Muhammad Waqar Khan

MBA-1

year
09-1393

Brand Failures

 In

1992, Pepsi considered a gap in the

market.

And

launched a brand named as Crystal

Pepsi.

Also

Pepsi Diet.

People expected it to taste like

Pepsi, but nobody seemed to
know what it tasted of.
So, Pepsi Crystal failed!

Then in 1994,
They

launched their reworked product named

as Crystal.

Crystal

failed more badly because negative

perceptions about Crystal Pepsi still existed.

They

admitted defeat and scrapped the idea.

In the same year(1994)

Pepsi

tried its luck in the growing bottled

water market.

This

product was named as Aquafina.

It

had considerably more success than

Crystal in the US market.

Aquafina

still exists in the local market.

Marketing problems with Pepsi

Trouble

differentiating its brand identity from

Coca-Cola.

Coca-Cola

owned the generic name of Cola

as it entered in the Cola market first.

Branding problem with Pepsi

It

picked red and blue as the brands color.

Red

to symbolize cola and blue to

differentiate the brand from Coca-Cola.

Overtime,

Pepsi has sacrificed red for mainly

blue.
Now

Cola equals red and Pepsi equals blue.

Lessons from Pepsi

Dont

assume that gaps should always be

filled.
Dont

relaunch a failed product.

Differentiate

competitor.

yourself from your main

Thanks for tolerating me.