Discussion Week 5
Response Posts ( to two classmates; 100 words each ) and a Summary Post 200 words exactly:
- response post (30%)
- Responds to 2 students. Responses provide additional insights and/or raise questions that require reflection. Shares multiple points of view. References are listed in the required style. Tone is professional.
- Summary post (10%)
- Provides meaningful summary and response. Demonstrates reflection and further analysis. Supports statements with citations and references.
- Grammar and mechanics (10%)
- No spelling or grammatical errors. Clearly and succinctly expressed thoughts.
IMPORTANT!!! In your response post, comment on whether you agree or disagree with your classmates, raise relevant questions, and share additional resources. In your response post, comment on whether you agree or disagree with your classmates. Support your comments with relevant references.
Jennisha Joseph posted Sep 13, 2024 3:37 PMLast edited: Friday, September 13, 2024 3:38 PM AST
In 1992 Pepsi launched Crystal Cola with the hopes that it would turn into a billion-dollar brand. Unfortunately, in 1994 the flavor was discontinued due to the company’s epic failure to conduct proper research. While clear soda may have been a great idea for a new flavor, it was poorly executed. One of the key reasons that Crystal Cola failed is the fact that there was not a clear audience and the fact that the new flavor was priced higher than the traditional flavor led to a decrease in sales. Many consumers were not willing to pay a higher price for a product that may not meet their taste preference. When people purchased Crystal Cola, it was out of curiosity to try the product, not with the intention to repurchase. Pepsi also faced challenges with distribution and manufacturing since the launch of the new flavor required a significant investment in new manufacturing processes and machinery (Kokkinidis, 2023).
Lessons Learned
Pepsi’s iconic failure taught company’s the need to be mindful of their target audiences, conduct proper market research, and ensure that the branding and marketing strategies are aligned with the company’s product value proposition. Although innovation is critical to economic growth, businesses need to pay attention to their consumers wants and needs. The new flavor failed because the company ignored constructive criticism from those who tried the product when they said that the flavor did not taste like Pepsi. As a project manager I would have done a soft launch where I do a group test of the new flavor and then take feedback from the customers and then make the necessary changes to the flavor to ensure that when the new flavor actually launches that it aligns with the company’s brand.
Kokkinidis, T. (2023, December 28). Crystal Pepsi: The biggest flop in soft drink history. GreekReporter.com.
Discussion 5.1 Getting Feedback
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Nadia Moorehead posted Sep 13, 2024 3:17 PM
Crystal Pepsi’s initial success was driven by excitement and novelty, but it struggled to maintain consumer interest, leading to its eventual discontinuation. This highlights the importance of understanding consumer preferences and ensuring that a product aligns with long-term needs. It also underscores the necessity of managing expectations and providing a product that offers clear, lasting benefits beyond its initial appeal.
To assist project managers in gathering effective consumer feedback, I would begin by implementing continuous feedback loops. It is crucial. This involves creating multiple channels for feedback, like surveys and social media monitoring, as well as utilizing real-time data to stay up to date to consumer sentiment. Additionally, engaging in deep market research by segmenting the audience and conducting a detailed analysis can also provide valuable insights into consumer behavior and preferences.
I would also encourage iterative testing and begin fostering a feedback-driven culture. These are essential for product longevity and success. Project managers should be trained to interpret and act on feedback effectively, and pilot programs. A/B testing can help refine the product based on consumer responses. Additionally, keeping track of our competitor’s actions and managing expectations through transparent communication with stakeholders can further support the product’s ongoing relevance and success.
jbhirsch. (2014, March 26). Snatching Defeat From The Jaws Of Victory: The Crystal Pepsi Story. The Right Brain Studio.
Field, L. (2023, March 21). Everything You Need to Know About Crystal Pepsi. Sporked.
Salsa, R. (2020, May 27). Pepsis Greatest Failure: The Crystal Bubble That Burst. Medium.
Crystal Pepsi
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Krystal Johns posted Sep 13, 2024 12:57 PM
The Crystal Pepsi product was an ambitious product launched by Pepsi Company in the early 1990s. They were focused on creating a clear, caffeine-free version that was marketed as a healthier alternative than the traditional Pepsi. To launch a brand-new product a clear, caffeine-free cola during this time leads me to assume the execs at Pepsi thought that clear was cool and that trend would continue for a long time, rather than just be a short-lived fad (Miller, 2019). As a manager of the project manager overseeing the launch of Crystal Pepsi, I would have implemented strategies to gather consumer feedbacks and use it to shape the product, marketing and overall strategy. The key to a successful launch would be to understand consumer perceptions and expectations throughout the process. Before launching Crystal Pepsi, I would organize focus groups and blind taste tests so we will be able to gauge the reactions to both the flavor and clear appearance. I would have suggested a limited regional roll-out so we can allow time to test the product in select markets, gather information on sales and consumer reaction to the product over a long period of time. If the feedback indicated that consumers didnt notice that much difference than regular Pepsi that would be a great opportunity to work with R&D to tweak the flavor of Crystal Pepsi. Based on the data gathered from taste tests and surveys. This would be a great way to use the feedback as a way to focus on a certain demographics for instance age and using commercials and advertisements marketing to younger consumers who are interested in the product.
To ensure the longevity of Crystal Pepsi, my approach as manager of the project manager would entail a consumer and date driven strategy. By focusing on continuous feedback and adjusting the formula, tweaking the marking message or making necessary changes to the product. This could help to ensure that the product evolves with consumer demands. This could help Crystal Pepsi avoid a premature decline and create stronger consumer loyalty over time.
References
Miller, E. (2019). Crystal Pepsi: Assumptions and Failures. https://medium.com/@emmylovesdolly/crystal-pepsi-
assumptions-and-failures-46180d10e17f
Xiao, W. (2008). The Competitive and Welfare Effects of New Product Introduction: The Case of Crystal Pepsi.
Discussion Week 5
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Britteny Petersen posted Sep 13, 2024 8:51 AM
The Crystal Pepsi project, launched in the early 1990s, initially generated significant excitement due to its unique concept of a clear cola, offering consumers a fresh take on a beloved beverage. However, despite strong initial sales, the novelty quickly faded, and consumer interest declined. One of the key lessons from the project was the lack of consistent consumer feedback during the product’s lifecycle, which could have provided insights into evolving preferences and market needs.
As the manager of the project managers, my approach would have focused on integrating continuous consumer feedback throughout the development and post-launch phases. This could have been achieved through the following steps:
Implementing Regular Consumer Surveys: I would ensure that consumer sentiment was captured frequently, both pre-launch and post-launch, through surveys, focus groups, and social media monitoring. These tools would provide valuable insights into why the product initially gained interest and what specific factors led to the decline in enthusiasm.
Conducting A/B Testing: I would have encouraged project managers to test different versions of the product, such as adjusting flavor profiles, packaging, or marketing messages, to see what resonated better with target audiences.
Establishing Rapid Feedback Loops: By building mechanisms for real-time feedback, such as customer hotlines or online forums, the project team could have addressed concerns or made product adjustments more efficiently.
These steps could have helped maintain consumer interest in Crystal Pepsi, allowing it to adapt to changing market demands and sustain a longer product lifecycle.
Reference:
Wysocki, Robert K. Effective Project Management. Available from: University of the Virgin Islands, (8th Edition). Wiley Professional Development (P&T), 2019.
Patanakul, P., Iewwongcharoen, B., & Milosevic, D. (2010). An Empirical Study on the use of Project Management Tools and Techniques across Project Life-Cycle and their Impact on Project Success. Journal of General Management, 35(3), 41-66.
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Last post 7 hours ago by Krystal Johns
Crystal Pepsi Project Discussion 5.1 Getting Feedback
Michael Bell posted Sep 11, 2024 12:39 PM277 Words
Crystal Pepsi Project
As the manager in charge of the Crystal Pepsi project, it would have been my duty to guarantee that the project managers had what was needed to collect valuable consumer feedback that could have helped in the products enhancement and promotion. First, I would have encouraged iterative feedback loops during the development phase of the product. This would involve undertaking a series of tastings with consumers and an exploration of aspects other than taste. Had we actively involved the consumers at this stage, we would have realized that while the product looks quite clean, it does not taste as expected and therefore be in a position to either modify the marketing message or even the formula for the product.
Second, I would have proposed using focus groups and interviews, which allow studying consumers perceptions and emotional responses. These methods would afford a better understanding of consumers perception of the clear cola concept and identify any concern or confusion prevailing among them. Last of all, I would have pointed out the need for effective and efficient communication between the marketing and product development departments. It would have been important to ensure that the envisaged value proposition of the product was explained well in the advertising in order to manage the expectations of the consumers (Rehman et al., 2022). Thus, employing these tactics could have helped reduce the risks tied to introducing a fundamentally different beverage and raise the probability of Crystal Pepsis future success.
References
Rehman, S. ul, Gulzar, R., & Aslam, W. (2022). Developing the Integrated Marketing Communication (IMC) through Social Media (SM): the Modern Marketing Communication Approach. SAGE Open, 12(2), 123. sagepub.
Tatianna Khadoo posted Sep 9, 2024 11:56 AM
A transparent, caffeine-free variant of the classic Pepsi, Crystal Pepsi was first released by PepsiCo in 1992. With its unique look, it immediately drew in customers since it was marketed as a breakthrough product. The product was eventually withdrawn in 1994, though, as the initial enthusiasm faded. Future projects will greatly benefit from the many valuable insights this instance teaches about product management and customer input.
A lesson discovered:
Compared to other soft drinks, Crystal Pepsi was original, but not novel enough to maintain long-term customer interest. Apart from its initial popularity fueled by curiosity, the product did not succeed in creating a long-lasting connection with consumers.
Perception of Customer Preferences: The initial success did not result in continued demand. This suggests that a deeper comprehension of consumer preferences and the elements that promote long-term product loyalty is lacking.
Good Mechanisms for input: It’s possible that the project did not properly collect or respond to customer input, which is essential for improving and maintaining a product’s market presence.
Here are some tactics that, in my capacity as a manager supervising project managers, I would put in place to assist them in better collecting and applying customer feedback:
Provide In-Dependent Feedback Channels:
Surveys and Focus Groups: Conduct thorough surveys and focus groups at various stages of the product’s lifecycle, not just before it launches. These ought to be planned to record not only the first responses but also the ongoing opinions and recommendations for enhancements.
Social Media Monitoring: Make use of social media analytics to detect emerging trends and problems as soon as they appear.
Iterative development and pilot testing:
Test Markets: Prior to a comprehensive launch, do market testing for the product in a few chosen markets. This makes it possible to compile thorough feedback and make modifications in response to actual customer feedback.
Iterative Refinements: Make incremental improvements to the product based on test market feedback. This methodology facilitates a closer alignment of the product with the preferences and expectations of the customer.
Talk to Brand Ambassadors and Influencers:
Using Influencers: Work with advocates and influencers who can help create a more positive perception of your product and offer insightful information about consumer sentiments.
Construct Brand Communities: Create devoted customer communities that will support the product and offer continuing feedback.
Examine Industry Patterns and Rival Items:
Conduct ongoing market research to identify consumer preferences and determine how your product fits into the larger picture. This involves analyzing competitor products and market trends.
Adjust to Changes: When customer trends and preferences change, be ready to modify the product or marketing tactics.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson. This text offers insights into understanding consumer behavior and effective feedback mechanisms.
Christensen, C. M. (1997). The Innovator’s Dilemma: When New Technologies Cause Great Firms to Fail. Harvard Business Review Press. This book discusses how innovation can be managed to ensure long-term success.
