Pepsi changes U.S. structure for marketing

Article Abstract:

To achieve the status of America's fastest growing beverage company, Philip Marineau, PepsiCo.'s North American chief, will implement a number of strategies, all of them marketing related. First is the reorganization of executives. Another is the launch of Pepsi One. To be competitive with Coca-Cola, the customer has to be number one, and that is more likely to be achieved as bottling is separated from the rest of the company. Dawn Hudson will become domestic marketing chief in the reshuffle; the job of global marketing chief will remain unfilled at the present.

Canned & Bottled Soft Drinks, Bottled and canned soft drinks, Management, Soft drinks, Marketing, Abstract, Soft drink industry, PEP, Carbonated beverages, Marineau, Philip

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Pepsi takes aim at Coke with new one-calorie drink

Article Abstract:

PepsiCo Inc. is planning to spend about $100 million on a marketing effort for its new one-calorie cola which, according to a company spokesperson, is expected to earn $1 billion in annual revenue. The new diet drink, which is called Pepsi One, will contain the newly-FDA-approved sweetener, acesulfame potassium. The company has hired Cuba Gooding Jr. as the spokesman for the new cola in an attempt to reach young men as a target consumer audience. Pepsi One will be available on store shelves in fall 1998.

Comment:

Planning to spend about $100 million on a marketing effort for its new one-calorie cola

Product introduction, Demographics

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New sweetner: Pepsi pounces, Coke ponders

Article Abstract:

A noncaloric sweetner called acesulfame potassium won approval from the Food and Drug Administration (FDA) in June 1998. The sweetner is already included in Coca-Cola Co. and PepsiCo Inc. soft drinks that are marketed overseas. The sweetner's approval allows both Coke and Pepsi to change how diet sodas are marketed. Pepsi said that it would introduce a "breakthrough" new one-calorie soft drink that will have the sweetner.

Comment:

FDA approval of noncaloric sweetner allows both Coke and Pepsi to change how diet sodas are marketed

Coca-Cola Co. (Atlanta, Georgia)

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