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8/7/2019 failure_products(adil uchila)
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Market Research
on
The failure of
Pepsi Blue inIndian Market
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PEPSI BLUE
Type: Flavored Cola
Manufacturer: PepsiCo,
Country of origin: United States
Introduced in India: Two months before 2003Cricket World Cup
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Purpose to launch
It was launched to compete with Coca-colas
vanilla Coke
The Indian cricket team was having a successfull run after the 2003 cricket World cup. The
color of their jersey was blue & therefore
PepsiCo attempted with Pepsi Blue to support
the team
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Price
It was made available in 300 ml returnableglass bottles priced at Rs 8
500 ml PET bottle, at Rs 15
Non returnable 250 ml Pepsi bottles priced atRs 12 each
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Reason for failure
The taste of Pepsi blue like cotton candy with a berry and
much more sugary and syrupy than regular cola
Sugary taste was not accepted by the consumer
It was widely seen as a commercial flop as salesremained low.
many people color of the drink matters and color of Pepsi
Blue was similar to kerosene
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Research objective
Which soft drink people consumes normally
Are people aware of Pepsi Blue
Have they tried Pepsi Blue
Are they like Pepsi blue How do people compare Pepsi Blue with normal Pepsi
Does the color of the soft drink matter
Does color of the packaging matter
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Type of research
Descriptive research
- As it was more based on how, when, whereand what
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Where was data collected
Primary - online survey
Cover large no. of peopleFaster medium
More respondents
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Sample Size
Surveyed around 100 people among
whom most were youngster falling
in the age group of 2025.
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Questionnaire
Which soft drink you consume normally? Which brand of soft drink you prefer to buy?
What you like in that soft drink you prefer to
buy? which are the soft drink brands u have tried
Are you aware of blue Pepsi
How did you became aware it
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Questionnaire Cont
Have you tried this
Did you like it?
In case you have not tried this what are the
reason
How do you compare blue Pepsi with normal
Pepsi.
Does the color of the soft drink matter to you
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12
Which soft drink you consume normally?
Which soft drink you consume normally?
Thumbs up
Sprite
Slice
Real Juice
Pepsi
NA
Mountain Dew
Mirinda
Maaza
Fanta
Energy Drink
Coke
7up
Sr No. Soft Drinks Frequency (X) Variance
1 7up 3 22.01775
2 Coke 11 10.94083
3 Energy Drink 2 32.40237
4 Fanta 3 22.01775
5 Maaza 15 53.40237
6Mirinda 4
13.63314
7 Mountain Dew 4 13.63314
8 NA 2 32.40237
9 Pepsi 8 0.094675
10 Real Juice 4 13.63314
11 Slice 11 10.94083
12 Sprite 5 7.248521
13 Thumbs up 28 412.4024
100 644.7692
Mean7.692307692
SD 7.330127504
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Are you aware of Pepsi Blue?
6 6.0 6.0 6.0
94 94.0 94.0 100.0
100 100.0 100.0
No
Yes
Total
Vali
equency Percent Vali
Percent
Cumulative
Percent
Are you aware ofPepsi Blue?
Yes
No
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How i ou ome to ow out it
ewspaper
i e tried it
I ter et
riends
Banners
Sr No. Sources Frequency (X) Variance
1 Banners 4 105.7959
2 riends 10 18.36735
3 Internet 2 150.9388
4 i e tried it 1 176.5102
5 4 105.7959
6 ewspaper 12 5.22449
7 67 2778.796
100 3341.429Mean
14.28571429
SD 23.59882967
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Have tried Pepsi Bl e?
48 48.0 48.0 48.0
52 52.0 52.0 100.0
100 100.0 100.0
No
Yes
Total
alid
Frequency Percent alidPercent
umulati e
Percent
Haveyou triedPepsi Blue?
Yes
No
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2/8/2011 Indian Business Academy 16
Did you like epsi lue?
84 84.0 84.0 84.0
16 16.0 16.0 100.0
100 100.0 100.0
No
Yes
Total
alid
Frequency Percent alid Percent
Cumulati e
Percent
id you like Pe si Blue
Yes
No
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Findings
THUMS UP is the most preferred soft drink
People prefer taste over color
People are aware about Pepsi Blue and
majority are from TV
Most people havent tried Pepsi Blue because
of the unavailability
2/8/2011 Indian Business Academy 17
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Findings Cont
In our findings people dont like Pepsi Blue
For many people color of the drink matters
and color of Pepsi Blue was somewhat similarto kerosene
The packaging of the soft drink also matters to
people.
2/8/2011 Indian Business Academy 18
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Our Recommendation
Pepsi blue availability should have been more
Color is a sensitive issue to people, dont
change it drastically
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Thank You