crystal pepsi
Marketing 7100-01
Crystal Pepsi
A Giant’s Failure
Fawad Anwar
6/24/2014
Crystal Pepsi: A Giant’s Failure
I. Introduction
Brief history of PepsiCo
Brief Overview of Crystal Pepsi
II. Marketing Mix
Product – Crystal Pepsi and its product strategy (answering what and why)
The making – Crystal Pepsi Launch
Taste – The different taste promised by PepsiCo to its consumers
Packaging – The attractive packaging (comes in different sized bottles and cans)
Promotion – PepsiCo strategy to promote its new product
Advertising – The amount spent to advertise Crystal Pepsi and its return in the form of increased sales, Super bowl commercial
Price – What are exchanges for the product
Pricing Strategy – The strategy to at and after Crystal Pepsi’s launch
Consumer’s Reaction – The way consumers perceived the value of the product
Place – Means of getting the product into the consumer’s hands
Distribution – USA, Canada, Europe and Australia (markets reacted similarly and differently)
Mexico – Launching Crystal Pepsi in Mexico for limited time
III. Target Market
Health Conscious Individuals – People who welcomed the innovative idea of Crystal Pepsi
Soft-Drinkers – Brand loyal people who tasted Crystal Pepsi for change
IV. Competitors
First Mover Advantage – Crystal Pepsi played well to gain maximum market share
Coca Cola & Clearly Canadian – The direct competitors
V. Reason of Failure
Contribution – What failed the product?
VI. Critique
Introduction
We all have heard and seen it over and over again in commercials, movies, documentaries, stories, about Pepsi and its huge line of products. But very few of us (nationally and internationally) know about the company and its history.
PepsiCo, Inc. was established through the merger of Pepsi-Cola and Frito-Lay. Pepsi-Cola was created in the late 1890s by Caleb Bradham while Frito-Lay Inc. was formed by the 1961
Crystal Pepsi
A Giant’s Failure
Fawad Anwar
6/24/2014
Crystal Pepsi: A Giant’s Failure
I. Introduction
Brief history of PepsiCo
Brief Overview of Crystal Pepsi
II. Marketing Mix
Product – Crystal Pepsi and its product strategy (answering what and why)
The making – Crystal Pepsi Launch
Taste – The different taste promised by PepsiCo to its consumers
Packaging – The attractive packaging (comes in different sized bottles and cans)
Promotion – PepsiCo strategy to promote its new product
Advertising – The amount spent to advertise Crystal Pepsi and its return in the form of increased sales, Super bowl commercial
Price – What are exchanges for the product
Pricing Strategy – The strategy to at and after Crystal Pepsi’s launch
Consumer’s Reaction – The way consumers perceived the value of the product
Place – Means of getting the product into the consumer’s hands
Distribution – USA, Canada, Europe and Australia (markets reacted similarly and differently)
Mexico – Launching Crystal Pepsi in Mexico for limited time
III. Target Market
Health Conscious Individuals – People who welcomed the innovative idea of Crystal Pepsi
Soft-Drinkers – Brand loyal people who tasted Crystal Pepsi for change
IV. Competitors
First Mover Advantage – Crystal Pepsi played well to gain maximum market share
Coca Cola & Clearly Canadian – The direct competitors
V. Reason of Failure
Contribution – What failed the product?
VI. Critique
Introduction
We all have heard and seen it over and over again in commercials, movies, documentaries, stories, about Pepsi and its huge line of products. But very few of us (nationally and internationally) know about the company and its history.
PepsiCo, Inc. was established through the merger of Pepsi-Cola and Frito-Lay. Pepsi-Cola was created in the late 1890s by Caleb Bradham while Frito-Lay Inc. was formed by the 1961