NewBase 19 April 2024 Energy News issue - 1717 by Khaled Al Awadi.pdf
Introduction
1. Introduction
Building a powerful brand is all about creating the strongest positive perception in the minds
of your customers. But your existing customers already have a perception – one that’s the
result of all the experiences over time they’ve had in dealing with your company and, if you
employ staff, your people too.
Because branding should cover all the senses wherever and whenever possible, we need to
find out what are the main ‘sensory drivers’ for their perception so that we can focus on those
particular dynamics.
Remember from the presentation:
• Visual: Some people like to see what you mean and make buying decisions based
on how things look.
• Auditory: Some people like to hear about your product or service and decide to buy
based on whether it sounds like the right purchase.
• Kinaesthetic: Some people like to experience the product or service (with
a product, it’s about touching, tasting, smelling, depending on what the product is) and decide
whether the purchase feels right to them.
Of course, not all customers will respond to surveys in an identical way, but whatwe are
looking for are the major trends.
Soft drinks industry in India has an annual sale of about 4000crores, with per capita
consumption of soft drinks at a low of seven bottle per annum (even Pakistan has a per capita
consumption of 14; in china and U.S.A is more than 800 bottles) is due to price factor.
The marketing manager is responsible for both determining and suitability of goods and
services in the market to give maximum satisfaction to the consumer. In order to provide
maximum satisfaction, the manager need to know, what is the satisfaction level of the
consumer i.e. what is their expectation from the products etc. In order to meet above
requirements marketing manager conduct marketing research. Marketing research identify
market opportunities, After the completion of marketing research, the company measures and
forecast the size, growth and profit potential of each market opportunity.
PepsiCo offers the world’s largest portfolio of billion-dollar food and beverage brands,
including 18 different product lines each generating more than $1 billion in annual retail
sales.
PepsiCo nourishes consumers with a range of products from tasty treats to healthy eats that
deliver enjoyment, nutrition, convenience as well as affordability. The group has built an
expansive beverage and foods business.
PepsiCo have a variety of range in their products they have food and beverage segment like
in food they have Alvio, Kurkure, Lays and Quaker Oais. And in beverage they have Pepsi,
Mountain Dew, Slice, 7up and Nimbooz
