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  • Pepsi Max Relaunch in Pakistan

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    Fahad Riaz
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    Pepsi Max, a sugar-free carbonated soft drink, was initially launched in Pakistan in 2008 and relaunched in 2009. However, it failed to gain traction due to low consumption from its bad taste, wrong positioning as a low-calorie drink with strong taste, and poor packaging that created an image like motor oil. Additionally, low brand awareness from ineffective marketing and advertising contributed to its failures. To address these issues, the presentation recommends increasing awareness of low-calorie drinks, boosting Pepsi Max's market share through promotions, and eventually becoming the number one diet soft drink by reinforcing positioning, improving promotions, and enhancing taste quality.

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    PEPSI MAX

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    Pepsi Max, a sugar-free carbonated soft drink, was initially launched in Pakistan in 2008 and relaunched in 2009. However, it failed to gain traction due to low consumption from its bad taste, wrong positioning as a low-calorie drink with strong taste, and poor packaging that created an image like motor oil. Additionally, low brand awareness from ineffective marketing and advertising contributed to its failures. To address these issues, the presentation recommends increasing awareness of low-calorie drinks, boosting Pepsi Max's market share through promotions, and eventually becoming the number one diet soft drink by reinforcing positioning, improving promotions, and enhancing taste quality.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
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    847 views20 pages

    Pepsi Max Relaunch in Pakistan

    Uploaded by

    Fahad Riaz
    Pepsi Max, a sugar-free carbonated soft drink, was initially launched in Pakistan in 2008 and relaunched in 2009. However, it failed to gain traction due to low consumption from its bad taste, wrong positioning as a low-calorie drink with strong taste, and poor packaging that created an image like motor oil. Additionally, low brand awareness from ineffective marketing and advertising contributed to its failures. To address these issues, the presentation recommends increasing awareness of low-calorie drinks, boosting Pepsi Max's market share through promotions, and eventually becoming the number one diet soft drink by reinforcing positioning, improving promotions, and enhancing taste quality.

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    of 20

    (RELAUNCH IN PAKISTAN)

    PRESENTED BY: ASIF KHAN (BEM-1114) FAHAD RIAZ (BEM-1121) ANJUM AHMED SIDDIQUI (BEM-1112)

    INTRODUCTION INTRODUCTION
    Pepsi that has given the world its best-known taste is a world leader in convenient snacks, foods and beverages. Among beverages it deals in carbonated soft drinks, juices and bottled water. Among this portfolio, Pepsi Max is one of the carbonated soft drink that is being sold all over the world including Pakistan. It was launched in 2008 in Pakistan and was relaunched in 2009. Pepsi Max is a Sugar free drink with the slogan of No sugar, Maximum taste.

    PRESENTATION AGENDA
    The Marketing Failures of Pepsi Max In CSD Industry of Pakistan Reasons of its Failures The Solutions Against these Failure Issues

    PRODUCTS OFFER BY PEPSI CO.

    MARKETING FAILURE

    REASONS OF FAILURE
    Low consumption due to bad taste Wrong Positioning (A Low Calorie Drink Yet with a Strong Taste) Bad packaging created image as Mobil oil Low awareness due to ineffective Marketing & Advertising program

    STRATEGIC FOCUS AND PLAN


    Goals Create awareness about low calorie drinks. Increase Pepsi Maxs market share. To generate high level of bonding with consumers of Pepsi max by promotional activities and interaction with them. And Eventually To get number 1 position in diet soft drinks industry.

    PERCEPTUAL MAP OF PEPSI MAX

    SITUATION ANALYSIS
    SWOT ANALYSIS
    INDUSTRY ANALYSIS

    SWOT ANALYSIS

    INDUSTRY ANALYSIS
    Competitors The competitors of the Pepsi Max are mainly non-alcoholic beverages consisting of soft drinks and juices. The key competitors are as follows: Coca Cola Nestle Gourmet Cola

    TARGET MARKET
    Urban areas among which first Karachi, Islamabad and Lahore. Youth are the main focus that prefer health conscious life style. Targeted those consumers who were split loyal to Pepsi and are experiencers.

    SEGMENTATION
    Pepsi Max segmented the market on all four basis

    Geographically it segmented the market into rural and urban areas. Demographically it segmented the market on Age and life cycle basis. Psychographically it segmented the market on the basis of life style. On behavioral basis it segmented the market on the basis of Attitude towards the product.

    MARKETING MIX
    PRODUCT Pepsi Max Fresh Lime Low calorie drink with addition of Lemon and Vitamin enriched waters under the name Pepsi Max Fresh Lime Change the colour of the bottle and make it transparent. Introduce Pepsi Max Fresh in Buddy Packs.

    MARKETING MIX
    PRICE

    MARKETING MIX
    PLACE Started From (Karachi, Lahore and Islamabad) then Expanded it Nationwide (Included Rural areas) Placed on all shops, grocery stores, khokhas, pan shops etc. Key accounts include Metro, Makro, Hyper star, PIA, Pizza Hut, and KFC.

    MARKETING MIX
    Promotion
    TV advertisement (both satellite and terrestrial) Free sampling Radio ads Print media advertisement Magazine advertisement In-store advertisement (flexes, brochures) Bill boards City dressing (flexes on poles) Vehicle advertisement

    CONCLUSION
    In short, Pepsi Max could not perform well in the carbonated soft drink industry as much as the investment was made on the product. The findings from the market research we made for this project results that there is a need for the company to, Reinforce its positioning, Improve promotional strategies Improve products quality in terms of taste.

    Thank You

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