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Pepsi Brand Tracker
(Project2 Part1 Brand Image Measurement)
PRAXIS BUSINESS SCHOOl
A report Submitted to Prof. Sreenivas Govindrajan In partial fulfilment of the requirements of the course Product and Brand management On 20-08-2009 BY Apoorva Jain Gunjan Dugar Hardik Mishra Manoj Mani Iyer
PRAXIS BUSINESS SCHOOL PEPSI BRAND TRACKER
PepsiCo entered India in 1989 and has grown to become one of the country’s leading food and beverage companies. The objective of our project was to measure the brand image of Pepsi. For data collection BAV method (Quantitative Research) and laddering method (Qualitative Research) have been used. For BAV we framed a questionnaire which had 14 questions. The numbers of respondents were 30. For laddering, the method used was one to one in-depth interview and the number of respondents were 10. The Brands chosen against Pepsi for a comparative analysis were Thums Up, Sprite, Coca Cola and Fanta. From laddering we came to know that most of the respondents preferred aerated drinks because of the fizz factor which rejuvenated them and helped them in personal attainment. Thus this chain needs to be concentrated and cashed upon. From BAV we found out that Pepsi as a brand scores very high on the parameter brand knowledge but low on brand esteem. This lead to the inference that there may be a problem with the brand personality. Hence, a study of BAV may not be enough. Moreover, Pepsi scores very low on differentiation and relevance. The brand Pepsi falls in the Leadership/Declining quadrant and as per the result of the analysis the point suggests that the brand is declining, thus it needs to improve upon its differentiation & relevance which will impact the overall esteem. Also it needs to concentrate on other softer aspects like brand ambassador. So, there is a possibility to incorporate some changes related to differentiation and repositioning.
PRAXIS BUSINESS SCHOOL
PEPSI BRAND TRACKER
1 Company Perspective 1.2 Conclusion Section 4 Bibliography PRAXIS BUSINESS SCHOOL PEPSI BRAND TRACKER .3|Page Table of Contents Section 1 Pepsi Brand History 1.1.1 Models of Data Collection 2.3 Questionnaire Section 3 Findings and Conclusion 3.1.1 Findings 3.5 Tagline timeline 1.2 Research methodology 2.1 Quantitative Research (BAV Model by Young & Rubicam) 2.3 Key dates 1.2 Qualitative Research (Reynolds and Gutman’s “Laddering Method”) 2.2 Brief history in India 1.1 Laddering findings & suggestions 220.127.116.11 BAV Model findings & suggestions 3.4 Brand logo timeline Section 2 Data Collection 2.
Bradham begins selling a cola beverage called Pepsi-Cola. Chiquita Brands International. 1936: Pepsi-Cola Company becomes a subsidiary of Loft. Pepsi-Cola Company. PRAXIS BUSINESS SCHOOL TOP PEPSI BRAND TRACKER .. Late 1980s and Early 1990s: Focusing on International Growth and Diversification. PepsiCo India’s expansive portfolio includes iconic refreshment beverages Pepsi.. hydrating and nutritional beverages such as Aquafina drinking water. 7 UP. Dukes Lemonade and Mangola add to the diverse range of brands. Inc. isotonic sports drinks . Megargel reorganizes the firm as the National Pepsi-Cola Company. 1931: Company again goes bankrupt and is resurrected by the president of Loft Inc. Campbell Soup Company. It believes our commercial success depends upon offering quality and value to our consumers and customers. 1933: The size of Pepsi bottles is doubled. PepsiCo India and its partners have invested more than U. ConAgra Foods. 1905: Bradham begins establishing a network of bottling franchises. 1928: Roy C. Principal Divisions: Frito-Lay Company. Inc. economically efficient and environmentally sound.Gatorade. providing products that are safe. Inc. increasing sales dramatically.000 people including suppliers and distributors.S. The Coca-Cola Company. in addition to low calorie options such as Diet Pepsi. and providing a fair return to our investors while adhering to the highest standards of integrity. the new firm using the name Pepsi-Cola Company. Principal Competitors: Borden. Tropicana100% fruit juices.2 Brief history of Pepsi in India PepsiCo entered India in 1989 and has grown to become one of the country’s leading food and beverage companies.3 Key Dates 1898: Pharmacist Caleb D. Mirinda and Mountain Dew. and juice based drinks – Tropicana Nectars. cost controls and wise investment of resources.. PepsiCo provides direct and indirect employment to 150. 1. wholesome.4|Page Section 1 Pepsi Brand History 1. 1964: Diet Pepsi debuts. Cadbury Schweppes plc.1 Company perspective PepsiCo's overall mission is to increase the value of our shareholder's investment. Tropicana Twister and Slice.$1 billion since the company was established in the country. Local brands – Lehar Evervess Soda. Guth.. Groupe. Cott Corporation. 1923: Bradham's company goes bankrupt. Charles G. Mountain Dew is acquired from Tip Corporation. Inc. It does this through sales growth. 1941: Loft and Pepsi-Cola merge. 1. Tropicana Products.
with the two predecessors becoming divisions. 1997: Taco Bell. Have a Pepsi 1963 Come Alive! You're in the Pepsi Generation1981 Pepsi's Got Your Taste for Life 1979 Catch That Pepsi Spirit 1983 Pepsi Now! 1984 The Choice of a New Generation 1992 Gotta Have It TOP PRAXIS BUSINESS SCHOOL PEPSI BRAND TRACKER .Pepsi:Cola 1919 Pepsi:Cola . Aids Digestion 1906 Original Pure Food Drink 1908 Delicious and Healthful 1915 For All Thirsts . 1978: PepsiCo acquires Pizza Hut. Pizza Hut. 1998: PepsiCo acquires Tropicana Products for $3. 1999: Pepsi Bottling Group is spun off to the public.It makes you Scintillate 1920 Drink Pepsi:Cola . with PepsiCo retaining a 35 percent stake. 2000: PepsiCo reaches an agreement to acquire the Quaker Oats Company for $13. Invigorating. Inc.4 billion. 1986: The Kentucky Fried Chicken (KFC) chain is acquired.S..It Will Satisfy You 1928 Peps You Up! 1933 It's the Best Cola Drink 1943 Bigger Drink. 1. Better Taste 1958 Be Sociable.3 billion. 1981: Frito-Lay introduces Tostitos tortilla chips.5|Page 1965: Pepsi-Cola merges with Frito-Lay to form PepsiCo. 1967: Frito-Lay introduces Doritos tortilla chips to the national U. market.5 Tagline timeline 1898 Brad's Drink 1903 Exhilarating. 1977: PepsiCo acquires Taco Bell. and KFC are spun off into a new company called Tricon Global Restaurant.
6|Page 1996 Nothing Official about it 1998 Yahi hai right choice baby.meaning "This is the Young era my dear" (India and Pakistan) 1. Aha! 2008: "Yeh hai Youngistaan Meri Jaan!" Hindi .4 Brand logo timeline TOP PRAXIS BUSINESS SCHOOL PEPSI BRAND TRACKER .
typified by the “Why is that important to you?” question. Laddering involves a tailored interviewing format using primarily a series of directed probes.7|Page SECTION 2 Data Collection 2. TOP PRAXIS BUSINESS SCHOOL PEPSI BRAND TRACKER .1. with the express goal of determining sets of linkages between the key perceptual elements across the range of attributes (A). following Means-End Theory (Gutman. 1982). one-on-one interviewing technique used to develop an understanding of how consumers translate the attributes of products into meaningful associations with respect to self.1 Quantitative Research Model .2 Qualitative Research Laddering method Laddering refers to an in-depth. consequences (C).1 Models of Data collection Quantitative Research Qualitative Research 2.Brand Asset Evaluator (BAV) by Young & Rubicam 2. and values (V).1.
or ladders. Exploratory research is a type of research conducted because a problem has not been clearly defined. It should draw definitive conclusions only with extreme caution. Secondary data. Exploratory research helps determine the best research design. In this process the following two types of data comes into picture. 2. TOP PRAXIS BUSINESS SCHOOL PEPSI BRAND TRACKER . data collection method and selection of subjects. referred to as perceptual orientations. Focus Group Study. Primary data. Laddering Model Laddering Methods One on One in depth interview.8|Page These association networks. represent combinations of elements that serve as the basis for distinguishing between and among products in a given product class. Given its fundamental nature. exploratory research often concludes that a perceived problem does not actually exist.2 Research Methodology Exploratory research: Exploratory research provides insights into and comprehension of an issue or situation. Data collection: In this study internal and external source for data collection had been used.
The questions were designed in such a way as to elicit maximum information and data. who were college students and working people. The sample size for Laddering was 10. Questionnaire: The questionnaire has been framed by using the following five steps: Specifying data requirements Determining the type of questions to be asked.3 QUESTIONNAIRE 1. Research tool: For quantitative research a questionnaire was used as a research tool. Preparing the preliminary draft of questionnaire. Revising and pre-testing the questionnaire. For qualitative research focus group study & in depth interview was used. Sample Size: The sample size for BAV study was 30. 2. Respondents: The respondents are consumers of all age groups. Questionnaire was framed on the basis of product & its competition.9|Page Primary data: All the primary data for the purpose of the study were obtained by interviewing the consumers with the help of a questionnaire. As the universe is the mass and surveying everyone is not possible. Sampling Scheme: The sampling technique adopted was “simple random sampling”. How much do you care about your choice between different brands of coldrinks? a) Care b) Somewhat care c) Don’t care TOP PRAXIS BUSINESS SCHOOL PEPSI BRAND TRACKER . Deciding the number and sequence of questions. Secondary data: Secondary data has been collected by through books & websites.
Refer to sample graphics above. Identify the brands from the respective product design. No.10 | P a g e 2. Bunking is allowed Brands d) ____________________ e) ____________________ 4. bulbule gungunayenge Yeh hai youngistaan meri jaan Seedi Baat. No bakwaas. Identify the brands from the taglines mentioned below? (Brand Knowledge) Sl. 1 2 3 4 5 Taglines Aap muskurayenge. Clear hai Taste the thunder ______ ka Signal loud. Name five brands that come to your mind when you think of coldrinks? (Knowledge) a) ____________________ b) ____________________ c) ____________________ 3. (Knowledge) (A) (B) Sample A B C D E (C) (D) Brand (E) PRAXIS BUSINESS SCHOOL PEPSI BRAND TRACKER .
Which brands do the following celebrities endorse? (Knowledge) Sl.11 | P a g e 5. A B C D E Aamir Khan Akshay Kumar Ranbir Kapoor Genellia D’ souza Sania Mirza Advertisements Brands 6. No. From the samples tasted. indicate the brand that comes to your mind? (Differentiator) Samples A B C D E Brands TOP PRAXIS BUSINESS SCHOOL PEPSI BRAND TRACKER .
please tell me. quite similar in offerings (Differentiator) Brands Pepsi Thumsup CocaCola Fanta Sprite Yes/ No PRAXIS BUSINESS SCHOOL PEPSI BRAND TRACKER . Which of the following is a brand that you trust most? (Esteem) a) Thumsup b) Pepsi c) Fanta d) Coca Cola e) Sprite 9. Which brands would you like to be most associated with? Rank in order of your preference (1 being the most preferred) (Esteem) Brands Pepsi Thumsup Sprite CocaCola Fanta Rank 8. if you feel there is another brand. For each of the following brand.12 | P a g e 7.
In order of preference which brands would you like to stock? (1 being the most preferred)? (Relevance) Thumsup Coca Cola Pepsi sprite Fanta 13. Has the Youngistan Campaign motivated you to buy Pepsi? Yes No PRAXIS BUSINESS SCHOOL PEPSI BRAND TRACKER Sprite Fanta Situations Pepsi . Differentiator) Coca Cola Thumsup Family get together With alcohol Thirst quencher The brand has many variants 11. For the following reasons which brand of cold drinks would you purchase ? (Relevance. Which brand delivers their brand promise the most? (Esteem) Coca Cola Thumsup Sprite Pepsi Fanta 12.13 | P a g e 10.
14 | P a g e 14. Which brand of cold drinks would you buy based on the below mentioned factors?? (Relevance) Coca Cola Thumsup Taste Brand Ambassador Advertisements Constant Innovation Sprite TOP PRAXIS BUSINESS SCHOOL PEPSI BRAND TRACKER Fanta Factors Pepsi .
1 Laddering Findings for the coldrink brand Pepsi Personal Attainment Self Esteem Peer belonging Confidence Physical well being Physical Appearance Rejuvenating Weight Control Motivation Acidity relief Fizz No Calorie Calories Tagline Soda Strongest Benefit Chain Strong Chain Weaker Chain TOP PRAXIS BUSINESS SCHOOL PEPSI BRAND TRACKER .1.1 Findings 3.15 | P a g e Section 3 Findings and Conclusion 3.
helping physical well being. having low calorie content which also helps fighting gas trouble creates a sense of rejuvenation. with catchy tagline. Factors of Consumption: Drinking this fizzy drink. boosting self esteem leading to a strong sense of physical attainment.Most of the respondents prefer because of the fizz factor thus this attribute in the chain needs to be concentrated and cashed upon. TOP PRAXIS BUSINESS SCHOOL PEPSI BRAND TRACKER .16 | P a g e Laddering findings & suggestions Most number of respondents listed the fizz factor in the coldrink which rejuvenated them and as a result they had personal attainment Some of the respondents were motivated with the tagline as well as the brand ambassador and feeling good about themselves boosting their self esteem. Some of the respondents found the low calorie variant of the brand as the one which helps them to keep their calories in check boosting physical appearance therby boosting self esteem. Some also felt the soda content in the drink helps them fight gas trouble making them relived and happy. Strong Benefit Chain:.
findings & suggestions Rationale behind designing the questionnaire Out of the total of 14 questions. To arrive at a percentile achieved by the brand on particular parameter. To test brand esteem.1. we had asked 3 questions. To test the Branding importance we asked 1 question. we had asked 4 questions to test brand knowledge. To test brand relevance. we had asked 3 questions. For multi choice questions we adopted weighted average method. TOP PRAXIS BUSINESS SCHOOL PEPSI BRAND TRACKER . Methodology for data analysis We ranked the brands by tabulating scores achieved by the brands in the answers. we took the average percentile achieved in that parameter and then ranked the brands again and gave percentiles. we had asked 3 questions.17 | P a g e 3.2 BAV Model rationale. To test brand differentiator. After ranking the brands we assigned the percentiles achieved by them.
18 | P a g e Scores of brands on the 4 parameters Brand Knowledge Percentile 100 60 40 80 80 Pepsi Fanta Sprite Thumps up Coke Brand Differentiation Percentile 100 80 60 80 60 Pepsi Fanta Sprite Thumps up Coke Brand Esteem Percentile 100 60 80 40 20 Fanta Sprite Thumps up Coke Pepsi Brand Relevance Percentile 100 60 40 60 80 Pepsi Fanta Sprite Thumps up Coke TOP PRAXIS BUSINESS SCHOOL PEPSI BRAND TRACKER .
19 | P a g e Brand Stature Out of the 4 parameters. TOP PRAXIS BUSINESS SCHOOL PEPSI BRAND TRACKER . Knowledge and Esteem together create Brand Stature. Thus we can infer that there may be a problem with the brand personality hence a study of BAV may not be enough. We need to know the softer aspects of the brand or the brand personality. Brand Stature Percentile 100 40 Knowledge Esteem Brand Stature Score = Knowledge (100) + Esteem (40) / 2 = 70 Findings & Suggestions It can be seen from the above table that Pepsi as a brand is very high on knowledge and low on esteem. it measures the current strength of the brand.
TOP PRAXIS BUSINESS SCHOOL PEPSI BRAND TRACKER .20 | P a g e Brand Vitality Differentiation and Relevance together create Brand Vitality and it measures the growth potential of a brand. So there is a possibility to incorporate some changes to differentiate and reposition. Brand Vitality Percentile 60 60 Differentiation Relevance Brand Vitality Score = Differentiation (60) + Relevance (60) / 2 = 60 Findings & Suggestions It can be seen from the table that Pepsi as a brand has not a very high differentiation and relevance.
21 | P a g e Findings & Suggestions 3. thus it needs to improve upon its differentiation & relevance which will impact the overall esteem.2 Conclusion The above diagram suggests that the brand Pepsi falls in the Leadership/Declining quadrant and as per the result of the analysis the point suggests that the brand is declining. Also it needs to concentrate on other softer aspects like brand ambassador. PRAXIS BUSINESS SCHOOL PEPSI BRAND TRACKER .
22 | P a g e Section 4 Bibliography Books referred Marketing Management by Kotler & Keller Websites http://www.com/html/laddering1.com http://www.html TOP PRAXIS BUSINESS SCHOOL PEPSI BRAND TRACKER .findownersearch.com/bav-model/3751576/ http://www.heskesresearch.pepsi.
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