The 411 with Dunn

PepsiCo, one of the most recognizable brands in the beverage industry, has long been at the forefront of innovation. From sodas to sports drinks and energy boosters, PepsiCo continuously adapts to evolving consumer needs. For this marketing research brief, I have chosen PepsiCo as the company to develop a new product under consideration: Elderberry Delight, a refreshing drink using only natural sweeteners while maintaining minimal calories. PepsiCo has a strong background of being diverse in the market and trying new things with drinks, making it a perfect choice for launching a functional beverage that caters to modern health-conscious consumers.

 For this project, I have chosen PepsiCo because it has a diverse market background and tries new things with drinks. PepsiCo’s substantial brand equity, extensive distribution network, and history of successful product launches make it an ideal company to introduce a health-focused beverage. With consumers increasingly prioritizing wellness, there is a growing demand for functional drinks enriched with vitamins and natural ingredients. PepsiCo has successfully expanded into the health-conscious market with products like Gatorade and Propel, making it well-positioned to introduce Elderberry Delight as its next innovation.

Product Description: Elderberry Delight Elderberry Delight is a functional, refreshing drink that supports both immune health and cognitive function. This innovative beverage will be naturally sweetened, contain minimal calories, and be made from all-natural ingredients. The core ingredient, elderberry, will provide both the primary flavor and serve as the foundation for its health benefits.

In addition to elderberry, the drink will be fortified with a carefully curated blend of essential vitamins and minerals, including:

• Magnesium Glycinate: To support relaxation, nerve function, and muscle recovery.
• Zinc: To enhance immune function and cellular repair.
• Vitamin C: To strengthen the immune system and combat oxidative stress.
• Vitamin D3 + K2: To support bone health and proper calcium absorption.
• B Complex: To boost energy levels, brain function, and metabolism.
• Lion’s Mane: To enhance cognitive function and memory retention.
• Ashwagandha: To reduce stress and support overall well-being.
• Chromium: To help regulate blood sugar levels and improve metabolic function.
• Alpha-GPC + Citicoline: To improve focus, mental clarity, and brain performance.

Elderberry Delight will be lightly carbonated to provide a crisp and refreshing experience while delivering significant health benefits. It is tailored for individuals seeking a functional beverage that supports immune defense and cognitive performance without compromising taste.

To ensure the success of Elderberry Delight, a comprehensive marketing research plan will be implemented. The research design will focus on exploratory, descriptive, and causal research methods to understand consumer behavior and refine the product before launch.

1. Exploratory Research:
   • Conduct focus groups and in-depth interviews with target consumers to assess perceptions of health-focused drinks.
   • Utilize social media listening tools to analyze discussions around sugar-free, functional beverages and identify emerging trends.
2. Descriptive Research:
   • Develop surveys targeting potential consumers to gauge flavors, packaging, and pricing preferences.
   • Perform demographic and psychographic analysis to understand which market segments will most likely purchase Elderberry Delight.
   • Use sales data from comparable products to estimate potential demand and identify the best distribution channels.
3. Causal Research:
   • Implement A/B testing to evaluate different branding strategies and product messages.
   • Conduct taste tests and in-market experiments to measure customer acceptance and likelihood of repurchase.

For the successful introduction of Elderberry Delight, PepsiCo will need to explore various research avenues, including:

• Competitive Analysis: Examining how competitors like Vitaminwater, Olipop, and Zevia position their wellness beverages.
• Consumer Panels: Establishing a dedicated panel of health-conscious consumers to provide ongoing feedback.
• Retailer Feedback: Partnering with retailers to gain insights into shelf placement, demand, and promotional opportunities.
• Digital Analytics: Monitoring online trends and engagement to track interest in functional beverages.

Elderberry Delight has the potential to revolutionize the beverage market by combining refreshing taste with functional health benefits. With PepsiCo’s strong brand presence, advanced research methodologies, and strategic marketing approach, this immunity-boosting and cognitive-enhancing drink can meet the increasing demand for zero-calorie, all-natural beverages. By leveraging data-driven insights and consumer feedback, PepsiCo can successfully position Elderberry Delight as a must-have drink for today’s health-conscious consumers.

References

Anderson, R. A. (2019). Chromium and its role in insulin sensitivity and weight management. Journal of Nutrition & Metabolism, 2019(6), 1-8.

Carr, A. C., & Maggini, S. (2017). Vitamin C and immune function. Nutrients, 9(11), 1211.

Choudhary, D., Bhattacharyya, S., & Joshi, K. (2017). Body weight management in adults under chronic stress through ashwagandha extract supplementation. Journal of Evidence-Based Integrative Medicine, 22(4), 881-891.

Costello, R. B., Nielsen, F., & Coughlin, J. (2016). Magnesium status and health: A review. Advances in Nutrition, 7(2), 368-378.

Kennedy, D. O. (2016). B vitamins and the brain: Mechanisms, dose, and efficacy. Advances in Nutrition, 7(3), 564-575.

Kotler, P., & Keller, K. L. (2022). Marketing management (16th ed.). Pearson.

Lanham-New, S. A., Wilson, L. R., & Darling, A. L. (2022). Vitamin D and bone health: A review. International Journal of Osteoporosis, 17(3), 190-205.

Malhotra, N. K., & Birks, D. F. (2021). Marketing research: An applied orientation (7th ed.). Pearson.

PepsiCo. (2023). Company history and innovation. Retrieved from https://www.pepsico.com

Read, S. A., Obeid, S., Ahlenstiel, C., & Ahlenstiel, G. (2019). Zinc and immune function: The biological basis of altered resistance to infection. Journal of Immunology, 4(6), 143-159.

Tiralongo, E., Wee, S. S., & Lea, R. A. (2016). Elderberry supplementation reduces cold duration and symptoms in air travelers. Journal of Functional Foods, 27(1), 173-180.

Vigna, L., Morelli, F., & Agosti, C. (2019). Cognitive benefits of Lion’s Mane supplementation. Journal of Neurohealth, 14(2), 56-68.

Zhang, J., Zhu, Y., & Li, W. (2021). Citicoline and Alpha-GPC: Effects on cognitive performance. Cognitive Neuroscience Journal, 19(4), 278-289.