Pepsico Case Study

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Corporation, Hansen Natural Corporation, Kraft Foods Group, and The Kellogg Company to name a few (Jurevicius, 2017). 2. Increasing customer health consciousness: Most of PepsiCo’s soft drink lines are perceived as unhealthy by consumers (Bhasin, 2017). In an attempt to combat this image PepsiCo under Nooyi’s guidance decided to turn their focus to more health conscious product options (Cooper, 2014). PepsiCo’s move to focus on more healthy products led to startling declines in their U.S. soft drink market share (Cooper, 2014). 3. Product dependence: PepsiCo products are only present in the food and beverage industry which could prove harmful in the long run (Bhasin, 2017). In order to become a true global leader PepsiCo needs to diversify their business into other product segments (Bhasin, 2017). 4. Failed products: PepsiCo has had many failed products, like ‘Crystal Pepsi’, over the years that can hurt their brand image, pocket books and opened the door for competitors to succeed where they failed (Bhasin, 2017). A few other examples of failed PepsiCo products are: o Pepsi Blue in 2002 which was created to compete with Coca-Cola’s Vanilla Coke (Bhasin, 2012). Pepsi Blue drew fire because of the controversial coloring agent that was used in its formula, which led to its discontinuation in 2004 (Bhasin, 2012). o Josta: Josta created in 1995 was PepsiCo’s first energy drink to challenge Coca-Cola, but it was short lived and was pulled from shelves in 1999 (Bhasin, 2012). o

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