Non – Cola soft drinkGroup 9

Ayushi TiwariNirmal Singh

Saurav SarkarSuman Dev

Vivek Prashant

Agenda• Sampling Design• Overview• Penetration of non-cola category• Frequency of Purchase• Awareness• Brand Loyalty• MOUB• Average Rating• Hypothesis• Diagnosis• Recommendations

Sampling Design• Sampling Plan• Data source : Primary and Secondary• Sample Size : 100• Data collection method : Online questionnaire via Qualtrics• Sampling : Judgmental Sampling

• Recruitment • Target Group : 18-30• Non – cola consumer

• Size: 100• Penetration of this category is high at over 80% in this age group,

therefore 100 is effective sample size

Overview• Growing at a CAGR of 12.5% • Sprite being the market leader• Growing consumption is rising 5% a year well ahead of all beverage

categories• Soft drinks have become world’s leading beverage sector• Market consumption volume increase at 13.1%

Penetration of non-cola category

Tea Coffee cola NON cola fruit juice (packaged)

fruit juice home made

nimbu pani glucose0

10

20

30

40

50

60

70

80

90

100

68.7573.96

60.42

79.17

46.88 43.75

58.33

35.42

Penetration

Penetration Penetration % Total

Frequency of purchaseFrequency

32%

20%29%

18%1%

Frequency

once a week more than once a week once a fortnightonce a month once in 3-4 months

Color of drink

45%

26%

17%

12%

Color of drink

Transparent orange lemon white yellowish green

Color of drink preference

Awareness

TOM Awareness

fanta sprite 7up limca mountain dew

mirinda others0

5

10

15

20

25

30

35

40

45

50

TOM Awareness

Aided Awareness

Fanta Sprite 7UP Limca M Dew Mirinda others0

20

40

60

80

100

120

TOTAL awareness

MOUB

5%

45%

8%5%

24%

12% 1%

MOUB

FANTA SPRITE 7UP LIMCAM DEW MIRINDA OTHERS

• Sprite has the highest MOUB at 45%• 7UP has the lowest MOUB

MOUB Packaging

CANS 250 ML

GLASS BOTLES

PET PACK 500ML

GLASS BOTLES

PET PACK 500ML

GLASS BOTLES

PET PACK 500ML

GLASS BOTLES

PET PACK 500ML

GLASS BOTLES

PET PACK 500ML

FANT

A SP

RITE

7U

P LI

MCA

M D

EWM

IRIN

DA

0 2 4 6 8 10 12 14 16

Chart Title

Brand Loyalty

Category loyalty

Loyalty

BUY ANOTHER BRAND SAME BRAND ANOTHER SHOP

Product loyalty

SPRITE LIMCA M DEW MIRINDA0

102030405060708090

100

50 5055.5555555555

556

33.3333333333333

Brand Loyalty

23%

33%

29%

15%

Loyalty

Sprite Limca MT Dew Mirinda

Time of drink of MOUB

Trips/ Outings/ Picnics With drinks (hard) Hangout with friends Guest visits Snacks Celebration (festivals, gatherings)

Self consumption0

10

20

30

40

50

60

Occasion

FANTA SPRITE 7UP LIMCA M DEW MIRINDA Grand Total

Average Rating

Taste Fizz Int Ad. Refreshing Craziness Adventurous Memories0

0.5

1

1.5

2

2.5

3

3.5

Average Rating

Mirinda MT Dew Limca Sprite

FindingsSprite• Overall Sprite is the best performing brand • On aspects such as Interesting Advertisements, Craziness, Adventurous it is lacking

by 0.21, 0.05 and 0.67 from Mountain Dew• Rates the highest in consumption with AlcoholMirinda• 26% of the population prefers orange color for their TOM awareness and TOTAL

awareness being almost at par with Dew which is the second largest player• Mirinda scores low on adventure and craziness in this T.G • Pet packs (1 litre+) are preferred more than the packs for immediate consumption as

it could be associated more as a family • Mirinda ranks third in the MOUB category with 12% after Sprite and Mountain

Dew

Findings• Limca• Has highest aided awareness but lowest TOM awareness• Not associated with group drinking• Has high loyalty and the lowest penetration in this T.G• Scores lowest in average ratings on attributes• Scores lowest in overall performance• Lowest performing brand in non-cola category where Nimbu Pani stands at 59%

• Mountain Dew• Has brand loyal customers in this category• Stands 2nd at TOM awareness but low on total awareness• Associated with Friends and self consumption

• 5ooml pet pack is preferred the most• Packaging could be the reason of its sale

Hypothesis: Sprite is the best performing brandFindings

• TOM Awareness of 45%• MOUB at 45%• Leading the average rating at 2.80• Brand Loyalty at 50% which is

better than category loyalty at 34.66%• Hypothesis is incorrect

Overall Rating Devised Formula = (0.5*(Taste + Fizz))+(0.5*(Refreshing + Craziness + Interesting Ads + Adventurous + Memories))

Limca Sprite Mirinda Mt. Dew0

1

2

3

4

5

6

7

8

5.48

6.98

5.48

6.81

Overall Rating

Hypothesis: Limca’s sale is negatively hampered due to its taste Correlation data

Attributes Performance

TASTE LIMCA 0.876380903

FIZZ LIMCA 0.773314975

INT AD LIMCA 0.73797705

REFRESHING LIMCA 0.80775792

CRAZINESS LIMCA 0.731081374

ADVEN LIMCA 0.73322524

MEMO LIMCA 0.752476471

Performance 1

TASTE LIMCA

FIZZ LIMCA

INT AD LIMCA

REFRESHING LIMCA

CRAZINESS LIMCA

ADVEN LIMCA

MEMO LIMCA

0 0.5 1 1.5 2 2.5 3 3.5

Average Rating

45%

26%

17%

12%

Color of drink

Transparent orange lemon white yellowish green

Research• The average rating for taste of Limca stands lowest at 2.78 whereas

other products stand at 3.55, 3.80, 3.07• The overall performance of Limca is highly correlated with tatste at

0.87• Color of the drink could be the reason for the sales figures as Lemon

White being is liked by only 17% of the category penetration• Limca is not observed as a group soft drink• Overall performance is correlated with image related aspect at 0.75• Thus hypothesis of incorrect

Hypothesis: Mountain Dew is a male-centric brand• Percentage of males who have Mountain Dew as their TOM is 83.34%• Percentage of males who have Mountain Dew as their MOUB is 85.8%• Leading the categories of rating such as Interesting Advertisements,

Craziness, Adventurous at 3.11, 2.79 and 3.19 respectively• Thus hypothesis is correct

Diagnosis for Mt Dew• Percentage of females who have

Mountain Dew as their TOM is 16.66%• Percentage of females who have

Mountain Dew as their MOUB is 14.2%• Only 2 out of 76 respondents have

Mountain Dew with Alcohol• A possible deterrent of Mountain

Dew among females could be color

45%

26%

17%

12%

Colour of drink

Transparent orange lemon white yellowish green

Diagnosis for Sprite• Leads the overall rating, BUT• Leads by 0.17 from Mountain Dew• On aspects such as Interesting Advertisements, Craziness,

Adventurous it is lacking by 0.21, 0.05 and 0.67 from Mountain Dew

• Out of 16 respondents for soft drinks consumption with alcohol 50% is contributed by Sprite

Diagnosis for limca• Celebration with friends and Hangouts is

mostly associated with consumption of non cola soft drink at 21.1% and 17.3% respectively • Self consumption is also rated at 17.3% but

it has a high standard deviation of 5.2 which is mostly contributed by Sprite and Mountain Dew• High aided awareness of 98% but low TOM

of 8%• Low liking for color at 17%• Nimbu Pani in category penetration at 58%• People might have nimbu pani instead fo

Limca at a lesser price

Occasion

Trips/ Outings/ Picnics With drinks (hard) Hangout with friendsGuest visits Snacks Celebration (festivals, gatherings)Self consumption

Recommendations• Mountain dew

• Should concentrate on building up its female drinkers• Can show advertisements focusing on females to increase its base• Color is a deterrent which is evident from 12%(lowest) takers

• Adjustments in the color if possible should be made

• Limca• Change in the packaging• Interesting ads showing group consumption (friends, gatherings) of Limca

• Sprite• Improve positioning and targeting

• Due to strong competition from Mountain Dew • Due to high possibility of losing male customers to Mountain Dew

• Packaging should be made more sporty• Increase visibility and availability in areas where liquor is sold

•THANK You!!