Holly
The market research that’s been done so far toward PepsiCo’s objectives shows a two-sided market as some are health conscious while others thrive on high doses of caffeine paired with a great choice of snacks. (Brands. 2026). While the health consciousness consumers would prefer more zero-sugar beverages or plant-based snacks options, the rest of the market desires a smooth well caffeinated beverage that hits the spot every time with limited to no crash aftereffect. This would give the desired mental boost of energy among the young to middle-aged adults.
Trends
The trends identified are gamers and those with active lifestyles in need of that performance boost. (2021). Consuming high levels of caffeine hit more than a simple refresh. The highly caffeinated soda combines the classic soft drink function with a kick of energy without the crash. This goes toward those with high-engaging group activities like the gamers or sporting events. Even students in need of those long study sessions as well.
One implication of these trends is to invest in targeted formulations to optimize caffeine desires without losing the smooth citrus flavor. Shifting the marketing channels where it’s needed to bring it right to the market in their daily lives. Finally, being transparent in the labels with the high caffeine levels for those who are more health conscious. This will be for risk management for those who are more sensitive to the ingredients.
Marketing Standards
First, we’ll align it with the proper FDA regulations toward the proper limited amounts of ingredients to still be a soda beverage. Ensuring the clear caffeinated warning labels are visible and ensure following proper laws regarding the product for its launch. “Be truthful in all situations, at all times, and with all stakeholders, rejecting any manipulation, coercion, or approaches that negatively affect trust.” (AMA. 2021). Being compliant with the rules for clear and honest ads toward the proper market that align with the company ethics. (AMA. 2021). Displaying accurate facts and ingredient contents appropriately as well.
Limitations
The biggest limitations for creating a marketing proposal for PepsiCo are keeping the ingredients within the requirement levels and aggressive competition. (Brands. 2026). Not really due to gaps in market research. The standards of caffeine levels still must meet within parameters before it breaches the energy drink levels. The pressure of competition with Coke Cola released a citrus soda similar years ago which caused Nostalgia inspiration. Another limitation is how certain retail stores tend to become hard at securing space for them.
Reference
2026. Explore Our Brands. Coke Cola Company https://www.coca-cola.com/us/en/brands
Hair, Joseph F. (2024). Essentials Marketing Research, Sixth Edition. McGraw Hill
(May 2021). Industry Trends. Economy Watch
(May 2021). AMA Statement of Ethics. American Marketing Association