The little Emporer. A case study of a new brand launch

Amit Bose
Pepsi-Cola International, Hong Kong
and
Khushi 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 lot of attention. It is believed that emerging markets like China may well provide the greatest opportunity ever. And in order to capitalise on this opportunity, Pepsi is encouraging innovation - not just in products -but also in the process by which brands are developed.