Should Crystal Pepsi be re-launched? (eBook)

A Case Study

eBook Download: PDF

2020 | 1. Auflage
46 Seiten
GRIN Verlag
978-3-346-14700-4 (ISBN)

Infos

Case Study from the year 2017 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,7, , language: English, abstract: Crystal Pepsi was a clear Cola launched by PepsiCo in the early 1990s, following a marketing trend for clear and pure products. However, after an initial success, sales dropped drastically and the product was pulled off the market. Since then, a lot of factors like consumer preferences and the market environment have changed. The case focuses on the decision of whether Crystal Pepsi should be re-launched today or not.

David Novak became CEO of PepsiCo North America in 1992 after a successful career in the marketing world. When he detected the development of pure and clear products' fad, ranging from soap to gasoline, he saw an opportunity to tap into for Pepsi. Thus, he decided to develop his idea and launch Crystal Pepsi, a colorless and caffeine-free cola that would appear more refreshing. By 1994, the trend was largely over and many of the products, including Crystal Pepsi, disappeared from the market due to poor sales. Only years later, precisely in 2007, during an interview, Novak admitted to Fast Company that while it was the “best idea” he ever had, it was also the “worst executed”.

If this buzz is true and is really happening, why Crystal Pepsi failed in the first place?

Produkt-Details

• Erscheint lt. Verlag: 14.4.2020
• Verlagsort: München
• Sprache: englisch
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• Schlagworte: Case study • Clear Cola • pepsi • PESTEL • Porters5 • Product Analysis • Product Failure • Product Positioning
• ISBN-10: 3-346-14700-2 / 3346147002
• ISBN-13: 978-3-346-14700-4 / 9783346147004