Pepsi Co.

Pepsi challenged the MAP team to find ways the company could leverage its strong existing brand to find alternative sources of revenue.

Seth Kaufman, VP of marketing for colas, offers the company’s perspective.

The PepsiCo MAP team – Victoria Hon, Asha Venkitadri, Eshna Bhaduri, Bo Du, Prateek Dahiya, and Tom Gildersleeve – research Pepsi products.

Ross faculty advisor Rajeev Batra – professor of marketing, director of the Yaffe Center, and expert in the strategy and tactics of brand building – offers some advice to the team.

MAP teams need to develop a deep understanding of a sponsor’s business issue quickly. The Pepsi MAP team gathered insights at Pepsi’s ad agency, Mirrorball, in Manhattan.

Team members learn about the evolution of the Pepsi brand from Manoj Fenelon, the director of foresight for PepsiCo.

The PepsiCo MAP team’s final presentation gave Pepsi some ideas on how to enhance its brand equity by expanding the brand beyond its core products.