PepsiCo, the parent company of Gatorade, has decided it is time to make a concer

Question

PepsiCo, the parent company of Gatorade, has decided it is time to make a concerted effort to appeal to the Hispanic market in the U.S. with its Gatorade product. As the product manager of Gatorade it is your job to manage this process to make sure it is a successful new product for Pepsico.

To do this, first research the Hispanic subculture in the U.S. Make sure that it is a substantial market and worth targeting. Second, think about who you are going to target. Should you appeal to males, females, mothers, soccer enthusiasts, etc. Again, you need data to support your answer.

Now think about the flavor. Should you offer something different from the current flavors Gatorade has? If so, why and what should the flavor(s) be? What about the packaging? Should you change that, and how would you change it? Finally, how are you going to advertise this new product? What works best with the Hispanic subculture?

These are the types of decisions companies make when introducing new products. However, part of your decision must focus on understanding the Hispanic subculture in the U.S.

Explanation / Answer

Hispanic culture is all about rich and spicy food that has varied flavors coming from jalapeno and cilantro.

These two flavors are widely found in the Hispanic dished and thus PepsiCo should build on the value proposition that favors the Hispanic food.

The company should launch Gatorade in new and improved packaging that appeals to the loud and rich culture of Hispanic population.

Not all Hispanics are loud and love spicy food so the target population needs to be decided on the basis of what are core needs of Hispanic population.

The packaging should aim to attract Hispanic population who like bright colors that attract attention.

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