Pepsi Refresh Project: Problem/Decision Statement What are the symptoms that a p
ID: 360960 • Letter: P
Question
Pepsi Refresh Project:
Problem/Decision Statement
What are the symptoms that a problem exists?
What decisions must be addressed?
Identification of alternatives
What actions might provide viable solutions to the problem or decision?
Can actions be combined?
Can actions be eliminated?
Criteria
What criteria should be used to evaluate the options listed in the alternatives section?
Examine each alternative in terms of each criterion
What are the relative advantages and disadvantages of each choice in terms of the criteria
Are the criteria the most valid to this company at this time in this situation?
Recommendation
Marketing tactics/Implementation (brenda)
Product
11. Product Class
12. Current life cycle stage
13. New-product development requirements (people, dollars, time, etc.)
14. Product liability, safety, social responsibility
15. Specification of core physical good (features, quality, etc.)
16. Supporting Customer services needed
17. Warranty (what is covered, timing, support)
18. Branding
19. Packaging (promotion and label needs, protection)
20. Cultural sensitivity issues
21. Fit with product line
Place
22. Objectives
23. Type of channel (Direct, Indirect, Mixed)
24. Wholesalers/Retailers
25. How discrepancies will be handled
26. How are functions shared
27. Coordination needed (information system also)
28. Transportation requirements
29. Inventory product-handling requirements
30. Facilities required (private/public warehousing, distribution centers)
31. Reverse Channels (Returns, recalls)
Promotion
32. Objectives
33. Major message theme (positioning)
34. Promotional Blend
a. Advertising
b. Personal selling
c. Sales Promotions
d. Publicity
e. Interactive media
35. Mix of push and pull
36. Who will do the work
Price:
What are your objectives and strategies?
37. Nature of demand (price sensitivity, price of substitutes)
38. Demand and cost analysis
39. Markup in chain
40. Price flexibility
41. Price level and impact on customer value
42. Adjustments to list price (geography, discounts, allowances)
Control (how to keep the project on schedule once implemented)
a.Measurement tools (break even analysis, sales projections, cash flow, income statements)
b. Have all causes of performance gaps been identified
c. Are actions being hampered by other functional areas
Timing (list of events that must take place in order for implementation to succeed, along with time frames)
Explanation / Answer
1. Decision Statement - To award $20 millions to individual, business or non profit organizations that has new idea which has a positive impact on community.
2. Syptoms
3. Decisions that must be addressed
4. Identification of Alternatives
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