{"product_id":"analysis-of-key-marketing-themes-for-pepsi-cola-von-benjamin-pommer","title":"Analysis of key marketing themes for Pepsi-Cola","description":"\u003cp\u003eSeminar paper from the year 2014 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3, University of Applied Sciences Essen, language: English, abstract: PepsiCo is a global consumption goods company with a very diversified portfolio. The company focuses on beverages and ¿junk¿ food. When it comes to brand value and numbers of sold cola beverages, Coca-Cola Co has a unique market share. Especially on the cola-market, both companies are the most successful competitors worldwide. \u003c\/p\u003e\u003cp\u003eIn Germany, Pepsi-Cola has not been as long on the market as Coca-Cola. None-theless, Pepsi proved to be a strong opponent by initiating clever marketing cam-paigns. However, the German market for cola products is much more competitive than the US-market.  \u003c\/p\u003e\u003cp\u003eThe strategic planning analysis of PepsiCo, using Kotler¿s four P¿s, shows, how much Pepsi-Coläs suffers from its lack of image compared to Coca-Cola. Pepsi-Cola is very present in retails and commercials, but does not have a trustful brand image.\u003c\/p\u003e\u003cp\u003ePepsi-Coläs image as a cheap cola drink is a threat to its future deveopment,  because a decline in the product-life-cycle is possible. PepsiCo¿s focus on the German beverage market needs to include a product development, that show consumers, that Pepsi-Cola can be a tasty as well as a sustainable product. The strategy of product diversification must not contain Pepsi-Cola as the main beverage drink of the company.\u003c\/p\u003e\u003cdiv class=\"aw-variant-hidden-subtitle-div\" id=\"aw-variant-subtitle-9783656728702\"\u003e\u003ch3\u003e\u003c\/h3\u003e\u003c\/div\u003e","brand":"Libri","offers":[{"title":"Softcover - 9783656728702","offer_id":39447391666269,"sku":"9783656728702","price":18.95,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0940\/0622\/files\/0243bdd9-96f9-49f1-98db-1a1e602034bb.jpg?v=1778134755","url":"https:\/\/shop.autorenwelt.de\/products\/analysis-of-key-marketing-themes-for-pepsi-cola-von-benjamin-pommer","provider":"Autorenwelt Shop","version":"1.0","type":"link"}