Monday, 7 May 2012

Background For Computer

Background For Computer Biography
Background and personal life
Sculley was born in the United States, but within a week of his birth, he and his family were relocated to Bermuda, and subsequently to Brazil and Europe.[6]
Sculley attended high school at St. Mark's School in Southborough, Massachusetts. He ultimately received a bachelor's degree in architectural design from Brown University and an MBA from the Wharton School of Business at the University of Pennsylvania [7]
Sculley overcame a stutter early in his life.[8]
[edit]1967–82 : Pepsi-Cola
Sculley joined the Pepsi-Cola division of PepsiCo in 1967 as a trainee, where he participated in a six-month training program at a bottling plant in Pittsburgh.[9] In 1970, at the age of 30, Sculley became the company's youngest marketing vice-president.
As vice-president of marketing at Pepsi, Sculley initiated one of the company's first consumer-research studies, an extended in-home product test in which 350 families participated. As a result of the research, Pepsi decided to launch new, larger and more varied packages of their soft drinks.[10] In 1970, Pepsi set out to dethrone Coca Cola as the market leader of the industry, in what would eventually become known as the Cola Wars.
Pepsi began spending more on marketing and advertising, typically paying between US$200,000 and $300,000 for each television spot, while most companies spent between $15,000 and $75,000. With the Pepsi Generation campaign, Pepsi aimed to overturn Coca Cola's classic marketing.[11]
At Pepsi, Sculley also took the position of managing PepsiCo's International Food Operations division, shortly after he visited a failing potato-chip factory in Paris. PepsiCo's Food division was their only money-losing division, with revenues of US$83 million and losses of $16 million. To make the food division profitable, Sculley hired new managers from Frito-Lay and improved product quality, as well as improving accounts and establishing financial controls.[12] Within three years, the food division was making US$300 million in revenues and $40 million in profit.[13]
Sculley is best known at Pepsi for the Pepsi Challenge, an advertising campaign he started in 1975 to compete against Coca Cola to gain market share, using heavily-advertised taste tests. It claimed based on Sculley's own research that Pepsi-Cola tasted better than Coca-Cola. The Pepsi Challenge included a series of television advertisements that first aired in the early 1970s, featuring lifelong Coca-Cola drinkers participating in blind taste tests. Pepsi's soft drink was always chosen as the preferred product by the participant; however, these tests have been criticized as being biased. The Pepsi Challenge was mostly targeted at the Texas market, because Pepsi had a significantly low market share there at the time. The campaign was successful, significantly increasing Pepsi's market share in that state. At the time the Pepsi Challenge was started, Sculley was senior vice-president of United States sales and marketing operations at Pepsi.[14] Sculley himself took the taste test and picked Coke instead of Pepsi.[15]
In 1977, Sculley was named Pepsi's youngest-ever president.
Background For Computer
Background For Computer
Background For Computer
Background For Computer
Background For Computer
Background For Computer
Background For Computer
Background For Computer
Background For Computer
Background For Computer
Background For Computer
Background For Computer
Background For Computer
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