Pepsi Company Brand Assignment

Pepsi Company Brand The product life cycle for Pepsi Company undergoes five main stages, which play a significant role in ensuring that the company’s brand attains the intended market base. The company is committed to give maximum attention to every stage of the product life cycle in order to ensure that the product life cycle is complete and does not fail in any particular stage. Due to the high competition from Coca Cola Company, Pepsi has committed a lot of resources in product development to ensure its brand remains competitive in the beverages market. The main product life cycle stages for Pepsi Company include the re-launch stage, introduction, growth, maturity, and decline stages.
The pre-launch or the development stage involved the creation of the trademark Pep Cola, which formed the basis for the development of the Pepsi brand. The pre-launch process of the Pepsi brand began in 1890s when a pharmacist Caleb Bdraham developed the Brads Drink that was designed to help in digestion. Due to the increase in customer demand for this product, the pharmacist renamed the drink Pepsi- Cola and Pepsi Company purchases the trademark Pep Cola for 100 dollars. During the pre-launch stage, no sales or profits where made because the product was still in the development process and it was not ready for sale (Castell, Stear & Burke, 2015).
The second stage was the introduction stage whose aim was to create awareness for the product in the market. During this stage, the product was tried successfully and Pepsi Cola was sold through soda fountains with the main distribution points being the Caleb’s pharmacies. The initial sales are made to the innovator and consumers who enjoy trying the new product (Castell, Stear & Burke, 2015). The company created awareness for the product through celebrity endorsement where the race car driver Barney Oldfield was used to endorse the product.
During the growth stage, Pepsi experienced rising sales volumes even during the recession period of 1929 and beyond. Due to the increase in competition for the soft drinks market, Pepsi began to bottle its products and priced their drinks low; thus, registering huge volumes of sales. Pepsi gained a broader market reach and availability to the consumers as consumers were attracted by the value for money competitive positioning strategy adopted by Pepsi (Brick, Fitzsimons, Chartrand & Fitzsimons, 2015). During the growth stage, the company engaged in aggressive marketing against Coca Cola, which was the main competitor. It was accomplished through adopting the 5 p’s marketing strategy of product, price, place, promotion and profit.
Pepsi Company has maintained its maturity stage up to date through the establishment of a wide range of products that have been launched to increase the company profits. It has embraced market differentiation strategy for its products to ensure the brands maintain their popularity among the target consumers (Brick, Fitzsimons, Chartrand & Fitzsimons, 2015). Since the brand has proved to be strong in the market and ruled out any possibility for downfall, the company is committed to maintain this status in the long run. This can be achieved through ensuring a constant reinvention of the brand to accommodate the changing needs and preferences of the consumers.
In summary, the product life cycle of Pepsi Company is a great business idea that shows the need for consistency in developing a certain brand. Starting from the pre-launch stage, through the introduction, growth and maturity stage, Pepsi brand has proved to be a very strong product that cannot easily enter the final decline stage. Through the adoption of strategic marketing strategies, the brand has managed to gain a global acceptance. The product life cycle for Pepsi Company has taken a significant period which has enabled the brand to develop a global market reach and compete with Coca Cola Company which was established almost the same period with Pepsi.

Bill Carlson

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