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Brands & Branding and Private Labels Case Study
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
OR
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
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