8/7/2019 failure_products(adil uchila)

1/20

Market Research

on

The failure of

Pepsi Blue inIndian Market

1

8/7/2019 failure_products(adil uchila)

2/20

PEPSI BLUE

Type: Flavored Cola

Manufacturer: PepsiCo,

Country of origin: United States

Introduced in India: Two months before 2003Cricket World Cup

2

8/7/2019 failure_products(adil uchila)

3/20

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

8/7/2019 failure_products(adil uchila)

4/20

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

8/7/2019 failure_products(adil uchila)

5/20

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

5

8/7/2019 failure_products(adil uchila)

6/20

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

6

8/7/2019 failure_products(adil uchila)

7/20

Type of research

Descriptive research

- As it was more based on how, when, whereand what

7

8/7/2019 failure_products(adil uchila)

8/20

Where was data collected

Primary - online survey

Cover large no. of peopleFaster medium

More respondents

8

8/7/2019 failure_products(adil uchila)

9/20

Sample Size

Surveyed around 100 people among

whom most were youngster falling

in the age group of 2025.

9

8/7/2019 failure_products(adil uchila)

10/20

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

10

8/7/2019 failure_products(adil uchila)

11/20

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

11

8/7/2019 failure_products(adil uchila)

12/20

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

8/7/2019 failure_products(adil uchila)

13/20

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

Vali

equency Percent Vali

Percent

Cumulative

Percent

Are you aware ofPepsi Blue?

Yes

No

8/7/2019 failure_products(adil uchila)

14/20

14

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

8/7/2019 failure_products(adil uchila)

15/20

15

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

8/7/2019 failure_products(adil uchila)

16/20

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

8/7/2019 failure_products(adil uchila)

17/20

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

8/7/2019 failure_products(adil uchila)

18/20

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

8/7/2019 failure_products(adil uchila)

19/20

Our Recommendation

Pepsi blue availability should have been more

Color is a sensitive issue to people, dont

change it drastically

19

8/7/2019 failure_products(adil uchila)

20/20

20

Thank You