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Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel
Primary steps
Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel
We outlined the following
question:
Which soft drinks are the most popular on
Moscow market and why?
Primary steps
Rzaev A...
Primary steps
Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel
Our goals:
 To define most ...
Primary steps
Our target audience:
 Young Active Consumers (YACs)
 Young students from Moscow
 School graduates Aged 16...
Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel
Secondary Data Analysis
Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel
Secondary data analysis
“YAC don’t pay muc...
Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel
Secondary data analysis
“ Sugar-loaded bev...
Secondary data analysis
“Because of concerns about excessive
consumption of
sweetened beverages in place of more
nutrient-...
Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel
Secondary data analysis
Prevalence of over...
Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel
Secondary data analysis
Prevalence of over...
Secondary data analysis
Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel
“Nationally, there...
Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel
Expert Interviewing
Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel
Expert Interviewing
We asked:
• Korshunova...
Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel
Expert Interviewing
WE: -Do you think that...
Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel
WE: -Do you think that people can
become a...
Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel
Expert Interviewing
WE: -what is your UPS ...
Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel
Primary data analysis
Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel
Primary data analysis
0 5 10 15 20 25 30 3...
Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel
Primary data analysis
27%
3%
11%
14%
3%
7%...
Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel
Primary data analysis
72%
14%
14%
Do you c...
Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel
Primary data analysis
1 2 3 4 5 6 7 8 9 10...
Research conclusions
Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel
Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel
* * *
Soft drinks are popular, in part, be...
Recommendations:
Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel
Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel
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Soft drinks (mr)

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Transcript of "Soft drinks (mr)"

  1. 1. Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel
  2. 2. Primary steps Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel
  3. 3. We outlined the following question: Which soft drinks are the most popular on Moscow market and why? Primary steps Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel
  4. 4. Primary steps Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel Our goals:  To define most popular soft drinks in Moscow  To examine which soft drink is the most preferable.  To find out the criteria on which the choice of drinks is based  To discover the price characteristics depending on its segment  To evaluate the attitude to the harmfulness of soft drinks  To discover the motivations for choosing a soft drink
  5. 5. Primary steps Our target audience:  Young Active Consumers (YACs)  Young students from Moscow  School graduates Aged 16 - 30 Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel
  6. 6. Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel Secondary Data Analysis
  7. 7. Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel Secondary data analysis “YAC don’t pay much attention to the influence of soft drinks on their health in comparison with traditional consumers”
  8. 8. Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel Secondary data analysis “ Sugar-loaded beverages are really just empty calories that block out healthy foods. I would tell parents to restrict their kids’ soft drink and fruit drink consumption.” — BARRY POPKIN, UNIVERSITY OF NORTH CAROLINA–CHAPEL HILL
  9. 9. Secondary data analysis “Because of concerns about excessive consumption of sweetened beverages in place of more nutrient-rich or lower calorie alternatives, children should be encouraged to avoid high-calorie, nutrient-poor beverages.” — COMMITTEE ON PREVENTION OF OBESITY IN CHILDREN AND YOUTH, INSTITUTE OF MEDICINE Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel
  10. 10. Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel Secondary data analysis Prevalence of overweight and obesity among American children 1971-1974 1976-1980 1988-1994 1999-2002 6-11 4% 7% 11% 16% 12-19 6% 5% 11% 16% Age Year
  11. 11. Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel Secondary data analysis Prevalence of overweight and obesity among American adults, age 20–74 1976–1980 1988–1994 1999–2002 Overweight 32% 33% 34% Obese 15% 23% 31% Overweight or obese 47% 56% 65% Problem Year
  12. 12. Secondary data analysis Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel “Nationally, there is great concern about the effects of carbonated-beverage consumption on obesity, tooth decay, osteoporosis, and other health problems.” — GRACE WYSHAK, HARVARD MEDICAL SCHOOL
  13. 13. Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel Expert Interviewing
  14. 14. Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel Expert Interviewing We asked: • Korshunova Anna Vladimirovna, who works for Red Bull as a manager for 3 years. Here are: • Some interesting answers
  15. 15. Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel Expert Interviewing WE: -Do you think that energy drinks have a harmful affect on your consumers? A. V. -We can`t deny that everyday usage of Red Bull can be harmful for your health, that is why each can of Red bull has a line where it is said that it is not recommended for people under 18 and that Red Bull is a drink for those who have big physical or brain loads.
  16. 16. Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel WE: -Do you think that people can become addicted to any soft drink? A. V.: -Actually, I think that is more psychological and individual aspect, or maybe some people are addicted to sugar or taste, it depends, but as for the Red Bull, a huge team of researches and scientists were involved in developing our product and I haven`t heard about any cases of serious addiction. Expert Interviewing
  17. 17. Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel Expert Interviewing WE: -what is your UPS (unique point selling) in comparison to competitive set? A.V.:-As I have already mentioned-Red Bull gives you wings! The idea is not only to produce just regular energy drink, but also to prove its energy, that what we do. Have you heard about Red Bull Stratos? So, that is the example.
  18. 18. Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel Primary data analysis
  19. 19. Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel Primary data analysis 0 5 10 15 20 25 30 35 Taste Colour Cover Commercial Different What is your main criteria for choosing a particular brand?
  20. 20. Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel Primary data analysis 27% 3% 11% 14% 3% 7% 2% 2% 2% 29% Please name your favourable brands (from 1 to 3) Coca Cola Red Bull Nestea Dr. Pepper Limon Fresh Sprite Rich Fruit Mix Crush Pepsi Other
  21. 21. Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel Primary data analysis 72% 14% 14% Do you care about your health? (healthy lifestyle in particularly) Yes No Difficult to answer
  22. 22. Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel Primary data analysis 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 Yes 0 1 1 1 1 2 3 4 4 4 4 5 5 5 5 6 6 7 7 7 7 8 8 9 10 11 11 12 13 14 15 15 15 15 15 No 1 1 2 3 4 4 4 4 5 6 7 7 8 9 10 10 11 11 12 13 14 14 15 15 15 15 16 16 16 16 17 18 19 20 21 0 5 10 15 20 25 AxisTitle Do you read the composition of the drink before drinking?
  23. 23. Research conclusions Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel
  24. 24. Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel * * * Soft drinks are popular, in part, because people like their taste. But powerful advertising, universal availability, low price, and the use of a mildly addictive ingredient (caffeine) are other factors that have made soft drinks a routine snack and a standard component of meals instead of the occasional treat they were considered several decades ago.
  25. 25. Recommendations: Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel
  26. 26. Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel
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