Subject Index
 

In launching its GoPhone prepaid cell price plan, Cingular was seeking to enter a new market and catch up with competitors such as Tracfone and Virgin which already held strong positions in the pay-as ...

At 31 % market share, Juicy Fruit remained the number one brand in the early 2000s but was losing ground to competitors. To reconnect with its key consumers, kids aged 12 to 17, in 2002 Wrigley launc ...

In 2001 PepsiCo's Mountain Dew was the fourth-best-selling soft drink on the U.S. market. Even so, since the 1990s soft-drink sales overall had been seriously declining. While Mountain Dew� ...

Since the first diet soft drink was introduced in the 1960s, the diet category has been a vital part of the beverage industry worldwide. Diet Pepsi is PepsiCo's second-biggest trademark, a $3 ...

From humble beginnings in a North Carolina pharmacy a century ago, Pepsi-Cola grew to become one of the best-known products throughout the world. The company behind it grew as well, to become one of ...

In the early 2000s the cola wars were as hot as ever with number two brand Pepsi-Cola battling to catch up with the top brand, Coca-Cola. But things were not going well for any of the cola brands, i ...

For beverage manufacturer PepsiCo, Inc., the second half of 2003 was a time of transition for the brand identity of its signature soft drink, Pepsi. Not only did it unveil a new slogan for its co ...

By 2001 PepsiCo, Inc., had long been suffering the effects of consumers' quest for healthier beverages. Though the company's offerings of Gatorade, Aquafina, Propel, and Tropicana Oran ...

For more than 30 years PepsiCo, Inc. has been courting younger consumers, and youthful cola drinkers have formed a major battleground for Pepsi and its number one rival, Coca-Cola. The struggle for ...

In 2004, when PepsiCo and advertising agency BBDO New York released the Aquafina "Drink More Water" campaign, Aquafina was the best-selling bottled water in the United States. With &#x ...

Mountain Dew, a lemon-lime flavored, highly caffeinated soft drink, became a prominent national brand for PepsiCo, Inc., in the 1980s, posting double-digit annual sales increases. Many observers exp ...

The Peace Corps was signed into existence by President John F. Kennedy in 1961 as a federal organization designed to improve education, community development, health care, and environmental services i ...

In 2001 Office Depot, Inc., prided itself as the world's largest seller of office furniture and second-largest supplier of office supplies after Staples, Inc. In addition to having a stronghold ...

JetBlue Airways was the brainchild of David Neeleman, an aviation expert. It was Neeleman's third foray into start-up discount airlines; he launched the Salt Lake City, Utah-based Morris Air in ...

The Chrysler Group, based in Auburn Hills, Michigan, was the American subsidiary of DaimlerChrysler, responsible for the sales, marketing, and manufacturing of vehicles from the Dodge, Chrysler, and J ...

Known as a discount broker in a world of traditional full-service investment firms, the Charles Schwab Corporation diversified during the 1980s and 1990s. In keeping with an industry-wide trend toward ...

At a time when Cheetos needed to grow to counter regional competition, brand equity scores were in decline. This downturn and results of qualitative research showed a need to focus on 6 to 11 year ol ...