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Summer of 1898 a young pharmacist Caleb Bradham looking for ways to attract people to his pharmacy invented the beverage now known around the world as Pepsi-Cola After the first advertisement the sales of the new soft drink began to go up Knowing the importance of good distribution system Pepsi was one of the first to switch from horse drawn transport to motor vehicles Throughout its existence Pepsi adjusted its marketing strategies trying to keep up with the social and economic conditions of its consumers During the Great Depression and continuing into the World War II Pepsi emphasized the low prices of the drink knowing that people had narrowed their budgets In the mid 1950s the emphasis fell on Pepsi being a lifestyle accompaniment The breakthrough move by Pepsi was made in the late 1950s to capture the market of new generation of baby boomers Its best known advertisement slogans such as Youre in the Pepsi Generation Have a Pepsi day or Youve got a lot to live Pepsis got a lot to give set a new standard for advertising To dominate in a soft drink category Pepsi after 65 years of selling only Pepsi-Cola introduced new products Mountain Dew and Diet Pepsi To capture the completely new market of X-ers throughout 1980s and 1990s Pepsis commercials featured superstars supermodels actors and sport stars In the mid 1980s Pepsi-Cola declared a victory in the cola wars Keeping Pepsi-Cola as its cash cow presidents of Pepsi-Cola decided to back up their positions by investing in a fast food restaurants and snack industry In 1965 the new PepsiCo resulted from the merger of Pepsi-Cola and Frito Lays Inc Pepsi-Cola stuff knew that in order to survive in the direct competition with giants like Coca-Cola they will have to come up with more innovative products Pepsi-Cola Company now accounts for 25 of the worlds soft drinks with more than 70 of its sales coming from North America In
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