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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
Process
7 P’s of Pepsi blue
Product: A Cola-Berry fusion with Blue 1,
Red 40 coloring agents
People
Use of Brand ambassadors like, ShahRukh
Khan,Telgu popular actor Pawan Kalyan
Int
ro
du
cti
2002
on
Gr
ow
th
2003
Time
Ma
tur
2004 ity
De
cli
Product Life Cycle
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