Marketing Research | Fall 2024 | Team Project

For a semester-long project in my Marketing Research course, my team and I developed a new product concept for an established brand – PepsiPro, a probiotic soda introduced under the Pepsi brand. The primary objective was to assess product feasibility using a mix of primary and secondary research, focusing on a target demographic, college students.
We conducted surveys via Qualtrics and in-depth interviews with Marquette Students aged 19-21, examining brand trust, beverage habits, and perception of probiotic health benefits. I led the secondary research, analyzing competitive insights (e.g., Olipop and Poppi), pricing trends, and potential product features that align with our demographic’s preferences.
Our research findings revealed a disconnect between Pepsi’s brand perception and the credibility needed to compete in the wellness space. While the idea had market potential, we concluded that Pepsi would face major challenges in gaining consumer trust for a health-forward product. From this project I also gained extremely valuable skills, including Qualtrics survey design, interviewing and primary data collection, data analysis, and collaborative reporting.