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Essay / Research Paper Abstract
Marketing and branding for any single brand will change over time as a result of different market and environmental influences. This 8 page paper examines the way in which the marketing for Diet Pepsi has change over the decade between 1995 – 2005, bring the brand up to date and changing the image to fit in with a changed marketplace. The bibliography cites 10 sources.
Page Count:
8 pages (~225 words per page)
File: TS14_TEdietpep.rtf
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Unformatted sample text from the term paper:
seen many changes over the last decade due to the changes in the environment in which is it sold is Pepsi and more specifically Diet Pepsi as the acceptance and
use of low calorie drinks has increased in the west as fashions have changed and there has been increased health awareness. Pepsi has always been fighting a battle with
Coca-Cola as it has held the second place for many years. The marketing it has in place must also be seen as very efficient as in customer surveys there is
usually an equal split between those who say they prefer Diet Pepsi and those who prefer Diet Coca-cola, yet in independent blind tests 63% said the Diet Coke tasted better
and only 23% preferred the Diet Pepsi, the rest said they had no preference (Janiszewski and Osselar, 2000). With this type of product reception in blind tasting a great deal
of the sales must be driven by perceptions as a result of marketing. Over the last decade Diet Pepsi, along with the broader Pepsi brand has had to change
and adapt. Pepsi have had to scan the environment and look for changes that may be occurring or likely to occur which would impact the way in which the brand
would be perceived or sold or impact on competing products. Brownie (1994) argues that this is necessary and the research has to be organised in such a way as to
allow projection to be made. Conversely Glueck and Jaunch (1984) argue that it is possible that too much time can be spent on this analysis and that by the time
all the data is gathered regarding the market and decision are to be made the data that was gathered and on which the strategy will be based will be out
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