Uncorking Pepsi's Pop Legacy

For my final project I chose PepsiCo. I choose PepsiCo since it is a recognized firm with a diverse portfolio of food and beverage goods. It supports a wide variety of customer types, making it a strong option for the study of marketing research and consumer behavior. I am also fascinated in how huge corporations such as PepsiCo continue to produce new goods depending on shifting consumer tastes and market trends.
I would explore releasing a new functional hydration beverage as a consumer product. The drink would be made for the common customer who needs to remain hydrated but doesn’t want to ingest a lot of sugar.” It may provide electrolytes and vitamins, but with a milder taste and fewer calories than many typical sports beverages. The product would be geared at young adults, active consumers, college students and others who seek a handy hydration choice during the day.
My marketing study would mostly be focused on determining whether or not customers would be interested in buying this sort of beverage. I am also interested in learning what product attributes are more essential to prospective buyers, such as taste, sugar content, ingredients, packaging, pricing, and nutritional advantages. Another purpose would be to assess which categories of consumers are most likely to acquire the product.
My study design would be both exploratory and descriptive kind. Exploratory research might involve focus groups or interviews to gather more about customer perceptions about hydration drinks and what they believe is lacking from the present goods available. Descriptive research may then be undertaken by administering an online survey to a broader sample of customers to get information. The study might question participants about drinking habits, favorite tastes, acceptable prices, and interest in better hydration products.
By using both forms of research, PepsiCo will have a better grasp of customer wants before introducing the product. The data might help the corporation determine how to design, price and sell the product, while lessening some of the risk associated with launching a new beverage.


PepsiCo, Inc. (2025). Annual report 2024. https://www.pepsico.com/investors/financial-information/annual-reports-and-proxy-information U.S. Food and Drug Administration. (2024). Added sugars on the nutrition facts label. https://www.fda.gov/food/nutrition-facts-label/added-sugars-nutrition-facts-label Centers for Disease Control and Prevention. (2024). Rethink your drink. https://www.cdc.gov/healthy-weight-growth/rethink-your-drink/index.html National Academies of Sciences, Engineering, and Medicine. (2005). Dietary reference intakes for water, potassium, sodium, chloride, and sulfate. The National Academies Press. https://doi.org/10.17226/10925