Pepsi Refresh Project
Submit a three-page written case analysis (.doc, .docx, or .pdf format, single-spaced) to address the following questions:
Should the Pepsi brand team continue to fund the Pepsi Refresh Project in 2011? Why or Why not?
Is the Pepsi brand team focused on the right metrics to measure success? What is the value of consumer engagement? How should they calculate the value of Facebook fans, Twitter followers etc.?
Do you agree with Pepsi’s decision to not advertise during the 2010 Super Bowl? Should they advertise the project on the 2011 Super Bowl?
Is Pepsi the right brand for a cause marketing program like the Pepsi Refresh Project? Why or why not?
Solution Preview
Should the Pepsi brand team continue to fund the Pepsi Refresh Project in 2011? Why or Why not?
The Pepsi refresh project achieves enormous visibility for the Pepsi brand, and initially causes sales to surge for the first few quarters of the projects initiation. From the company’s revenues stagnating at around 450 Million dollars per year revenue, the company sees an increase of 150 million dollars for the year 2010. These are strong motivations towards sustaining the program for the year 2011, and beyond. However, the initiative was plagued with challenges, which started manifesting when allegations surfaced on some participants using fraudulent means to gain votes.
(1,684 words)