RE-IGNITE

CRYSTAL PEPSI
Gopal
Garima
Nitin
EcoVision
LM Thapar School Of Management
FAILURE OF CRYSTAL PEPSI
• A Great Idea which failed due to Poor Execution
• Rushed its launch because of Super Bowl Craze
in USA, as part of a 40 million $ campaign
• Resulting in smaller testing phase
• News came into the headquarters that UV of
sunlight was spoiling crystal Pepsi giving it a
strange flavor
• Crystal Pepsi did not taste like original Pepsi
because the trade secret was not revealed to the
food scientist and head of R&D, Kumar.
• All these resulted in an initial craze and rise in
sales as people were excited to try it, but as
Kumar said, “Everyone will try this, but nobody is
going to retry it”
• Captured a national market share of 2.4%,
• But fell quickly and ended up with the annual
share of 1.1% in 1993
• And pulled off the market in early 1994
 RE-ENTRY OF PRODUCT DEVELOPMENT STRATEGY
CRYSTAL 1. Product Development
• Bring the original taste of Pepsi

PEPSI
2. Packaging
• Improve shelf life – for e.g by new innovations in packaging like UV
protecting colored bottles
Existing New • Labelling – emphasize on “Crystal” rather than Pepsi, at the
Product Product beginning stage
3. Positioning
• Target teenagers and youngsters
•
Existing
Market

Market Product
Position as a revolutionary drink for energy and health
Development Development
Market
New

Market
Diversification
Penetration
PRODUCT DEVELOPMENT STRATEGY RE-ENTRY OF
4. Distribution
• Roll out in 3 phases
CRYSTAL
•
•
•
1st phase – Launch in major 10 cities, limited edition launch
Collect feedback and work on further product development
Roll out – 2nd phase and repeat the process
PEPSI
• Roll out – 3rd phase, full fledged launch
• Slow and steady market penetration

5. Marketing
• Step wise product reveal through innovative and engaging marketing
campaigns, creating a hype around the product reveal
• Using drop marketing – limited edition launches
• Launching pop culture reference editions – e.g Crystal Pepsi Superman
Edition
• Create Ad campaigns like – “Have a Crystal Pepsi, Have Crystal Clear
Clarity”
 Crystal Music Festival

• Featuring crystal clear canopy

• Transparent music instruments

LAUNCH • Lighting resembling rainbow -

creating a crystal prism-like
effect
• Interactive games and prizes
• Transparent merch as gifts
THANK YOU