In July, 1991, Irfan Mustafa, West Asia Area Vice President and Chief Executive Officer of Pepsi Cola Pakistan Incorporated (PCI), faced several dilemmas. First, as part of the 7Up acquisition, Mustafa had to convince the remaining Pakistani 7 Up bottlers to sell their plants to PCI bottlers and oversee the resultant integration. Second, Pepsi Cola International had switched focus to its global brands, and since acquiring 7 Up International in 1986, had secluded all marketing and technical support for Pepsi's local however triumphant Pakistani brand, Teem.
In light of the center on global brands, Mustafa needed to establish the function of each brand in his portfolio (Pepsi, 7 Up, Teem, and Mirinda), with specific focus on 7Up and Teem. Lastly, in an effort to recognize 7-Up from Teem, once competitions, PCI had developed Cloudy Teem-a milky colored lemon-lime soft drink. Mustafa had to evaluate whether Cloudy Teem had important increase potential and if so, find out how to part it Pakistan despite resistance from his bottlers. This case investigates Mustafa's predicaments, also touching on urban versus rural promotion and supply challenges.
Pepsi Cola Pakistan Franchising & Product Line Management case study solution
PUBLICATION DATE: June 27, 2008 PRODUCT #: IB84-PDF-ENG
This is just an excerpt. This case is about GLOBAL BUSINESS
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