PepsiCo Americas CEO Massimo d’Amore has been rebranding Pepsi’s core products top to bottom. Creative destruction—or just destruction?

Source: Business Week.com

Date: 4/23/2009

Keys: Marketing, product development, strategic alliances

Link: http://www.businessweek.com

Questions for discussion:

• Which strategies do you think are good ones and which would you disagree with? Explain your thinking.
• Where do you see the beverage industry competitors five years from today?
• What do you think Pepsi will look like in terms of brands, product mix etc.?