2. OBJECTIVES
* To study the consumer satisfaction level towards
the PepsiCo product
'Nimbooz'.
* To analyse the attitude of customer towards the
present marketing
strategies followed by the company in order to
promote the product
'Nimbooz' in the market.
* To assess the factors which influence the buying
behaviour of
consumers for the product 'Nimbooz'
5. CREATIVE BRIEFS
GET BUSY INDIAN
MEN AND WOMEN
WHO HAVE
ADOPTED MODERN
STYLE BUT STILL
LOVE THEIR
TRADITONAL TASTE
BY TELLING THEM
IT’S A COOL AND
EASY WAYTO
ENJOY TRADIONAL
FAVOURITE.
6. CUSTOMER’S ATTITUDE
• In order to analyse the consumers attitude towards the different
PepsiCo products including 'Nimbooz', the respondents were asked
whether they like the different cold drinks of PepsiCo (table-4). The
large number of respondents (91.86 percent) stated in affirmative.
Whereas only 8.14 percent replied in negative.
• The company need to give more emphasis on giving incentives to the
retailers and also provide cash or other kind of discounts to the retailers
because an aggressive marketing strategy with emphasis upon the existing
availability and dominance in very existing retail stores will further help to
increase the sales. PepsiCo should made an effort to provide the retailers
with publicity materials like various posters and things like free gifts to be
given to the consumers. Sales promotional efforts of the PepsiCo products
including 'Nimbooz' need to be targeted towards youngsters because the
youngsters are treated by the society as trend makers about the brand to
be purchased and also brand conscious.
7. EXTERNAL & INTERNAL
FACTORS
EXTERNAL
Demographic
Factors:
Normal/Physical
Factors
Political and legal
Factors
Monetary Factors
Internal
Providers
Contenders
Business
8. Brand History
7UP Nimbooz was launched in India on the 28th of February 2009 and its folio expanded
with the introduction of its variant, 7UP Nimbooz Masala Soda. 7UP Nimbooz Masala Soda
is a unique offering that combines the authenticity of 7UP Nimbooz, cool of 7UP and the
edge of masala.
Brand Advantage
With real lemon juice, 7UP Nimbooz adds to the lemon credentials of the 7UP portfolio and
firmly establishes it as a dominant player in the juice-based drinks category. Its bubblier and
tangier cousin – 7UP Nimbooz Masala Soda – is a lip-smacking explosion of taste that'll
refresh you like no other drink can. 7UP Nimbooz Masala Soda also has the goodness of
real lemon juice, which makes it a healthy option as well.
Locally Relevant Taste
7UP Nimbooz and 7UP Nimbooz Masala Soda are great tasting products. They have
capitalized on the existing familiarity and high consumption of unpackaged / home-made
nimbu pani and deliver the same refreshment in a hygienic and convenient format. The
refreshing properties of lemon and the goodness of natural ingredients makes it an instant
recharge.
Convenience and Hygiene
Available in convenient and hygienic packaging, 7UP Nimbooz and 7UP Nimbooz Masala
Soda can be enjoyed anytime, anywhere.
Quick Brand Facts
India’s first nationally-available packaged Nimbu Pani. It was launched in India in 2009.
7UP Nimbooz Masala Soda was launched in India in 2012. The product offering of Real
lemon juice + Masala + Soda gives a taste so refreshingly unique that we had to coin a new
name for it – “Chatpataka”.
Even though the brand was launched in a small geography, the response that it has received
from consumers has been phenomenal.
During its three years of existing the brand has been able to garner a huge fan following.
Watch this space for more news from the brand.
9. State of mind towards the item
special systems
The packaging of the "Nimbooz" in the present case was found worthy
by the overwhelming piece of respondents. On the off chance that
there ought to be an event of restricted time contrives the best number
of the respondents was found for the need to begin more creative
mechanical assemblies and strategies with a particular ultimate
objective to fabricate the reputation of the thing 'Nimbooz'.
a large portion of the respondents prescribed that
the present restricted time designs are not
adequate; in this way, there is a desperate need to
change the uncommon instruments for the thing
'Nimbooz', which can be exceptional and sensible in
the present level of competition completely open to
the harshe components drinks exhibit.
10. Conclusion
Keeping in mind the end goal to comprehend the fulfillment level of the
purchaser from the item 'Nimbooz', the respondents were asked to
what degree they are happy with the item. the extensive dominant part
of the respondents were discovered fulfilled (exceptionally satisfied=44
percent and satisfied=34 percent) and just 8percent of the respondents
expressed that they are not happy with the item.
While dissecting the limited time methodologies of PepsiCo for the
'Nimbooz', it was discovered that there is a need to enhance the
arrangement of publicizing and special plans in order to make the
item more well known among shoppers.
In the present study the brand attributes like taste, price, refreshing
and energising in nature were rated as the major variables which
effects the buying behaviour of the consumers.
