Why Crystal Pepsi and Others Failed Essay

Hot summer days are a time to have fun and stay cool. This Pepsi advertisement shows how much joy and pleasure you can receive from choosing a nice cold Pepsi drink over a typical Coca-Cola drink as their own personal choice as a refreshment. It uses affective appeals and strategies to sway more people towards purchasing a Pepsi drink instead of a Coca-Cola drink. The appeals and strategies utilized includes: need for affiliation, need to achieve, need for escape, and the mirror strategy. The advertisement puts major emphasis on the whole idea that Pepsi is better than Coca-Cola; therefore, individual seeking a refreshing thirst quencher that is only displayed at Pepsi.

However, Pepsi began to slowly catch up to their status and in the early 1980s, Coke had only a one percent lead over Pepsi in exclusive drinkers. Coke was very concerned with this because there product was more readily available than Pepsi’s and they spent more than $100 million more annually on advertising and they really didn’t want Pepsi to usurp their rank as the leading cola. However, Pepsi had been running commercials on television where they put Coca Cola and Pepsi head-to-head in a blind taste test that came to be known as the Pepsi Challenge. In this challenge, Pepsi had faithful coke drinkers take a sip from two different glasses and pick which sample they preferred. One of the cups was marked with a “Q” and the other was marked with an “M.” They consistently chose the cup marked “M,” which would be the cup holding Pepsi. When Coca Cola heard of this challenge, they immediately wanted to prove it to be false, so they conducted blind taste tests themselves. However, when their tests were performed, they got the same results as Pepsi, and the majority of the testers, 57%, preferred Pepsi over Coke. These results really concerned Coca Cola, and they began to do a plethora of other market research projects. They couldn’t figure out exactly what it was that made testers prefer Pepsi, but eventually decided that it must be the taste. From this came the creation of what came to be known as “New Coke.” Coca Cola had their scientists experiment with the secret

Pepsi Co started in 1965 and became one of the world 's highest end user product businesses with a number of important and precious trademarks (Bongiorno, 1996, p 70).

Today’s most popular drink was not a drink that was thought of and brought to existence. It was made almost by accident. One with a love for medicine and with a background in pharmacy mixed a few components together and with one taste from his buddies, created what today still stands strong as a powerhouse in the soft drink market. With his new drink becoming so popular, Bradham decided to pursue a whole new vision. Medicine was now behind him, and now he focused his attention on bringing up Pepsi cola to the masses. In 1902 Bradham decided to turn his pharmacy over to his assistant and dedicate his time to making Pepsi Cola his business. On September 23rd of 1902 he filed to register Pepsi Cola as his trade mark (this is the earliest dated document of the history of the company). In December 1902 Bradham formed the Pepsi Cola Company, a corporation under the laws of North Carolina. In 1903 on June 16th the U.S. Patent Office accepted the mark and Pepsi Cola was registered. Pepsi Cola was now a fully functioning company. (Copeland,

In the Pepsi Challenge in the 1980’s, customers took a blind sip test of Coca-Cola and Pepsi and most people ended up favoring Pepsi. Coca-Cola became worried and started to alter their drink to make it sweeter however after the change people disliked the new Coca-Cola so they changed it back. Though after the challenge people thought

Pepsi-Cola is a carbonated beverage that is produced and manufactured by PepsiCo. It is sold in stores, restaurants and from vending machines. The drink was first made in the 1890s by pharmacist Caleb Bradham in New Bern, North Carolina. The brand was trademarked on June 16, 1903. There have been many Pepsi variants produced over the years since 1903, including Diet Pepsi, Crystal Pepsi, Pepsi Twist, Pepsi Max, Pepsi Samba, Pepsi Blue, Pepsi Gold, Pepsi Holiday Spice, Pepsi Jazz, Pepsi X (available in Finland and Brazil), Pepsi Next (available in Japan and South Korea), Pepsi Raw, Pepsi Retro in Mexico, Pepsi One, and Pepsi Ice Cucumber in Japan .Pepsi cola is situated is an Industry that is dominator by two Competitors Coca

Pepsi Co started in 1965 and became one of the world 's highest end user product businesses with a number of important and precious trademarks (Bongiorno, 1996, p 70).

According to PepsiCo SWOT, “it is better equipped to satisfy the needs of customers with a wide variety of successful products” (2008). PepsiCo managed to present almost every type of drink and food brands. The merchandise that is earned is the majority of their revenue. This makes them extremely at risk to change any of their marketing products. However

Pepsi has the changes to work on with the consumers wanting to have safer healthier food choices. They are looking at local farming and the government to help them locate farms near their production areas to save money, but also have a better product. Pepsi is really working on trying to keep up with the new trends in taste preferences of their customers.

Marketing strategies began to take broader dimensions as the soft drink industry continued to expand and became more complex. In 1976, Pepsi introduced the Pepsi Challenge in its campaigns, a moved that directly challenged Coca-Cola’s longstanding dominance. In 1985, responding to the pressure of the taste tests, which Pepsi always won, Coca-Cola decided to change its formula. This move set off a shock wave across America. Consumers angrily demanded that the old formula be returned, and Coca-Cola responded three months later with Classic Coke. Five years after the infamous Coke fiasco, the Coca-Cola

Pepsi is a world famous carbonated soft drink made by American company PepsiCo. Its distinctive blue packaging makes a huge contrast with its long-time rival’s signature red packing, Coca-Cola. First introduced as 'Brad's Drink' in North Carolina, USA at 1893 before renaming to Pepsi at 1898, Pepsi has always trying to be the dominant brand in soft-drink market while completing with Coca-Cola, known as the Cola War, where the two brands used a series of television advertisements and marketing campaigns trying to get more influence in the soft-drink market among the consumers. Pepsi launched its new commercial advertisement ‘Live For Now Moments Anthem’ in April 2017, as a part of its previously launched Pepsi's first global campaign ‘Live For Now’ in April 2012. The protest-themed advertisement, however, not only was nowhere near Pepsi’s original expectation, but it causes a huge ethical issue, backlash and controversy that made Pepsi took down the advertisement and issue an apology in less than a few days.

PepsiCo’s corporate strategy had diversified, in 2008, the company into salty and sweet snacks, soft drinks, orange juice, bottled water, and ready-to-eat drink teas and coffees, purified and functional waters, isotonic beverages, hot and ready-to-eat breakfast cereals, grain-based products, and breakfast condiments. Strategies that kept their brands at the top were tied to new product innovation, close relationships with distribution allies, international expansion, and strategic acquisitions. A new element of PepsiCo’s corporate strategy was product reformulations to make snack

Failed products: PepsiCo has had many failed products, like ‘Crystal Pepsi’, over the years that can hurt their brand image, pocket books and opened the door for competitors to succeed where they failed (Bhasin, 2017). A few other examples of failed PepsiCo products are:

In 1893, Pepsi was first introduced as "Brad's Drink", and in 1898 they changed the name to Pepsi. The drink was first made of a mix of sugar, water, nutmeg, caramel, lemon oil, and natural additives. During WWI, Pepsi went through a rough patch. Sugar soared to a high price and there was a severe sugar rationing. Due to the rationing Pepsi could not produce as much syrup required to make the soft drink. Pepsi’s creator Caleb Bradham attempted to create many different substitutes for sugar. He couldn’t find a substitute that was better or even close to as good as the normal recipe with sugar. After the war ended sugar prices raised even more, and led to bankruptcy for Pepsi on May 1923. Craven Holding Corporation then purchased Pepsi for $30,000. Pepsi’s first 40 years of business were rough, the company constantly was on the verge of bankruptcy. Everything changed once they made a major change, they decided to change their bottles from 6.5 ounces to 12 ounces, while remaining at their price of 5 cents. Their main competitor, Coke and other major soft drinks were still sold at the market norm of 6.5 ounces at 5 cents. Pepsi also introduced a new marketing campaign called “Pepsi-drink for you”. The campaign doubled Pepsi’s sales and profits between 1936 and 1938. Pepsi stock increased 100-fold in 2 years.

PepsiCo introduced its new product crystal Pepsi. It was introduced in 1992. Crystal Pepsi is a caffeine free soft drink. Pepsi launch this product to beat the new flavor of coke. The way pepsi introduced many new flavor had major side effects. Consumer is confused which new product of Pepsi they buy. I think it’s a best idea they ever had. But company fad up to grape the consumer’s mind which is very important for any firm. According to the company, it is formulated differently from the original once; the color was lighter with no caffeine and had 100% natural perseverative. It did have lighter taste than original once. Crystal pepsi was a completely different formula and new brand of PepsiCo but it still failed.