Marketing Management: PEPSICO AMEA's Packaging Strategy Case Study

This case study delves into the strategic challenges faced by PepsiCo AMEA concerning brand activation through packaging. It identifies issues such as adapting to changing consumer behavior, managing high costs associated with diverse packaging, and maintaining brand image while adapting to local cultures. The analysis highlights PepsiCo AMEA's efforts to cater to different consumer preferences in various regions through varied packaging sizes and designs, as well as its engagement with local cultural events. The report critiques the effectiveness of these strategies, particularly regarding cost efficiency and brand consistency. It proposes alternative solutions including leveraging social media for marketing, implementing creative and cost-effective packaging designs, and promoting healthier product options to enhance brand image and market share. The recommendations emphasize a shift towards strategies that balance local relevance with global brand integrity, aiming for sustainable and cost-effective marketing practices.