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RESEARCHMETHODOLOGY 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 STUDY1. PRIMARY OBJECTIVE To know the impact of promotional activities on consumers and to study customer satisfaction level with respect to Pepsi2. 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 STUDYConducting survey in (may-june) peak time ofsummer often becomes difficult.Many respondents refused to answer due tolack 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
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 WEAKNESS•PepsiCos presence • Disclosure of schemes• Broad product line •Product replacement• Strategic improvements • Service• Attractive schemes • Interior parts of the city over looked• Advertisement/ promotion • Visi cooler• Able marketing intelligence OPPORTUNITY THREAT• Adapting to market trends(introduce health • Intense Competitiondrinks). • Decline in C.S.D. Sales• New product in dust form • Health issues & pesticide controversy•Tetra packs for all brands to target kids segment. • Environmental affairs• Cartoon character packaging for kids • Threat from indigenous drinks• sugar free range of products• Focus upon interior areas• Huge market potential
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