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Why PEPSI BLUE failed in Market?
Citation preview
Market Research on
The failure of Pepsi Blue in Indian Market
Manoj Kr SharmaNavitha Reddy
Priyanka Mandal Ravi Newatia
Rohit Jain Sudhan T. Nadar
Thoudam Nirpan
04/11/23 Indian Business Academy 1
Group 5
Pepsi Blue
Type: Flavored Cola
Manufacturer: PepsiCo, Inc.
Country of origin: United States
Introduced in India: Two months before 2003 Cricket World Cup
04/11/23 Indian Business Academy 2
Problem Identification
• Pepsi blue was launched in India just before the Cricket world cup 2003 and although heavily promoted by PepsiCo, it was widely seen as a commercial flop as sales remained low.
04/11/23 Indian Business Academy 3
Research objective
• Which soft drink people consumes normally• What people like in that soft drink they prefer to buy• In a month, how many occasion people buy soft drink• 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
04/11/23 Indian Business Academy 4
Type of research
Descriptive research
- As it was more based on how, when, where and what
04/11/23 Indian Business Academy 5
Where was data collected
• Primary - online survey
Cover large no. of peopleFaster medium More respondents
04/11/23 Indian Business Academy 6
Sample Size
We surveyed around 100 people among whom most were youngster falling in the age group of 20-25.
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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?• In a month, how many occasion u buy a soft
drink?• which are the soft drink brands u have tried• On what occasion u buy soft drinks
04/11/23 Indian Business Academy 8
Questionnaire Cont…
• Are you aware of blue Pepsi• How did you became aware it • Have you tried this • Did you like it?• If yes, what did you like • In case you have not tried this what are the
reason
04/11/23 Indian Business Academy 9
Questionnaire Cont…
• How do you compare blue Pepsi with normal Pepsi.
• What packing you like to buy in a soft drink• Does the color of the soft drink matter to you• Does color of the packaging matter to you
04/11/23 Indian Business Academy 10
04/11/23 Indian Business Academy 11
Which soft drink you consume normally?
3 3.0 3.0 3.0
11 11.0 11.0 14.0
2 2.0 2.0 16.0
3 3.0 3.0 19.0
15 15.0 15.0 34.0
4 4.0 4.0 38.0
4 4.0 4.0 42.0
2 2.0 2.0 44.0
8 8.0 8.0 52.0
4 4.0 4.0 56.0
11 11.0 11.0 67.0
5 5.0 5.0 72.0
28 28.0 28.0 100.0
100 100.0 100.0
7up
Coke
Energy Drink
Fanta
Maaza
Mirinda
Mountain Dew
NA
Pepsi
Real Juice
Slice
Sprite
Thumbs up
Total
ValidFrequency Percent Valid Percent
CumulativePercent
Inferences & Graphs
04/11/23 Indian Business Academy 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
6 Mirinda 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
100 644.7692Mean
7.692307692
SD 7.330127504
04/11/23 Indian Business Academy 13
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
ValidFrequency Percent Valid Percent
CumulativePercent
Are you aware of Pepsi Blue?
Yes
No
04/11/23 Indian Business Academy 14
How did you come to know about it?
4 4.0 4.0 4.0
10 10.0 10.0 14.0
2 2.0 2.0 16.0
1 1.0 1.0 17.0
4 4.0 4.0 21.0
12 12.0 12.0 33.0
67 67.0 67.0 100.0
100 100.0 100.0
Banners
Friends
Internet
ive tried it
NA
Newspaper
TV
Total
ValidFrequency Percent Valid Percent
CumulativePercent
04/11/23 Indian Business Academy 15
How did you come to know about it?
TV
Newspaper
NA
ive tried it
Internet
Friends
Banners
Sr No. Sources Frequency (X) Variance
1 Banners 4 105.7959
2 Friends 10 18.36735
3 Internet 2 150.9388
4 ive tried it 1 176.5102
5 NA 4 105.7959
6 Newspaper 12 5.22449
7 TV 67 2778.796
100 3341.429Mean
14.28571429
SD 23.59882967
04/11/23 Indian Business Academy 16
Have you tried Pepsi Blue?
48 48.0 48.0 48.0
52 52.0 52.0 100.0
100 100.0 100.0
No
Yes
Total
ValidFrequency Percent Valid Percent
CumulativePercent
Have you tried Pepsi Blue?
Yes
No
04/11/23 Indian Business Academy 17
Did you like Pepsi Blue?
84 84.0 84.0 84.0
16 16.0 16.0 100.0
100 100.0 100.0
No
Yes
Total
ValidFrequency Percent Valid Percent
CumulativePercent
Did you like Pepsi Blue?
Yes
No
Findings
• THUMS UP is the most preferred soft drink• People prefer taste over color• Most people don’t find any occasion to buy
cold drink• People are aware about Pepsi Blue and
majority are from TV• Most people haven’t tried Pepsi Blue because
of the unavailability
04/11/23 Indian Business Academy 18
Findings Cont…
• In our findings people don’t like Pepsi Blue• For many people color of the drink matters
and color of Pepsi Blue was somewhat similar to kerosene
• The packaging of the soft drink also matters to people.
04/11/23 Indian Business Academy 19
Our Recommendation
• Pepsi blue availability should have been more • Color is a sensitive issue to people, don’t
change it drastically
04/11/23 Indian Business Academy 20
Our learning
• TV is the best medium of advertisement• People don’t find occasion to buy Soft drink• A thorough research about the color of the
soft drink and the packaging is needed before the launch of a soft drink
04/11/23 Indian Business Academy 21
04/11/23 Indian Business Academy 22
Thank You