Preview

Market Research Report - Pepsi

Powerful Essays
Open Document
Open Document
2632 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Market Research Report - Pepsi
Market Research Report
Pepsi Cola
MKT201: Market & Audience Research

Brand loyalty of generation Y to the Pepsi-Cola brand

Table of Contents

Summary of Background 2 Marketing Problem 3 Research Methodology 4 Research Objectives 4 Hypothesis 5 Marketing Research Problems 5 Analysis Steps Taken 6 Statistical Procedures 7 Findings from Analysis 8 Recommendations and Implications 9 References 10 Appendix 1 11 SURVEY 11 Appendix 2 13 SURVEY RESULTS 13

Summary of Report

Pepsi-Cola brand is a brand that has been established within the refreshment industry since the 19th century. Pepsi pride the business of consumer products in beverages and snacks, on being one of the best in the world. They seek to produce financial rewards for investors providing opportunity and growth for their employees, business partners and the community they operate in. Pepsi strives to make core values the basis of everything they do; honesty, fairness and integrity.

The reason that this research process has been conducted is to determine the brand loyalty that is held with Generation Y for the Pepsi Cola brand. Generation Y is notorious for being very impulsive and impatient – they want something and they want it now. Direct marketing will no longer be effective for the youth of generation Y.

This report will define the strategic role of marketing and audience research in relation to the brand loyalty of generation Y to the soft drink, Pepsi-Cola. The research will be carried out via survey approach. Basic statistical concepts including probability sampling, hypotheses testing and confidence intervals will be shown. This will allow for the Pepsi-Cola brand to be able to identify the areas that need to be focused on in order to be able to gain maximum market share while also allowing for the research that has been conducted to give the brand the desired outcome.

Marketing Problem

The marketing problem and market research problem must



References: Survey Sampling Bias . 2012. Survey Sampling Bias . [ONLINE] Available at:http://stattrek.com/survey-research/survey-bias.aspx. [Accessed 18 September 2012]. Open and Closed questions. 2012. Open and Closed questions. [ONLINE] Available at:http://changingminds.org/techniques/questioning/open_closed_questions.htm. [Accessed 13 September 2012]. Zikmond, W.G., Ward, S., Lowe, B., and Winzar, H. (2011) Marketing Research: Asia Pacific Edition, Thomson, Australia.

You May Also Find These Documents Helpful

  • Powerful Essays

    Cracker Barrel wants to “please people” and continue in its success. Maintaining these will require attracting a more comprehensive customer demographic. As requested, an analysis was conducted on all relevant data. This report reveals an increasing part of the market share that could be targeted by Cracker Barrel’s marketing strategy. The following outline a strategy for getting Generation Y hooked on the Cracker Barrel phenomenon.…

    • 885 Words
    • 4 Pages
    Powerful Essays
  • Powerful Essays

    Vakratsas Ambler 1999

    • 18141 Words
    • 82 Pages

    Your use of the JSTOR archive indicates your acceptance of JSTOR 's Terms and Conditions of Use, available at…

    • 18141 Words
    • 82 Pages
    Powerful Essays
  • Powerful Essays

    Marketing Plan of Pepsico

    • 5498 Words
    • 22 Pages

    A strategic plan for PepsiCo North America is hereby proposed as follows for the geographical region of the national United States for the Pepsi Soda Product promotion to consumers between the ages of 12 through 18 years of age. It will utilize a pull strategy through the distribution channels to stimulate demand for the Pepsi carbonated soft drink to the end users as defined to maintain Pepsi’s younger generation of consumers over the next two decades. The strategic plan will consist of a strategic alliance with The Walt Disney Company coupled with a pop star endorsement by Hannah Montana and Kanye West with multiple promotion communication channels and strategies over the next two (2) years. The primary competitor, Coca-Cola, has been entrenched in the North American beverage market and is most commonly consumed by older generations. As such, Pepsi has been typically been targeted to a younger audience. As the ‘Pepsi Generation’ ages, PepsiCo North America should take proactive marketing action into the younger audiences to maintain the younger generations of soft drink consumption for decades to come.…

    • 5498 Words
    • 22 Pages
    Powerful Essays
  • Powerful Essays

    An Exploratory Research..

    • 2293 Words
    • 10 Pages

    Zikmund, W., Ward, S., Lowe, B., Winzar, H., & Babin, B. (2011). Marketing Research. Melbourne,…

    • 2293 Words
    • 10 Pages
    Powerful Essays
  • Better Essays

    Marketing Research Example

    • 1741 Words
    • 7 Pages

    Cooper, Donald R., and Pamela S. Schindler. Marketing Research. 1st ed. New York: McGraw-Hill/Irwin, 2006.…

    • 1741 Words
    • 7 Pages
    Better Essays
  • Best Essays

    Papsi Marketing

    • 2692 Words
    • 11 Pages

    (According to the James, 2001) PepsiCo is an American multinational food and beverage corporation headquartered in Purchase, New York, United States, with interests in the manufacturing, marketing and distribution of grain-based snack foods, beverages, and other products. PepsiCo was formed in 1965 with the merger of the Pepsi-Cola Company and Frito-Lay.…

    • 2692 Words
    • 11 Pages
    Best Essays
  • Satisfactory Essays

    Pepsico Case Study

    • 1412 Words
    • 6 Pages

    Pepsi-Cola is a carbonated beverage that is produced and manufactured by PepsiCo. It is sold in stores, restaurants and from vending machines. The drink was first made in the 1890s by pharmacist Caleb Bradham in New Bern, North Carolina. The brand was trademarked on June 16, 1903. There have been many Pepsi variants produced over the years since 1903, including Diet Pepsi, Crystal Pepsi, Pepsi Twist, Pepsi Max, Pepsi Samba, Pepsi Blue, Pepsi Gold, Pepsi Holiday Spice, Pepsi Jazz, Pepsi X (available in Finland and Brazil), Pepsi Next (available in Japan and South Korea), Pepsi Raw, Pepsi Retro in Mexico, Pepsi One, and Pepsi Ice Cucumber in Japan .Pepsi cola is situated is an Industry that is dominator by two Competitors Coca Cola and of course themselves. Although Pepsi and Coke basically go after all consumers who purchase soft drink beverage Coca Cola targets it product at the head of household. According to the beverage digest the customer base for soft drinks is whopping 95% of regular user in United States. This represents the large number if potential customers for Pepsi Cola. The Pepsi's advertising the campaigns are referring to the markets that marketers refer to as Generation X. The Generation X consumer is profiled to be between the age of 18 to 29.They have high expectations in life and very active. They adopt a lifestyle of living for today and not worry about long term goal. They also have a focus on the 12 to 18 year old market.…

    • 1412 Words
    • 6 Pages
    Satisfactory Essays
  • Powerful Essays

    References: Aaker, D.A., Kumar, V., & Day, G.S. (2001). Marketing Research, 7th Ed., John Wiley…

    • 6969 Words
    • 28 Pages
    Powerful Essays
  • Better Essays

    Project Proposal

    • 930 Words
    • 4 Pages

    II] Malhotra NK(2007-2008), ‘Marketing Research (5th Edition)’, Prentice-Hall of India Private Limited, New Delhi, India.…

    • 930 Words
    • 4 Pages
    Better Essays
  • Good Essays

    Pepsi Story

    • 736 Words
    • 3 Pages

    This is the time for Pepsi generation. Pepsi encouraged consumers to „Think young”. As the result, millions identified themselves as a part of this generation – New Pepsi Generation. Following the „New generation” strategy, Pepsi introduced „The choice of New Generation” slogan. It aimed at attracting young people, who enjoy being special and feel…

    • 736 Words
    • 3 Pages
    Good Essays
  • Powerful Essays

    INTRODUCTION ………………… …………………………. 2 2. SURVEY RESEARCH ……………… …………………….…

    • 4526 Words
    • 40 Pages
    Powerful Essays
  • Powerful Essays

    St Mark’s Market Research Agency is a marketing research company devoted to find the best answer to any company’s problem. We treat each problem as if it was our own. We carefully go over our clients’ research objective and create a screener and questionnaire to conduct the best possible focus group. This report is for Pepsico to find out what kind of new soda flavor would appeal to the college crowd. The purpose of this focus group is to come up with a new soda flavor.…

    • 1432 Words
    • 6 Pages
    Powerful Essays
  • Powerful Essays

    APPENDIX AMarket Research Survey to determine customer value and satisfaction between:Coca Cola vs PepsiActual participants: 5 males/females between ages of 12-55COCA COLAOf the five people surveyed the following preferred Coca Cola:How many people preferred Coca Cola?IIINumber of consumers who prefer Coca Cola's taste?IIIHow many cups of Coca Cola do you drink per day?3 TO 4 CUPS OF COKENo. of consumers who prefer price?0Would you drink Pepsi if that were your only choice? (sometimes, often, never)III = SOMETIMESHow long have you been drinking Coca Cola? 20+ YEARSDoes everyone in your family…

    • 1980 Words
    • 6 Pages
    Powerful Essays
  • Good Essays

    Surveys attempt to gather a small amount of information from a large number of respondents. It is easy to construct a questionnaire, but difficult to construct one that is effective. The goals of a successful survey are:…

    • 583 Words
    • 3 Pages
    Good Essays
  • Good Essays

    Coca Cola Media Plan

    • 1680 Words
    • 7 Pages

    18-34 year-olds are chosen due to their high ranks and volume potential. Considering the option of only targeting 18-24 year-olds is not a large enough target for Coca-Cola due to the brand popularity and consumer base that is already established. For this reason, taking the first two highest ranking consumer age groups and combining them is the best option. Also, targeting households of 3 or more is an excellent option due to the high rank (109) and very high volume potential (7,122,605) of this particular demographic within the Household Size category.…

    • 1680 Words
    • 7 Pages
    Good Essays