CONSUMER MOTIVATION

NOT SURPRISINGLY, PEPSI IS A WELL-KNOWN BRAND AROUND THE WORLD. Consumers are emotionally involved and engaged in the brand. However, consumer motivation for the brand overall has been negative in recent months.

Are there underlying brands that have been driving the consumer away from Pepsi?

(Prepared by Cognovi Labs)

BRAND CASE STUDY

MARKET OVERVIEWCOGNOVI LABS DASHBOARD FOR PEPSICO

CONSUMER MOTIVATION

AS MENTIONED, PEPSICO OVERALL EXHIBITS NEGATIVE CONSUMER MOTIVATION, WHICH IS IN PART DRIVEN BY SOMEWHAT NEGATIVE CONSUMER VIEWS of the Pepsi brand itself. However, consumers seem most driven away from Pepsi by its Sierra Mist line, and particularly complain that Sierra Mist does not taste as good as Sprite.

Interestingly, consumers are much more motivated to purchase Pepsi’s 7 Up and Mountain Dew soda products over this same time period.

OBSERVATION

CONCLUSION COGNOVI AI DISCOVERED THESE TOPICS DRIVING A NEGATIVE SHIFT IN ITS CONSUMERS’ MOTIVATION:

1. PepsiCo should focus more advertising dollars toward its 7 Up and Mountain Dew product line ups, since these soda brands drive more positive consumer motivation (and ultimately sales) towards Pepsi.

2. PepsiCo should de-emphasize its Sierra Mist brand and reposition it in the market (e.g., avoid Sprite comparisons).

3. PepsiCo should monitor its key Pepsi soda brand in real time to guide this pivotable brand back toward positive consumer motivation.

MARKET ASSESSMENTS