Pepsi AM Was Positioned as a Coffee Substitute

question 23

Essay

Pepsi A.M. was positioned as a coffee substitute. In one test market, Pepsi A.M. was introduced onto a university campus. It was both an immense hit and a total failure. The product always sold out in vending machines, but the consumption of coffee stayed the same and the sale of other Pepsi products declined. In terms of levels of categorization, discuss what created the problem in the test market.

---

Definitions:

Genetically Linked Depression

A form of depression that is believed to have a genetic component, making certain individuals more predisposed to developing the condition.

Hormonal Imbalance

A condition where there is too much or too little of one or more hormones in the bloodstream, which can affect various bodily functions and health.

Traditional Gender Roles

Socially and culturally defined expectations for individuals based on their gender, often emphasizing masculinity in males and femininity in females.

Stranger Anxiety

A developmental situation in which infants and young children show distress or unease in the presence of unfamiliar individuals.