ESEARCH

ETHODOLOGY

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.
Consumers perception & expectation.
Strength of the competitors.
Customers 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



0
5
10
15
20
PEPSI 7UP SLICE MOUNTAIN
DEW
MIRINDA NIMBOOZ
CONSUMER PREFERENCE FOR PEPSI PRODUCTS
0
5
10
15
20
25
30
35
THUMPS UP SPRITE FANTA MAZZA MINUTE MAID LIMCA
CONSUMER PREFERENCE OF COKE PRODUCTS
92%
6%
2%
STRENGTH OF COCA-COLA PRODUCTS
TASTE AWARENESS UNAVAILIBILITY
0
10
20
30
40
50
60
70
80
90
100
BRAND AWARENESS OF CONSUMERS
28%
72%
MIND SET OF CONSUMERS ABOUT PROMOTION
YES 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
0
10
20
30
40
50
60
WOULD BUY DURING DISCOUNTS
WOULD NOT BUY DURING DISCOUNTS
SUCCESS OF DISCOUNT SCHEMES
0
10
20
30
40
50
60
70
80
90
100
EXCELLENT VERY GOOD GOOD FAIR POOR
SUCCESS OF SLICE LOUNGE CAMPAIGN
ROI FOR THE CURRENT YR
ROI FOR THE PREVIOUS YR
25
40
COMPARASION OF ROI


VERY DISSATISFIED
SOMEWHAT
DISSATISFIED NEITHER SATISFIED
NOR DISSATISFIED
SOMEWHAT
SATISFIED
VERY SATISFIED
0
15
70
12
3
SATISFACTION WITH PEPSI' IMPROVEMENT
YES NO
98
2
PRODUCT AVAILABILITY

















SERVICE
SUPPLY
DISTRIBUTOR
RELATION
DEMAND
VISI PROBLEM
53
30
2
5
10
REASON TO DISCARD PEPSI PRODUCTS
YES
NO
MAY BE
69
26
5
BUSINESS INTENTION

Findings

FOR PROMOTION:

Consumer preference.
Low awareness of nimbooz, lehar soda, tropicana juice and aqaufina
as brand of PepsiCo.
Consumers feel promotion cant 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 4Ps)
Marketing Management ;PHILIP KOTLER

THANK YOU