Pepsi Limon Caters to Hispanic Soda Consumers
Rahul Kalvapalle — July 22, 2015 — Lifestyle
References: finance.yahoo
Pepsi Limon is a new PepsiCo cola offering infused with real lime juice. As the product's name may suggest, this beverage is being targeted towards the Hispanic population. In fact, it is only available in markets boasting a significant Hispanic population, such as California, Arizona, New Mexico, Texas and Chicago.
PepsiCo decided to come up with Pepsi Limon after identifying the need for a Hispanic-targeting beverage along with Adelante, the company's Hispanic and Latino employee resource group.
Hispanic people are apparently known to be major consumers of carbonated soft drinks, which makes them a lucrative demographic for drink manufacturers like Pepsi to target. It is hoped that Pepsi Limon will help drive sales for Pepsi products at a time when it faces plenty of competition from other kinds of beverages.
PepsiCo decided to come up with Pepsi Limon after identifying the need for a Hispanic-targeting beverage along with Adelante, the company's Hispanic and Latino employee resource group.
Hispanic people are apparently known to be major consumers of carbonated soft drinks, which makes them a lucrative demographic for drink manufacturers like Pepsi to target. It is hoped that Pepsi Limon will help drive sales for Pepsi products at a time when it faces plenty of competition from other kinds of beverages.
Trend Themes
1. Hispanic-targeted Beverages - Pepsi Limon showcases the trend of catering to specific demographics with unique beverage offerings.
2. Inclusion and Diversity Marketing - PepsiCo's collaboration with its Hispanic and Latino employee resource group highlights the trend of leveraging internal diversity for external marketing opportunities.
3. Regional Marketing Strategies - Pepsi Limon's availability in specific regions with a significant Hispanic population demonstrates the trend of tailoring product distribution and marketing efforts to local demographics.
Industry Implications
1. Beverage Manufacturing - The introduction of Pepsi Limon presents an opportunity for beverage manufacturers to explore innovative flavor combinations and tailored product offerings for specific target markets.
2. Marketing and Advertising - The marketing campaign for Pepsi Limon exemplifies the potential for businesses to tap into diverse communities by developing inclusive marketing strategies that reflect the values and preferences of specific consumer segments.
3. Consumer Goods Retail - Retailers in regions with a high Hispanic population can take advantage of the demand for Hispanic-targeted beverages by stocking and promoting products like Pepsi Limon, thereby attracting and retaining customers from this demographic.
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