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Case Study: Pepsi Edge
In an increasingly competitive industry, such as carbonated beverages, innovation is key to success. Pepsi’s soon to be release Edge mid-calorie soft drink is one such way Pepsi intends to stay one step ahead of the competition. This 75-calorie soda will use “a mix of Splenda and high fructose corn syrup.” (Hein) By performing an environmental scan, a recommendation will be made on whether or not this product should be launched and, in the end; a launch marketing plan will be developed.
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