Shared by 
Unlock all 11 pages
Get it free by sharing your own notes, buy just this one, or become a member and unlock documents with your plan.
How to unlock this document
Choose the way that suits you. Each one gives you all 11 pages to read online and the PDF to download.
Share your notes, unlock for free
2 free unlocks for every 5 approved uploads
- Upload your own lecture notes, assignments, essays or past papers
- PDF, Word, PowerPoint and Excel files all work, and you can send many at once
- We check each upload; you get a notification when it is approved
- Spend a free unlock on this document or any other, and keep it for good
- Shared under your public username, never your email
Then upload your notes from your profile.
Buy this document
$11 one-time payment
- All 11 pages of this document, yours to keep
- Download the PDF and read it any time, also offline
- No subscription and nothing to cancel
- Find it again any time under My Profile → Library
You log in or create a free account first, then pay securely.
Become a member
Unlock documents from the whole library, which keeps growing
- Choose any documents you like, up to your plan’s unlocks
- Documents you unlock stay yours, even if you cancel later
- Your unlocks start again with every renewal
- Secure checkout by Dodo Payments
You log in or create a free account first, then pay securely.
Compare the plansAlready a member, or bought this before? Log in to open it
About this document
- Pages
- 11 pages
- Price
- $11 one-time, yours to keep
- Membership
- Included in every plan
- Format
- Subject
- Business, Business Strategy, Marketing
This case study looks at the launch of Pepsi Next in 2012, a mid-calorie cola beverage. It covers PepsiCo’s product development process and the strategic decisions they made. It is useful for students studying business, marketing or management.
What's inside
- Introduction to Pepsi Next
- PepsiCo's brand strategy
- Recent product innovations
- Previous mid-calorie beverage attempts
- Launch of Pepsi Next
Who it is for: Students studying business, marketing or management. (Undergraduate)
Share with classmates: WhatsApp Telegram X LinkedIn Facebook
Summary
Pepsi Next is a mid-calorie cola beverage that PepsiCo launched in 2012. Students learn about the product development process and the business strategies behind it.
The Product and Market
Pepsi Next is a mid-calorie cola. It targets lapsed cola drinkers and fills the market gap between full sugar and diet soft drinks. PepsiCo sees it as a viable low-sugar alternative.
PepsiCo's Brand Strategy
PepsiCo's brands are structured around three themes: fun, better and good. The company aims to leverage its existing 'fun' brands while moving towards healthier offerings. Pepsi Next fits into the 'better-for-you' category.
Market Gap and Substitutes
Pepsi Next aims to appeal to consumers who prefer lower-calorie drinks but are concerned with the taste or social image of diet drinks. The cola category of the carbonated soft drink market is reducing. Consumers are shifting to other beverages like water, energy drinks and juices.
Brand Name Selection
Pepsi Next's name highlights a forward-looking emphasis. The product is a sub-brand of Pepsi. It aims to appeal to the 'next generation' of soda drinkers. PepsiCo sees health and sugar-reduction as a long-term trend.
Key terms
- mid-calorie cola
- A cola beverage with a mix of sugar and artificial sweeteners.
- lapsed cola drinkers
- People who used to drink cola but have stopped.
- brand equity
- The value of a brand, based on consumer perception.
- line extensions
- New variations of an existing product.
- sub-brand
- A new brand that is part of an existing brand.
- market gap
- A need in the market that is not being met by existing products.
Questions this document helps with
- Why did PepsiCo launch Pepsi Next?
- How does Pepsi Next fit into PepsiCo's brand strategy?
- Will Pepsi Next appeal to both diet and regular cola drinkers?
Summary written with AI from the document's text.
Ask the AI Teacher
Ask any question about this document or your course, and get a clear explanation.
Log in to ask Create a free account
Free accounts can ask 5 questions a day.