Evaluating the Pepsi Refresh Project
Order Description
Evaluating the Pepsi Refresh Project
Indicator
Positive Signs Pointing to Success
Negative Signs Pointing to Failure
Sales
Investors
Consumer Behavior
Employees/
Bottlers
Brand
Marketing Plan
Based on your analysis above, if you were Irazabal in December 2010, what would you do? Stay the course and continue running the Pepsi Refresh Project or reverse course and return to more traditional marketing communications and promotion for the trademark Pepsi brands? Assume these are the only choices available to you.
Choose one: ____ Stay the course OR ____ Reverse course
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