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Section I: Title of Topic: PepsiCo's 2002 marketing campaigns for their soft drink, Pepsi Twist. PepsiCo is a Fortune 500 company that is a leading competitor
in the stock market. In recent years, the company has employed the
marketing strategy of using well-known public figures such as Britney
Spears in their ad campaigns. They began their Britney Spears campaign
by airing a 90-second commercial during the 2002 Super Bowl. PepsiCo
has recently introduced a new flavor of drink, Pepsi Twist, for
which PepsiCo has been developing new marketing strategies. This research should answer what marketing strategies Pepsi Co
is implementing to advertise their new line of Pepsi Twist, whether
or not the company will continue to use Britney Spears in their
ad campaigns, and whether or not the addition of this new line of
Pepsi Twist has positively effected PepsiCo's stock value. This research is intended for readers of advertising and marketing magazines such as Adweek or PRWeek. Readers typically would be interested in PepsiCo's advertising strategy that integrates mass media and public figures into their Pepsi Twist campaign. It should provide useful information to students studying the company's marketing goals or to investors interested in PepsiCo's product campaigns. UNC Library catalog: Lexis-Nexis Academic: Search engine on Web <http://www.google.com> Print Sources: Enrico, Roger, and Jesse Kornbluth. The Other Guy Blinked: How
Pepsi Won the Cola Wars. New York: Bantam Books, 1986. Hollander, Stanley C, and Richard Germain. Was There a Pepsi Generation
Before Pepsi Discovered It?: Youth-Based Segmentation in Marketing.
With a foreword by Richard S. Tedlow. Chicago: NTC Business Books,
1992. Non-Paper Source: Deidrick, Bryan. (2002, May 31) Austin Powers Spears A Pepsi Twist. Shoot [Online], 25 paragraphs. Available: Business Source Elite [2002, September 15]. Lauro, Patricia Winters. (2001, November 2) With a campaign promoting a new cola product, Pepsi declares that it's time to smile again. The New York Times [Online], 19 paragraphs. Available: LEXIS-NEXIS Academic [2002, September 15]. Lippert, Barbara. (2002,May 27) Barbara Lippert's critique; Synergy, Baby; Britney and Austin Powers achieve takeoff. Adweek [Online], 7 paragraphs. Available: LEXIS-NEXIS Academic [2002, September 15]. Hein, Kenneth. (2002, May 27) One more time? Pepsi talks re-up with Britney. Brandweek [Online], 12 paragraphs, Available: Business and Company Resource Center [2002, September 15]. Howard, Theresa. (1999, November 22) Let's Twist Again. Brandweek [Online], 9 paragraphs. Available: Business and Company Resource Center [2002, September 15]. McKay, Betsy. (2002, May 7) Pepsi and Coke Roll Out Flavors To Boost Sales. Wall Street Journal [Online], 15 paragraphs, Available: Wall Street Journal [2002, September 15]. · Title of Web page: PepsiCo · Title of Web page: Pepsiworld · Title of Web page: B&T Marketing and Media - Lemon
charged Pepsi sours Coke's day · Title of Web page: Prdomain-Pepsi news releases index · Title of Web page: Yahoo! Media Relations Section V: When an 18-year-old college student at Boston's Northeastern University
decided to design an easier program for downloading music and sharing
MP3 files over the internet, he had no idea he would create a cultural
phenomenon from which the music industry is still reeling. (1) Shawn Fanning designed a program, which he called Napster, that
enabled online internet users to access a database of music files
that are uploaded and downloaded by Napster users. Early on, the
free, easy accessible Napster software drew attention not only because
of the sheer number of music fans that were using the program to
share MP3's but also because many of the music files were copyrighted
and being illegally distributed. While music lovers where benefiting
from the musical archives, musicians and copyright owners were losing
a substantial amount of money. The main legality problem arose due
to the fact that copyright laws were written before the internet
came into widespread use so that the issues Napster's software raised
were not previously addressed or even conceived as possible. (1) Napster was officially shutdown on September 3, 2002 after the
company's sale to Bertelsmann AG was stopped by a bankruptcy judge.
The judge's decision marked the end of Fanning's position with the
company as he and the majority of Napster's 42 remaining staff were
terminated. After the court's decision, according to The Boston
Globe, "Napster's home page had been turned black, save the
message: 'Napster Was Here.' Clicking on the message revealed a
childlike drawing of a headstone, the company's cat head logo with
x'd out eyes, and the comment 'Ded Kitty.' " (2) However, the phenomenon that Fanning started with Napster's simple software hasn't disappeared. The 60 million users that Napster had at its peak (2) have simply turned to alternate programs for downloading their MP3 files, some of which continue to slip through the legality cracks that come from trying to enforce copyright laws on the internet. Fanning's software spawned the idea of sharing digital music through the internet - an idea that the music industry will be facing for years beyond Napster's demise. Notes: (1) Barmann, Tim. (1999, November 29) Cybertalk - Music shareware
skips over detail of copyright law. The Providence Journal-Bulletin
[Online], 21 paragraphs. Available: LEXIS-NEXIS Academic [2002,
September 14]. (2) Denison, D.C. (2002, September 4) Napster Officially Shuts as Judge Blocks Firm's Sale. The Boston Globe [Online], 11 paragraphs. Available: LEXIS-NEXIS Academic [2002, September 14]. Three Web Sites: · Title of Web page: Last Rites For Napster · Title of Web page: Meet the Napster · Title of Web page: Shawn Fanning; an internet fan site |
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