The Little Emperor. A case study of a new brand launch

In the ever changing business environment of emerging markets such as China, the advantages of being a first mover are immense.

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...

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