Measuring pricing power of a global brand in an Asian market

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

Measuring pricing power of a global brand in an Asian market

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

View the presentation deck for this paper

Brand building and pricing in developing markets

The Emerging Markets house the bulk of human populace, with China and India alone accounting for about 30% of the world's population. As these markets have developed and per capita income has risen in many of these countries, they have become growth engines for global consumer companies. For example China's per capita incomes tripled in nominal terms in...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands