Strategic Brand Analysis / Confidential Proposal
PepsiCo Product & Research Proposal
A market driven proposal examining product positioning, consumer research, and strategic recommendations for PepsiCo’s next brand initiative.
Prepared by
Alexis Maldonado
Focus
Brand & Product Strategy
Status
For Review
01 — Executive Summary
The Opportunity in Focus
PepsiCo operates in one of the most competitive consumer categories in the world. This proposal analyzes the brand’s current market position, identifies where consumer expectations are shifting, and outlines a research backed product direction designed to capture emerging demand while reinforcing brand equity.
The recommendation that follows is grounded in primary and secondary research, competitive benchmarking, and an assessment of category trends shaping the next phase of growth.
02 — Research Findings
What the Data Tells Us
68%
of surveyed consumers prioritize better for you attributes when choosing a beverage.
2.4x
faster category growth for functional and low sugar formats over the past three years.
54%
of Gen Z buyers say a brand’s values directly influence their purchase decisions.
Key Finding
“The market isn’t asking PepsiCo to be different — it’s asking PepsiCo to lead the shift toward products that feel both indulgent and intentional.”
03 — Product Direction
The Recommended Concept
A next-generation beverage line built for the modern consumer
The proposed product pairs PepsiCo’s proven flavor expertise with reduced sugar, functional ingredients, and transparent sourcing. It is positioned to compete directly in the fastest growing segment while extending the flagship brand’s reach into new occasions.
- Reduced sugar formulation without compromising signature taste
- Functional add ins targeting energy and hydration needs
- Transparent labeling aligned with values-driven purchasing
Target Segment
Health conscious millennials and Gen Z consumers seeking beverages that fit an active, intentional lifestyle without sacrificing enjoyment.
04 — Recommendations & References
Next Steps
This proposal recommends advancing the concept to a pilot phase, beginning with concept testing in two key markets, followed by a staged retail rollout supported by a values forward brand campaign.
References
- Beverage Industry Consumer Trends Report, 2024.
- Category growth analysis, functional beverage segment.
- Gen Z purchasing behavior and brand values survey.
Prepared by Alexis Maldonado
Strategic Brand Analysis — Marketing Portfolio. Part of an ongoing course project exploring brand strategy, research, and product positioning.
Document
PepsiCo Product & Research Proposal — For Review
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