The project has been successful due to the support and guidance of our batch co-coordinator Sir Subha Sundar Mustafi who is also one of the faculties of THE NIS ACADEMY. He helped me to understand the scope of the project, and made this project successful. I am also very grateful to all the peoples who helped me directly and indirectly associated with my project work. Last but not the least, the senior students of THE NIS ACADEMY helps me most.
To understand Pepsi Blue as a brand and its effectiveness in creating brand awareness amongst customers.
To understand the marketing strategy currently deployed by Pepsi Blue in India. • To gain a measure of the competition existing in the same segment as Pepsi Blue. • To reposition Pepsi Blue in order to strengthen, diversify and build on market share and customer loyalty in India. •
Pepsi is the third largest brand in the country in terms of consumer spends. Pepsi is a carbonated beverage that is produced and manufactured by PepsiCo. It is sold in retail stores, restaurants, cinemas and from vending machines. The drink was first made in the 1890s by pharmacist Caleb Braham in New Bern, North Carolina. The brand was
trademarked on June 16, 1903. There have been many Pepsi variants produced over the years since 1898, including Diet Pepsi, Crystal Pepsi, Pepsi Twist, Pepsi Max, Pepsi Free, Pepsi AM, Pepsi Samba, Pepsi Blue, Pepsi Gold, Pepsi Holiday Spice, Pepsi Jazz etc.
HISTORY OF PEPSI BLUE
PepsiCo brought out a berry-flavored soft drink by the name Pepsi Blue in mid 2002. It was discontinued in the US and Canada in 2004 but some countries still continue selling it. They created the berry flavor after testing tastes of over a hundred other flavors over a nine month long span to compete with rival Coca Cola’s Vanilla Coke. A lot of drinkers said that the flavor o the Pepsi Blue was identical to cotton candy with an aftertaste of berries. Some said it tasted like raspberry and some said it was blueberries but Pepsi
preferred to call it just “berry” and it tasted much sweeter and more syrupy than ordinary cola. The color of the drink came from Blue 1, a very controversial coloring that had been banned in many countries. Pepsi Blue contains Carbonated water, High fructose corn syrup and/or Sugar, Citric acid, natural and artificial flavors, Phosphoric acid, Potassium citrate, Potassium benzoate and Potassium sorbate (to preserve freshness), Caffeine, Gum Arabic, Ascorbic acid and Calcium disodium EDTA (to protect flavor), blue 1, red 40. It also contains 25 mg of caffeine.
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
Pepsi came up with its new product called the Pepsi blue. A cool, refreshing drink aiming at attaining the market.Pepsi Blue is a berry-flavored soft drink produced by PepsiCo. It was launched in mid-2002 and discontinued in the United States in 2004, although it remains available in some other countries. Its berry flavor was the result of taste-testing over 100 flavors over a 9-month period. Designed to compete with Coca-Cola's Vanilla Coke, it is considered by some to be the company's second equivalent of New Coke, after the much maligned Crystal Pepsi. This drink with its unique composition has all the requisite constituents to appeal to the market and sweep away the masses from the other players operating in the market. It serves as a revenue booster for the...