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PepsiCo's decision to join Coca-Cola Co. in raising concentrate prices early next year led investors to bid up its stock in pre-holiday trading. While the nearly 7% price boost for concentrate should help profit margins, observers also expect some of the funds will go to new marketing programs as Pepsi and Coca-Cola de-emphasize discount pricing as a key selling point. PepsiCo's stock price slipped from the $40 level last summer to a 52-week low of $30.13 this fall. In trading Friday, PepsiCo closed at $34.88, up 1.10% for the week.
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