Business Case Studies, Brands & Branding and Private Labels Case Study, PepsiCo, Pepsi Café Chino

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Case Title:

Pepsi Café Chino in India

Publication Year : 2006

Authors: Shruti Khatri, Mridu Verma

Industry: Beverages

Region:India

Case Code: BBP0050P

Teaching Note: Not Available

Structured Assignment: Not Available

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Abstract:
As Pepsi’s latest move in the ever inscreasing ‘Cola War’, PepsiCo has launched Pepsi Café Chino in India. The product is Pepsi’s latest flavour extension, a coffee flavoured cola. Pepsi is trying to create new market segments and promoting its drink with the help of popular film stars. Its marketing strategies are aimed at attracting the youth to try something new. Rival coke has not yet launched a competing product. Will Pepsi’s strategies work?

Pedagogical Objectives:

  • To briefly discuss PepsiCo’s strategies in India and the Indian beverage market
  • To trace Pepsi’s flavour extensions globally
  • To study the product launch of Pepsi’s flavour extension into coffee flavoured cola internationally as well as in India.

Keywords : PepsiCo, Pepsi Café Chino, Coffee flavoured cola, Brands & Branding Case Study, New product launch, Limited edition run, Product innovation, Pepsi vs Coke, Pepsi in India, Flavour extension, Pepsi max cino, Special edition

Contents:

  • Introduction
  • Background Note
    • PepsiCo Inc.
    • PepsiCo India
    • Pepsi’s International Flavour Extensions

    • Coffee flavoured Pepsi in UK
  • Pepsi Café Chino
  • The Road Ahead
  • List of types of Pepsi-Cola
  • PepsiCo Brief History

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