Pepsi - Cola

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Northwestern University College of Business Education Laoag City Strategic Management Environmental Analysis: Pepsi-Cola Products Philippines, Inc. Submitted to: Sonders G. Lucas Submitted by: Cu, Princess Charlene V Daproza, Jema C Pacpaco, Charlene B Manayan, John Elmor M February 11, 2014 HISTORY The Summer of 1898 It was a 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, inventing the beverage now known around the world as Pepsi-Cola. Pepsi 's Beginnings Caleb Bradham knew that to keep people…show more content…
The company moved its world headquarters to Manhattan, and continued to expand overseas into Latin America, the Philippines and the Middle East. At home, the company began experimenting with new bottle sizes, and for the first time began to package Pepsi-Cola in cans. But the post-war marketplace was changing rapidly. A new retail phenomenon called supermarkets was beginning to appear, and in combination with equally dramatic changes in the economics of producing soft drinks, Pepsi was forced to abandon its strategy of selling the soft drink for half the price of its chief competitor. Soon, the long-running "Nickel, Nickel" advertising was replaced with a claim more in keeping with energetic postwar America, "More Bounce to the Ounce." Throughout this period, Pepsi 's company president Al Steele 's constant traveling companion was his wife, known to America 's film fans as the glamorous movie star, Joan Crawford. Many believe that it was stylish and sophisticated Miss Crawford who moved the company away from its "value" theme of the '40s into the more sophisticated campaigns of the '50s. A new logo incorporating the "bottle cap" was adopted, and Pepsi was no longer advertised based on price, but as a

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