abhishreshthaa
Abhijeet S
Marketing Research of Pepsi : PepsiCo, Incorporated (NYSE: PEP) is a Fortune 500, American global corporation headquartered in Purchase, Harrison, New York, with interests in the manufacturing, marketing and distribution of grain-based snack foods, beverages, and other products. PepsiCo was formed in 1965 with the merger of the Pepsi-Cola Company and Frito-Lay, Inc. PepsiCo has since expanded from its namesake product Pepsi to a broader range of food and beverage brands, the largest of which include an acquisition of Tropicana in 1998 and a merger with Quaker Oats in 2001 - which added the Gatorade brand to its portfolio as well.[5]
As of 2009, 19 of PepsiCo's product lines generated retail sales of more than $1 billion each,[6] and the company’s products were distributed across more than 200 countries, resulting in annual net revenues of $43.3 billion. Based on net revenue, PepsiCo is the second largest food & beverage business in the world.[7] Within North America, PepsiCo is ranked (by net revenue) as the largest food and beverage business.[7]
Indra Krishnamurthy Nooyi has been the chief executive of PepsiCo since 2006, and the company employed approximately 285,000 people worldwide as of 2010.[4] The company’s beverage distribution and bottling is conducted by PepsiCo as well as by licensed bottlers in certain regions.[8] PepsiCo is a SIC 2080 (beverage) company.
4/11/2010 Indian Business Academy 17 Di li il 84 84. 84. 84. 16 16. 16. 100.0 100 100.0 100.0 No Ys Totl lid Frequenc Percent lid Percent umulti e Percent Did ou like Pe si lue Yes No
Findings ‡THUMS UP is the most preferred soft drink
‡People prefer taste over color
‡Most people dont find any occasion to buy
cold drink ‡People are aware about Pepsi Blue and majority are from TV ‡Most people havent tried Pepsi Blue because of the unavailability 4/11/2010 Indian Business Academy 18
Findings Cont ‡In our findings people dont like Pepsi Blue ‡For many people color of the drink matters and color of Pepsi Blue was somewhat similar to kerosene ‡The packaging of the soft drink also matters to people
I can understand why Pepsi is so concerned. If anyone remembers that little fiasco when they introduced Crystal Pepsi, you will understand that not all new products do well. Coke had the same issues with New Coke years ago. I don’t know how Mint Pepsi will go over. I think Pepsi should have sent some samples, but I suppose if you like mint, and I do, it might be worth a try. Perhaps the mint will drown out the flavor of the Pepsi.
There are other flavors under consideration, and since they asked me to help with their market research, I will mention them so that the humans can think about them, and possibly let Pepsi know if they sound delicious so that they can consider marketing them to the masses. I will also tell you my opinion after each one for those of you of the human persuasion who will admit that dogs have better taste.
I personally do not think that Chicken Gizzard flavor will sell well. I have the same opinion of Liver Pepsi, Cottage Cheese Pepsi, Head Cheese Pepsi, McPepsi (this one is in collaboration with McDonalds and has thousand island dressing added), and Pepper Pepsi. Just because you can add the taste of a food item does not mean that it is a good plan.
There are more that are being considered: Booger Pepsi, Wood Chip Pepsi, Dirt Pepsi, Brain Pepsi, Sewer Pepsi, Blood Pepsi (that one is marketed for Twilight fans), Dog Fur Pepsi (sounds good to me), Mold Pepsi, Leprechaun Pepsi (don’t ask me how they managed to catch the little guys), Methadone Pepsi (they are hoping to get a lot of return purchases on that one), and my least favorite of the group, Colonoscopy Pepsi.
There is also a plan to re-issue Crystal Pepsi but changing the name to Ink Pepsi since the Ink will give it color, and they think maybe they can get people to try it again if they don’t realize it is Crystal Pepsi.
These will be issued first in regular and then in diet if they do well. This is just another item for dieters to look forward to tasting, and chances are, it will taste just as good as most other diet foods on the market.
I know these are exciting flavors, and many of my readers will look forward to trying them, but this dog plans to stick with Coca-Cola. There is a reason it is number 1 in the soft drink world.
But with the entire soft drinks industry now coming under industry leader ACNielsen, the measurement of market shares would not only become uniform, but also aid both companies in strategic decision-making, sources said.
Confirming the development to ET, ACNielsen MD Partha Rakshit said: "Yes, we are now tracking the market share data for both soft drinks companies." PepsiCo India ED (marketing) Punita Lal said: "The Nielsen retail audit on soft drinks is a syndicated service and we are one of the subscribers. We have started using the service from this year onwards."
Speculation that PepsiCo India would ultimately turn to Nielsen had been doing the rounds for years. With both cola companies broad-basing their portfolios to include a slew of functional and wellness beverages, coming together under one market research platform becomes a lot more relevant.
A Coca-Cola India spokesperson said: "Coca-Cola India has been tracking market share using Nielsen for the past 12 years. The common currency now being adopted by other beverage companies is an endorsement of our clear market leadership as measured by Nielsen."
Given that the two largest beverage companies cover more than half the packaged beverage market, using a common panel will make the share measurement even more robust."
Whether in the case of three cola brands — Thums Up, Coca-Cola and Pepsi, or in the clear-lime category where Sprite and 7-up compete head on, Coca-Cola and PepsiCo have always disputed each other's claims.
Pepsi Blue
Type: Flavored Cola
Manufacturer: PepsiCo, Inc.
Country of origin: United States
Introduced in India: Two months before 2003 Cricket World Cup
Problem Identification
Pepsi blue was launched in India just before the Cricket world cup 2003 and although heavily promoted by PepsiCo, it was widely seen as a commercial flop as sales remained low.
Research objective
Which soft drink people consumes normally
What people like in that soft drink they prefer to buy
In a month, how many occasion people buy soft drink
Are people aware of Pepsi Blue
Have they tried Pepsi Blue
Are they like Pepsi blue
How do people compare Pepsi Blue with normal Pepsi
Does the color of the soft drink matter
Does color of the packaging matter
Type of research
Descriptive research
- As it was more based on how, when, where and what
Where was data collected
Primary - online survey
Cover large no. of people
Faster medium
More respondents
Sample Size
We surveyed around 100 people among whom most were youngster falling in the age group of 20-25.
Questionnaire
Which soft drink you consume normally?
Which brand of soft drink you prefer to buy?
What you like in that soft drink you prefer to buy?
In a month, how many occasion u buy a soft drink?
which are the soft drink brands u have tried
On what occasion u buy soft drinks
Questionnaire Cont…
Are you aware of blue Pepsi
How did you became aware it
Have you tried this
Did you like it?
If yes, what did you like
In case you have not tried this what are the reason
Questionnaire Cont…
How do you compare blue Pepsi with normal Pepsi.
What packing you like to buy in a soft drink
Does the color of the soft drink matter to you
Does color of the packaging matter to you
Findings
THUMS UP is the most preferred soft drink
People prefer taste over color
Most people don’t find any occasion to buy cold drink
People are aware about Pepsi Blue and majority are from TV
Most people haven’t tried Pepsi Blue because of the unavailability
Findings Cont…
In our findings people don’t like Pepsi Blue
For many people color of the drink matters and color of Pepsi Blue was somewhat similar to kerosene
The packaging of the soft drink also matters to people.
As of 2009, 19 of PepsiCo's product lines generated retail sales of more than $1 billion each,[6] and the company’s products were distributed across more than 200 countries, resulting in annual net revenues of $43.3 billion. Based on net revenue, PepsiCo is the second largest food & beverage business in the world.[7] Within North America, PepsiCo is ranked (by net revenue) as the largest food and beverage business.[7]
Indra Krishnamurthy Nooyi has been the chief executive of PepsiCo since 2006, and the company employed approximately 285,000 people worldwide as of 2010.[4] The company’s beverage distribution and bottling is conducted by PepsiCo as well as by licensed bottlers in certain regions.[8] PepsiCo is a SIC 2080 (beverage) company.
4/11/2010 Indian Business Academy 17 Di li il 84 84. 84. 84. 16 16. 16. 100.0 100 100.0 100.0 No Ys Totl lid Frequenc Percent lid Percent umulti e Percent Did ou like Pe si lue Yes No
Findings ‡THUMS UP is the most preferred soft drink
‡People prefer taste over color
‡Most people dont find any occasion to buy
cold drink ‡People are aware about Pepsi Blue and majority are from TV ‡Most people havent tried Pepsi Blue because of the unavailability 4/11/2010 Indian Business Academy 18
Findings Cont ‡In our findings people dont like Pepsi Blue ‡For many people color of the drink matters and color of Pepsi Blue was somewhat similar to kerosene ‡The packaging of the soft drink also matters to people
I can understand why Pepsi is so concerned. If anyone remembers that little fiasco when they introduced Crystal Pepsi, you will understand that not all new products do well. Coke had the same issues with New Coke years ago. I don’t know how Mint Pepsi will go over. I think Pepsi should have sent some samples, but I suppose if you like mint, and I do, it might be worth a try. Perhaps the mint will drown out the flavor of the Pepsi.
There are other flavors under consideration, and since they asked me to help with their market research, I will mention them so that the humans can think about them, and possibly let Pepsi know if they sound delicious so that they can consider marketing them to the masses. I will also tell you my opinion after each one for those of you of the human persuasion who will admit that dogs have better taste.
I personally do not think that Chicken Gizzard flavor will sell well. I have the same opinion of Liver Pepsi, Cottage Cheese Pepsi, Head Cheese Pepsi, McPepsi (this one is in collaboration with McDonalds and has thousand island dressing added), and Pepper Pepsi. Just because you can add the taste of a food item does not mean that it is a good plan.
There are more that are being considered: Booger Pepsi, Wood Chip Pepsi, Dirt Pepsi, Brain Pepsi, Sewer Pepsi, Blood Pepsi (that one is marketed for Twilight fans), Dog Fur Pepsi (sounds good to me), Mold Pepsi, Leprechaun Pepsi (don’t ask me how they managed to catch the little guys), Methadone Pepsi (they are hoping to get a lot of return purchases on that one), and my least favorite of the group, Colonoscopy Pepsi.
There is also a plan to re-issue Crystal Pepsi but changing the name to Ink Pepsi since the Ink will give it color, and they think maybe they can get people to try it again if they don’t realize it is Crystal Pepsi.
These will be issued first in regular and then in diet if they do well. This is just another item for dieters to look forward to tasting, and chances are, it will taste just as good as most other diet foods on the market.
I know these are exciting flavors, and many of my readers will look forward to trying them, but this dog plans to stick with Coca-Cola. There is a reason it is number 1 in the soft drink world.
But with the entire soft drinks industry now coming under industry leader ACNielsen, the measurement of market shares would not only become uniform, but also aid both companies in strategic decision-making, sources said.
Confirming the development to ET, ACNielsen MD Partha Rakshit said: "Yes, we are now tracking the market share data for both soft drinks companies." PepsiCo India ED (marketing) Punita Lal said: "The Nielsen retail audit on soft drinks is a syndicated service and we are one of the subscribers. We have started using the service from this year onwards."
Speculation that PepsiCo India would ultimately turn to Nielsen had been doing the rounds for years. With both cola companies broad-basing their portfolios to include a slew of functional and wellness beverages, coming together under one market research platform becomes a lot more relevant.
A Coca-Cola India spokesperson said: "Coca-Cola India has been tracking market share using Nielsen for the past 12 years. The common currency now being adopted by other beverage companies is an endorsement of our clear market leadership as measured by Nielsen."
Given that the two largest beverage companies cover more than half the packaged beverage market, using a common panel will make the share measurement even more robust."
Whether in the case of three cola brands — Thums Up, Coca-Cola and Pepsi, or in the clear-lime category where Sprite and 7-up compete head on, Coca-Cola and PepsiCo have always disputed each other's claims.
Pepsi Blue
Type: Flavored Cola
Manufacturer: PepsiCo, Inc.
Country of origin: United States
Introduced in India: Two months before 2003 Cricket World Cup
Problem Identification
Pepsi blue was launched in India just before the Cricket world cup 2003 and although heavily promoted by PepsiCo, it was widely seen as a commercial flop as sales remained low.
Research objective
Which soft drink people consumes normally
What people like in that soft drink they prefer to buy
In a month, how many occasion people buy soft drink
Are people aware of Pepsi Blue
Have they tried Pepsi Blue
Are they like Pepsi blue
How do people compare Pepsi Blue with normal Pepsi
Does the color of the soft drink matter
Does color of the packaging matter
Type of research
Descriptive research
- As it was more based on how, when, where and what
Where was data collected
Primary - online survey
Cover large no. of people
Faster medium
More respondents
Sample Size
We surveyed around 100 people among whom most were youngster falling in the age group of 20-25.
Questionnaire
Which soft drink you consume normally?
Which brand of soft drink you prefer to buy?
What you like in that soft drink you prefer to buy?
In a month, how many occasion u buy a soft drink?
which are the soft drink brands u have tried
On what occasion u buy soft drinks
Questionnaire Cont…
Are you aware of blue Pepsi
How did you became aware it
Have you tried this
Did you like it?
If yes, what did you like
In case you have not tried this what are the reason
Questionnaire Cont…
How do you compare blue Pepsi with normal Pepsi.
What packing you like to buy in a soft drink
Does the color of the soft drink matter to you
Does color of the packaging matter to you
Findings
THUMS UP is the most preferred soft drink
People prefer taste over color
Most people don’t find any occasion to buy cold drink
People are aware about Pepsi Blue and majority are from TV
Most people haven’t tried Pepsi Blue because of the unavailability
Findings Cont…
In our findings people don’t like Pepsi Blue
For many people color of the drink matters and color of Pepsi Blue was somewhat similar to kerosene
The packaging of the soft drink also matters to people.
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