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8/13/2019 Mkt Research-pepsi
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MKT 301
Marketing Research
Pepsi Corporation
Advertising Campaign for PEPSI
Ramadan 00!
"PepsiCo#s responsi$i%it& is to contin'a%%& improve a%%aspects of the (or%d in (hich (e operate ) environment* socia%*
economic ) creating a $etter tomorro( than toda&+"
Presented $&,
-arah Mahmo'd
Is%am Ashraf
Mona A%aa
.omna Sherif
Presented to,
/r+ Ahmed honeim
TA+ e$a Sa%em
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Ta$%e of Content
I+ 2ackgro'nd++ 4567+
II+ Marketing Research 4!5 687+
Tasks invo%ved+ 495:7+
1+ Pro$%em /efinition++ 4107+
a+ Management /ecision Pro$%em 4107+
$+ Marketing Research Pro$%em+++ 4107+
+ Approach to the pro$%em 4105117+
a+ Research ;$'enc& Ta$%e++ 413507+
$+ raphs++ 415387+
9+ Report Preparation and Presentation+++ 43:567+
a+ Conc%'sion 43:5607+
$+ Recommendation+ 4605617+
III+ Appendi? 465687
1+ @'estionnaire Samp%e+ 465667+
+ Coding++ 46!5687+
I+ Reference 46:7+
2
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Pepsi
Pepsi
Caffeine -ree Pepsi
/iet Pepsi
Caffeine -ree /iet Pepsi
/iet Pepsi Ma?
Ba== /iet Pepsi
/iet Pepsi ime
/iet Pepsi ani%%a
Pepsi Di%d Cherr&
/iet Pepsi Di%d Cherr&
Pepsi ;E
Sierra Mist
Sierra Mist
/iet Sierra Mist
Sierra Mist Cran$err&Sp%ash
Sierra Mist -ree
Cran$err& Sp%ash
Tropicana
Tropicana %emonade and
p'nches
Tropicana ight
%emonade and p'nches
Tropicana T(ister sodas
Ocean Spray (License)
;cean Spra& 'afina
A>'afina -%avorSp%ash
A>'afina Spark%ing
Starbucks (Partnersip)
-rapp'ccino read&5to5
drink coffee
Star$'cks /o'$%eshot
Star$'cks /o'$%eshot
Energ&
Star$'cks Iced Coffee
Mug !oot Beer
M'g Root 2eer
/iet M'g Root 2eer
M'g Cream Soda
/iet M'g Cream Soda
"o #ear
o -ear
o -ear Mother%oad
S'gar -ree o -ear
Mother%oad
Do$e (License)
/o%e
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istor&
In 1962, the Pepsi-Cola Company established a corporate foundation that marked thebeginning of the Pepsi-Cola !hree years later in 196", the Pepsi-Cola Company merged#ith $rito-%ay and officially changed the name of its corporate foundation to PepsiCo$oundation In the 19&'(s, PepsiCo $oundation e)panded its funding to support fitnesseducation for youth, and in 199&, PepsiCo became the first corporation to become a*ission +ponsor of the *C of the .+
+ince then, PepsiCo and PepsiCo $oundation ha/e funded numerous initiati/espromoting more acti/e lifestyles as #ell as educating consumers about making smarterdietary choices !he key principle behind all of these efforts has been, and still is,balancing both the nutritional side of the energy balance e0uation #ith the physical sideIn recent years, the $oundation has e)panded its grant making to the global communityand e/ol/ed its goals to best reflect the needs of underser/ed populations
oa%
!here goal is to offer consumers a range of products that deli/er great taste, nutritional/alue, con/enience and affordability s they are committed to playing a responsible rolein health and #ellness by encouraging people to adopt healthy, acti/e lifestyles beginning #ith the products #e offer
Sa%es and Income /ata,
Pepsi,
Sa%es and income data* in
&i$$ions006 00! 009 00F
et sa%es J:*91 J3*!9 J3!*13F J3:*6F6
et income 4profits7 J6*1 J6*0F8 J!*96 J!*9!8
;perating Income J!*!: J!*: J9*63: JF*1F0
;perating Margin 18+0 18+ 18+3 16+0
Coca5Co%a,
Sa%es and income data*
in &i$$ions006 00! 009 00F 008
et sales 21,452 23,1'5 25,'&& 2&,&"4 31,955
et income profits7 5,&54 5,&42 ",'&' ",9&1 ",&'4
.nits sold, in billions 19& 2'6 215 224 234
Strateg&,
5
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strategy is measured by its effecti/eness rather than its efficiency in processing theen/ironment and designing plans to fit bet#een the organi8ation, its resources andobecti/es #ithin the en/ironment it operate *ore specifically a marketing strategy is aplan to satisfy customers( #ants and needs, and in the process facilitate the achie/ement
of organi8ational goals n effecti/e marketing strategy #ould be one that finds different#ays to satisfy the customers that its competitors cannot
Coke vs+ Pepsi,
$or decades no#, Coke and Pepsi ha/e battled for our hearts and minds but #hatabout our capital: ;hich company #ill add the best fla/or to your in/estment portfolio:lthough both companies share po#erful brand names and global franchises, there aret#o important distinctions bet#een PepsiCo and Coca-Cola that any in/estor shouldconsider before choosing bet#een these comestible titanss e)tensi/e portfolio of be/erages, foods andsnacks puts it in a better position from the trend to healthier eating
The compan&Ls strateg& for competitors as stated $& prod'cer manager of PepsiMr+ Sherif -arid,
Most of o'r strategies are i%%ega% $& the $riefs and the s'pp%iers+ In addition* a%%
the ideas $ro'ght $& Coca5Co%a are 'sed as an opport'nit& for Pepsi+
II7 Marketing Research Process,
"
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Steps,
!asks In/ol/ed
1 Problem definition
2 Ae/elopment of an approach to the problem
3 Besearch design formulation
5 $ield#ork - data collection
" Aata preparation analysis
6 Beport preparation and presentation
Tasks invo%ved,
6
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In order to clearly understand and define the problem, an inter/ie# #as conducted#ith the production manager of Pepsi *r +herif $arid !hrough out this meeting theinter/ie#ee identified all the surroundings of the problem !he follo#ing con/ersationtook place
@'estion 1,
Intervie(er, s a production manager #e #ould like you to introduce all the elementse)isting in the process of designing an ad and bringing it to the end users
Intervie(ee,n ad consists of clientD PepsiD #ho usually consult an agency EFFA@D#hich is di/ided into client ser/icing, creati/e, production and media, and planning
@'estion ,
Intervie(er, Aid the campaign manage to increase sales during 2''" and if not #hy doyou think this campaign had not created its competiti/e edge:
Intervie(ee,$irst of all, an ad e0uals an obecti/eG an obecti/e creates the concept,through the concept #e deli/er a message If the obecti/e from the beginning #as notpromoting parallel #ith the ad the campaign #ill e/entually fail !here #ere t#o maorindicators< sales that actually decreased and the 0uestionnaire that #as done to get thepeople>s feedback #ere not good as the maority of people did not understand $anoosBamadan series and others did not like it
@'estion 3,
Intervie(er,;hat #as the obecti/e of this campaign:
Intervie(ee,!he obecti/e from the campaign is to merge Pepsi in Bamadan>s gatheringEPepsi is part of BamadanD to achie/e this obecti/e #e created a concept and creati/e toenhance Pepsi in Bamadan
@'estion 6,
Intervie(er,+o you basically #anted to increase Pepsi>s gro#th rate in the marketduring Bamadan by introducing such a campaign to increase you sales
Intervie(ee,Pepsi>s sales decreases dramatically during Bamadan due to the decrease inconsumption accordingly Pepsi loses 1H5 of its market share this period
@'estion !,
Intervie(er,o# Pepsi acted to deli/er the obecti/e:
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Intervie(ee,s 4up is al#ays #ith you in the meal time, Pepsi is al#ays #ith you inBamadan +o #e created a campaign #ith different series E $anoos BamadanD first #asPepsi on EIftarD +econd, #as #hile you are #atching !J !hird #hile you are ha/ingyour E+o4oorD In addition, it should take part on the table same as the other drinks as
E?arkadaD, E!amrihandiD, and Emaar Kl AinD
@'estion 9,
Intervie(er
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Intervie(er,;ho is responsible for the creati/e:
Intervie(ee, d/ertising agency FFA@
@'estion 11,
Intervie(er,o# long ha/e you been #ith FFA@
Intervie(ee, 2' years
@'estion 1,
Intervie(er,a/e you been facing problems #ith FFA@ concerning other creati/e:
Intervie(ee,es, lately !here #ere unclearness and Pepsi>s creati/e in the last fi/eyears #ere becoming less interesting
@'estion 13,
Intervie(er,re you #illing to change your agency:
Intervie(ee,o, because this is an international ad/ertising and branding agency forPepsi #orld #ide
@'estion 16,
Intervie(er,re you #illing to increase the contractual payment for FFA@ so they canget you better offer:
Intervie(ee,It is not about the moneyG FFA@ takes 1"= agency commission on anyproduction for Pepsi
@'estion 1!,
Intervie(er,re you facing any other problems #ith the agency rather than thecreati/e:
Intervie(ee,@, they ha/e great client ser/icing, media planning, researches, and groupstudies
@'estion 19,
Intervie(er,Is it possible for you to go to the agency and monitor the problem #ith thecreati/e department and hire senior creator or handling the creati/e through a free lancer
9
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creator director:
Intervie(ee,!hat #ould be a great idea but under one condition that I find the rightpeople #ho can #ork loyally #ith Pepsi accordingly I must do a great research
@'estion 1F,
Intervie(er,@ur ob is to e/aluate your alternati/e, suggest your alternati/e and finallyalong #ith you and the company take the best alternati/e course of action: $irst thing #e#ould like to take your acceptance of /isiting the agency and checking the 0uality of#ork:
Intervie(ee,es, definitely I #ould recommend such a step
1+ Pro$%em /efinition,
1'
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Pepsi is facing a decline in sales during Bamadan and this decline take place afterBamadan for couple of months
Management /ecision Pro$%em,
Sho'%d (e change Pepsi -ano's Ramadan campaign from the coming onRamadanN
Marketing Research Pro$%em,
Eva%'ate Pepsi#s Ramadan advertising campaign effectiveness+
+ /eve%opment of an approach to the pro$%em,
Research ;$
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hypotheses #ill be done by our team members as #ell as gathered mostly throughinter/ie#s !argeted sector of the social plate #ill be the normal middle le/el incomefamilies of the Kgyptian society, specifically young aged youth ranging from fifteen yearspassing by thirties !his is because out of the #hole segment it(s these #ho had thehighest fre0uency of consumption of our product
&pothesis aria$%es /ata T&pe
!J commercials grabbed /eryhigh attention
Consumer attention, !Jcommercials
Primary
!he higher the intensi/edistribution, the higher targetedmarket is reached
/ailability of Pepsi, reach ability ofthe target market
Primary
!he more consumer preferenceto the ad, the more the purchase
Consumer Preference, Consumerconsumption
Primary
!he clearer the content of thecreati/e, the greater thecomprehension of the ad
Content, acceptance Primary, secondary
3+ Research /esign,
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It is a conclusi/e researchG it #ill help us to test the hypotheses and e)aminerelationships
descripti/e research as #e are trying to e/aluate the effecti/eness of thepromotion acti/itiesG ads, billboards, radios and !J commercials during Bamadanand its effect on sales
@ur research #ill also in/estigate the problem #ith Pepsi>s ad/ertising agency indesigning the creati/e of the ad
single cross sectional design as #e do only ha/e one sample of respondents andinformation obtained from this sample once
Single Cross-SectionalDesign
Multiple Cross-SectionalDesign
Research Design
Conclusive
ResearchDesign
Exploratory
ResearchDesign
DescriptiveResearch
CausalResearch
Cross-SectionalDesign
LongitudinalDesign
13
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6+ -ie%d Dork and /ata Ana%&sis,
Target Respondents, Ad'%ts and teens+
-rom the age 19 and a$ove the age 30+
Samp%e si=e, ;'r Convenient samp%e is %arge and representative+
Inc%'ding 100 respondents (ithin the A* 2* and C c%ass+ -rom
MSA st'dents* other st'dents from different 'niversities* teenagers from
the age 13 to 18 se%ected from different schoo%s+ Dorkers from high
ranking positions and others+ Concerning the C c%ass (ere from p'$%ic
'niversities+
!+ /ata Preparation and Ana%&sis,
-re>'enc& Ta$%es,
@'estion 1,
Age,
Age -re>'enc& Percentage16-2' "& "&=21-2" 26 26=
26-3' 9 9=
bo/e 3' 4 4=
!otal 1'' 1''=
ender,
ender -re>'enc& Percentage*ale 36 3"=
$emale 65 6"=
!otal 1'' 1''=
15
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@'estion ,
Preferred Soft /rink,
2rand -re>'enc& PercentagePepsi 46 46=
Coca-Cola 25 25=
!otal 1'' 1''=
Reason,
Reason -re>'enc& Percentage
Package 3 3=/ailability 2 2=
Luality && &&=
d/ertisement 4 4=
!otal 1'' 1''=
@'estion 3,
Perception of PepsiLs advertisements,
;pinion -re>'enc& Percentage+trongly Aislike 5 5=
Aislike 3 3=
eutral 2& 2&=
%ike 35 35=
+trongly %ike 31 31=
!otal 1'' 1''
@'estion 6,
ast Ad to reca%% for Pepsi,
Ad -re>'enc& Percentagemr Aiab 6' 6'=
hmed elmy 14 14=
@ther 23 23=
!otal 1'' 1''=
1"
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@'estion !,
Ads effect on &o'r desire of drinking Pepsi,
Ans(er -re>'enc& Percentageo 69 69=es, positi/ely 2& 2&=
es, negati/ely 3 3=
!otal 1'' 1''=
@'estion 9,
/ai%& cons'mption of Pepsi,
Ans(ers -re>'enc& PercentageBarely 39 5'2'61&6=1 to 3 52 5329&969=
5 to 4 15 1553299=
& to 1' 2 2'61&""4=
*ore than 1' ' '=
!otal 94 1''=
@'estion F,
Cons'mption in Ramadan,
Ans(ers -re>'enc& Percentage!he same 3" 36'&2545=
o consumption 1" 1"56391&=
Partly decreases 22 226&'512=
Increases 2" 2"443196=
!otal 94 1''=
@'estion 8,
16
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ast reca%%a$%e Ramadan Commercia%,
Ans(ers -re>'enc& Percentage
mr Aiab 2 2'61&""4=hmed elmy 44 493&1553=
@thers 1& 1&""64'1=
!otal 94 1''=
@'estion :,
-ano's Ramadan campaign opinions,
Ans(ers -re>'enc& Percentage!he idea of celebrities #as /erygood 2& 2&&6"949=
ou didn>t get the message of thead 2& 2&&6"949=
ou think the ad #as too long 19 19"&4629=
ou e)pected a different end for thead 22 226&'512=
!otal 94 1''=
@'estion 10,
Effect of Karim A$d E% A=i= Ramadan ad,
Ans(er -re>'enc& Percentage;as more creati/e 31 31=
Aeli/ered the message 35 35=
ffected the consumption 1& 1&=
o effect 1" 1"=
Aecreased the consumption 2 2=
!otal 1'' 1''=
@'estion 11,
14
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The most remem$er a$%e Ad d'ring Ramadan,
Ans(er -re>'enc& PercentagePepsi 55 55=
Coca-Cola "6 ""=
Preferred ad,
Ans(er -re>'enc& Percentagemr Aiab 5 5=
hemd elmy 21 21=
?arim bdel-8i8 39 39=
@ther 36 36=
!otal 1'' 1''=
@'estion 1,
Creativit&,
Priorit& -re>'enc& Percentage1 "3 "3=
2 25 25=
3 16 16=
5 " "=
" 2 2=!otal 1'' 1''=
2rand,
Priorit& -re>'enc& Percentage1 15 15=
2 1& 1&=
3 24 24=
5 25 25=
" 14 14=!otal 1'' 1''=
Idea of de%ivering the message,
1&
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Priorit& -re>'enc& Percentage1 14 14=
2 39 39=
3 1& 1&=
5 1" 1"=
" 11 11=!otal 1'' 1''=
-re>'enc& of the ad,
Priorit& -re>'enc& Percentage1 1" 1"=
2 9 9=
3 2" 2"=
5 26 26=
" 2" 2"=!otal 1'' 1''=
ogica% reason,
Priorit& -re>'enc& Percentage1 2 2=
2 1' 1'=
3 15 15=
5 29 29=
" 5" 5"=!otal 1'' 1''=
@'estion 13,
Ce%e$rities chosen,
Ans(er -re>'enc& PercentagePepsi 43 43=
Coca-Cola 24 24=
!otal 1'' 1''=
Idea of de%ivering the message,
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Ans(er -re>'enc& PercentagePepsi 35 35=
Coca-Cola 66 66=
!otal 1'' 1''=
Content,
Ans(er -re>'enc& PercentagePepsi "4 "4=
Coca-Cola 53 53=
!otal 1'' 1''=
E?pos're,
Ans(er -re>'enc& PercentagePepsi 6& 6&=
Coca-Cola 32 32=
!otal 1'' 1''=
Satisfaction,
Ans(er -re>'enc& PercentagePepsi 6" 6"=
Coca-Cola 3" 3"=
!otal 1'' 1''=
@'estion 16,
Interesting -actor in PepsiLs ads,
Ans(ers -re>'enc& PercentageChoice of celebrities 66 66=
Content 1& 1&=
Idea of deli/ering themessage 11 11=
@ther " "=!otal 1'' 1''=
-actors to $e changed in PepsiLs ads,
Ans(ers -re>'enc& Percentage
2'
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Choice of celebrities 6 6=
Content 31 31=
Idea of deli/ering themessage "3 "3=
@ther 1' 1'=
!otal 1'' 1''=
raphs,
21
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@'estion 1
Age,
16-20
58%21-25
26%
26-30
9%
Above 30
7%
16-20
21-25
26-30
Above 30
!he maority of our sample lies bet#een the ages 16-2" representing &5=, #hereasthe rest of them are bet#een the age 26 and abo/e 3'
ender,
It is sho#n in the chart that most of our respondents are female representing 65=
and the rest are males, this doe not indicate that female do like soft drinks more thanmales
@'estion ,
Preferred soft drink,
22
Male
36%
Female
64%
Male
Female
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@nly 25= of our sample does prefer Coca Cola than Pepsi and 46 = prefer Pepsi
Reason,
;e found out that the main reason behind their choice of Pepsi #as mainly because of its0ualityG &&= of the respondents chose 0uality
@'estion 3,
Perception of PepsiLs advertisements,
3% 2%
88%
%
!ac"age #vaila$ility uality #dvertise&ent
23
'%
2(%
!epsi Coca-Cola
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6"= of the respondents do like Pepsi>s ads, and only 4= disliked the ads
@'estion 6,
Strongly Disli"e
(% Disli"e3%
)eutral28%
Li"e3(%
Strongly Li"e3*%
25
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ast ad to reca%%,
90 of o'r se%ected target remem$ered Amr /ia$Ls ad than the other
ce%e$rities+
@'estion !,
'+%
*% 23%
#&r Dia$ #h&ed ,el&y ther
2"
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Ads effect on &o'r desire of drinking Pepsi,
;e disco/ered that ads is one of the main reasons that affects people>s consumption ofPepsi and that 69= of our sample do buy Pepsi because they got affected by the ad
@'estion 9,
/ai%& cons'mption of Pepsi,
'.%
28%
3%
/es0!ositively
/es0 )egatively
)o
26
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Most of o'r respondents cons'me from one to three cansO$ott%es of Pepsi on
average+
@'estion F,
Cons'mption in Ramadan,
Most of o'r respondents cons'me the same amo'nt of Pepsi 's'a%%& d'ring
Ramadan* (hereas there is 38 of the samp%e $et(een c'tting and decreasingcons'mption in this period demonstrating that sa%es drop d'ring this period+
@'estion 8,
ast reca%%a$%e Ramadan Commercia%,
40%
44%
14%
2%0%
Rarely
1 to 3
4 to 7
8 to 10
More than 10
24
36%
15%23%
26%
The same
o !ons"m#t$on
artly &e!reases
'n!reases
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The %argest portion of the samp%e of respondents reca%% Ahmed e%m&Ls commercia%
to $e the most recent one avai%a$%e across their minds giving Amr /ia$ a%most a
neg%igi$%e res'%t demonstrating the (e%% preparation and efficienc& of Ahmed
e%m&Ls commercia% in factors s'ch as content* message and chosen ce%e$rit&+
@'estion :,
2%
79%
19%
Amr ($ab
Ahme& )elmy
*thers
2&
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-anoos Ramadan campaign opinions,
Besults are /ery closely related to each other #here only 2&= #ere satisfied by thecommercial and the rest #as di/ided to negati/e feedback bet#een length of thecommercial, the e)pected end #hich refers to the content and finally the message #as notdeli/ered to the audience
@'estion 10,
29
28%
29%
20%
23%The $&ea o+ !elebr$t$es ,as very
-oo&.
/o" &$&nt -et the messa-e o+
the a&.
/o" th$n the a& ,as too lon-.
/o" e#e!te& a &$++erent en& +or
the a&.
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Effect of Karim A$d E% A=i= Ramadan ad,
31%
34%
18%
15% 2%
,as more !reat$ve
&el$vere& the messae
a++e!te& the !ons"m#t$on
no e++e!t
&e!rease& the !ons"m#t$on
$rom the last Bamadan till these days the success of ?arim bd Kl 8i8 ad is takingplace, 31= agreed that it #as more creati/e, 35= agreed that it deli/ered the message,#hereas the consumption #as affected positi/ely by 1&= , negati/ely by 2= and noeffect by 1"=
@'estion 11,
The most remem$er a$%e Ad d'ring Ramadan,
3'
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s stated before that ?arimbd Kl a8i8>s ad #as the most preferable one, this 0uestionensured that people do remember Coca Cola>s ads during Bamadan than Pepsi>s ads ndthat "6= of our target respondents remembered Coca cola>s ad, and 55= rememberedPepsi>s Bamadan adsG hmed elmy lthough the difference is only 12=, but stillPepsi>s creati/e needs to be impro/ed
Preferred ad,
((
1'
!epsi
Coca-Cola
reuency
31
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?arim bd Kl 8i8 ad is ha/ing the highest percentage 39=, #hereas on the other handhmed elmy>s ad is only 21=
@'estion 1,
Creativit&,
+
2+
(+
#&r
#h&ed
4ari&
-ther
reuency
32
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*st
13%
2nd
2(%
3rd*'%
(th
1%
1th
2%
"3= of the respondents sa# that creati/ity is the most important factor 25= percei/ed it as the2nd important factor
2rand,
*st
*(%
2nd
*8%
3rd
2%
(th
2(%
1th
*%
24= percei/e the brand as the 3rd important factor for an ad to count memorable 25=considered brand to be the 5th factor
Idea of de%ivering the message,
33
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*st
*%
2nd
3.%
3rd
*8%
(th
*1%
1th
**%
39= of the ans#ers reflected that the idea of deli/ering the message is the 2nd importantfactor 14= rated it at first, #hile 1&= rated it as 3rd
-re>'enc&,
26= sa# that the fre0uency of the ad is the 5th factor, 2"= ans#ered that it is the 3rd andthe "th
ogica% Reason,
*1
.
21 2' 21
*st 2nd 3rd (th 1th
35
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5"= rated the logical reason to be the least important factor 29= rated it as the 5thfactor
@'estion 13,
Ce%e$rities chosen,
It is ob/ious that Pepsi(s choice of celebrities is more appealing to customers than Coca-Cola(s
2
*+ *(
2.
(1
*st 2nd 3rd (th 1th
3
2
!epsi Coca-Cola
3"
8/13/2019 Mkt Research-pepsi
36/50
Idea of de%ivering the message,
@n the other hand, Coca-Cola(s idea of deli/ering the message is clearer than Pepsi(sCustomers don>t usually understand the idea of Pepsi(s ads
Content,
1
(3
!epsi Coca-Cola
*3-Content reuency
Begarding content, the percentages are rather close to each other, #ith Pepsi reaching aslightly higher "4= and Coca-Cola reaching a 53=
3(
''
!epsi
Coca-Cola
36
8/13/2019 Mkt Research-pepsi
37/50
E?pos're,
'8%
32%
!epsi Coca-Cola
Pepsi(s e)posure seems to be more noticed by the customers, #ith a 6&= compared toCoca-Cola(s 32=
+atisfactions ads #as the choice of celebrities, #hereas theleast interesting factor #as the idea of deli/ering the message, #hich Pepsi trulyignore
3&
!ho$!e o+ !elebr$t$es
66%
!ontent
18%
$&ea o+ &el$ver$n- the
messa-e
11%
other
5%
!ho$!e o+ !elebr$t$es
!ontent
$&ea o+ &el$ver$n- the messa-e
other
8/13/2019 Mkt Research-pepsi
39/50
-actors to $e changed,
@b/iously the factor that really needs a change is the idea of deli/ering the message, and"3= of the respondents agree #ith that
39
0
10
20
30
40
50
60
Percentage
!ho$!e o+
!elebr$t$es
!ontent $&ea o+ &el$ver$n-
the messa-e
other
8/13/2019 Mkt Research-pepsi
40/50
9+ Report preparation and Presentation,
Conc%'sions Bamadan
campaign, tested by the mentioned hypothesis @ur hypothesis are meant to e/aluate theattention !J commercial grabbed, reach ability, through intensi/e distribution, consumerpreferences effect on purchase, the design of the message deli/ered and effect it>s contenton consumer>s acceptance, and the importance of product inno/ation on sales $or the/alidation of the /ariable tested in the hypothesis, our 0uestionnaire intended to test ourmarket>s opinion in each
!J commercials grabbed /ery high attention In relation to our research< !Jcommercials #ere of /ery high interest and people #ere in fa/or of it rather than anyother method !hey liked to see ideas, creati/ity and celebrities Consumers belie/ed that!J commercials could con/ey messages and se/eral ideas that could not be transferred
through any other means !hus, this hypothesis tends to be /alid and #ell testedaccording to the results gained
!he more consumer preference to the ad, the more the purchase, this hypothesisspecially is a /ery uni0ue one and one #ith /ery specific measures ere, in our samplethis hypothesis #as pro/ed to be right and this #as because of the follo#ing, thecustomers consumption of the product #as affected by these ads, although the maority#ere neutral but about 3' = of the sample #ere positi/ely affected #hich is anappropriate accountable proportion !he customer preferences #ere the main cause ofeither< the like or dislike of the ad ;here through further 0uestioning #e got to kno#that factors such as< the message, the idea, creati/ity of the ad, and some leant to#ards
celebrities +uch factors #ere preferences that affected customers> decision in purchasingour product
!he clearer the content of the creati/ity, the greater the comprehension of the ad,through testing this hypothesis #e reached a /ery specific conclusion It stated thatcreati/ity #as the core of the ad !his according to respondents chosen #as pro/ed bybeing gi/en the highest priority #hen it comes to the most important elements in the ad,#here they claimed that through creati/ity the idea of the ad can be changed, edited orapplied perfectly, #here through this the perfect match of content can be gained andmatched to the best suitable celebrity combination if any and as #ell designed in the mostappropriate /ersion to be self comprehensi/e and e)press all #hat needs to be deli/ered
to the audience
!he less product inno/ation, the higher the drop in sales is considered, and this #aspro/ed as follo#ss ads campaign beforethe fiscal year 2''" and 2''6 and after that period, to accurately see the change thathappened #hen the creati/e #as changed dding, #e should also collect a randomsample to get accurate ans#ers from all categories
52
8/13/2019 Mkt Research-pepsi
43/50
III Appendi?@'estionnaire
/ear Respondents*
!he follo#ing 0uestionnaire is aimed to e/aluate the efficiency and effecti/eness ofPepsi /ersus Coca-Cola>s ad/ertising campaigns in Bamadan ;e #ould reallyappreciate it if you took some time off to ans#er this 0uestionnaire Please be as accurateand as honest as possible to help us get the accurate results #e are looking for!hank you
1 ges ad/ertising campaign lastBamadan: Check more than one7
a ;as more creati/eb Aeli/ered the messagec ffected the consumptiond o effecte Aecreased the consumption
11 ;hich of Bamadan>s commercials do you still remember the most:
a Pepsi>sb coca cola>s
Please name the preferred commercial