Case | HBS Case Collection | November 1983 (Revised June 1985)

Pepsi-Cola United Kingdom (A)

by Benson P. Shapiro and Edward J. Hoff

Abstract

On January 2, 1983 Pepsi-Cola United Kingdom had to develop a plan to defend its successful Diet Pepsi brand against the about to be introduced diet Coke. Contains useful material on competitive behavior and on U.S. versus U.K. consumer behavior.

Keywords: Product Launch; Consumer Behavior; Planning; Competition; Food and Beverage Industry; United Kingdom; United States;

Citation:

Shapiro, Benson P., and Edward J. Hoff. "Pepsi-Cola United Kingdom (A)." Harvard Business School Case 584-052, November 1983. (Revised June 1985.)