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Sample Case Assignment Analysis Format
MRKT 5000 Online Course
(Instructional notes in red)

(Your name here)

Can Pepsi make Pepsi One the One? (This is a case from a previous edition of the Marketing text – not currently in your text book. This is only a sample analysis to demonstrate analysis format only)

Case Summary:

      Pepsi One is an innovative product launched in the market by PepsiCo to keep the image of innovation, fast movement, and competitiveness.   The case includes the steps of a new-product development process.   Emphasizing the launch of the product and the ways that Pepsi One is getting more familiar to the target market.   Pepsi One is becoming a successful product by getting more market share from the main competitor Coca-Cola.

(Each case to be analyzed will be read from the text, with specific questions assigned)

Key Marketing Issues

    • Line extension – Development of a product that is closely related to existing products in the line but meets different customer needs.   Pepsi One is a product that tries to differentiate itself from the normal diet products, to reach different target markets.
    • Product modification – Change in one or more characteristics of a product. Pepsi changed the sweetener to acesulfane potassium (ace K) to create the Pepsi One.

    • Aesthetic modification – Changes to the sensory appeal of a product.   Pepsi tried to appeal as a not a new diet drink but a new way of tasting a soda.

    • New-product development process – A seven-phase process for introducing products: Idea generation, Screening, Concept testing, Business analysis, Product development, Test marketing, Commercialization.   The PepsiCo performed all phases of new-product development in order to ensure the product would succeed in the market.

    • Product differentiation – Creating and designing products so that customers perceive them as different from competing products.   Pepsi One tries to...

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"Case Analysis". Anti Essays. 11 Dec. 2018


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Case Analysis. Anti Essays. Retrieved December 11, 2018, from the World Wide Web: http://parimatch-stavka7.com/free-essays/Case-Analysis-762932.html

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