Measuring pricing power of a global brand in an Asian market

Venu Gorti, Ruchira Jain, Don Sexton and Kamal Sen

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...

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