Market Research

on
The failure of Pepsi Blue in
Indian Market

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 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 people

 Faster 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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 Inferences & Graphs
Which soft drink you consume normally?

Cumulative
Frequency Percent Valid Percent Percent
Valid 7up 3 3.0 3.0 3.0
Coke 11 11.0 11.0 14.0
Energy Drink 2 2.0 2.0 16.0
Fanta 3 3.0 3.0 19.0
Maaza 15 15.0 15.0 34.0
Mirinda 4 4.0 4.0 38.0
Mountain Dew 4 4.0 4.0 42.0
NA 2 2.0 2.0 44.0
Pepsi 8 8.0 8.0 52.0
Real Juice 4 4.0 4.0 56.0
Slice 11 11.0 11.0 67.0
Sprite 5 5.0 5.0 72.0
Thumbs up 28 28.0 28.0 100.0
Total 100 100.0 100.0

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 Which soft drink you consume normally?

Sr No. Soft Drinks Frequency (X) Variance

1 7up 3 22.01775
2 Coke 11 10.94083 Which soft drink you consume normally?
3 Energy Drink 2 32.40237
4 Fanta 3 22.01775 7up
5 Maaza 15 53.40237 Coke

6 Mirinda 4 13.63314 Thumbs up Energy Drink

7 Mountain Dew 4 13.63314 Fanta

8 NA 2 32.40237
9 Pepsi 8 0.094675
Maaza
10 Real Juice 4 13.63314
11 Slice 11 10.94083 Sprite

12 Sprite 5 7.248521
Mirinda
13 Thumbs up 28 412.4024 Slice
Mountain Dew
    100 644.7692 Real Juice
NA
Mean
7.692307692 Pepsi
SD 7.330127504

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 Are you aware of Pepsi Blue?

Cumulative
Frequency Percent Valid Percent Percent
Valid No 6 6.0 6.0 6.0
Yes 94 94.0 94.0 100.0
Total 100 100.0 100.0

Are you aware of Pepsi Blue?

No

Yes

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 How did you come to know about it?

Cumulative
Frequency Percent Valid Percent Percent
Valid Banners 4 4.0 4.0 4.0
Friends 10 10.0 10.0 14.0
Internet 2 2.0 2.0 16.0
ive tried it 1 1.0 1.0 17.0
NA 4 4.0 4.0 21.0
Newspaper 12 12.0 12.0 33.0
TV 67 67.0 67.0 100.0
Total 100 100.0 100.0

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Sr No. Sources Frequency (X) Variance
How did you come to know about it?
1 Banners 4 105.7959

2 Friends 10 18.36735
Banners
3 Internet 2 150.9388 Friends
Internet
4 ive tried it 1 176.5102
ive tried it
5 NA 4 105.7959
NA

6 Newspaper 12 5.22449

Newspaper
7 TV 67 2778.796

100 3341.429 TV
Mean
14.28571429

SD 23.59882967

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 Have you tried Pepsi Blue?

Cumulative
Frequency Percent Valid Percent Percent
Valid No 48 48.0 48.0 48.0
Yes 52 52.0 52.0 100.0
Total 100 100.0 100.0

Have you tried Pepsi Blue?

No

Yes

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 Did you like Pepsi Blue?

Cumulative
Frequency Percent Valid Percent Percent
Valid No 84 84.0 84.0 84.0
Yes 16 16.0 16.0 100.0
Total 100 100.0 100.0

Did you like Pepsi Blue?

Yes

No

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 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

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