Research Paper on:
Diet Pepsi; Position, Research and New Marketing Campaign This

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competitor drinks from Coca Cola, it is in the top ten, but only in fifth place as Coca Cola is first, Pepsi is second, then there is diet coke and  then Mountain due, diet Pepsi comes after this in the US, despite spending more on marketing than the brand in forth place (Food Industry Report, 2009). In the global market  place there is a similar pattern, with diet Pepsi in forth place, significantly behind the three leader positions (Food Industry Report, 2009). This may be seen as a brand where  there is a great deal of potential but where Pepsi does not appear to have been able to emulate the success of Coca Cola on the diet variant of its  carbonated beverage. In order to consider how the brand may be enhanced and sales increased it is important to consider where it is at the moment and the way it  is perceived. The product is a carbonated drink, a diet version of the well known cola sold in a range of package sizes, including large size family bottles, individual  bottles and cans, along with multi-packs of each size. It is priced at a mid market range, above the local and supermarket own brand colas, at the same, or a  similar price to Coca Cola, which is aimed at supporting the idea that this is a premium product. The product is placed in many locations, from supermarkets with large displays  to small independent shops and vending machines. It is usually placed beside, or very near, the traditional Pepsi product. The promotions vary, brand marketing is undertaken by the firm, however,  the marketing is mainly aimed at the 19 - 25 age group with the use of well known music personalities and a party association being created. There have been other