The new product being released by PepsiCo is a calorie counting app called PepsiFit. It is an app that allows the user to record their daily intake of calories while also being provided with more nutritious alternatives to their favorite Pepsi products. It will give already loyal customers a new perspective on their favorite brand. The world’s consumer’s are becoming increasingly aware of where their food is being sourced from, and beginning to build healthier lifestyles and diets. This trend is on a steady rise, especially in the United States where Pepsi’s consumer base is located. Pepsi already has a very well organized app that allows the user to receive discounts, and delivery of their products. Adding on the PepsiFit feature to this preexisting app with be low cost and easy solution to tapping into a different niche market. This product is unique to the brand, no other major competitor, Coke-Cola, is offering it. Having an already loyal consumer base will only help the app’s success because their customers already know and trust the Pepsi Brand.
There are no future trends that may inhibit the success of this app because the increasing awareness of what our daily intake of food is doing to our bodies is only spreading. Also test marketing the app in already health conscious states will provide a basic understanding of the targeted market’s feedback and responses to the new features of the app.
Offering this new app that is more focused on the health of their consumers could open up new possibilities for the PepsiCo brand to manufacture more nutritious alternatives. These products will be listed as suggested products for people who are already utilizing the delivery feature of their Pepsi app. The food delivery service is also on the up because of the current state of the world with the pandemic having no end in sight. Many customer’s are purchasing food for delivery straight to their homes.
As long as PepsiCo is open and honest about their promotions with this new app, there shouldn’t be any question about the validity of the test marketing and release of this product. They are asking responders to participate in this test marketing through means of email, social media, and their brand’s app. All participants are consenting to being the first to test the product, which will induce excitement and popularity as the preliminary members tell their friends about their experience. Having a smaller sample market to test the product in will give a more definite response to what needs improvement, and what the sample participants are satisfied with.
Babin, B. (2018), Essentials of Marketing Research, 7th Edition, Cengage Learning US, [Insert City of Publication]. Available from: MBS Direct.
Capritto, Amanda. June 3, 2020. Retrieved by https://www.verywellfit.com/best-calorie-counter-apps-4777302
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