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Wel-Come
Hemant kumar patanker MBA-III SEM
Mock VenturePepsi Blue: Its failure and strategies for relaunching
PepsiCo, Inc. is currently one of the most successful consumer
products company in the world
Revenues exceeding $30 billion & More than 480,000
employees
Forbes Names PepsiCo Among Its Best Big Companies(2008)
PepsiCola
Pepsi Cola Journey
Chief competitor
Pepsi Blue is a soft drink made
by PepsiCo North America
Launched in mid-2002 and
designed to compete with Coca-Cola's Vanilla Coke
The taste of Pepsi Blue was
like cotton candy with a berry and
much more sugary and syrupy than regular cola
Pepsi Blue
The move to make a brightly-colored version of the flagship Pepsi brand was boosted by 2001's introduction of Mountain Dew Code Red, which had bumped PepsiCo's Mountain Dew division sales up 6%
It was launched to compete with Coca –cola’s Vanilla Coke The Indian Cricket Team was having a successful run after
the 2003 Cricket World Cup. The color of their jersey was blue & therefore PepsiCo attempted with Pepsi Blue to support the team and its mega fan club
Purpose to Launch
7 P’s of Marketing Mix
People
Process
Physical Evidence
Product: A Cola-Berry fusion with Blue 1, Red 40 coloring agents
Place: Mexico, Panama, Colombia , Costa Rica, India, Australia, New Zealand, Jamaica, Canadá
7 P’s of Pepsi blue
It was made available in 300 ml returnable glass bottles priced at Rs 8
500 ml PET bottles, at Rs 15 Non-returnable, 250-ml Pepsi bottles, priced at Rs 12 each
Price
Promotion
Heavily promoted by PepsiCo with advertisements by the Indian cricket team
Advertisements by the pop singer Britney Spears and the bands Sev and Papa Roach
ShahRukh Khan as a brand ambassador & also popular Telugu
film star Pawan Kalyan
How was it marketed?
Scheme: To complement the launch of Pepsi Blue, the company came up with a major promotional drive `Pepsi Predikta Jackpot‘
Movie Selling: Advertisement in the movie The Italian Job (2003 film)
Indian Tagline: Drink Pepsi Blue. Cheer for the men in blue.
train vi.mp4
Contd..
Use of Brand ambassadors like, ShahRukh Khan,Telgu popular actor Pawan Kalyan
Indian cricket team for advertisement
Process
People
Physical Evidence
The taste of Pepsi Blue was like cotton candy with a berry and much more sugary and syrupy than regular cola
It was tinted using Blue 1, a highly controversial coloring agent banned in numerous countries at the time
Sugary taste was not accepted by the consumers. video imp.mp4
Reasons of failure
Product Life Cycle
2002 2003 2004
Introd
uctio
n
Gro
wth
Mat
urity
Dec
line
Sale
s
Time
Pepsi Blue could come up with the different taste than berry flavor,i.e. strong fizzy cola to attract youth segment
Advertisements focusing on repositioning of Pepsi blue which has eliminated the sugary taste factor
The taste should be immediately change, since it’s competitors taking due advantage because of Pepsi’s sweeter taste
Strategies
Moreover, Pepsi should start creating its awareness about duplication of its products these days
Contd..