Name- OLIVIA DUTTARoll No:- 08Batch :- PGDM 2010-20121
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
To know the impact of promotional activities on consumers and to study customer satisfaction level with respect to Pepsi
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.
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 displayIncentives to retailersSales promotion through sponsoring special eventsSales promotion through various schemes Advertising
9DATA ANALYSIS FOR IMPACT OF PROMOTION ON CONSUMERS
10111213141516171819ANALYSIS OF ROI20
DATA ANALYSIS FOR THE STUDY OF CUSTOMER SATISFACTION212223
FROM DEALERS/RETAILERS SURVEY
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.27FOR CUSTOMER SATISFACTION:
Taste.Customer repurchase intentionProduct innovativeness.Product availability. Service to dealers. SupplyLost customer analysis
SWOT ANALYSISSTRENGTHPepsiCo's presenceBroad product lineStrategic improvementsAttractive schemesAdvertisement/ promotionAble marketing intelligence
WEAKNESSDisclosureof schemesProduct replacementServiceInterior parts of the city over lookedVisicoolerOPPORTUNITYAdaptingto market trends(introduce health drinks).New product in dust formTetra packs for all brands to target kids segment.Cartoon character packaging for kidssugar free range of productsFocus upon interior areasHuge market potential
THREATIntenseCompetitionDecline in C.S.D. SalesHealth issues & pesticide controversyEnvironmental affairsThreat from indigenous drinks29
RECOMMENDATIONAnother brand of cola flavourNimbooz, tropicana juice, lehar soda, aquafina(water) needs more promotionAvoidance of invalid codes in promotion(LOSS OF BRAND IMAGE) Service to dealersPromotion through brand ambassadorsFocus on lost customersMore emphasis on retailers
REFERENCESwww.pepsizone.comwww.pepsiindia.comwww.pepsico.comwww.Wikipedia.comMagazines(marketing management 4Ps)Marketing Management ;PHILIP KOTLER