Brand and equity pricing: PepsiCo's performance power insight

This paper sets out how PepsiCo, the food and beverage company, developed holistic a research method to find an optimal pricing strategy for its snack brands in India.

Brand and equity pricing: PepsiCo's performance power insight

Venu Gorti, Ruchira Jain, Don Sexton and Kamal SenCogitaas AVA, PepsiCo India and Columbia University

The every corporate story

We have all been part of business strategy meetings at our corporate offices or at our clients' where there is plenty of discussion and debate on where marketing dollars are best invested.

Large consumer companies have traditionally invested in building brands and strengthening brand equity through advertising and on-ground campaigns. On the other hand, store labels and local products have focused on price and trade discounts for driving their relevance.

As market...

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