View
8.072
Download
1
Embed Size (px)
DESCRIPTION
This
Citation preview
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