Customer Insight of Pepsi in spite of Coca-Cola

If you compare Pepsi with Coca-Cola in terms of reaching exact customer, it’s not a false observation that Coca-Cola beats Pepsi. Sales rates and market shares also endorse this observation. PepsiCo, the 2nd biggest soft drink company on the world, have began to create a new strategy in 2008 that the strategy is to attempt to reach youth market. Jill Beraud, who is Pepsi CMO, says in an interview that “Pepsi has, and always will, embody and fuel the spirit and optimism of youth”. For this aim, they have implemented a project named as Pepsi Refresh with a new Pepsi logo. In this project, the brand image has improved by social media connections and they have begun to get involved youth events as a sponsorship. The project website was refresheverything.com. You can check the website to see how they can manage youth events and strategies for youth people on their website. That website is now the official website of Pepsi. It means that the strategy is related with whole brand.