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I have asked many questions recently about how product managers can avoid making mistakes with their products. Half of the answer is make sure you understand commodity management. The other half is to learn from the mistakes of others. As Pepsi was big mistake when they tried to change its Gatorade product …
The problem with Gatorade
Pepsi Gatorade story begins in 2001 when Pepsi paid $ 13.8b to buy Quaker Oats Gatorade and obtained in connection with the transaction. Gatorade became Pepsi's second-largest sale of beverage products in volume (after Pepsi!) and the factor of key benefits in North America for Pepsi.
Gatorade now has about 75% of the sports drink market. However, this market segment is under pressure to welcome new entrants have emerged. These competitors include teas, juices, and improved water mark. Pepsi is responsible for some of the competition since it introduced the Propel and SoBe trademarks Lifewater.
Pepsi Big Plan
Gatorade began losing market share due to increased competition – Sales begin to decline. Gatorade has lost 4.5% of market of sports drinks and volume decreased from 17.5% during the first six months of the year. Clearly, something must be done.
What Pepsi has decided to was to rename their products to attract new customers. They did it by simplifying the product label to a "G". It also deployed a marketing campaign complete with television, print and online outlet of the question, "What you J?". Those of you with long memories remember May, also paid for a Super Bowl ad that showed that "G" Gatorade really is.
What went wrong?
Perhaps a better question is what is wrong? After Makeover product, customers complained they were confused by the Gatorade "G" of the campaign. Pepsi had done was to replace the product name in the Gatorade bottle with a big "G" and at the same time reduced the beam spot size distinctiveness.
It is quite clear that what Pepsi has tried to do here is make Gatorade "cool" again. However, it is also quite clear that they have screwed. Pepsi was the worst thing that can make a mark – that confuse customers.
Concluding remarks
Indra Nooyi is the CEO of Pepsi. Unfortunately, it has been at the forefront when Pepsi did two errors of products: Tropicana disaster and now the lack of Gatorade. Somehow Pepsi product mangers have lost contact with their customers and seem trapped in too meeting house in which they are convinced they know what their customers want.
Someone at Pepsi should take a step back and let the product rebranding madness. This I was absent from the Gatorade campaign is a real reason for the makeover. The primary audience of Gatorade remains the same – the athletes are hot. Managers Pepsi product needing to spend their time finding ways to make Gatorade brand is chosen at the right time. If they can do that, then they have again discovered how the product managers that their product (s) fantastically successful.
Dr. Jim Anderson
http://www.TheAccidentalPM.com
Dr. Jim Anderson has been a nursery products for small start-ups, and some of the largest in the world IT shops. Dr. Anderson reports for a product to succeed, you need a company to work together. He will share his insights and advice on how to make your product a great success.
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