SUMMER INTERNSHIP PPT

Name- OLIVIA DUTTA

Roll No:- 08

Batch :- PGDM 2010-

2012

RESEARCH

METHODOLOGY

RESEARCH topic

To study the impact of promotional activities on consumers and to find out customer satisfaction level with regards to Pepsi cola.

OBJECTIVE OF THE STUDY

1. PRIMARY OBJECTIVE

To know the impact of promotional activities on consumers and to study customer satisfaction level with respect to Pepsi

2. SECONDARY OBJECTIVE

• Promotional, selling strategies.• Effective and successful promotion.• Brand awareness level and mind-set of the consumers. • Consumer’s perception & expectation. • Strength of the competitors.• Customer’s repurchase intention.• Lost customer analysis.

• TARGET POPULATION

• SAMPLING METHOD

• DATA COLLECTION METHOD

• SOURCES OF DATA COLLECTED

• EVERY DEALER SURVEY (EDS)

LIMITATIONS OF THE STUDY

Conducting survey in (may-june) peak time of summer often becomes difficult.Many respondents refused to answer due to lack of time.The data can vary due to climatic factors.

The promotional tools used by SMV Beverages for its marketing activities are

• Point of sale display• Incentives to retailers• Sales promotion through sponsoring

special events• Sales promotion through various

schemes • Advertising

DATA ANALYSIS FOR IMPACT OF PROMOTION ON

CONSUMERS

PEPSI 7UP SLICE MOUNTAIN DEW

MIRINDA NIMBOOZ0

2

4

6

8

10

12

14

16

CONSUMER PREFERENCE FOR PEPSI PRODUCTS

THUMPS UP SPRITE FANTA MAZZA MINUTE MAID LIMCA0

5

10

15

20

25

30

35

CONSUMER PREFERENCE OF COKE PRODUCTS

92%

6%2%

STRENGTH OF COCA-COLA PRODUCTS

TASTE AWARENESS UNAVAILIBILITY

PEPS

I7U

P

MIRINDA

MOUNTAIN DEW SLI

CE

NIMBOOZ

LEHAR SO

DA

TROPIC

ANA JUICE

AQUAFINA W

ATER

ALL 0

10

20

30

40

50

60

70

80

90

100

BRAND AWARENESS OF CONSUMERS

28%

72%

MIND SET OF CONSUMERS ABOUT PROMOTIONYES NO

YES NO

40

60

PEOPLE WHO KNOW ABOUT "BRAZIL JAO, CHILL MACHAO"

FAKE OFFER NOT A FAKE OFFER CAN'T SAY

97

1 2

SUCCESS OF THE OFFER

WOULD BUY DURING DISCOUNTS

WOULD NOT BUY DURING DISCOUNTS

0

10

20

30

40

50

60

SUCCESS OF DISCOUNT SCHEMES

EXCELLENT VERY GOOD GOOD FAIR POOR0

10

20

30

40

50

60

70

80

90

100 SUCCESS OF SLICE LOUNGE CAMPAIGN

ANALYSIS OF ROI

ROI FOR THE CURRENT YR

ROI FOR THE PREVIOUS YR

25

40

Chart Title COMPARASION OF ROI

DATA ANALYSIS FOR THE

STUDY OF

CUSTOMER SATISFACTIO

N

VERY DISSATISFIEDSOMEWHAT DISSATISFIED

NEITHER SATISFIED NOR DISSATISFIEDSOMEWHAT SATISFIED

VERY SATISFIED

0

15

70

12

3

Chart TitleSATISFACTION WITH PEPSI' IMPROVEMENT

YES NO

98

2

Chart Title

PRODUCT AVAILABILITY

SERVICESUPPLY

DISTRIBUTOR RELATION DEMAND

VISI PROBLEM

53

30

2 510

Chart Title

REASON TO DISCARD PEPSI PROD-UCTS

YES

NO

MAY BE

69

26

5

Chart Title

BUSINESS INTEN-TION

Findings FOR PROMOTION: • Consumer preference.• Low awareness of ‘nimbooz’, ‘lehar soda’, ‘tropicana juice’ and ‘aqaufina’

as brand of PepsiCo. • Consumers feel promotion can’t influence customer buying decision.• Strength of PepsiCo is its heavy promotion.• Success of promotion.• Product sale during discount schemes have great scope.

FOR CUSTOMER SATISFACTION:

• Taste.• Customer repurchase intention• Product innovativeness.• Product availability.• Service to dealers.• Supply• Lost customer analysis

SWOT ANALYSIS STRENGTH•PepsiCo's presence• Broad product line• Strategic improvements • Attractive schemes• Advertisement/ promotion• Able marketing intelligence

WEAKNESS• Disclosure of schemes•Product replacement• Service• Interior parts of the city over looked• Visi cooler

OPPORTUNITY• Adapting to market trends(introduce health drinks).• New product in dust form•Tetra packs for all brands to target kids segment.• Cartoon character packaging for kids• sugar free range of products• Focus upon interior areas • Huge market potential

THREAT• Intense Competition• Decline in C.S.D. Sales• Health issues & pesticide controversy• Environmental affairs• Threat from indigenous drinks

RECOMMENDATION• Another brand of cola flavour• Nimbooz, tropicana juice, lehar

soda, aquafina(water) needs more promotion

• Avoidance of invalid codes in promotion

(LOSS OF BRAND IMAGE) • Service to dealers• Promotion through brand

ambassadors• Focus on lost customers• More emphasis on retailers

REFERENCES• www.pepsizone.com• www.pepsiindia.com• www.pepsico.com• www.Wikipedia.com• Magazines(marketing management

4P’s)• Marketing Management ;PHILIP

KOTLER

THANK YOU