pepsi refresh project case study

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The Pepsi Refresh Project: A Thirst for Change

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• | Language: English
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Michael I. Norton

Jill J. Avery

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The Pepsi Refresh Project: A Thirst for Change (TN)

• The Pepsi Refresh Project: A Thirst for Change (TN)  By: Michael Norton and Jill Avery
• The Pepsi Refresh Project: A Thirst for Change  By: Michael I. Norton and Jill Avery

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The Pepsi Refresh Project: A Thirst for Change

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Publication Date: September 20, 2011

Source: Harvard Business School

In 2010, for the first time in 23 years, PepsiCo did not invest in Superbowl advertising for its iconic brand. Instead, the company diverted this $20 million to the social media-fueled Pepsi Refresh Project: PepsiCo's innovative cause-marketing program in which consumers submitted ideas for grants for health, environmental, social, educational, and cultural causes. Consumers voted for their favorite ideas, and PepsiCo funded the winners with grants ranging from $5,000 to $250,000. The case highlights the benefits and risks of traditional branding and social media branding, including a discussion of how the Pepsi Refresh Project fits with Pepsi's previous brand positioning. The case discussion focuses on how the brand team should evaluate the initiative's return on investment (from sales to social media engagement), whether they should continue the initiative for 2011, and whether Pepsi is the right brand for this kind of initiative.

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The Pepsi Refresh Project A Thirst for Change Harvard Case Solution & Analysis

Home >> Harvard Case Study Analysis Solutions >> The Pepsi Refresh Project A Thirst for Change

The Pepsi Refresh Project A Thirst for Change Case Study Solution

Change in objectives:.

The preferred changes should be made in the objectives of the Refresh project mainly involving the in-depth consumer interaction in order to provide benefit to the consumers with respect to the campaign. The closer interaction of the management with the potential consumer base would significantly result in an increased favourability of the brand as well as the trust of their customers i.e. adding to the higher customer intent to the product purchase.

On the other hand, the management of Pepsi related to the Refresh Project should primarily focus on the incorporation of the actual product in the campaign of Refresh Everything. This is due to the reason that the disconnection between their values and the products is off putting to the consumer base. Additionally, the failure was due to thelack of their focus on the areas that could have been more improved, because of which the popularity of the campaign was not as much as expected in a number of particular areas.

Cause Marketing Program:

Generally, the market leading organizations such as Pepsi should focus on the use of their extensive outreach and the platform in order to positively influence the society. As Pepsi upholds the strength, power and the resources for the accomplishment of bringing real change,but it might not be successful in gaining this competitive advantage of tending to be the best brand. With the fact, the key products of Pepsi do not offer any benefits related to health to its customers, while most of the consumers in America believe that consumption of Pepsi is the leading cause of obesity. Therefore, creation of a more positive image of the brand through consumers’ attraction towards brand and products is not a significant approach to be considered.

Different Approach:

As all the beverages firms in the market focused on sale of carbonated products, the target market of Pepsi was not differentiated. Pepsi shouldtargeta specified target market althoughmost of the consumer base included millennial. Thereby, the increased concern of towards organic foods allows Pepsi with the opportunity to shift its use of sweeteners towards organic sweetening sources to eliminate the risk of obesity in children as well as adults. Similarly, Pepsi should go for product’s improvement in the international market,to expand its services in countries other than America where it could generate more income as compared to the USA.

Conclusion:

In the 21 st Century, the key challenges faced by Pepsi in the United States are the decrease in the consumption of soda, and2 obese adultsout of every 3 adults in America resulted in decline in sales by 5 percent. Additionally, the organization has invested $20 million of the budget of Super Bowl to support its cause marketing program. Pepsi should continue with this project particularly to strengthen the position of brand in the market.Similarly, Pepsi should focus on the use of their extensive outreach and the platform in order to positively influence the society.

Appendices:

Appendix a –pepsi refresh project.

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Pepsi Canada: The Pepsi Refresh Project

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Pepsi canada: the pepsi refresh project description.

Pepsi Canada has developed and launched the Refresh Project, a campaign to fund socially beneficial ideas developed by individuals, businesses and non-profit organizations. Each cycle - approximately two months in duration - will see interested parties submit ideas. Pepsi Canada relies on visitors to its website, www.refreshingeverything.ca, to vote on the best ideas. Every cycle, approximately $1 million is available for distribution. While Pepsi Canada management has been very supportive of the initial cycle, an analyst is wondering how this corporate social responsibility initiative will have an effect on the bottom line.

Case Description Pepsi Canada: The Pepsi Refresh Project

Strategic managment tools used in case study analysis of pepsi canada: the pepsi refresh project, step 1. problem identification in pepsi canada: the pepsi refresh project case study, step 2. external environment analysis - pestel / pest / step analysis of pepsi canada: the pepsi refresh project case study, step 3. industry specific / porter five forces analysis of pepsi canada: the pepsi refresh project case study, step 4. evaluating alternatives / swot analysis of pepsi canada: the pepsi refresh project case study, step 5. porter value chain analysis / vrio / vrin analysis pepsi canada: the pepsi refresh project case study, step 6. recommendations pepsi canada: the pepsi refresh project case study, step 7. basis of recommendations for pepsi canada: the pepsi refresh project case study, quality & on time delivery.

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Case Analysis of Pepsi Canada: The Pepsi Refresh Project

Pepsi Canada: The Pepsi Refresh Project is a Harvard Business (HBR) Case Study on Sales & Marketing , Texas Business School provides HBR case study assignment help for just $9. Texas Business School(TBS) case study solution is based on HBR Case Study Method framework, TBS expertise & global insights. Pepsi Canada: The Pepsi Refresh Project is designed and drafted in a manner to allow the HBR case study reader to analyze a real-world problem by putting reader into the position of the decision maker. Pepsi Canada: The Pepsi Refresh Project case study will help professionals, MBA, EMBA, and leaders to develop a broad and clear understanding of casecategory challenges. Pepsi Canada: The Pepsi Refresh Project will also provide insight into areas such as – wordlist , strategy, leadership, sales and marketing, and negotiations.

Case Study Solutions Background Work

Pepsi Canada: The Pepsi Refresh Project case study solution is focused on solving the strategic and operational challenges the protagonist of the case is facing. The challenges involve – evaluation of strategic options, key role of Sales & Marketing, leadership qualities of the protagonist, and dynamics of the external environment. The challenge in front of the protagonist, of Pepsi Canada: The Pepsi Refresh Project, is to not only build a competitive position of the organization but also to sustain it over a period of time.

Strategic Management Tools Used in Case Study Solution

The Pepsi Canada: The Pepsi Refresh Project case study solution requires the MBA, EMBA, executive, professional to have a deep understanding of various strategic management tools such as SWOT Analysis, PESTEL Analysis / PEST Analysis / STEP Analysis, Porter Five Forces Analysis, Go To Market Strategy, BCG Matrix Analysis, Porter Value Chain Analysis, Ansoff Matrix Analysis, VRIO / VRIN and Marketing Mix Analysis.

Texas Business School Approach to Sales & Marketing Solutions

In the Texas Business School, Pepsi Canada: The Pepsi Refresh Project case study solution – following strategic tools are used - SWOT Analysis, PESTEL Analysis / PEST Analysis / STEP Analysis, Porter Five Forces Analysis, Go To Market Strategy, BCG Matrix Analysis, Porter Value Chain Analysis, Ansoff Matrix Analysis, VRIO / VRIN and Marketing Mix Analysis. We have additionally used the concept of supply chain management and leadership framework to build a comprehensive case study solution for the case – Pepsi Canada: The Pepsi Refresh Project

Step 1 – Problem Identification of Pepsi Canada: The Pepsi Refresh Project - Harvard Business School Case Study

The first step to solve HBR Pepsi Canada: The Pepsi Refresh Project case study solution is to identify the problem present in the case. The problem statement of the case is provided in the beginning of the case where the protagonist is contemplating various options in the face of numerous challenges that Pepsi Refresh is facing right now. Even though the problem statement is essentially – “Sales & Marketing” challenge but it has impacted by others factors such as communication in the organization, uncertainty in the external environment, leadership in Pepsi Refresh, style of leadership and organization structure, marketing and sales, organizational behavior, strategy, internal politics, stakeholders priorities and more.

Step 2 – External Environment Analysis

Texas Business School approach of case study analysis – Conclusion, Reasons, Evidences - provides a framework to analyze every HBR case study. It requires conducting robust external environmental analysis to decipher evidences for the reasons presented in the Pepsi Canada: The Pepsi Refresh Project. The external environment analysis of Pepsi Canada: The Pepsi Refresh Project will ensure that we are keeping a tab on the macro-environment factors that are directly and indirectly impacting the business of the firm.

What is PESTEL Analysis? Briefly Explained

PESTEL stands for political, economic, social, technological, environmental and legal factors that impact the external environment of firm in Pepsi Canada: The Pepsi Refresh Project case study. PESTEL analysis of " Pepsi Canada: The Pepsi Refresh Project" can help us understand why the organization is performing badly, what are the factors in the external environment that are impacting the performance of the organization, and how the organization can either manage or mitigate the impact of these external factors.

How to do PESTEL / PEST / STEP Analysis? What are the components of PESTEL Analysis?

As mentioned above PESTEL Analysis has six elements – political, economic, social, technological, environmental, and legal. All the six elements are explained in context with Pepsi Canada: The Pepsi Refresh Project macro-environment and how it impacts the businesses of the firm.

How to do PESTEL Analysis for Pepsi Canada: The Pepsi Refresh Project

To do comprehensive PESTEL analysis of case study – Pepsi Canada: The Pepsi Refresh Project , we have researched numerous components under the six factors of PESTEL analysis.

Political Factors that Impact Pepsi Canada: The Pepsi Refresh Project

Political factors impact seven key decision making areas – economic environment, socio-cultural environment, rate of innovation & investment in research & development, environmental laws, legal requirements, and acceptance of new technologies.

Government policies have significant impact on the business environment of any country. The firm in “ Pepsi Canada: The Pepsi Refresh Project ” needs to navigate these policy decisions to create either an edge for itself or reduce the negative impact of the policy as far as possible.

Data safety laws – The countries in which Pepsi Refresh is operating, firms are required to store customer data within the premises of the country. Pepsi Refresh needs to restructure its IT policies to accommodate these changes. In the EU countries, firms are required to make special provision for privacy issues and other laws.

Competition Regulations – Numerous countries have strong competition laws both regarding the monopoly conditions and day to day fair business practices. Pepsi Canada: The Pepsi Refresh Project has numerous instances where the competition regulations aspects can be scrutinized.

Import restrictions on products – Before entering the new market, Pepsi Refresh in case study Pepsi Canada: The Pepsi Refresh Project" should look into the import restrictions that may be present in the prospective market.

Export restrictions on products – Apart from direct product export restrictions in field of technology and agriculture, a number of countries also have capital controls. Pepsi Refresh in case study “ Pepsi Canada: The Pepsi Refresh Project ” should look into these export restrictions policies.

Foreign Direct Investment Policies – Government policies favors local companies over international policies, Pepsi Refresh in case study “ Pepsi Canada: The Pepsi Refresh Project ” should understand in minute details regarding the Foreign Direct Investment policies of the prospective market.

Corporate Taxes – The rate of taxes is often used by governments to lure foreign direct investments or increase domestic investment in a certain sector. Corporate taxation can be divided into two categories – taxes on profits and taxes on operations. Taxes on profits number is important for companies that already have a sustainable business model, while taxes on operations is far more significant for companies that are looking to set up new plants or operations.

Tariffs – Chekout how much tariffs the firm needs to pay in the “ Pepsi Canada: The Pepsi Refresh Project ” case study. The level of tariffs will determine the viability of the business model that the firm is contemplating. If the tariffs are high then it will be extremely difficult to compete with the local competitors. But if the tariffs are between 5-10% then Pepsi Refresh can compete against other competitors.

Research and Development Subsidies and Policies – Governments often provide tax breaks and other incentives for companies to innovate in various sectors of priority. Managers at Pepsi Canada: The Pepsi Refresh Project case study have to assess whether their business can benefit from such government assistance and subsidies.

Consumer protection – Different countries have different consumer protection laws. Managers need to clarify not only the consumer protection laws in advance but also legal implications if the firm fails to meet any of them.

Political System and Its Implications – Different political systems have different approach to free market and entrepreneurship. Managers need to assess these factors even before entering the market.

Freedom of Press is critical for fair trade and transparency. Countries where freedom of press is not prevalent there are high chances of both political and commercial corruption.

Corruption level – Pepsi Refresh needs to assess the level of corruptions both at the official level and at the market level, even before entering a new market. To tackle the menace of corruption – a firm should have a clear SOP that provides managers at each level what to do when they encounter instances of either systematic corruption or bureaucrats looking to take bribes from the firm.

Independence of judiciary – It is critical for fair business practices. If a country doesn’t have independent judiciary then there is no point entry into such a country for business.

Government attitude towards trade unions – Different political systems and government have different attitude towards trade unions and collective bargaining. The firm needs to assess – its comfort dealing with the unions and regulations regarding unions in a given market or industry. If both are on the same page then it makes sense to enter, otherwise it doesn’t.

Economic Factors that Impact Pepsi Canada: The Pepsi Refresh Project

Social factors that impact pepsi canada: the pepsi refresh project, technological factors that impact pepsi canada: the pepsi refresh project, environmental factors that impact pepsi canada: the pepsi refresh project, legal factors that impact pepsi canada: the pepsi refresh project, step 3 – industry specific analysis, what is porter five forces analysis, step 4 – swot analysis / internal environment analysis, step 5 – porter value chain / vrio / vrin analysis, step 6 – evaluating alternatives & recommendations, step 7 – basis for recommendations, references :: pepsi canada: the pepsi refresh project case study solution.

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Upon completion of the analysis and drafting of the case study solution, the writer delivers the final product to the client. The delivery includes a comprehensive report that outlines the problem, detailed analysis, proposed solutions, and actionable recommendations. The case study solution is presented in a clear, structured format that is easy to understand and implement. This step marks the culmination of the writer’s efforts and provides the client with a well-crafted solution that addresses all the guidelines and expectations .

Step 5: Improvements (If Required)

After the delivery of the case study solution, clients have the opportunity to review the document and request any necessary improvements. This step ensures that the final product meets the client’s satisfaction and adheres to all specified requirements. The writer makes the required adjustments based on the client’s feedback, fine-tuning the analysis and recommendations as needed. This iterative process guarantees that the case study solution is of the highest quality and fully aligned with the client’s expectations.

Importance of Each Step in the Process

Filling the form and uploading guidelines.

This initial step is critical as it sets the direction for the entire project. Clear and detailed guidelines ensure that the writer understands the scope, objectives, and specific requirements, reducing the risk of misalignment and ensuring a focused approach.

Uploading the Case Study PDF

Providing the case study in its original format ensures that the writer has all the necessary context and background information. This step is crucial for a thorough understanding of the problem and accurate analysis.

Communication with the Writer

Direct communication allows for clarification of any doubts and ensures that both the client and the writer have a mutual understanding of the project deliverables. This interaction is essential for tailoring the solution to meet the client’s specific needs.

Delivery of the Solution

Delivering a comprehensive and well-structured case study solution provides the client with actionable insights and recommendations. This step showcases the writer’s expertise and ensures that the client receives a valuable product that addresses the case study’s challenges effectively.

Requesting Improvements

The opportunity for revisions ensures that the final product meets the client’s expectations and adheres to all requirements. This step adds a layer of quality assurance, ensuring client satisfaction.

The case study writing service process at Fern Fort University is designed to deliver high-quality, tailored solutions through a structured and client-focused approach. Each step in the process is carefully crafted to ensure clarity, thorough analysis, and client satisfaction. By following this comprehensive process, Fern Fort University guarantees that clients receive insightful and actionable case study solutions that meet their specific needs and contribute to their academic or business success.

Professional Case Study Writers | Business Case Study Writing Service

Fern Fort University’s professional case study solution writers have the following attributes that can help you to boost your academic and professional growth --

1. Analytical Skills : Professional case study solution writers at Fern Fort University possess exceptional analytical skills. They can break down complex problems into manageable parts, identify key issues, and understand the underlying factors influencing the situation. This enables them to provide a deep and insightful analysis that addresses the core of the problem.

2. Research Proficiency : Our writers excel in conducting thorough and rigorous research. They are adept at gathering relevant data from credible sources, including academic journals, industry reports, and case-specific documents. Their research proficiency ensures that the case study solutions are well-informed and supported by solid evidence.

3. Critical Thinking : Critical thinking is a hallmark of Fern Fort University’s writers. They evaluate information from multiple perspectives, assess the validity of sources, and develop logical, well-reasoned conclusions. This skill allows them to craft nuanced solutions that consider various possible outcomes and implications.

4. Writing Clarity : Our writers are known for their clear and concise writing style. They present complex ideas in an understandable manner, ensuring that the case study solutions are accessible to a broad audience. This clarity helps communicate the findings and recommendations effectively.

5. Industry Knowledge : Writers at Fern Fort University have a deep understanding of the industries they write about. Whether it’s finance, healthcare, technology, or any other sector, they bring industry-specific insights that enrich the case study analysis and make the solutions relevant and practical.

6. Attention to Detail : Attention to detail is critical in case study writing, and our writers excel in this area. They meticulously ensure the accuracy of data, adherence to guidelines, and completeness of the analysis. This thoroughness prevents errors and enhances the credibility of the solutions.

7. Problem-Solving : Our writers are skilled problem-solvers. They go beyond identifying issues by proposing actionable and realistic solutions. Their recommendations are practical and tailored to the specific context of the case study, providing clients with clear steps to address the challenges.

8. Communication Skills : Effective communication is vital for conveying complex ideas and solutions. Writers at Fern Fort University are adept at communicating their findings and recommendations clearly and persuasively. They can articulate their points in a way that resonates with stakeholders.

9. Time Management : Delivering high-quality case study solutions within tight deadlines is a standard practice at Fern Fort University. Our writers are efficient and organized, managing their time effectively to meet deadlines without compromising on the quality of their work.

10. Adaptability : Our writers are highly adaptable, capable of tailoring their approach to meet the unique needs of different cases and clients. Whether it’s a change in scope, new information, or specific client preferences, they adjust their strategies to deliver customized and relevant solutions.

Fern Fort University’s professional case study solution writers deliver comprehensive, insightful, and actionable case study solutions that meet the highest academic and professional standards.

Where Can I Find a Case Solution for Harvard Business Cases or HBR Cases? | Pre-written Solutions

At Fern Fort University, you can find comprehensive case analysis solutions for Harvard Business School (HBS) or Harvard Business Review (HBR) cases. These solutions are different from custom case study solutions. They are provided to help clients to prime their research and analysis. These pre-written HBR case study solutions are designed to help you in several ways:

• Thorough Analysis : Each solution includes a detailed examination of the case, identifying key issues, challenges, and opportunities.
• Structured Approach : The solutions are organized in a clear, logical manner, making it easier for you to follow and understand the analysis process.
• Actionable Recommendations : Practical and realistic recommendations are provided, offering clear steps to address the case’s problems.
• Insightful Learning : By studying these solutions, you gain insights into effective problem-solving techniques and strategic thinking.

How Pre-Written Solutions Can Help You:

• Time-Saving : Access to pre-written solutions saves significant time that you would otherwise spend on researching and writing.
• Learning Tool : These solutions serve as excellent learning tools, helping you understand how to approach case analysis methodically.
• Enhanced Understanding : You gain a deeper understanding of various business scenarios and how to address them.
• Quality Reference : High-quality solutions can act as a benchmark for your own case study analyses, ensuring you maintain a high standard.
• Academic Success : Using these comprehensive and well-researched solutions can improve your academic performance by providing clear examples of successful case analyses.
• Professional Development : These solutions also help in professional settings by demonstrating how to tackle real-world business challenges effectively.

By leveraging the pre-written case study solutions from Fern Fort University, you can enhance your academic and professional capabilities, ensuring that you are well-prepared to address complex business problems.

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