Trefis benennt in seinem Artikel die Erfolgsfaktoren, die Pepsi zu Ziel führen könnten:
” In these markets, competition boils down to ideal positioning of the brand through marketing and advertising campaigns. Soft drinks can be seen as lifestyle beverages. Younger consumers in particular tend to be influenced by ad campaigns that show these drinks being consumed by celebrities and famous personalities. PepsiCo has successfully used celebrities like Madonna and Tina Turner to promote its beverages. CSD and bottled water manufacturers face declining sales and deteriorating brands due to rising consumer awareness of the negative health and environmental impacts of their products. As a result, marketing and brand positioning are becoming even more important.”
Mountain Dew, eines der Topseller aus dem Hause PepsoCo, dominiert den Markt in seinem Bereich mit einem Martkanteil von 80 % obwohl es das Budget im traditionellen Mediageschäft in den Jahren 2006 bis 2008 halbiert hatte. Die Marke investierte in Branded Entertainment wie den “green label sound”.
(Quellen: Trevis.com)