The Little Emperor: a case study of a new brand launch
Article Abstract:
Pepsi-Cola Co is one of many which has identified China as having considerable potential as an emerging market. For this reason, it decided to launch there a new brand aimed at children. It committed itself to doing this in only one year, rather than the usual three-five years devoted to developing and launching a product. The brand was launched in early Nov 1995, and was the subject of an intensive television advertising campaign and related promotional activities. Later research indicated 84% spontaneous brand awareness among children aged eight-12.
Publication Name: Marketing & Research Today (Netherlands)
Subject: Business, international
ISSN: 0923-5957
Year: 1996
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Keeping you awake at night
Article Abstract:
As managing director in the United Kingdom, of the soft drink company Red Bull, Harry Drnec has used his vast experience in the beer industry to restructure the whole of the company. He felt that in every section of the business strategy was incorrect and needed to be simplified. By focusing on specific types of customers he has changed the methods used for promoting Red Bull to the public. He has also changed the place of retail shunning supermarkets in favour of garages and local stores.
Publication Name: The Director
Subject: Business, international
ISSN: 0012-3242
Year: 1996
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