1) The document is a research study conducted by Olivia Dutta on the impact of promotional activities on consumers and customer satisfaction with Pepsi cola. 2) The primary objective was to study the effect of promotions on consumers and secondary objectives included promotional strategies, brand awareness, consumer perceptions and repurchase intentions. 3) Findings related to promotions found consumer preference, low awareness of some brands, and success of discount schemes. Findings on customer satisfaction related to taste, availability and service to dealers. 4) Recommendations included promoting less known brands more, avoiding invalid promotion codes, improving service, and focusing on lost customers.

1. Name- OLIVIA DUTTA
Roll No:- 08
Batch :- PGDM 2010-2012

3. RESEARCH
METHODOLOGY
RESEARCH topic
To study the impact of promotional
activities on consumers and to find out
customer satisfaction level with regards
to Pepsi cola.

4. OBJECTIVE OF THE
STUDY
1. PRIMARY OBJECTIVE
To know the impact of promotional activities on consumers and to study customer
satisfaction level with respect to Pepsi
2. SECONDARY OBJECTIVE
• Promotional, selling strategies.
• Effective and successful promotion.
• Brand awareness level and mind-set of the consumers.
• Consumer’s perception & expectation.
• Strength of the competitors.
• Customer’s repurchase intention.
• Lost customer analysis.

5. • TARGET POPULATION
• SAMPLING METHOD
• DATA COLLECTION METHOD
• SOURCES OF DATA COLLECTED
• EVERY DEALER SURVEY (EDS)

6. 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.

7. The promotional tools used by SMV Beverages for
its marketing activities are
• Point of sale display
• Incentives to retailers
• Sales promotion through sponsoring special
events
• Sales promotion through various schemes
• Advertising

10. DATA ANALYSIS FOR
IMPACT OF
PROMOTION ON
CONSUMERS

11. CONSUMER PREFERENCE FOR PEPSI PRODUCTS
20
15
10
5
0
PEPSI 7UP SLICE MOUNTAIN MIRINDA NIMBOOZ
DEW

12. CONSUMER PREFERENCE OF COKE PRODUCTS
35
30
25
20
15
10
5
0
THUMPS UP SPRITE FANTA MAZZA MINUTE MAID LIMCA

13. STRENGTH OF COCA-COLA PRODUCTS
2%
TASTE AWARENESS UNAVAILIBILITY
6%
92%

14. BRAND AWARENESS OF CONSUMERS
100
90
80
70
60
50
40
30
20
10
0

15. MIND SET OF CONSUMERS ABOUT PROMOTION
YES NO
28%
72%

16. PEOPLE WHO KNOW ABOUT "BRAZIL JAO, CHILL MACHAO"
60
40
YES NO

17. SUCCESS OF THE OFFER
97
1 2
FAKE OFFER NOT A FAKE OFFER CAN'T SAY

18. SUCCESS OF DISCOUNT SCHEMES
60
50
40
30
20
10
0
WOULD BUY DURING DISCOUNTS
WOULD NOT BUY DURING DISCOUNTS

19. 100 SUCCESS OF SLICE LOUNGE CAMPAIGN
90
80
70
60
50
40
30
20
10
0
EXCELLENT VERY GOOD GOOD FAIR POOR

20. ANALYSIS OF ROI
COMPARASION OF ROI
40
25
ROI FOR THE CURRENT YR
ROI FOR THE PREVIOUS YR

21. DATA
ANALYSIS FOR
THE STUDY OF
CUSTOMER
SATISFACTION

22. SATISFACTION WITH PEPSI' IMPROVEMENT
70
15
0
12
VERY DISSATISFIED 3
SOMEWHAT
DISSATISFIED NEITHER SATISFIED
NOR DISSATISFIED SOMEWHAT
SATISFIED VERY SATISFIED

23. PRODUCT AVAILABILITY
98
2
YES NO

24. FROM
DEALER’S/RETAILER’S
SURVEY

25. 53 REASON TO DISCARD PEPSI PRODUCTS
30
2 5 10
SERVICE
SUPPLY
DISTRIBUTOR
RELATION DEMAND
VISI PROBLEM

26. 69
BUSINESS INTENTION
26
5
YES
NO
MAY BE

27. Findings
FOR PROMOTION:
• Consumer preference.
• Low awareness of ‘nimbooz’, ‘lehar soda’, ‘tropicana juice’ and ‘aqaufina’
as brand of PepsiCo.
• Consumers feel promotion can’t influence customer buying decision.
• Strength of PepsiCo is its heavy promotion.
• Success of promotion.
• Product sale during discount schemes have great scope.

28. FOR CUSTOMER
SATISFACTION:
• Taste.
• Customer repurchase intention
• Product innovativeness.
• Product availability.
• Service to dealers.
• Supply
• Lost customer analysis

29. SWOT ANALYSIS
STRENGTH WEAKNESS
•PepsiCo's presence • Disclosure of schemes
• Broad product line •Product replacement
• Strategic improvements • Service
• Attractive schemes • Interior parts of the city over looked
• Advertisement/ promotion • Visi cooler
• Able marketing intelligence
OPPORTUNITY THREAT
• Adapting to market trends(introduce health • Intense Competition
drinks). • Decline in C.S.D. Sales
• New product in dust form • Health issues & pesticide controversy
•Tetra packs for all brands to target kids segment. • Environmental affairs
• Cartoon character packaging for kids
• Threat from indigenous drinks
• sugar free range of products
• Focus upon interior areas
• Huge market potential

30. RECOMMENDATION
• Another brand of cola flavour
• Nimbooz, tropicana juice, lehar
soda, aquafina(water) needs more promotion
• Avoidance of invalid codes in promotion
(LOSS OF BRAND IMAGE)
• Service to dealers
• Promotion through brand ambassadors
• Focus on lost customers
• More emphasis on retailers

32. REFERENCES
• www.pepsizone.com
• www.pepsiindia.com
• www.pepsico.com
• www.Wikipedia.com
• Magazines(marketing management 4P’s)
• Marketing Management ;PHILIP KOTLER

33. THANK YOU