Pepsis desired response is to get accepted as a refreshment drink and the appropriate stimulus they

provide is by extensively marketing its thirst quenching nature.

But this did not generate the desired response because the filter was not appropriate. In India, Pepsi
was introduced as a no fruit beverage and it did not gel well with the Indian diet because of its relation
with insecticides. Thus, a no fruit beverage was not perceived as a substitute for conventional drinks as
frooty and slice but as a poisonous liquid which helps keeping the insects away.
This limited the penetration of its market particularly in rural areas and shows how important are the
roles of filter in marketing.