Increase awareness of the current soda lines, Pepsi Max and Pepsi Next, in an effort to respond to consumer concerns about healthier drink alternatives.Based upon this information, the paper discusses the pros and cons of the following recommendations in order to improve Pepsiās competitive position: The last section of the brand analysis includes a SWOT analysis. Following this, the paper highlights the tactics and elements of PepsiCo's communications mix: advertising, public relations, and sales promotion. In relation to the brand analysis of Pepsi, the paper discusses the following: segmenting, targeting, positioning, segmentation approaches, marketing strategies, pricing strategies, target markets, distribution channels, and the marketing mix. In brief, the market analysis also touches on political challenge(s) impacting the industry. It then does an environmental scan of the industry, outlining trends and challenges based upon the five environmental forces: social, economic, technological, competitive, and regulatory. The market analysis describes the following key components: size, profit and growth. For zero confusion, this main premise of paper analyzes Pepsi and references PepsiCo when necessary. Upon research, I realized that Pepsi is one out of twenty-two brands owned by the parent company, PepsiCo. This report outlines the market analysis of the Soft Drink industry, brand analysis of Pepsi, and three comprehensive recommendations.