Case Study: Pepsi’s Marketing Strategy
Invented by Caleb Bradham in 1893 under the name of “Brad’s Drink”, Pepsi was initially sold in his drugstore to relieve indigestion. After being renamed as Pepsi-Cola in 1898, Pepsi quickly became a competitor to Coca-Cola, and by the 1930s, it was the second most popular soft drink in the world. In the following decades, Pepsi continued to grow in popularity, and in 1965, the PepsiCo conglomerate was formed. Over the years, Pepsi has introduced various flavors and advertising campaigns to remain competitive in the soft drink market until today. But how did Pepsi achieve dominance in this highly competitive market? What are the secrets to the company’s marketing strategy?