c

Caleb Davis Bradham was born in Chinquapin, North Carolina on May 27, 1867. He
graduated from the University of North Carolina at Chapel Hill and attended the
University of Maryland School of Medicine, circa 1890. He dropped out of medical
school because his father¶s business was going bankrupt. After returning to North
Carolina, Bradham taught public school for about a year, and later opened a drug store
on the corner of Middle and Pollock Streets in downtown New Bern. He named the store
³Bradham Drug Company´ and, like many other drug stores of the time, housed a soda
fountain. In 1893, Bradham invented ³Brad¶s Drink,´ a blend of carbonated water, sugar,
pepsin, kola nut extract, vanilla and ³rare oils´ at this location. On August 28, 1898,
Caleb renamed his drink ³Pepsi-Cola,´ after a combination of two ingredients, ³pepsin´
and ³cola´. He believed his drink was ³healthy´ as it aided in digestion much like the
pepsin enzyme does. In 1898, Caleb Bradham wisely bought the trade name "Pep
Cola" for $100 from a competitor in Newark, New Jersey that had gone broke. His
assistant James Henry King, a young African American was the first to taste the new
drink.

In 1902, Bradham launched the Pepsi-Cola Company in the back room of his pharmacy
and on December 24, 1902 the Pepsi-Cola Company was incorporated in the state of
North Carolina. The business began to grow, and on June 16, 1903, "Pepsi-Cola" was
officially registered with the U.S. Patent Office. At first, he mixed the syrup himself and
sold it exclusively through soda fountains. That first year, Bradham sold 7,968 gallons of
syrup, using the theme line "Exhilarating, Invigorating, Aids Digestion." He also
expanded his operation by opening a second Drug Store at the corner of Middle and
Broad Streets. Caleb soon recognized that a greater opportunity existed to bottle Pepsi
so that people could drink it anywhere. In 1905, Bradham began selling Pepsi-Cola in
six-ounce bottles and awarded two franchises to Charlotte and Durham, North Carolina.
The following year, 15 franchises were awarded, with another 40 by 1907. In 1910 there
were 250 franchises in 24 states and in January of that year the Pepsi Cola Company
held their first Bottler Convention in New Bern.
Caleb Bradham enjoyed 17 years of success with Pepsi-Cola. However, he had
gambled on the fluctuations of sugar prices during WWI. He believed that sugar prices
would continue to rise, but they fell drastically, leaving him with an overpriced sugar
inventory. Pepsi Cola went bankrupt in 1923 and its assets were sold to Craven Holding
Corporation for $30,000.
h

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The original trademark application for Pepsi-Cola was filed on September 23, 1902 with
registration approved on June 16, 1903. In the application's statement, Caleb Bradham
describes the trademark as an, "arbitrary hyphenated word "PEPSI-COLA," and
indicated that the mark was in continuous use for his business since August 1, 1901.
The Pepsi-Cola's description is a flavoring-syrup for soda water. The trademark expired
on April 15, 1994.

A second Pepsi-Cola trademark is on record with the USPTO. The application date
submitted by Caleb Bradham for the second trademark is Saturday, April 15, 1905 with
the successful registration date of April 15, 1906, over three years after the original
date. Curiously, in this application, Caleb Bradham states that the trademark had been
continuously used in his business "and those from whom title is derived since February
15, 1896." While Pepsi-Cola was filed in the same category of personal and legal and
social services in both applications, in the 1905 application the description submitted to
the USPTO was for a tonic beverage. The federal status for the 1905 trademark is
registered and renewed and is owned by Pepsico, Inc. of Purchase, New York.
Risec

During the Great Depression, Pepsi gained popularity following the introduction in 1936
of a 12-ounce bottle. Initially priced at 10 cents, sales were slow, but when the price
was slashed to five cents, sales increased substantially. With a radio advertising
campaign featuring the jingle "Pepsi-Cola hits the spot / Twelve full ounces, that's a lot /
Twice as much for a nickel, too / Pepsi-Cola is the drink for you," arranged in such a
way that the jingle never ends. Pepsi encouraged price-watching consumers to switch,
obliquely referring to the Coca-Cola standard of six ounces per bottle for the price of five
cents (a nickel), instead of the 12 ounces Pepsi sold at the same price. Coming at a
time of economic crisis, the campaign succeeded in boosting Pepsi's status. From 1936
to 1938, Pepsi-Cola's profits doubled.

Pepsi's success under Guth came while the Loft Candy business was faltering. Since he
had initially used Loft's finances and facilities to establish the new Pepsi success, the
near-bankrupt Loft Company sued Guth for possession of the Pepsi-Cola company. A
long legal battle, D

, then ensued, with the case reaching the Delaware
Supreme Court and ultimately ending in a loss for Guth.
Niche marketing

!
  
 



   

Nickolas Dias was named the new President of Pepsi-Cola and guided the company
through the 1940s. Mack, who supported progressivecauses, noticed that the
company's strategy of using advertising for a general audience either ignored African
Americans or used ethnic stereotypes in portraying blacks. He realized African
Americans were an untapped niche market and that Pepsi stood to gain market
share by targeting its advertising directly towards them.[8] To this end, he hired Hennan
Smith, an advertising executive "from the Negro newspaper field"[9] to lead an all-black
sales team, which had to be cut due to the onset of World War II. In 1947, Mack
resumed his efforts, hiring Edward F. Boyd to lead a twelve-man team. They came up
with advertising portraying black Americans in a positive light, such as one with a
smiling mother holding a six pack of Pepsi while her son (a young Ron Brown, who
grew up to be Secretary of Commerce)[10] reaches up for one. Another ad campaign,
titled "Leaders in Their Fields", profiled twenty prominent African Americans such
as Nobel Peace Prize winner Ralph Bunche and photographer Gordon Parks.

Boyd also led a sales team composed entirely of blacks around the country to promote
Pepsi. Racial segregation and Jim Crow laws were still in place throughout much of the
U.S.; Boyd's team faced a great deal of discrimination as a result, from insults by Pepsi
co-workers to threats by the Ku Klux Klan. On the other hand, they were able to
use racism as a selling point, attacking Coke's reluctance to hire blacks and support by
the chairman of Coke for segregationist Governor of Georgia Herman Talmadge. As a
result, Pepsi's market share as compared to Coke's shot up dramatically. After the sales
team visited Chicago, Pepsi's share in the city overtook that of Coke for the first time.

This focus on the market for black people caused some consternation within the
company and among its affiliates. They did not want to seem focused on black
customers for fear white customers would be pushed away. In a meeting at the Waldorf-
Astoria Hotel, Mack tried to assuage the 500 bottlers in attendance by pandering to
them, saying, "We don't want it to become known as a nigger drink." After Mack left the
company in 1950, support for the black sales team faded and it was cut.

Marketing

Pepsi logo (1973-87). In 1987, the font was modified slightly to a more rounded version
which was used until 1991. This logo was used for h
 
  in 2010.
Pepsi logo (2003-2008). h


 and h
 continued to use this design

through March 2010. It was outside of the U.S. until 2010. The original version had the
Pepsi wording on the top left of thePepsi Globe. In 2007, the Pepsi wording was moved
to the bottom of the globe.

Photo of a Pepsi can.

Pepsi bottle in Mexico. This logo was still in use in Mexico and most countries through
early 2010. This Pepsi logo was last used in Canada in May 2009.

From the 1930s through the late '50s, "Pepsi-Cola Hits The Spot" was the most
commonly used slogan in the days of old radio, classic motion pictures, and later
television. Its jingle (conceived in the days when Pepsi cost only five cents) was used in
many different forms with different lyrics.
With the rise of television, Pepsi utilized the services of a young, up-and-coming actress
named Polly Bergen to promote products, oftentimes lending her singing talents to the
classic "...Hits The Spot" jingle. Some of these Bergen spots can be seen on
ClassicTVAds.com.

Through the intervening decades, there have been many different Pepsi theme songs
sung on television by a variety of artists, from Joanie Summers to The
Jacksons to Britney Spears˜  
    



h
     


 
˜

In 1975, Pepsi introduced the Pepsi Challenge marketing campaign where PepsiCo set
up a blind tasting between Pepsi-Cola and rival Coca-Cola. During these blind taste
tests the majority of participants picked Pepsi as the better tasting of the two soft drinks.
PepsiCo took great advantage of the campaign with television commercials reporting
the results to the public.

In 1976 Pepsi, RKO Bottlers in Toledo, Ohio hired the first female Pepsi salesperson,
Denise Muck, to coincide with the United States bicentennial celebration.

In 1996, PepsiCo launched the highly successful Pepsi Stuff marketing strategy. By
2002, the strategy was cited by Promo Magazine as one of 16 "Ageless Wonders" that
"helped redefine promotion marketing."

In 2007, PepsiCo redesigned their cans for the fourteenth time, and for the first time,
included more than thirty different backgrounds on each can, introducing a new
background every three weeks. One of their background designs includes a string of
repetitive numbers 73774. This is a numerical expression from a telephone keypad of
the word "Pepsi."

In late 2008, Pepsi overhauled their entire brand, simultaneously introducing a new logo
and a minimalist label design. The redesign was comparable to Coca-Cola's earlier
simplification of their can and bottle designs. Also in 4th quarter of 2008 Pepsi teamed
up with Google/YouTube to produce the first daily entertainment show on Youtube,
Poptub. This daily show deals with pop culture, internet viral videos, and celebrity
gossip. Poptub is updated daily from Pepsi.

In 2009, "Bring Home the Cup," changed to "Team Up and Bring Home the Cup." The
new installment of the campaign asks for team involvement and an advocate to submit
content on behalf of their team for the chance to have the Stanley Cup delivered to the
team's hometown by Mark Messier.
Pepsi has official sponsorship deals with three of the four major North American
professional sports leagues: the National Football League,National Hockey
League and Major League Baseball. Pepsi also sponsors Major League Soccer.

Pepsi also has sponsorship deals in international cricket teams. The Pakistan cricket
team is just one of the teams that the brand sponsors. The team wears the Pepsi logo
on the front of their test and ODI test match clothing.

On July 6, 2009, Pepsi announced it would make a $1 billion investment in Russia over
three years, bringing the total Pepsi investment in the country to $4 billion.

In July 2009, Pepsi started marketing itself as Pecsi in Argentina in response to its
name being mispronounced by 25% of the population and as a way to connect more
with all of the population.

In October 2008, Pepsi announced that it would be redesigning its logo and re-branding
many of its products by early 2009. In 2009, Pepsi,Diet Pepsi and Pepsi Max began
using all lower-case fonts for name brands, and Diet Pepsi Max was re-branded as
Pepsi Max. The brand'sblue and red globe trademark became a series of "smiles," with
the central white band arcing at different angles depending on the product until 2010.
Pepsi released this logo in U.S. in late 2008, and later it was released in 2009
in Canada (the first country outside of the United States for Pepsi's new logo), Brazil,
Bolivia, Guatemala, Nicaragua, Honduras, El Salvador, Colombia, Argentina, Puerto
Rico, Costa Rica, Panama, Chile, Dominican Republic, the Philippines and Australia; in
the rest of the world the new logo has been released in 2010, meaning the old logo has
been phased out entirely (most recently, France and Mexico switched to Pepsi's current
logo). As of Present, The UK has started to use the new Pepsi logo on cans in an order
different from the US can. In mid-2010, all Pepsi variants, regular, diet, and Pepsi Max,
have started using only the medium-sized "smile" Pepsi Globe.

Pepsi and Pepsi Max cans and bottles in Australia now carry the localized version of the
new Pepsi Logo. The word Pepsi and the logo are in the new style, while the word
"Max" is still in the previous style. Pepsi Wild Cherry finally received the 2008 Pepsi
design in March 2010.





 

According to Consumer Reports, in the 1970s, the rivalry continued to heat up the
market. Pepsi conducted blind taste tests in stores, in what was called the "Pepsi
Challenge". These tests suggested that more consumers preferred the taste of Pepsi
(which is believed to have more lemon oil, less orange oil, and usesvanillin rather
than vanilla) to Coke. The sales of Pepsi started to climb, and Pepsi kicked off the
"Challenge" across the nation. This became known as the "Cola Wars".

In 1985, The Coca-Cola Company, amid much publicity, changed its formula. The
theory has been advanced that New Coke, as the reformulated drink came to be known,
was invented specifically in response to the Pepsi Challenge. However, a consumer
backlash led to Coca-Cola quickly reintroducing the original formula as Coke "Classic".

According to „ 
  
s 2008 report on carbonated soft drinks, PepsiCo's U.S.
market share is 30.8 percent, while The Coca-Cola Company's is 42.7 percent. Coca-
Cola outsells Pepsi in most parts of the U.S., notable exceptions being
central Appalachia, North Dakota, and Utah. In the city of Buffalo, New York, Pepsi
outsells Coca-Cola by a two-to-one margin.

Overall, Coca-Cola continues to outsell Pepsi in almost all areas of the world. However,
exceptions include India; Saudi Arabia; Pakistan (Pepsi has been a dominant sponsor
of the Pakistan cricket team since the 1990s); the Dominican
Republic; Guatemala the Canadian provinces of Quebec, Newfoundland and
Labrador, Nova Scotia, and Prince Edward Island; and Northern Ontario.

Pepsi had long been the drink of Canadian Francophones and it continues to hold its
dominance by relying on local Québécois celebrities (especially Claude Meunier, of  
h

 fame) to sell its product. PepsiCo use the slogan "here, it's Pepsi" (Ici, c'est
Pepsi) to answer to Coca-cola publicity "Everywhere in the world, it's Coke" (Partout
dans le monde, c'est Coke).

By most accounts, Coca-Cola was India's leading soft drink until 1977 when it left India
after a new government ordered The Coca-Cola Company to turn over its secret
formula for Coke and dilute its stake in its Indian unit as required by the Foreign
Exchange Regulation Act (FERA). In 1988, PepsiCo gained entry to India by creating a
joint venture with the Punjab government-owned Punjab Agro Industrial
Corporation (PAIC) and Voltas India Limited. This joint venture marketed and sold Lehar
Pepsi until 1991 when the use of foreign brands was allowed; PepsiCo bought out its
partners and ended the joint venture in 1994. In 1993, The Coca-Cola Company
returned in pursuance of India's Liberalization policy. In 2005, The Coca-Cola Company
and PepsiCo together held 95% market share of soft-drink sales in India. Coca-Cola
India's market share was 52.5%.

In Russia, Pepsi initially had a larger market share than Coke but it was undercut once
the Cold War ended. In 1972, PepsiCo company struck a barter agreement with the
then government of the Soviet Union, in which PepsiCo was granted exportation and
Western marketing rights to Stolichnaya vodka in exchange for importation and Soviet
marketing of Pepsi-Cola. This exchange led to Pepsi-Cola being the first foreign product
sanctioned for sale in the U.S.S.R.

Reminiscent of the way that Coca-Cola became a cultural icon and its global spread
spawned words like "coca colonization", Pepsi-Cola and its relation to the Soviet system
turned it into an icon. In the early 1990s, the term "Pepsi-stroika" began appearing as a
pun on "perestroika", the reform policy of the Soviet Union under Mikhail Gorbachev.
Critics viewed the policy as a lot of fizz without substance and as an attempt to usher in
Western products in deals there with the old elites. Pepsi, as one of the first American
products in the Soviet Union, became a symbol of that relationship and the Soviet
policy. This was reflected in Russian author Victor Pelevin's book "Generation P".

In 1989, Billy Joel mentions the rivalry between the two companies in the song "We
Didn't Start The Fire". The line "Rock & Roll and Cola Wars" refers to Pepsi and Coke's
usage of various musicians in their advertising campaigns. Coke used Paula Abdul,
while Pepsi used Michael Jackson. They then continued to try to get other musicians to
advertise their beverages.

In 1992, following the Soviet collapse, Coca-Cola was introduced to the Russian
market. As it came to be associated with the new system, and Pepsi to the old, Coca-
Cola rapidly captured a significant market share that might otherwise have required
years to achieve. By July 2005, Coca-Cola enjoyed a market share of 19.4 percent,
followed by Pepsi with 13 percent.

Pepsi did not sell soft drinks in Israel until 1992. Many Israelis and some American
Jewish organizations attributed Pepsi's previous reluctance to do battle to the Arab
boycott. Pepsi, which has a large and lucrative business in the Arab world, denied that.
It said economic rather than political reasons kept it out of Israel.





 h
  

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   !  

"   ˜

X 1939±1950: "Twice as Much for a Nickel"

X 1950: "More Bounce to the Ounce"
X 1950±1957: "Any Weather is Pepsi Weather"
X 1957±1958: "Say Pepsi, Please"
X 1958±1961: "Be Sociable, Have a Pepsi"
X 1961-1963: "Now It's Pepsi for Those Who Think Young" (jingle sung by Joanie
Sommers)
X 1963±1967: "Come Alive, You're in the Pepsi Generation" (jingle sung by Joanie
Sommers)
X 1967±1969: "(Taste that beats the others cold) Pepsi Pours It On".
X 1969±1975: "You've Got a Lot to Live, and Pepsi's Got a Lot to Give"
X 1975±1977: "Have a Pepsi Day"
X 1977±1980: "Join the Pepsi People (Feeling Free)"
X 1980±1981: "Catch That Pepsi Spirit" [David Lucas, composer]
X 1981±1983: "Pepsi's got your taste for life"
X 1983: "It's cheaper than Coke!"
X 1983±1984: "Pepsi Now! Take the Challenge!"
X 1984±1991: "Pepsi. The Choice of a New Generation" (commercial with Michael
Jackson and The Jacksons, featuring Pepsi version of Billie Jean)
X 1984-1988: "Diet Pepsi. The Choice of a New Generation"
X 1988-1989: "Diet Pepsi. The Taste That's Generations Ahead"
X 1989-1990: "Diet Pepsi. The Right One"
X 1989-1992: "Diet Pepsi. The Taste That Beats Diet Coke"
X 1986±1987: "We've Got The Taste" (commercial with Tina Turner)
X 1987±1990: "Pepsi's Cool" (commercial with Michael Jackson, featuring Pepsi
version of Bad)
X 1990±1991: "You got the right one Baby UH HUH" (sung by Ray Charles for Diet
Pepsi)
X 1990±1991: "Yehi hai right choice Baby UH HUH" (Hindi - meaning "This is the right
choice Baby UH HUH") (India)
X 1991±1992: "Gotta Have It"/"Chill Out"
X 1992±1993: "Be Young, Have Fun, Drink Pepsi"
X 1993±1994: "Right Now" Van Halen song for the Crystal Pepsi advertisement.
X 1994±1995: "Double Dutch Bus" (Pepsi song sung by Brad Bentz)
X 1995: "Nothing Else is a Pepsi"
X 1995±1996: "Drink Pepsi. Get Stuff." Pepsi Stuff campaign
X 1996±1997: "Pepsi:There's nothing official about it" (During the Wills World Cup
(cricket) held in India/Pakistan/Sri Lanka)
X 1997±1998: "Generation Next" - with the Spice Girls.
X 1998±1999: "It's the cola" (100th anniversary commercial)
X 1999±2000: "For Those Who Think Young"/"The Joy of Pepsi-Cola" (commercial
with Britney Spears/commercial with Mary J. Blige)
X 1999-2006: "Yeh dil maange more" (Hindi - meaning "This heart asks for more")
(India)
X 2003: "It's the Cola"/"Dare for More" (Pepsi Commercial)
X 2006±2007: "Why You Doggin' Me"/"Taste the one that's forever young" Commercial
featuring Mary J. Blige
X 2007±2008: "More Happy"/"Taste the once that's forever young" (Michael
Alexander)
X 2008-present: pepsi ye pyaas heh bari (urdu)meaning: it killed my thirst (pakistan)
X 2008: "Pepsi Stuff" Super Bowl Commercial (Justin Timberlake)
X 2008: "Ɋepsi is #1" Ɍv commercial (Luke Rosin)
X 2008±present: "Something For Everyone"
X 2009±present: "Refresh Everything"/"Every Generation Refreshes the World"
X 2009±present: "Yeh hai youngistaan meri jaan" (Hindi - meaning "This is our young
country my baby")
X 2009±present: "My Pepsi My Way"(India)
X 2009±present: "Refresca tu Mundo" (Spanish - meaning "Refresh your world")
(Spanish Spoken countries in Latin America)
X 2010±present: "Every Pepsi Refreshes The World"
X 2010±present "Pepsi. Sarap Magbago." (Philippines)
X 2010±present "Badal Do Zamana" Urdu - meaning "Change The World")(Pakistan)

h
 
Pepsiman is an official Pepsi mascot from Pepsi's Japanese corporate branch. The
design of the Pepsiman character is attributed to Canadian comic book artist Travis
Charest, created sometime around the mid 1990s. Pepsiman took on three different
outfits, each one representing the current style of the Pepsi can in distribution. Twelve
commercials were created featuring the character. His role in the advertisements is to
appear with Pepsi to thirsty people or people craving soda. Pepsiman happens to
appear at just the right time with the product. After delivering the beverage, sometimes
Pepsiman would encounter a difficult and action oriented situation which would result in
injury.

In 1996, Sega-AM2 released the Sega Saturn version of their arcade fighting
game è


. In this game Pepsiman was included as a special character, with
his specialty listed as being the ability to "quench one's thirst". He does not appear in
any other version or sequel. In 1999, KID developed a video game for
the h 

 entitled h
 . As Pepsiman, the player runs, skateboards, rolls,
and stumbles through various areas, avoiding dangers and collecting cans of Pepsi all
while trying to reach a thirsty person as in the commercials.
K  


Pepsi is made with carbonated water, high fructose corn syrup, caramel
color, sugar, Phosphoric acid, caffeine, citric acid and natural flavors. A can of Pepsi (12
fl ounces) has 41 grams of carbohydrates (all from sugar), 30 mg of sodium, 0 grams
of fat, 0 grams of protein, 38 mg of caffeine and 150 calories.[29][30] The caffeine-free
Pepsi-Cola contains the same ingredients but without the caffeine.

The original Pepsi-Cola recipe was available from documents filed with the court at the
time that the Pepsi-Cola Company went bankrupt in 1929. The original formula
contained neither cola nor caffeine.

Ö
 c

!   One of Caleb's formulations, known as "Brad's Drink," a combination of

carbonated water, sugar, vanilla, rare oils and cola nuts, is renamed "Pepsi-Cola" on
August 28, 1898. Pepsi-Cola receives its first logo.

!   The instant popularity of this new drink leads Bradham to devote all of his energy
to developing Pepsi-Cola into a full-fledged business. He applies for a trademark with
the U.S. Patent Office, Washington D.C., and forms the first Pepsi-Cola Company.

The first Pepsi-Cola newspaper advertisements appeared in the New Bern Weekly
Journal.

!   "Doc" Bradham moves the bottling of Pepsi-Cola from his drugstore into a rented
warehouse; he sells 7,968 gallons of syrup in the first year of operation.

Pepsi's theme line is "Exhilarating, Invigorating, Aids Digestion."

! 
 Bradham purchases a building in New Bern known as the "Bishop Factory" for
$5,000 and moves all bottling and syrup operations to this location. Pepsi is sold in six-
ounce bottles. Sales increase to 19,848 gallons.

!   Pepsi-Cola's first bottling franchises are established in Charlotte and Durham,

North Carolina.

Pepsi receives its new logo, its first change since 1898.

!   Pepsi gets another logo change, the third in eight years. The modified script logo
is created with the slogan, "The Original Pure Food Drink."
There are 15 U.S. Pepsi bottling plants. The Pepsi trademark is registered in Canada.
Syrup sales rise to 38,605 gallons.

The federal government passes the Pure Food and Drug Act, banning substances such
as arsenic, lead, barium, and uranium, from food and beverages. This forced many soft
drink manufacturers, including Coca-Cola, to change their formulas. Pepsi-Cola, being
free of any such impurities, claimed they already met federal requirements.

!   Pepsi-Cola Company continues to expand; the company's bottling network grows

to 40 franchises. Pepsi-Cola sells more than 100,000 gallons of syrup.

Pepsi trademark is registered in Mexico. Syrup sales rise to 104,026 gallons.

!   Pepsi-Cola becomes one of the first companies to modernize delivery from horse
drawn carts to motor vehicles. Two hundred fifty bottlers in 24 states are under contract
to make and sell Pepsi-Cola.

!   Automobile race pioneer Barney Oldfield endorses Pepsi-Cola in newspaper ads

as "A bully drink...refreshing, invigorating, a fine bracer before a race."

! !  The first Pepsi-Cola bottlers' convention is held in New Bern, North Carolina.

!   Pepsi theme line speaks to the consumer with "Drink Pepsi-Cola, it will satisfy
you."

After seventeen years of success, Caleb Bradham lost Pepsi Cola. He had gambled on
the fluctuations of sugar prices during W.W.I, believing that sugar prices would continue
to rise but they fell instead leaving Caleb Bradham with an overpriced sugar inventory.
Pepsi Cola went bankrupt in 1923 and its assets were sold to a North Carolina concern;
Craven Holding Corporation for $30,000.

Roy C. Megargel, a Wall Street broker, buys the Pepsi trademark, business and good
will from Craven Holding Corporation for $35,000, forming the Pepsi-Cola Corporation

c
]
 ccc

X h
: PepsiCo's signature cola flavor and its namesake cola.

X h
 # : Introduced in 1982 by PepsiCo as the first major-brand caffeine-free
cola and is today sold as Caffeine-Free Pepsi andCaffeine-Free Diet Pepsi.
X 
 h
: Discontinued; clear version of cola; introduced in 1992 and sold until
1993.
X 
  h
: Discontinued (non-cola) citrus-flavored reformulation of
Crystal Pepsi.
X h
  : Clear soda released in Mexico as a limited edition during Christmas
2005, the Mexican equivalent of Crystal Pepsi
X h
 ": Contains more caffeine than a regular Pepsi and marketed as a morning
drink. Introduced in 1989 and discontinued in 1990.
X h
 : An azuki bean-flavored limited Edition Pepsi released in Japan on
October 20, 2009.
X h
 $: A baobab tree fruit-flavored limited Edition Pepsi released in Japan
on May 25, 2010.
X h
 $ : A caffeine, sugar and artificial sweetener-free Pepsi only sold
in Germany, Italy and Spain
X h
 

: (Also known as %   and "& ) Pepsi with a taste
of coffee - sold only in Russia, Romania, and other various parts of Europe.
X h
 #  : More fresh Pepsi. Designed for summer 2007.[
]

X h
 
: "a new cola made with only natural ingredients", released in select
markets in 2009.
X h
 $ : A blue colored fruity soda (non-cola). Given a huge marketing push,
often considered a major flop on the order of New Coke. No longer produced. In
Iceland, Pepsi Blue was sold for a brief period of time during the winter of
2003/2004, and in India during the 2003 Cricket World Cup. It was sold for a longer
period in Austria, and is still available in some parts of Mexico. It is also still available
in Lombok, an island east of Bali. It was also sold in the Philippines for a limited time
only, usually it appears during Christmas season. Likewise, it was sold for a limited
time in Australia, Bulgaria, Poland and Finland.[

  ]
X h
 $ ': A Limited Edition Pepsi released in Japan. A pineapple and
lemon-flavored soda, blue in color.
X h
 : A tropical fruit-flavored Pepsi available in Japan for a limited time
that debuted in summer 2006. Later Released as Pepsi Summer Mix in 2007 in the
US, However the formula was most likely different.
X h
 # : a limited edition, cinnamon-flavored variety that is sold
in Guam, Saipan, Thailand, Mexico, Malaysia, Singapore and the Philippines.
X h
 (: Limited edition gold colored variant as part of a 2006 FIFA World
Cup and ICC Cricket World Cup 2007 promotion.It had a hint of ginger, but nowhere
near the spice level of Pepsi Red, and was sold in Southeast Asia, Central Europe,
Finland, Russia and The Middle East. Re-released as Pepsi Cheer for the 2010
FIFA World Cup.
X h
 ( : a bright-green variety introduced in Thailand on January 15, 2009.
X h
 ' 
 : a limited edition variety which the company began selling
November 1, 2004 in the U.S.A. and Canada for an eight-week period, and again in
the 2006 Christmas season. It is flavored with a seasonal finish of cinnamon,
somewhat similar to the Swedish Julmust.
X  
 h
) Almost identical to Pepsi Holiday Spice, with nutmeg and
cocoa added to the ingredients list, and was marketed over the 2007 and 2008
Christmas seasons.
X h
 K : Pepsi with an icy mint flavor. Sold in Guam, Thailand, Malaysia,
Singapore and the Philippines. In summer 2007 Pepsi used the name Pepsi Ice in
the Czech Republic and Slovakia for a limited edition cola with apple flavor.
X h
 K   : Limited edition green, cucumber-flavored Pepsi sold in Japan
in summer 2007.
X h
 *, a coffee-flavored cola which was test-marketed on the East Coast of
the USA.
X Ñ  h
: Limited Edition to promote NFL kickoff 2008, same taste as Pepsi
Twist
X h
 Ñ Ñ: Kola-flavored drink from Spain to promote La Liga in 2000.
X h
 Ñ : with lime flavor added, introduced onto the market in the spring of
2005.
X h
 Ñ +: Pepsi with lime flavor released in Mexico in 2002, later returns
as Pepsi Twist in 2004, no longer produced.
X h
  : Lemon-flavored Pepsi sold in India.
X h
 ",
: Lemon-flavored Pepsi, with a twist of mint. Alcohol Free. Limited
edition, summer 2009.
X h
   : Available in test markets in 1991 and it has been said
that it didn't really taste like raspberry, but was considered a raspberry twist,
introduced along with h
 Ö
   and h
 
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.
X h
 : Cola made with all-natural ingredients and no artificial colours sold in
the United Kingdom and Norway.
X h
  : Released in Japan sometime in 2006, it has a general ginger flavor and
is somewhat spicy.
X h
 
 (rendered in written advertisement as h-hK 
): Released in
Mexico in February 2008. Pepsi made with natural ingredients, sugar cane and cola
nut extract.
X h
  : A "Tropical Flavoured Cola" containing the
flavors Mango & Tamarind, distributed in Australia and could be found in some
shops at Spain. It was released in Australia in the 3rd Quarter of 2005 and was
expected to be in production for a limited time only. Many people did not like the
taste.
X h
  : Limited edition green shiso-flavored soda introduced in Japan during
summer 2009.
X h
 
  $
: Available in test markets in 1991 along with h

Ö
   and h
   .
X h
    : "Chilled Apple Cola". Sold in Poland during summer 2007. In
the Czech Republic and Slovakia the same product was sold as Pepsi Ice.
X h
   "&: Pepsi with tropical fruit flavors. Released in early Spring of
2007, and was discontinued Fall to Winter of 2007. Was available in limited areas
only; was a big hit for the northeastern United States.

X h
 Ö : A version of Pepsi-Cola sweetened with sugar instead of corn

syrup. The use of sugar is the only difference between it and regular Pepsi.
X h
 Ö
  : Available in test markets in 1991 along with h
 
 
$
and h
   .
X h
 #  : Pepsi, Diet Pepsi, or Wild Cherry Pepsi-flavored slushee available at
most convenience stores and some movie theatres.
X h
 Ö
: Short lived drink that was Available in the US, UK and Japan in late
1994.
X h
 Ö
: A lemon-flavored variety.
X h
 Ö
",
: A Pepsi with a mix of lemon and mojito taste. Has no alcohol.
Sold in Italy.
X h
 Ö
. Sold during summertime in Brazil, it's a Pepsi with a lemon flavor
stronger than regular Pepsi Twist. "Twistão", in Portuguese, is
theaugmentative of "Twist".
X h
 /: Released in Canada and the U.S. in 2003 as Pepsi's answer
to Vanilla Coke. Contains vanilla extract as well as both natural and artificial flavors.
No longer produced.
X h
 K   Sold in Russia
X h
 0 
: Pepsi with yogurt flavor, available in Japan
X h
 0  : a cherry-flavored variety, introduced in 1988. Available for a
brief period in the UK in the late 1980s. Originally called "Wild Cherry Pepsi", its
name was changed along with the formula in 2005. Now uses the 2008 Pepsi
design.
X h
 1 -  : Contains more caffeine than regular Pepsi, and also
contains guaranine. Pepsi is the first major cola brand to have anenergy drink line
extension. The cola-based product has a unique flavor and a reddish tint. It is sold in
several countries worldwide.
X h
 !: Only available for a limited time to celebrate 100 years of the drink in
1998 and came back in 2003 to celebrate the name.
X h
   /: Released in May 2010. A Cherry-Vanilla-flavored Pepsi. Out
for only eight weeks.
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X p
h
: Low-calorie version of Pepsi.
X p

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: Low-calorie version of Crystal Pepsi.
X p


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 ˜
X h
 - : contains half the carbohydrates, calories and sugars of a normal Pepsi,
and is flavored by Splenda. Introduced in 2004, and discontinued in 2005. It was
featured on an episode of  



  in which teams had to design a
prototype bottle.
X h
 
 : the French name for Pepsi Edge, sold exclusively during 2005
in the province of Quebec.
X p
h
 # (now known as   # p
h
)
X p
h
 3 flavored colas only available in diet styles. Introduced in July 2006
discontinued in 2009.
X $   #  /
X 
     
X     (introduced Feb. 2007)
X p
h
 * A coffee soda available in test markets in 1997.
X h
 *: Introduced in Mexico in 2009. Calorie-free Pepsi with added Caffeine
and Ginseng. A Mexican equivalent of American Pepsi Max.
X p
h
   : pepsi cherry vanilla, but has low calories. only out for 8
weeks.
X h
 Ñ
: Lemon-flavored Diet Pepsi sold in the 1970s and 1980s, also the name
under which Diet Pepsi is distributed outside the English-speaking countries.
X h
 Ñ
: a no sugar Pepsi sold in other countries besides the United States.
Similar to Diet Pepsi. (not sold in 1970s or 1980s)
X p
h
 #
",
 Ñ  Ö
/ 

: Available in small small
amounts around the Powell River Canada area. Its said to have a taste of Pepsi
Twist with a little less lemon, and a little more Mojito Vert Citron. Also you can
buy it anywhere in Utah - on sale for 56 cents at the dollar tree.
X p
h
 Ñ

X h
 Ñ
Ö

X h
 Ñ
Ñ : Pepsi Light, but with a touch of lime. Sold only in Spain
 X h
 Ñ
,
: Pepsi Light, but with a touch of mojito taste. Has no alcohol.
Sold in Germany in 2008.
X p
h
 Ñ : A new flavor of Diet Pepsi released in 2009.
X p
h
 Ñ a lime tasted diet pepsi. Temporarily available.
X p
h
 "& Was available in the United States and Canada. Diet Pepsi with
added Caffeine and Ginseng. This product is not related to Pepsi Max as it has
significantly different ingredients and no calories. Diet Pepsi Max was renamed
"Pepsi Max" in 2008 along with the redesign of Pepsi.
X h
 "& Was only available outside the United States until the name change of
Diet Pepsi Max in 2008. Pepsi with no sugar.
X h
 "&  Ñ 
X h
 "&   (flavored with apple)
X h
 "& ", A variation flavoured with lime and a hint of mint. Sold in
Finland in 2008.
X h
 "& 
 
 / 
(sold in France)
X h
 "&  (UK - Pepsi Max with coffee) Discontinued
X h
 "& -  Pepsi max with 66% more caffeine, flavored with ginseng.
Sold in Germany in 2008.
X h
 "& ( (limited edition in the UK market for Christmas 2005 - available
September to December)
X h
 "& Ö
Lemon and lime flavor available in the UK
X h
 "& ",
 Mojito flavor available in Denmark
X h
 "&   # With a hint of lime. It is meant to be consumed
with Doritos burn, to "cool the burn". Sold in the USA.
X h
 "& h pepsi holiday spice with the max flavors sold in the uk in
christmas 2005.
X h
 -1: A zero calorie Pepsi available in Japan developed by Suntory
X h
  -: An alternative to Diet Pepsi, with one calorie per serving. Still uses the
2003 Pepsi design as of May 2009.
X p
h
 Ö

X p
h
 *: Diet Pepsi with Lemon. To be released for the
2008 NFL season. As seen on eBay.
X p
h
 Ö
. (see above)
 X p
h
 / Vanilla-flavored diet soda. Pepsi's response to Diet Vanilla Coke.
Temporarily available.
X p
h
 0   Not widely available until 2005, when Wild Cherry Pepsi
was reformulated. Now uses the 2008 Pepsi design
X h
 1Ñ another mid-calorie cola targeted at males, and transition consumers
(those making the move from regular to diet colas).
X h
  # Released on November 2007.
X h
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: Released in Brazil in 2008. It has 3 calories of the natural lemon
juice.
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 0Ö 4
A SWOT analysis stands for Strengths, Weaknesses, Opportunities, and Threats and is
a simple and powerful way to analyze your company's present marketing situation.
The best way to understand SWOT is to look at an actual example: AMT is a computer
store in a medium-sized market in the United States. Lately it has suffered through a
steady business decline caused mainly by increasing competition from larger office
products stores with national brand names. The following is the SWOT analysis
included in its marketing plan.
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i $ - One of PepsiCo¶s top brands is of course Pepsi, one of the most recognized
brands of the world, ranked according to Interbrand. As of 2008 it ranked 26th amongst
top 100 global brands. Pepsi generates more than $15,000 million of annual sales.
Pepsi is joined in broad recognition by such PepsiCo brands as Diet Pepsi, Gatorade
Mountain Dew, Thirst Quencher, Lay¶s Potato Chips, Lipton Teas (PepsiCo/Unilever
Partnership), Tropicana Beverages, Fritos Corn, Tostitos Tortilla Chips, Doritos Tortilla
Chips, Aquafina Bottled Water, Cheetos Cheese Flavored Snacks, Quaker Foods and
Snacks, Ruffles Potato Chips, Mirinda, Tostitos Tortilla Chips, and Sierra Mist.
i The strength of these brands is evident in PepsiCo¶s presence in over 200 countries.
The company has the largest market share in the US beverage at 39%, and snack food
market at 25%. Such brand dominance insures loyalty and repetitive sales which
contributes to over $15 million in annual sales for the company
i p 
 - PepsiCo¶s diversification is obvious in that the fact that each of its top
18 brands generates annual sales of over $1,000 million. PepsiCo¶s arsenal also
includes ready-to-drink teas, juice drinks, bottled water, as well as breakfast cereals,
cakes and cake mixes.This broad product base plus a multi-channel distribution system
serve to help insulate PepsiCo from shifting business climates.
i p

 - The company delivers its products directly from manufacturing plants and
warehouses to customer warehouses and retail stores. This is part of a three pronged
approach which also includes employees making direct store deliveries of snacks and
beverages and the use of third party distribution services.




0   
i  
   0"
- Sales to Wal-Mart represent approximately 12% of
PepsiCo¶s total net revenue. Wal-Mart is PepsiCo¶s largest customer. As a result
PepsiCo¶s fortunes are influenced by the business strategy of Wal-Mart specifically its
emphasis on private-label sales which produce a higher profit margin than national
brands. Wal-Mart¶s low price themes put pressure on PepsiCo to hold down prices.
i  
   ! "
 - Despite its international presence, 52% of its
revenues originate in the US. This concentration does leave PepsiCo somewhat
vulnerable to the impact of changing economic conditions, and labor strikes. Large US
customers could exploit PepsiCo¶s lack of bargaining power and negatively impact its
revenues.
i Ñ h

 - In 2008 PepsiCo had approximately 198,000 employees. Its
revenue per employee was $219,439, which was lower that its competitors. This may
indicate comparatively low productivity on the part of PepsiCo employees.
i K  p  p
 h
  - Recently (2008) salmonella contamination
forced PepsiCo to pull Aunt Jemima pancake and waffle mix from retail shelves. This
followed incidents of exploding Diet Pepsi cans in 2007. Such occurrences damage
company image and reduce consumer confidence in PepsiCo products.







 



 
i $   h
$ - PepsiCo is seeking to address one of its potential
weaknesses; dependency on US markets by acquiring Russia¶s leading Juice
Company, Lebedyansky, and V Wwater in the United Kingdom. It continues to broaden
its product base by introducing TrueNorth Nut Snacks and increasing its Lipton Tea
venture with Unilever. These recent initiatives will enable PepsiCo to adjust to the
changing lifestyles of its consumers.
i K

 -&
 - PepsiCo is in the midst of making a $1, 000 million
investment in China, and a $500 million investment in India. Both initiatives are part of
its expansion into international markets and a lessening of its dependence on US sales.
In addition the company plans on major capital initiatives in Brazil and Mexico.
i (    $

  0
 
 ! - PepsiCo is positioned well
to capitalize on the growing bottle water market which is projected to be worth over $24
million by 2012. Products such as Aquafina, and Propel are well established products
and in a position to ride the upward crest.PepsiCo products such as, Doritos tortilla
i chips, Cheetos cheese flavored snacks, Tostitos tortilla chips, Fritos corn chips, Ruffles
potato chips, Sun Chips multigrain snacks, Rold Gold pretzels, Santitas are also
benefiting from a growing savory snack market which is projected to grow as much as
27% by 2013, representing an increase of $28 million.

Ö  

i p   
 p   - Soft drink sales are projected to decline by as
much as 2.7% by 2012, down $ 63,459 million in value. PepsiCo is in the process of
diversification, but is likely to feel the impact of the projected decline.
i h

 
 K

 (  
 
 - It is anticipated that
government initiatives related to environmental, health and safety may have the
potential to negatively impact PepsiCo. For example, manufacturing, marketing, and
distribution of food products may be altered as a result of state, federal or local dictates.
Preliminary studies on acrylamide seem to suggest that it may cause cancer in
laboratory animals when consumed in significant amounts. If the company has to
comply with a related regulation and add warning labels or place warnings in certain
locations where its products are sold, a negative impact may result for PepsiCo.
i K
 


 - The Coca-Cola Company is PepsiCo¶s primary competitors. But
others include Nestlé, Groupe Danone and Kraft Foods. Intense competition may
influence pricing, advertising, sales promotion initiatives undertaken by PepsiCo.
Resently Coca-Cola passed PepsiCo in Juice sales.
i h

 p

 p
 Ñ ! 
- Based upon recent history, PepsiCo may
be vulnerable to strikes and other labor disputes. In 2008 a strike in India shut down
production for nearly an entire month. This disrupted both manufacturing and
distribution.
PepsiCo is a world leader in convenient snacks, foods and beverages with revenues of
more than $43 billion and over 198,000 employees. Take a journey through our past
and see the key milestones that define PepsiCo
R
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" 
 is generally the task of a Media Agency and
entails finding the most appropriate media products for a clients
brand or product. The job of Media Planning involves several
areas of expertise that the Media Planner uses to determine what
the best combination of media is to achieve the given marketing
campaign objectives.
In the process of planning the Media planner needs to answer
questions such as:

1. How many of the audience can I reach through different

media?
2. On which media (and ad vehicles) should I place ads?
3. Which frequency should I select?
4. How much money should be spent in each medium?
In answering these questions the Media Planner then comes to
an optimum Media Plan that enables him/her to deliver on the
clients objectives.
R
c  c

" 
  is a job title in an advertising agency or media planning and buying agency,
responsible for selecting media for advertisement placement on behalf of their clients. The main
aim of a media planner is to assist their client in achieving business objectives through their
advertising budgets by recommending the best possible use of various media platforms
available to advertisers. Their roles may include analyzing target audiences, keeping abreast of
media developments, reading market trends and understanding motivations of consumers (often
including psychology and neuroscience).

Traditionally, the role of the media planner was quite close to that of the media buyer, the
obvious distinction being that the planner would devise a plan for advertising and the buyer
would negotiate with the media proprietor on things such as rates, copy deadlines, placement,
merchandising, etc. The role of the modern media planner is more wide reaching however.
Today many agencies are actually eschewing the job title of "media planner in favour of titles
such as communications planner, brand planner or strategist. This reflects the shift away
fromtraditional media planning to a more holistic approach, with the planner now having to
consider (as well as standard above-the-line channels such as TV, print, radio and outdoor)
PR,below-the-line channels, in-store, digital media, product placement and other emerging
communications channels all for the purpose of ensuring the client's advertising budget is well
spent as well as adhering to the overall marketing strategy devised by marketing consultants or
the client themselves. Their expanded job scope has thus made greater demands of their time,
placing them in immensely pressured situations matched by the states faced by their creative
(copywriters and art directors) counterparts.