Failure Case Study: Gatorade Natural; The challenge of attaching "natural" to a commonly artificial product
Naturalcontinues to prove a challenge in soft drinks generally, especially for major names associated with unhealthyproducts, where the concept seems counterintuitive. This is against a backdrop where consumers' assessment of industry efforts to ensure integrity in health claims is middling.
Despite high hopes, PepsiCo was surprised that Gatorade Natural did not perform as expected. It was faced with poor sales that ultimately made the product an unsustainable proposition. PepsiCo announced in January 2014 that it had encountered a lack of resonance among Gatorade's core athletic consumer cohort, and had withdrawn Natural from sale.
The marketing and distribution approach PepsiCo adopted looked half-hearted, and had an ultimately terminal result. Limited distribution was designed to amplify healthy associations, but succeeded in shielding the product from the mass market while meeting with skepticism and suspicion among the target consumer group it was put in front of.
Failure Case Study: Gatorade Naturalis part of Canadean's Successes and Failures research. It examines the details of and reasons behind the failure of Gatorade Natural, the brand's natural sports energy drink line extension. It delivers the critical what?, why?and so what?analysis to teach you crucial lessons that increase your chances of launching successful products.
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