Case Code : CLMM103
Publication date : 2012
Subject : Marketing Management
Industry : Food and Beverage
Length : 04 Pages
Short Case Study Price: INR 100;
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Abstract:
In March 2012, PepsiCo, the America-based Food and Beverages company, quietly removed the ‘SnackSmart’ labels from its food products and changed its cooking medium back to low cost palmolein from rice bran oil. Health activists opposed this move, which raised health concerns among consumers. The case also shows how the company promoted its products and why it changed the product ingredients. It raised ethical concerns about product communication and the promotion of the product.
Issues:
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Key words:
PepsiCo, Frito-lay, Cost, Ethics, Product communication, Label, Snacks, Healthy, Food and Beverage, Market Share, Promotion, Advertisement, Ethical advertisement, Strategy
* This caselet is intended for use only in class discussions.