
as possible from consumers. Next, analyze this data as fast as
possible, and then develop the new product based upon this data.
Once the product is developed, get it to the marketplace quickly.
Time is a very critical factor. In my opinion, with all of these
factors taken into consideration any company should give any
company
a
good
jump
on
market
share.

Rise in popularity
During the Great Depression, Pepsi gained popularity following
the introduction in 1929 of a 10-ounce bottle. Initially priced at 10
cents, sales were slow, but when the price was slashed to five
cents, sales increased substantially. With 12 ounces a bottle
instead of the six ounces Coca-Cola sold, Pepsi turned the price
difference to its advantage with a radio advertising campaign,
featuring the jingle "Pepsi cola hits the spot / Twelve full ounces,
that's a lot / Twice as much for a nickel, too / Pepsi-Cola is the
drink for you," encouraging price-watching consumers to switch
to Pepsi, while obliquely referring to the Coca-Cola standard of six
ounces a bottle for the price of five cents (a nickel), instead of the
12 ounces Pepsi sold at the same price. Coming at a time of
economic crisis, the campaign succeeded in boosting Pepsi's
status. In 1936 alone 500,000,000 bottles of Pepsi were
consumed. From 1936 to 1938, Pepsi Cola's profits doubled.

Marketing:
In 1975, Pepsi introduced the Pepsi Challenge marketing
campaign where PepsiCo set up a blind tasting between PepsiCola and rival Coca-Cola. During these blind taste tests the
majority of participants picked Pepsi as the better tasting of the
two soft drinks. PepsiCo took great advantage of the campaign
with television commercials reporting the test results to the
public.
In 1996, PepsiCo launched the highly successful Pepsi Stuff
marketing strategy. By 2002, the strategy was cited by Promo
Magazine as one of 16 "Ageless Wonders" that "helped redefine
promotion marketing."
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In 2007, PepsiCo redesigned their cans for the fourteenth time,

and for the first time, included more than thirty different
backgrounds on each can, introducing a new background every
three weeks.

INGREDIENTS:
Pepsi-Cola contains basic ingredients found in most other similar
drinks including carbonated water, high fructose corn syrup,
sugar, colorings, phosphoric acid, caffeine, citric acid and natural
flavors. The caffeine-free Pepsi-Cola contains the same
ingredients minus the caffeine.
The original Pepsi-Cola recipe was available from documents filed
with the court at the time that the Pepsi-Cola Company went
bankrupt in 1929. The original formula contained neither cola nor
caffeine.
The strengths, the weaknesses, the opportunities and the
threats of Pepsi.

The advantages of Pepsi-Cola

.1) Firstly, Pepsi has stayed in this market for almost one century.
So they are so experienced and stationed in people's mind
deeply. Now no one doesn't know the brand Pepsi-Cola Whenever
the name Pepsi is heard, people will conjure up the image of fresh
and cool drink.

2) Secondly, Pepsi-Cola is not only in high quality, cool and fresh

but also have a competitive price in Chinese market* Sometimes
Pepsi-Cola even has a lower price than Coca-Cola In China

3) Thirdly. Pepsi is such an experienced powerful global company,

which has a basic of a great fund. So it has the ability to place a
Idle sum of money to the promotion. We can see that the
advertisement of Pepsi-Cola is so attractive. It also invited the top
famous people to advertise for it. The advertisement is so
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elaborate and attractive so that Pepsi gained the special prize of

the advertisement Granny.

4) Pepsi also compares with the competitors and find their

disadvantages to update its own quality, flavor and also package
promptly in order to satisfy the consumers' need. This is the
biggest advantage of Pepsi Company.

So you can see from the pipe-chart one that 41% of the
interviewees prefer the flavor of Peps-Cola. It is the most popular
one. Pepsi Company also produces the Diet-Cola to meet the
people who more concern their health. And it just changes the
design of the package of Pepsi-Cola.

The disadvantages of Pepsi-Cola

But we can not consider things just on one side. Still there are
some disadvantages existing in Pepsi-Cola The pipe-chat 3
showed that most of the people like the package of Coca-Cola
best.48% people like it. It has only 32% people prefer the
package of Pepsi-Cola. So the design of Pepsi-Cola's package is
not as attractive as Coca--cola. It still needs to be improved. We
suggest that the package needs to be designed more colorful to
attract people's attention.
3 .Although in the cola market there are many competitors, Pepsi
still has the opportunity to enlarge its market share because the
cola in the market is quite monotonic. Most of the end user is
young people. There are still some people who do not like the
taste of the cola. So we can try to provide some other taste of
cola such as adding some lemon juice. We can change the flavor
in order to meet different taste of different people.

4 .As to the threats, all of us know that Pepsi-Cola and Coca-Cola

have had the competition for about 80 years. Although Pepsi-Cola
have won several times during this competition, the market
share of Pepsi-cola is a little bit smaller than Coca-Cola. There is
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another threat nowadays. Some local cola such as FeiChang and

FenHuang cola have taken their feet in the market. Their
advertisement says "Chinese people drink our own cola". It is well
known that China is a united and patriotic nation. So these words
can really catch Chinese people's heart. And these local cola's
flavor is more suitable for Chinese. So it can not be ignored.

B. After analyzing the SWOT, we can take

Some strategies accordingly.

1) Pepsi-Cola should improve the design of the package first. As it

is advertised as" the choice of new generation", the design must
be looked young and fresh. So the color should be more sharp
and attractive.

2) As the flavor and ingredients of cola in the market are similar

and the most active consumer is the young people, we can
diversify the Pepsi production to meet the different need of the
consumers. That is customer-orientated

3) Besides the Diet cola for the ladies, we can have many other
new choices. For example, we can create a new kind of cola more
suitable for children. Maybe we can add the Vitamins or some
nutritious element that are necessary to children. Or we can
create a new flavor like mint-cola and the cola with very light
alcoholic which is more suitable for the adults.

On the whole Pepsi is multinational brand which is very famous in

the world and creating its annual income in billion dollars. Day by
day Pepsi is extending its brand. The positioning of Pepsi is its
quality and its popularity in the whole world. And the target
market of Pepsi is almost every person in the world not those
which are under poverty line who can afford only a single meal In
the day, Pepsi has also potential customers means kids. We have
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seen that every product has its slogan which also helps it to
promote because these slogans represent that product so every
company tries to create an attractive slogan. Talking about Pepsi
slogans so Pepsi has created many slogans from very beginning
when it was introduced, Pepsi has changed its slogan many
times. These slogans are:

Slogans

1939: "Twice as Much for a Nickel"

1940: "BIGGER BETTER"
1950: "More Bounce to the Ounce"
1950: "Any Weather is Pepsi Weather"
1957: "The Light Refreshment"
1958: "Be Sociable, Have a Pepsi"
1961: "Now It's Pepsi for Those Who Think Young"
1963: "Come Alive, You're in the Pepsi Generation".
1967: "(Taste that beats the others cold) Pepsi Pours It On".
1969: "You've got a Lot to Live; Pepsi's got a Lot to give".
1973: "Join the Pepsi people (feeling free)".
1975: "Have a Pepsi day".
1979: "Catch that Pepsi spirit". David Lucas composer
1981: "Pepsi's got your taste for life".
1983: "Pepsi Now! Take the Challenge!"
1984: "The Choice of a New Generation".
1986: "We've Got The Taste" (Commercial with Tina Turner)
1991: "Gotta Have It."/"Chill Out"
1992: "Be Young, Have Fun, Drink Pepsi"
1995: "Nothing Else is a Pepsi".
1996: "Pepsi: Theres nothing official about it"." (During the
Wills World Cup(Cricket) held in India/Pakistan/Srilanka)
1997: "GeneratioNext"." With The Spice Girls "
1999: "Ask for More"/"The Joy of Pepsi-Cola".
2003: "It's the Cola"/"Dare for More".
2005: "Wild Thing"/"Ask For More" (With Jennifer Lopez &
Beyonc Knowles)
2007: "More Happy"/"Taste the one that's forever young".
(Michael Alexander)
2008: "Every sip gets you closer".

Conclusion
Being in such a tense competition (just like the brand Coca-Cola),
Pepsi-Cola should not take the direct and tough attack upon it.
PEPSI COLA

REPORT

16

There is no good to either side. The best wad is to keep a

peaceful relationship with it and always compare with others; we
should find their disadvantages and show our advantages on this
aspect. Then by and by, the people would think ours is betted Of
course the most important rule is to improve ourselves to meet
the consumers.

PEPSI COLA