PEPSICO BEVERGES - BRAND EXTENSIONINT 334 – Pınar YILDIRIM

PARTICIPANTSNECİP FAZIL KESKİNKILIÇMUSTAFA SERKAN SOYAK

GİZEM BEKARSİMAY SALI

CHRONOLOGICAL HISTORY OF PEPSI LOGO

1898

1906

1950

1973

1998

2003

Today

PEPSICO BRANDS

PEPSIPEPSI LIGHTPEPSI MAXPEPSI TWISTYEDİGUNFRUKO7UPTROPICANAGATHEROID

PepsiCo Mega-BrandsPepsiCo, Inc. has 18 mega-brands that generate $1 billion or more each in annual

retail sales (estimated worldwide retail sales in billions).

MARKETING MIX (4P)

PRODUCTOther Food ProductsSavory Food SnacksBeverage Products

PRICECost Recovery PricePenetration PricePrice Skimming

PLACEDiscountsRetailWholesaleDirect SalePeer to PeerMultichannel

PROMOTIONAdvertisementEndorsementUser TrialSpecial OfferGuerrilla Marketing

LINE EXTENSION OF PEPSI

The Brand extension is commonly used by well-known brands that use their image to launch new varieties of their products in order to satisfy different needs of their current consumers as well as to gain new ones. This strategy is also implemented when a new trend is being developed in the market and to enlarge the brand’s awareness.

BRAND EXTENSION OF PEPSI

Brand extension refers to the expansion of the brand itself into new territories or markets. For instance, if a soft drink manufacturer unveils a line of juices or bottled water products under its company name, this would constitute an example of brand extension. The brand, or company, is an established name, and so the name alone can serve to drive customers to try new products completely unrelated to the older product lines.

ADVANTAGES OF EXTENSION

Facilitate new product acceptance

Improve brand image

Increase the probability of gaining distribution and trial

Increase efficiency of promotional expenditures

Avoid cost of developing a new brand

Permit consumer variety seeking