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Case
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Reference no. 9-584-052
Subject category: Marketing
Authors: Edward J Hoff (Harvard Business School); Benson P Shapiro (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1983
Version: 27 June 1985
Length: 19 pages
Data source: Field research
Topics: Beverages; Competition; Consumer marketing; International marketing; Marketing management; Marketing mixes; United Kingdom
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Abstract

On January 2, 1983 Pepsi-Cola United Kingdom had to develop a plan to defend its successful Diet Pepsi brand against the about to be introduced diet Coke. Contains useful material on competitive behavior and on U.S. versus U.K. consumer behavior.
Location:
United Kingdom
Industry:
Soft drinks
Size:
Fortune 500, USD10 million sales
Other setting(s):
1983
Teaching note
-
Reference no. 5-585-032
Subject category: Marketing
Authors: Benson P Shapiro (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1985
Version: 30 April 1985
Length: 19 pages
Data source: Field research
View full details
Compact case
Supplement
-
Reference no. 9-584-053
Subject category: Marketing
Authors: Edward J Hoff (Harvard Business School); Benson P Shapiro (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1983
Version: 10 November 1983
Length: 1 pages
Data source: Field research
Topics: Competition; Consumer marketing; International marketing; Marketing management; Marketing mix
View full details
Compact case
Supplement
-
Reference no. 9-584-054
Subject category: Marketing
Authors: Edward J Hoff (Harvard Business School); Benson P Shapiro (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1983
Version: 10 November 1983
Length: 1 pages
Data source: Field research
Topics: Competition; Consumer marketing; International marketing; Marketing management; Marketing mix
View full details

About

Abstract

On January 2, 1983 Pepsi-Cola United Kingdom had to develop a plan to defend its successful Diet Pepsi brand against the about to be introduced diet Coke. Contains useful material on competitive behavior and on U.S. versus U.K. consumer behavior.

Settings

Location:
United Kingdom
Industry:
Soft drinks
Size:
Fortune 500, USD10 million sales
Other setting(s):
1983

Related

Teaching note
-
Reference no. 5-585-032
Subject category: Marketing
Authors: Benson P Shapiro (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1985
Version: 30 April 1985
Length: 19 pages
Data source: Field research
View full details
Compact case
Supplement
-
Reference no. 9-584-053
Subject category: Marketing
Authors: Edward J Hoff (Harvard Business School); Benson P Shapiro (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1983
Version: 10 November 1983
Length: 1 pages
Data source: Field research
Topics: Competition; Consumer marketing; International marketing; Marketing management; Marketing mix
View full details
Compact case
Supplement
-
Reference no. 9-584-054
Subject category: Marketing
Authors: Edward J Hoff (Harvard Business School); Benson P Shapiro (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1983
Version: 10 November 1983
Length: 1 pages
Data source: Field research
Topics: Competition; Consumer marketing; International marketing; Marketing management; Marketing mix
View full details