Ideas - what we want to achieve.

Our intentions for Pepsi are to try and give it a push start into a new market to broaden its appeal.  At the moment Pepsi has a limited market appeal due to its limited products.  Pepsi's main products are Pepsi, Pepsi max and diet Pepsi.  Pepsi have a long page of hit and miss experimental drinks where they have attempted to branch out into different soft drink markets.  A few examples are:


 


 Pepsi Fresh, Limited edition "fresher" Pepsi for Summer 2007 Sold only in the USA.





 


 Pepsi Summer Chill, Apple-flavored Pepsi, Also Known as Pepsi Ice in other countries.




 






Pepsi X, an energy drink.




 





Pepsi Vanilla, Pepsi's answer to Vanilla Coke.





And many more.

Some of Pepsi's Experimental drinks may have been well received in select countries but none that have stuck in the market worldwide.  Pepsi's main competitor Coca Cola are very much ahead of Pepsi in this particular market with double the amount of popular world wide products which are Coca Cola, Diet Coca Cola, Diet Coca Cola with lime, Coke Zero, Caffeine Free Coca Cola and Cherry Coca Cola.  Our intentions are very simple, we want to Create a product for Pepsi which will push Pepsi into a new market and catch up with its competitor Coca Cola.

We came up with the idea of bringing Pepsi into the healthy market.  This is a market which Coca Cola have not yet delved into so  it is a good chance for Pepsi to get a head start.  We thought about the company innocent smoothies which is a UK based company which produces smoothies and flavoured spring water.  Innocent's products are sold in supermarkets, coffee shops and other various outlets across Europe and is still spreading.
At the moment innocent smoothies is experiencing losses in sales - 

'Innocent has been one of the success stories of the past decade, with the brand - which only began in 1998 - virtually single-handedly creating the take-home smoothie market, whose volume sales grew exponentially (+338%) between 2004 and 2007.

However, the sudden onset of the economic downturn precipitated a dramatic decline (- 36%) in volume sales between 2007 and 2009 despite consistent discounting. Innocent’s value sales fell from £150m to £100m over the same period. While this might be perceived as just bad timing for Innocent, and it was, it has also highlighted some flaws in Innocent’s brand positioning.' [5]

We think this is a good opportunity for Pepsi to take charge of this situation and team up with innocent smoothies.  Pepsi is well known for its modern and popular ad campaigns.  This is something which Pepsi can assist innocent with and help innocent smoothies pull itself out of this hole and carry Pepsi up with it. 

Regarding Product, we came up with the idea to create Pepsi fruit smoothies and flavoured spring water.  This would be fruit smoothies but trying to add the taste of Pepsi.  Our research has already shown that Pepsi tastes better than coca cola so Pepsi should aim to identify that definitive taste and add it into smoothies and spring water. 


For ad campaigns we have thought about messing around with the Pepsi symbol and incorporate fruits into it.  For example changing the colours to be more colourful and vibrant, Using photography manipulation and turning fruits such as oranges and apples into a physical Pepsi symbol.  These are the basis of our ideas and we will try experimenting with each one and seeing which turns out best.