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Year 11 Pepsi Challenge

As Year 11 IGCSE Business Studies students are in the midst of studying their Marketing topic right now, this was a great opportunity for them to participate in the classic “Pepsi Challenge” first seen in the USA in 1975 and repeated many times since. A favourite activity for our Business classes, the challenge is a clever market research project, using a blind taste test to find out which brand people prefer without the influence of packaging and branding.

The results were very diplomatic with a 50% divide between students who preferred the taste of Pepsi and those who preferred Coca-Cola. Interestingly, before taking the taste challenge 90% of students said that they prefer the taste of Coca-Cola and were brand loyal to the company. Following the challenge, a group of students will play the role of Marketing Executives from Pepsi and devise an appropriate marketing strategy based on the market research results, whilst another group of students will do the same from Coca-Cola’s perspective before researching what the two corporate giants actually did back in the early 80’s following the original taste challenge. The battle for market share continues!

Year 11 Pepsi Challenge