reason for this product’s failure is because of the lack of proper advertisement i.e. the advertisement was confined to sports channel only so it didn’t catch the attention of the general public. According to an article by [ CITATION Dou90 \l 1033 ], there are many small considerations that a company needs to do before launching any new product. Even in the product development process, there are various steps one should consider before preparing to enter into the market. In the pepsi’s case, I feel all these steps were either missing or had some loopholes. Pepsi launched this new flavored drink without doing a proper market research or else they would have known the success or failure rate in the very beginning as well. They generated the idea to launch a new product without any screening of ideas and concepts. Without looking at the initial two steps, they started developing the marketing strategies. In this part as well, there were many loopholes such as pepsi blue decided to give its ads only in sports channels. Pepsi seemed to be so concerned with expanding its product line that it didn’t seem to focus on other important aspects.
It had no analysis of business and to increase its product line developed a new product and started commercializing. What pepsi blue did not take in consideration was in today’s time, people have so many other competing brands and if a product doesn’t fulfill the need or requirement of the public, it is very less likely to sustain in the market. It directly jumped into the commercialization stage which also had so many loopholes. One thing was that advertisement was more visible in sports channel only which all the people might not even have noticed. Moreover, even if some people had actually seen the advertisement or liked the product, it was not available in all the locations and all the stores so being hard to find that product, many people even switched to other drinks. References Dougherty, D. (1990). Understanding new markets for new products. Strategic Management Journal, 11 , 59-78. REDDY, A. (2016, april 18). The disastrous pepsi blue . Retrieved from Marketing management:
- Fall '19
- Marketing, Pepsi Blue