Pepsi Refresh Project case (Case are available online ) just search the case

1. a. What decision did Pepsi need to make at the end of 2010? (2 pts.)

b. How did Pepsi perform at that time with its sales, stock share, competition, and market share? (8 pts.)

c. What was the key issue for Pepsi to solve underneath its overall performance? And what were the causes for the key issue. Please explain. (10 pts.)

2. Do you agree with Pepsis decision not to advertise during the 2010 Super Bowl and why? And should the marketing team advertise the Pepsi Refresh Project on the 2011 Super Bowl and why? (10 pts.)

3. Was Pepsi the right brand for a cause marketing program like the Pepsi Refresh Project at that time? Why or why not? (Think about the Three Cs Philanthropy synergy for this question. 10 pts.)

4. Analyze whether Pepsi is performing Corporate Social Responsibily (CSR) activities along with its company objectives? If not, suggest some CSR activities the company can benefit from.

Instructions: describe Pepsis company objectives at that time; analyze whether Pepsi Refresh Project aimed to fulfill such objectives and whether Pepsi should use all the promotion budget on the Pepsi Refresh Project (What did they gain and what did they sacrifice by moving marketing dollars from traditional advertising?); and indicate what kind of CSR activities Pepsi should launch in order to benefit both the company and the society. (10 pts.)

5. a. What Pepsi actually tried to do with the Refresh Project? Did this strategy fit Pepsis brand personality at that time? (Please compare its original brand associations with new brand associations of the Refresh project. 10 pts.)

b. What would be a logical and reasonable way for a company to reposition itself? Please use Pepsis Life water as an example to explain this rationale. (10 pts.)