Word: pepsis
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Earlier this year, CPPAX lobbied Harvard Dining Services to not serve Pepsi in dining halls because of PepsiCo's investments in Burma...
Floating high over the Times Square store is a 40-ft. sign for Virgin Cola, a somewhat odd ad placement as the product isn't sold here. But that's going to change too. Branson's Virgin Cola company is going to take on American icons Coca-Cola and Pepsi-Cola on their home turf, beginning in July. This is a plan that most marketers would pronounce foolhardy--if only it rose to that level...
...sticks his toe in the U.S. cola market, he will find two competitors ready to smash it. Virgin Cola will sally forth in the U.S. first in the Philadelphia area. The U.S. needs another cola like it needs another celebrity talk show, but Virgin plans to undercut Coke and Pepsi on the shelf price yet offer more profit to retailers...
Virgin is not expecting a kind welcome in the City of Brotherly Love. In Britain, where the company launched its cola 20 months ago, a May industry report gives Virgin just 4% of the market after a bruising battle with Pepsi, Coke and its British partner, Cadbury Schweppes. Although Virgin is a good marketer, distribution is critical--an area in which Branson met his master. For instance, Virgin was not able to get shelf space in half the British supermarkets--no small problem when four grocery chains control more than 60% of the market. The reason: Coke and Pepsi locked...
Several PUCC-sponsored activist initiatives have met with triumph. One example was the push to convince Harvard Dining Services to stick with Coke rather than Pepsi in dining halls, which PUCC supported because the latter's parent corporation had ties to the brutal military regime in Burma...