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Product Life Cycle Of “PEPSI BLUE”
What is Product Life Cycle?
Four Stages Every Product Goes through from its Introduction to Withdrawal.
Introduction
Growth
Maturity
Decline
PepsiCola
Pepsicola Journey
Chief
Competitor
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
5 P’s Of Pepsi Blue:
Product: A Cola-Berry fusion with Blue 1, Red 40 coloring agents.
Place: Mexico, Panama, Colombia , Costa Rica, India, Australia, New Zealand, Jamaica, Canada
3. Price
It was made available in 300 ml returnable glass bottles priced at Rs.8
500 ml PET bottles, at Rs.15
Non-returnable, 250-ml Pepsi bottles, priced at Rs.12 each.
People
Use of Brand ambassadors like, ShahRukh Khan, Telugu popular actor Pawan Kalyan
Indian cricket team for advertisement
Reasons of failure
The taste of Pepsi Blue was like cotton candy with a berry and much more sugary and syrupy than regular cola.
It was tinted using Blue 1, a highly controversial coloring agent banned in numerous countries at the time.
Sugary taste was not accepted by the consumers.
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
Scheme: To complement the launch of Pepsi Blue, the company came up with a major promotional drive Pepsi Predikta Jackpot’.
Movie Selling: Advertisement in the movie The Italian Job (2003 film)
Indian Tagline: Drink Pepsi Blue. Cheer for the men in blue.
Moreover, Pepsi should start creating its awareness about duplication of its products these days …….