Market Research on

The failure of Pepsi Blue in Indian Market

Manoj Kr SharmaNavitha Reddy

Priyanka Mandal Ravi Newatia

Rohit Jain Sudhan T. Nadar

Thoudam Nirpan

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Group 5

Pepsi Blue

Type: Flavored Cola

Manufacturer: PepsiCo, Inc.

Country of origin: United States

Introduced in India: Two months before 2003 Cricket World Cup

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Problem Identification

• Pepsi blue was launched in India just before the Cricket world cup 2003 and although heavily promoted by PepsiCo, it was widely seen as a commercial flop as sales remained low.

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Research objective

• Which soft drink people consumes normally• What people like in that soft drink they prefer to buy• In a month, how many occasion people buy soft drink• 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

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Type of research

Descriptive research

- As it was more based on how, when, where and what

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Where was data collected

• Primary - online survey

Cover large no. of peopleFaster medium More respondents

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Sample Size

We surveyed around 100 people among whom most were youngster falling in the age group of 20-25.

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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?• In a month, how many occasion u buy a soft

drink?• which are the soft drink brands u have tried• On what occasion u buy soft drinks

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Questionnaire Cont…

• Are you aware of blue Pepsi• How did you became aware it • Have you tried this • Did you like it?• If yes, what did you like • In case you have not tried this what are the

reason

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Questionnaire Cont…

• How do you compare blue Pepsi with normal Pepsi.

• What packing you like to buy in a soft drink• Does the color of the soft drink matter to you• Does color of the packaging matter to you

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Which soft drink you consume normally?

3 3.0 3.0 3.0

11 11.0 11.0 14.0

2 2.0 2.0 16.0

3 3.0 3.0 19.0

15 15.0 15.0 34.0

4 4.0 4.0 38.0

4 4.0 4.0 42.0

2 2.0 2.0 44.0

8 8.0 8.0 52.0

4 4.0 4.0 56.0

11 11.0 11.0 67.0

5 5.0 5.0 72.0

28 28.0 28.0 100.0

100 100.0 100.0

7up

Coke

Energy Drink

Fanta

Maaza

Mirinda

Mountain Dew

NA

Pepsi

Real Juice

Slice

Sprite

Thumbs up

Total

ValidFrequency Percent Valid Percent

CumulativePercent

Inferences & Graphs

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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

6 Mirinda 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

100 644.7692Mean

7.692307692

SD 7.330127504

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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

ValidFrequency Percent Valid Percent

CumulativePercent

Are you aware of Pepsi Blue?

Yes

No

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How did you come to know about it?

4 4.0 4.0 4.0

10 10.0 10.0 14.0

2 2.0 2.0 16.0

1 1.0 1.0 17.0

4 4.0 4.0 21.0

12 12.0 12.0 33.0

67 67.0 67.0 100.0

100 100.0 100.0

Banners

Friends

Internet

ive tried it

NA

Newspaper

TV

Total

ValidFrequency Percent Valid Percent

CumulativePercent

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How did you come to know about it?

TV

Newspaper

NA

ive tried it

Internet

Friends

Banners

Sr No. Sources Frequency (X) Variance

1 Banners 4 105.7959

2 Friends 10 18.36735

3 Internet 2 150.9388

4 ive tried it 1 176.5102

5 NA 4 105.7959

6 Newspaper 12 5.22449

7 TV 67 2778.796

100 3341.429Mean

14.28571429

SD 23.59882967

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Have you tried Pepsi Blue?

48 48.0 48.0 48.0

52 52.0 52.0 100.0

100 100.0 100.0

No

Yes

Total

ValidFrequency Percent Valid Percent

CumulativePercent

Have you tried Pepsi Blue?

Yes

No

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Did you like Pepsi Blue?

84 84.0 84.0 84.0

16 16.0 16.0 100.0

100 100.0 100.0

No

Yes

Total

ValidFrequency Percent Valid Percent

CumulativePercent

Did you like Pepsi Blue?

Yes

No

Findings

• THUMS UP is the most preferred soft drink• People prefer taste over color• Most people don’t find any occasion to buy

cold drink• People are aware about Pepsi Blue and

majority are from TV• Most people haven’t tried Pepsi Blue because

of the unavailability

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Findings Cont…

• In our findings people don’t like Pepsi Blue• For many people color of the drink matters

and color of Pepsi Blue was somewhat similar to kerosene

• The packaging of the soft drink also matters to people.

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Our Recommendation

• Pepsi blue availability should have been more • Color is a sensitive issue to people, don’t

change it drastically

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Our learning

• TV is the best medium of advertisement• People don’t find occasion to buy Soft drink• A thorough research about the color of the

soft drink and the packaging is needed before the launch of a soft drink

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Thank You