Failed Login of Pepsi

Products in the Market

Teacher: Erick Delgado Tinoco

Students:
- Llique Sánchez, Ronald
- Peralta Reyes, Andrés
CASES:

Failure of drinks

&
 Review

• Is an American multinational food and beverage

corporation based in New York, USA.

• Was born in 1980 by the pharmaceutical chemist

Caleb Bradham when he was inventing a digestive
drink, then this drink was baptized Pepsi.

• The company has annual net revenues of over

$43 billion and in it’s portfolio are 16 brands that
exceed each one the billion dollars in sales. Until
2013 the company employed more than 274300
people worldwide.
 Review

• The company produces, distributes and sells carbonated and still drinks,
sweet and savory snacks, and other foods. Being present in nearly 200
countries PepsiCo is third in the global ranking of food and beverage
business.
Features of the Company

Uses business
strategies
accommodate to
each market, always
with creativity and
irreverence.

Emphasizes the
flavor. The flavor of Develop campaings
choice, the flavor of perfectly designed
be optimistic and PepsiCo to represent each
sector of it’s target
the flavor of feeling
young. market.

Maintains a culture
of innovation and
modernity.
 Case: Crystal Pepsi
Crystal Pepsi was a caffeine-free soda, created by the company
PepsiCo in 1993, to be sold in Australia, Canada, USA and Europe.
However, the product was confusing because the Pepsi brand was
associated with a product with caffeine, so if costumers looking for a
product without caffeine, preferred a Sprite or 7-Up before a Crystal
Pepsi.
CRITICISMS:

• Some specialists believe that the product was good and innovative but the
public wasn’t ready, so the product didn’t last more than a year on the
market.

• The company launched Crystal Pepsi unnecessarily because this took away
market to other products like 7-Up, PepsiCo made a cannibalism between
their own products.
 Case: Pepsi Twist
Pepsi Twist was launched in the USA in 2000. A few years later came
to Mexico, Argentina, and Peru called “Pepsi Limon”. Everything was
perfect, the product was well received in the market until studies of
prestigious laboratories found that the drink had side effects, because
the drink had a harmful chemical called phosphoric acid.

Everything was
perfect, until…
CRITICISMS:

• The company made a big mistake by not considering the side effects by the
inputs used for it’s product.

• The company did not anticipate to investigations made by this laboratories,

through wich lost many customers. Now the product is present in only two
countries.
 Recomendations
CRYSTAL PEPSI
PepsiCo should make a better
market research or generate a
better marketing plan, with
other packaging strategies or
maybe rename the drink.
PepsiCo should try to introduce
Pepsi Crystal in another potential
markets.
PEPSI TWIST
Currently the company uses
natural productos, but this
should be done in the begining.
The company should supports
the request of many people who
want the product back on sale,
maybe with a relaunched.