Sierra Mist Case Study
Market Research & Analytics for New Product Development
Case Study
- BRAND:Sierra Mist
- TYPE:New Product Development Research
Pepsico needed to compete successfully in the lemon-lime soft drinks category, dominated by Sprite and 7-Up. This would provide a significant growth platform, as lemon lime soft drinks is multi-billion dollar category globally. However, after two unsuccessful attempts there was skepticism whether the company can launch a successful product.
We were dedicated in-house consultant, an integral part of a small team that conceptualized, developed and launched Sierra Mist, a new lemon-lime soft drink from Pepsico. We provided all qualitative, quantitative and analytic market research support for this new product development. This research included opportunity identification, concept development , name development, product development and testing, positioning, advertising development, forecasting, launch strategy and post-launch tracking and optimization.
Sierra Mist is a remarkable success. It achieved equivalent 100mm cases in year 1, and is now a billion plus dollar brand globally.
- Pre-Launch
- Positioning development, name testing, product testing, product/concept fit studies, share-of-intake panel data analysis, volumetric forecasting (regression model using syndicated data, BASES), package testing, copy testing, establishing trial and repeat benchmarks (from syndicated data forecast)
- Post Launch
- Awareness and usage studies, tracking study, source-of-volume studies using house hold panel data, syndicated data analysis for optimizing distribution, SKUs, displays and pricing, store audits, shopping basket analysis, shopper research, and custom qualitative research.
- Segmentation study, marketing mix analyis, and other advanced analytics of sales data such as drivers analysis.