Pepsi Marketing Management

Pepsi Marketing Management

History

Pepsi was invented by Caleb Bradham who was actually a pharmacist and also owned a drug store in the area of New Bern that was present in the State of North Carolina. It was in the year 1898 when the summers of New Bern was quite hot and humid Bradham started to experiment with different syrups and spice to come up with something refreshing to entertain and serve to his customers. It was then that Pepsi Cola was invented and introduced. The Pepsi Cola company was initially launched in the back room of Bradham's pharmacy and in 1902 he applied for a trademark and then there was no looking back for him. During world war 1 things changed drastically in terms of financial position and strength of the country which gave rise to cost with regards to doing business. One of the major negative effects on Pepsi Cola was seen when the sugar prices which was an important ingredient in the beverage, fluctuate and became more expensive which automatically gave rise to the price of Pepsi Cola. Due to this reason, Pepsi Cola was soon bankrupt and Bradham unable to produce Pepsi Cola in the required quantity had to sell the trademark to Craven Holdings Corporation. Pepsi has several owners before finally he landed in the hands of Roy C. who was stock broker by profession and worked in New York. In the Year 1923 the company was moved from North Carolina to Virginia and he used his personal funds to make for Pepsi Cola's business deficits but once again in 1931 Pepsi Cola became bankrupt. After that Charles G. Guth came on the scene to save the future of the beverage. He was actually in the candy manufacturing business recently ended its business with Coca Cola company. Pepsi Cola presented him with a great opportunity to enter the beverage industry with his very own product. after a short period of 2 years Guth started to make around 1millon USD and the sales of the drink sky rocketed. It was during Great depression which was period of economic decline but Pepsi's popularity and business gave rise to positive hopes of betterment in the economic condition. In the year 1945 Pepsi took a step to change its brand image and reputation by concentrating and focusing on ideas such as relating itself with the victory after the end of world war. The drink soon entered the markets of Latin America, Middle East and Philippines and also moved its business to Manhattan. it was then that the Pepsi started experimenting with its packaging in terms of bottles and sized and introduce Pepsi cans. After a major change and breakthrough came for Pepsi in advertising and marketing strategy motivated and inspired by the baby boom generation. After the end of world war an new generation known as baby boom came into being as the lifestyle of this new generation entirely different in terms of how they thought, act and live in ...