Wel-Come

Hemant kumar patanker MBA-III SEM

MockandVenture Pepsi Blue: Its failure strategies for relaunching

PepsiCola
Pepsi Cola Journey

Chief competitor

Pepsi Blue

Purpose to Launch

 

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
 

7 P’s of Marketing Mix

People

Physical Evidence

Process

7 P’s of Pepsi blue

Product: A Cola-Berry fusion with Blue 1, Red 40 coloring agents Place: Mexico, Panama, Colombia , Costa Rica, India, Australia, New Zealand, Jamaica, Canadá

Price
  

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

Promotion

How was it marketed?

Contd..
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

People

Use of Brand ambassadors like, ShahRukh Khan,Telgu popular actor Pawan Kalyan Indian cricket team for advertisement

Process

Physical Evidence

Reasons of failure
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
 

Sales

Int ro du cti

2002
Gr

on

ow th

2003 2004

Product Life Cycle

Time

Ma tur ity De cli ne

Strategies
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

Contd..

Moreover, Pepsi should start creating its awareness about duplication of its products these days

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