Analisis kegagalan strategi positioning pepsi blue dalam membangun persepsi konsumen: Perspektif manajemen strategis
Keywords:
product positioning, consumer perception, Pepsi Blue, strategic management, FMCGAbstract
Competition in the fast-moving consumer goods (FMCG) industry requires companies to establish strong positioning strategies to gain competitive advantages. One notable example of positioning failure is Pepsi Blue, a carbonated beverage introduced by PepsiCo in the early 2000s. This study aims to analyze Pepsi Blue's positioning strategy, identify internal and external factors contributing to its failure, and explain its impact on consumer perception and acceptance. This study employs a literature review approach by examining positioning theories, market segmentation concepts, and relevant previous studies. The findings reveal that Pepsi Blue failed due to a mismatch between its visual differentiation strategy and consumer preferences. Furthermore, inadequate market research, ineffective marketing communication, intense industry competition, and changing consumer behavior contributed to its failure. The unsuccessful positioning strategy resulted in weak brand awareness, unclear brand associations, and low consumer acceptance. These findings emphasize that successful positioning requires a deep understanding of consumer needs and integration of functional, emotional, and value-based product attributes.
Downloads
References
David, F. R. (2011). Strategic management: Concepts and cases (13th ed.). Upper Saddle River, NJ.
Eskiev, M. A. (2023). The meaning and role of the positioning process in brand management. SHS Web of Conferences, 172(05008), 1–6. https://doi.org/10.1051/shsconf/202317205008
Fauzanah, F., Rini, E. S., & Fadli. (2022). Implementation of digital marketing and brand positioning to build brand awareness at PT Bank SUMUT Medan Branch. International Journal of Research and Review, 9(7), 337–346. https://doi.org/10.52403/ijrr.20220738
Kotler, P., & Keller, K. (2016). Marketings Management (Global Edition 15e). Pearson Education, Inc.
Mahboobi Renani, E. S., Amiri Aghdaie, S. F., Mohammad Shafiee, M., & Ansari, A. (2020). Developing a scale for brand competitive positioning: a study in the home appliance industry. Journal of Modelling in Management, 16(2), 558–578. https://doi.org/10.1108/JM2-07-2019-0167
Mahendra, H., & Putri, K. (2022). Peran Endorser Selebriti, Citra Merek, dan Kepercayaan Merek terhadap Keputusan Pembelian Produk Pakaian Erigo (Studi pada Mahasiswa di Kota Malang). Journal of Business and Applied Management, 15(1), 19–34.
Mulyadi, T., Putri, P. A. A. N., Rosento, Gusti, Y. K., & Sabil. (2024). Marketing Management Innovations: Unraveling the Interplay of Brand Positioning, Market Segmentation, and Consumer Engagement. Dinasti International Journal of Education Management and Social Science (DIJEMSS), 5(3), 347–355. https://doi.org/10.31933/dijemss.v5i3
Ningsih, N., & Vania, A. (2022). The Influence Of Brand Image And Personal Branding On The Purchase Decision Of Menantea Products In The City Of Malang, East Java. Journal of Management, 12(4), 2721–7787.
Nuraulia, W., & Asnawi, N. (2026). The Effect of Product Placement and Brand Awareness on Purchase Intention With Brand Image as a Moderating Variable (Kopiko Candy Among Korean Drama Viewers in Malang City). Journal of Economics and Business | ECBIS, 4(5), 2963–7589.
Prihananto, P., Yusvianty, R. S. A., Hakim, N. S., Bhawika, G. W., & Agustina, H. (2024). Analyzing brand positioning and brand image of smartphone brands in Indonesia by mining online review. Procedia Computer Science, 234, 318–332. https://doi.org/10.1016/j.procs.2024.03.006
Rahmawati, & Hasan, I. (2023). Pengaruh Brand Trust dan Kualitas Produk Terhadap Loyalitas Pelanggan Produk Azarine yang Dimediasi oleh Kepuasan Konsumen. Jurnal Rumpun Ekonomi Syariah, 6(1), 207–220.
Rahmawati, P., & Farida, L. (2024). The Influence of Content Marketing, Content Quality, and Brand Image on the Purchase Intention of Skintific Products Through the Official TikTok. Journal of Economics, Education and Entrepreneurship, 5(2), 168–180.
Satrio, D., & Putri, K. (2023). Pengaruh Citra Merek dan Harga terhadap Loyalitas Pengguna Iphone Dimediasi oleh Kepercayaan Merek (Studi pada Mahasiswa Kota Malang). Journal of Economics and Business , 7(1), 614–620.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Mochamad Riski Fajar Kurniawan
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work’s authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal’s published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
