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    Pepsi Blue: By: John Dehmardan

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    Luis Ma Crz
    The document summarizes Pepsi's "Project Blue" which was a global rebranding effort in the 1990s that changed Pepsi's logo and branding from white to blue. It details how Pepsi tested the new blue branding in Bahrain first and saw increased sales and market share. Based on that success, Pepsi planned a $500 million global rollout of the new blue branding across 20 countries within one year, however some executives expressed concerns about the large scope and speed of the planned rollout.

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    Pepsi Blue: By: John Dehmardan

    Uploaded by

    Luis Ma Crz
    108 views37 pages
    The document summarizes Pepsi's "Project Blue" which was a global rebranding effort in the 1990s that changed Pepsi's logo and branding from white to blue. It details how Pepsi tested the new blue branding in Bahrain first and saw increased sales and market share. Based on that success, Pepsi planned a $500 million global rollout of the new blue branding across 20 countries within one year, however some executives expressed concerns about the large scope and speed of the planned rollout.

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    Pepsi Blue

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    The document summarizes Pepsi's "Project Blue" which was a global rebranding effort in the 1990s that changed Pepsi's logo and branding from white to blue. It details how Pepsi tested the new blue branding in Bahrain first and saw increased sales and market share. Based on that success, Pepsi planned a $500 million global rollout of the new blue branding across 20 countries within one year, however some executives expressed concerns about the large scope and speed of the planned rollout.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    108 views37 pages

    Pepsi Blue: By: John Dehmardan

    Uploaded by

    Luis Ma Crz
    The document summarizes Pepsi's "Project Blue" which was a global rebranding effort in the 1990s that changed Pepsi's logo and branding from white to blue. It details how Pepsi tested the new blue branding in Bahrain first and saw increased sales and market share. Based on that success, Pepsi planned a $500 million global rollout of the new blue branding across 20 countries within one year, however some executives expressed concerns about the large scope and speed of the planned rollout.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 37

    Pepsi Blue

    By: John Dehmardan

    Pepsi Blue
    Global

    launch of a new brand identity and logo $500 million investment Project Blue: Blue vs. Red

    PepsiCo

    $30.4 billion in revenue Ranked 20 in the Fortune 500 Revenues - 35% beverages - 37% fast food restaurants - 28% snack foods

    PepsiCo
    US

    Beverage sales rose by 7% - Volume growth: 25% - Price increases: 75% International sales rose by 14% - Volume growth: 45% - Price increases: 55%

    PepsiCo

    Pepsi, Diet Pepsi, Pepsi Max - 40% of US beverage sales - 70% of international sales International sales - 29% of total beverage revenue - 18% of beverage operating profits

    Rivalry
    1930s

    :Price oriented campaign - Twice as much for a nickel 1970s :Taste superiority - Pepsi Challenge - 20 million took the challenge 60% chose Pepsi over Coke

    Rivalry
    1980s:

    image advertising -The choice of a new generation -Teenage target

    Rivalry
    Pepsi
    27% of total RV 23% of total VS Advertising - US: $500 M - Int: $200 M

    Coca-Cola
    35% of total RV 30% of total VS Advertising - US: $1.2 B - Int: $600 M

    Rivalry

    Coca-Cola: Broader and more traditional positioning - Reintroduce classic contour bottle Always Coca-Cola - Sports event sponsorship - Celebrity endorsements Youth market

    PepsiCo

    Brand identity changes (7) Old signs alongside new ones - Different interpretation by independent bottlers - Inconsistent presentation of the Pepsi brand to consumers

    1898

    1905

    1908

    1930

    1940

    1956

    1962

    1973

    1991

    Brand Identity
    Lander Associates

    Worldwide photographic audit of Pepsis brand presence -2000 photographs from 34 countries

    Brand Identity

    Inconsistencies and lack of integration No particular color except perhaps white Did not express the energy and core essence of Pepsi -Did not work well on the sides of trucks or vending machines -Cans look like motor oil

    Brand Identity

    Blue as a much stronger color than white - Consumers viewed it as modern and cool - Communicates refreshment - Exciting and dynamic

    Design: Strengthen the Brand Identity


    1- Develop a flexible design 2- Establish blue as Pepsis dominant color 3- Develop a mnemonic device 4- Create a modern, even futuristic, look and image to contrast with Cokes traditional positioning

    New Design

    Unitalicized logotype - Added boldness and stature Reversing colors The ball became globe - Showing only a quarter Larger-than-life personality Futuristic looking

    Bahrain Test

    Project blue launched initially in Bahrain 12 week program Newly designed cans and bottles distributed throughout the city Blue project implemented in one-half of the city

    Bahrain Test

    New advertising slogan: New look. Same Great Taste, Television and print advertising executions during the test was sustained at previously planned levels

    Bahrain Test

    Tracking research was conducted before, during and after the test. Measures of brand attitudes, sales volume and market share increased. No change in taste: 70% Taste changed: 30% (70%: better )

    Why Bahrain?
    Why Project blue launched initially in Bahrain? 1-Experimenting with blue backgrounds 2-Franchisee critical of PCI headquarters 3-Pepsi sales dominated Cokes by 3 to1 4-Two separate islands enabled PCI to conduct a controlled field test

    Global Roll out

    Positive results persuaded PCI executives that their enthusiasm for Project Blue is well-found Recommendations : Project Blue should be launched along with a creative and expensive communications program to support the worldwide launch

    Global Roll out

    Recommendations : Blue be rolled out in markets accounting for half of brand Pepsis international sales volume 20 billion cans and bottles reach store shelves by the end of the year

    Global Roll out

    $500 million marketing program to support the worldwide launch Systemwide conversion of bottles and cans, Coolers and vending machines, and trucks Change the Script

    Global Roll out

    Advertising (April 1996) to be seen by 300 million people in 20 countries in first four weeks Television spots featuring celebrities

    Global Roll out

    Public relations initiatives: - Ten city tour of Europe and the Mideast by Concorde jet adorned by Pepsis new colors

    - Sponsorship of the Russian Mir Space Station: Even in Space- Pepsi is Changing the Script

    Will It Proceed As Planned?

    Some members impressed but concerned about the magnitude of the proposed communication campaign. Others argued the sales and share trends vs. Coke gives Pepsi no choice. Big new idea is needed.

    Will It Proceed As Planned?

    Concerns about Bahrain results -slower roll out on a region-by-region basis -launch blue in lead market in each region to motivate the other bottlers in the region to follow

    Will It Proceed As Planned?

    Logistical nightmare: get everybody on board US organizations willingness: not-invented here syndrome Situation with Latin America bottlers: significant capital investment

    Questions?

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