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Case
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Reference no. 9-506-S16
Spanish language
Subject category: Marketing
Authors: John A Quelch
Published by: Harvard Business Publishing
Originally published in: 2006
Version: 2 March 1998
Length: 11 pages
Data source: Published sources
Topics: International business; International marketing; Advertising; Packaging; Brands
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Abstract

This is a Spanish version. Executives at Pepsico are considering a possible redesign of the Pepsi carbonated beverage packages worldwide to give the brand a modern, up-to- date image and 'ownership' of the color blue against Coca-Cola's 'ownership' of the color red.
Size:
$30 billion revenues
Other setting(s):
1995
Teaching note
-
Reference no. 5-504-042
Subject category: Marketing
Authors: John A Quelch
Published by: Harvard Business Publishing
Originally published in: 2004
Version: 18 August 2003
Length: 4 pages
View full details
Case
-
Reference no. 9-598-097
Subject category: Marketing
Authors: John A Quelch
Published by: Harvard Business Publishing
Originally published in: 1998
Version: 11 August 1998
Length: 9 pages
Data source: Published sources
Topics: Advertising; Beverages; Brands; International business; International marketing; Packaging
View full details

About

Abstract

This is a Spanish version. Executives at Pepsico are considering a possible redesign of the Pepsi carbonated beverage packages worldwide to give the brand a modern, up-to- date image and 'ownership' of the color blue against Coca-Cola's 'ownership' of the color red.

Settings

Size:
$30 billion revenues
Other setting(s):
1995

Related

Teaching note
-
Reference no. 5-504-042
Subject category: Marketing
Authors: John A Quelch
Published by: Harvard Business Publishing
Originally published in: 2004
Version: 18 August 2003
Length: 4 pages
View full details
Case
-
Reference no. 9-598-097
Subject category: Marketing
Authors: John A Quelch
Published by: Harvard Business Publishing
Originally published in: 1998
Version: 11 August 1998
Length: 9 pages
Data source: Published sources
Topics: Advertising; Beverages; Brands; International business; International marketing; Packaging
View full details