As established before, Pepsi and Coca-Cola do not sell directly to final customers, but go through resellers. It is crucial to identify this fact since, when introducing ‘Pepsi True’ to the new market the company will have to create as much value as possible through the brand itself and positioning of the product.
The rest of the consumer value will have to be created by the resellers like retail stores, bars, restaurants and discos. The branding must therefore be made very precisely and most of the success will depend on it. Further, when the product is sold to the reseller, as mentioned previously the only way to incentivise the ‘middle man’ is to offer them some kind of ‘new product support’. We could also give them precise instruction how the product would have to be displayed in the store. It is up to the company to decide through which channel of reselling to go through, since it is a part of creating the value for ‘Pepsi True’ this case to be done very carefully.
The Brand …show more content…
We believe that by establishing all this, we may also solve all our customers’ problems. Previously, none of the carbonated beverages were designated specifically to specific group of customers. This may be understood that for whiskey the long established norm is that if You drink it You belong to high social class, the same applies to specific carbonated water like San Pellegrino or Perrier. Previously, Coca-cola and Pepsi were for everyone, now Pepsi True would be only for the chosen ones however, you will only be chosen if You drink it. The result, that consumer may achieve not by paying triple the price as it is with whiskey or premium water, this can be done solely by being in the right place and a part of the right
The rest of the consumer value will have to be created by the resellers like retail stores, bars, restaurants and discos. The branding must therefore be made very precisely and most of the success will depend on it. Further, when the product is sold to the reseller, as mentioned previously the only way to incentivise the ‘middle man’ is to offer them some kind of ‘new product support’. We could also give them precise instruction how the product would have to be displayed in the store. It is up to the company to decide through which channel of reselling to go through, since it is a part of creating the value for ‘Pepsi True’ this case to be done very carefully.
The Brand …show more content…
We believe that by establishing all this, we may also solve all our customers’ problems. Previously, none of the carbonated beverages were designated specifically to specific group of customers. This may be understood that for whiskey the long established norm is that if You drink it You belong to high social class, the same applies to specific carbonated water like San Pellegrino or Perrier. Previously, Coca-cola and Pepsi were for everyone, now Pepsi True would be only for the chosen ones however, you will only be chosen if You drink it. The result, that consumer may achieve not by paying triple the price as it is with whiskey or premium water, this can be done solely by being in the right place and a part of the right