Question: Please evaluate Pepsi Refresh Project from different perspectives: 1. Break-Even perspective: a. How much sales (by %) should Pepsi increase in order to cover the

Please evaluate Pepsi Refresh Project from different perspectives:

1. Break-Even perspective:

a. How much sales (by %) should Pepsi increase in order to cover the expenses on Refresh Project? (5 pts.)

b. What does the result imply? (5 pts.)

2. Brand Measures perspective:

a. What brand metrics did Pepsi Refresh Project team use to measure the success of the project? (5 pts.)

b. Is the Pepsi Brand team focused on the right metrics to measure success? Why or why not? (5 pts.)

3. ROI perspective:

a. Considering the ROI of Pepsi Refresh Project, how many consumer impressions did this project create per dollar? (5 pts.)

b. What does this ROI imply for PepsiCo? (5 pts.)

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