The little Emporer. A case study of a new brand launch
Amit Bose Pepsi-Cola International, Hong Kong andKhushi Khanna Customised Research, SRG China, Hong Kong
INTRODUCTION
At the Pepsi-Cola Company, the international beverages division has a goal: to be the world's finest and fastest growing beverage business. The corporate emphasis on fast growth has led to re-thinking the traditional ways in which markets - and their development - have been viewed. Asia, being one of the world's fastest growing economies, has naturally received a...