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CS-117 Cola Wars 1996 Drink Pepsi Get Stuff v05

[Case Studies] CS-117 Cola Wars 1996 Drink Pepsi Get Stuff
Competitive Story:Customers collect Pepsi Points and redeem them for free Pepsi merchandise.With Amazon, customers were able to redeem additional things like PlayStations,scooters, and magazine subscriptions. The promotion was so successful thatPepsi outperformed Coke in Atlanta (Coke's hometown) during the the 1996Summer Olympics. Case Study (CS-117) - Cola Wars 1996 Drink Pepsi Get Stuff "Pepsi Stuff" has been Pepsi's most successful long-term strategy of the ColaWars. Pepsi Stuff has been running on-and-off from 1996 to 2019. In 1995 the Price of a 2-Litrebottle of Pepsi was 99 cents.Pepsi has been gaining shareso Coke vs Pepsi sales at thetime were about 56% to 44%. A Pepsi Point, if redeemed, willcost Pepsi about 10 cents. Butonly about half the points areredeemed, and someCustomers get more than other. Pepsi Points increase theperceived value of Pepsi for allCustomers. Customers whodon't buy still enjoy the value ofthe option. In 1996 Pepsi added "PepsiStuff" points to all Pepsi Colaproducts as an additionalfeature. Redemption will costPepsi so track Pepsi's CTS. Pepsi's Market Share overtakesCoke in Atlanta. But the Cost ToServe (CTS) Customersincreased when they redeemedpoints for stuff.Coke andPepsi 1996CustomerWTP1995 MarketBefore PromotionPepsi StuffWTPPepsi +Pepsi StuffIncreasePepsi ValueCola MarketCharacteristics1996 MarketAfter Promotion(No CTS)Increase PepsiRedemptionCost To Serve (CTS)1996 MarketAfter Promotion(Adding CTS) Table Creator MatrixDistributions Simulate Market CustomerDistributions Table Creator Product Generator Column Filter Simulate Market Scale Purchased Simulate Market Competitive Story:Customers collect Pepsi Points and redeem them for free Pepsi merchandise.With Amazon, customers were able to redeem additional things like PlayStations,scooters, and magazine subscriptions. The promotion was so successful thatPepsi outperformed Coke in Atlanta (Coke's hometown) during the the 1996Summer Olympics. Case Study (CS-117) - Cola Wars 1996 Drink Pepsi Get Stuff "Pepsi Stuff" has been Pepsi's most successful long-term strategy of the ColaWars. Pepsi Stuff has been running on-and-off from 1996 to 2019. In 1995 the Price of a 2-Litrebottle of Pepsi was 99 cents.Pepsi has been gaining shareso Coke vs Pepsi sales at thetime were about 56% to 44%. A Pepsi Point, if redeemed, willcost Pepsi about 10 cents. Butonly about half the points areredeemed, and someCustomers get more than other. Pepsi Points increase theperceived value of Pepsi for allCustomers. Customers whodon't buy still enjoy the value ofthe option. In 1996 Pepsi added "PepsiStuff" points to all Pepsi Colaproducts as an additionalfeature. Redemption will costPepsi so track Pepsi's CTS. Pepsi's Market Share overtakesCoke in Atlanta. But the Cost ToServe (CTS) Customersincreased when they redeemedpoints for stuff.Coke andPepsi 1996CustomerWTP1995 MarketBefore PromotionPepsi StuffWTPPepsi +Pepsi StuffIncreasePepsi ValueCola MarketCharacteristics1996 MarketAfter Promotion(No CTS)Increase PepsiRedemptionCost To Serve (CTS)1996 MarketAfter Promotion(Adding CTS)Table Creator MatrixDistributions Simulate Market CustomerDistributions Table Creator Product Generator Column Filter Simulate Market Scale Purchased Simulate Market

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Created by: Berlin
Created at: 2019-01-25
On NodePit since: 2021-02-05
Last update: 2024-11-21
Created with KNIME version: v4.3.0

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