PepsiCo - Bolt from the 'Blue' | International Marketing Case Studies

Details

Mini Case Code : CLIM019
Publication date : 2005
Subject : International Marketing
Industry : Soft Drinks
Length : 03 Pages
Price : Rs. 100

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Key words:

PepsiCo, carbonated soft drink, Pepsi Blue, cola segment, teenagers and young adults, berry and cola fusion, core brand, diverse customer base, Mountain Dew Code Red, Coke, Vanilla Coke, Lipton Tea, Starbucks Coffee Company, Frito-Lay, Quaker

Note

* This caselet is intended for use only in class discussions.
** More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.

Abstract:

PepsiCo, one of the leading soft drink companies in the world, launched Pepsi Blue with a lot of fanfare. However, the excitement soon fizzled out when the product failed to make an impact in the market. The caselet explores why PepsiCo wanted to launch Pepsi Blue and the possible reasons for its failure. It also explores the repercussions of improper marketing research on a company.

Issues:

» Why PepsiCo launched Pepsi Blue
» Can marketing research make or mar the success of a new product?
» Why Pepsi Blue failed to succeed in the market

Introduction

PepsiCo Inc.'s (PepsiCo) brands were being sold internationally since 1934. By 2004, the company operated in over 200 countries. PepsiCo's most popular carbonated soft drink product 'Pepsi' was originally developed by Caleb Bradham, a drug-store owner...

Questions for Discussion:

1. Do you think the success of Mountain Dew Code Red was the sole reason for the launch of Pepsi Blue by PepsiCo? Discuss the reasons behind the launch of Pepsi Blue.

2. Explain the reasons behind Pepsi Blue's failure.

PepsiCo - Bolt from the 'Blue'*