SUMMER INTERNSHIP PPT

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Text of SUMMER INTERNSHIP PPT

INTRODUCTION

Name- OLIVIA DUTTARoll No:- 08Batch :- PGDM 2010-20121

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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.

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OBJECTIVE OF THE STUDY

PRIMARY OBJECTIVE

To know the impact of promotional activities on consumers and to study customer satisfaction level with respect to Pepsi

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.

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TARGET POPULATION

SAMPLING METHOD

DATA COLLECTION METHOD

SOURCES OF DATA COLLECTED

EVERY DEALER SURVEY (EDS)

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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.

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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

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9DATA ANALYSIS FOR IMPACT OF PROMOTION ON CONSUMERS

10111213141516171819ANALYSIS OF ROI20

DATA ANALYSIS FOR THE STUDY OF CUSTOMER SATISFACTION212223

FROM DEALERS/RETAILERS SURVEY

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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.27FOR CUSTOMER SATISFACTION:

Taste.Customer repurchase intentionProduct innovativeness.Product availability. Service to dealers. SupplyLost customer analysis

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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

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REFERENCESwww.pepsizone.comwww.pepsiindia.comwww.pepsico.comwww.Wikipedia.comMagazines(marketing management 4Ps)Marketing Management ;PHILIP KOTLER

32THANK YOU

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