2011

A REPORT ON ANALYSIS OF PEPSI COLA USING CUSTOMER BASED BRAND EQUITY PYRAMID
SUBMITTED TO: DR. NITIN GUPTA

SUBMITTED BY: ASHMITA DE GAURAV GOYAL GOURAB BHADURI JAYEETABANERJEE SHILPI SARASWAT SUNNYMITTAL
(09BSHYD0185) (09BSHYD0285) (09BSHYD0299) (09BSHYD0335)

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To measure the depth of the brand awareness. While depth of brand awareness concerns the likelihood that a brand element will come to mind easily. These questions helped in checking the awareness level of the respondents for the product and hence the depth of awareness. It can be characterized according to the depth and breadth of awareness. Also their preference for one cola brand amongst the given brands was also asked. respondents were asked to recall the first cola brand that came to their mind. [A report on analysis of Pepsi Cola using Customer Based Brand Equity Pyramid] Page 1 . Following were the results obtained from the analysis. breadth of the brand awareness concerns with range of purchase and usage situations in which the brand element comes to mind. Also respondents were asked about the frequency of the consumption of the brand and duration for which they had been using the brand. To further know about the depth of awareness. respondents were asked the situations in which they would like to purchase their preferred brands. respondents were given the option of four cola brands to know about their familiarity with the brand. To measure the breadth of awareness. the respondentswere asked about their current brand that they were using.ANSWER 1 BRAND AWARENESS The concept of brand awareness refers to the ability of the consumers to recall and recognize the brand. Measurement of brand awareness was done through a questionnaire in which respondents were asked different types of questions relating to depth and breadth of brand awareness of the brand. To know about the current purchase habits of the brand.

3% and 27. FAMILARITY AND PREFERENCE FOR BRAND (%) 120 100 96. Only 23.4 35.3 27.4 Familarity Preference Above graphs shows that although Pepsi had highest rate of familiarity among all four cola brands.7% respectively. [A report on analysis of Pepsi Cola using Customer Based Brand Equity Pyramid] Page 2 . consumers preferred Thums Up and Coke over Pepsi.5 32. 93.7 33.5% of the respondents had Pepsi as their top of the mind recall.TOP OF THE MIND RECALL (%) 45 40 35 30 25 20 15 10 5 0 41. the percentages for Coke and Thumbs Up were 32.8 80 60 40 20 0 Pepsi Thums Up Coca Cola 0 RC Cola 27.8 35.7 90.99% of them had been using the brand for more than 3 years. Results for breadth of awareness portrayed a similar picture.07% of the respondents preferred having Pepsi for various purposes such as Partying etc.9 87. Hence we can conclude that people consuming the brand for more than 3 years were buying the product more. While 40% said that they used Pepsi 1 – 3 times a week.7 TOP OF MIND RECALL (%) 0 Pepsi Thums Up Coca Cola RC Cola COLA BRANDS Above graph indicates that while 41. still lesser number of people was actually buying the product which is a serious problem for the company. These two graphs indicate that although there is considerable amount of depth awareness about the product brand.

Pepsi Cola satisfies your need better than any other cold drink. Respondents were asked to fill in their responses on a 5 point likert scale and mean of these responses was taken to aggregate the data for the main attribute.3% believed that it did not performed well on this attribute and 4. and Pepsi Cola has special features. Again the respondents filled their responses on 5 point likert scale. Primary ingredients & Supplementary features: this attribute was measured with the help of three variables: Pepsi cola quenches your thirst. 80% of the respondents felt that Pepsi Cola was actually reliable brand and offered good service while 15. efficiency and empathy: We measured only empathy part with Pepsi Cola brand as it was mainly a provider of tangible product. still people prefer to buy other cola brands more. Service effectiveness.2% fell in neutral category. durability and serviceability.3% of the respondents agreed with this point while 30. This particular aspect of CBBE pyramid was also measured with the help of a questionnaire wherein the respondents were asked to rate some of the statements pertaining to brand performance on a 5 point likert scale ranging from Strongly Disagree to Strongly Agree.1% of the respondents were neutral on this option. product reliability.5% believed that Pepsi Cola was not good on this attribute. reason for which we try to find out in subsequent sections.3% of the respondents agreed that Pepsi Cola was able to excel on this attribute while 41. There are five important attributes that define brand performance namely primary ingredients and supplementary features. we can say that Pepsi has good brand awareness and more number of people are aware of the brand than any other available cola brand. BRAND PERFORMANCE The brand performance refers to the ways in which the product attempts to meet customer‟s functional needs. 27. caring and has customer‟s interest in mind.6% of the respondents fell into neutral category. [A report on analysis of Pepsi Cola using Customer Based Brand Equity Pyramid] Page 3 . 42. Durability and Serviceability: this attribute was measured with the help of two variables: Pepsi Cola is easily available to you and Pepsi cola is a reliable brand. service effectiveness. 26.5% disagreed. Variable used was Pepsi cola is trusting. Product Reliability. 32. But the problem that the brand is facing is inspite of having highest awareness level. style and design and Price.Having seeing the statistics shown above.

10845 0.0495 0. Personality and values associated with the brand was also measured.25 0.08075 0. 72. Personality and values.4% disagreed.15% had negative image for the brand.45% people feel that Pepsi Cola has good brand performance.Style and design: To measure this. Four types of intangibles that can be highlighted are user profile.8 0. 52.5445 or 54. The results showed that 21.45%. this implies that 54.3% of the people were neutral about the image of the brand.15 0. BRAND IMAGERY Brand imagery deals with extrinsic properties of the product including the ways in which the brand attempts to meet customer‟s psychological or social needs.3% of the people said that Pepsi was a „cool‟ brand and 47.3% people agreed with this point while 15. which is fairly on a higher side and good sign for the company.54445 The table above shows the weights that are assigned to each of the variables and the percentage of population that agrees with these variables. we used the variables: Pepsi cola has cool brand image and Pepsi Cola is for whole family.323 0.05 0.25 0. All most all the respondents agreed with this point. [A report on analysis of Pepsi Cola using Customer Based Brand Equity Pyramid] Page 4 .99 Weights 0. The total comes out to be 0.25 0. 12. Variables Primary Ingredients and supplementary features Product reliability. Number of variables were used to measure the above said intangible aspects of the brand. history and experiences. 52.5% of the respondents associated positive image with the brand while 26. Price: Price was measured through only one variable: Pepsi cola‟s prices are same as that of other brands. efficiency and empathy Style and Design Price Total Agree 0. Purchase and usage situation. durability and serviceability Service effectiveness.2 0. and Heritage. It was done as prices generally remain same for all the brands falling under this category.723 0.6% of the people perceived it to be a young brand. Hence we see that largely people do not associate any one image with the brand. It refers to intangible aspects of the brand.423 0.10575 0.3% fell in others category.

How good a value is this brand: and Your assessment of the product quality of this brand.61% believed that quality of products provided by the company was not up to the mark.3625 Hence we see that 36.25 0. and How much do you admire this brand.358 0.15% of the respondents felt that Pepsi Cola was actually superior to other cola brands while 47.38% of the respondents said that they were willing to recommend the brand to others while 36. how much do you respect this brand.1 0.431 0.1% of the respondents felt that Pepsi Cola brand was a provider of quality products while 24. Variables Brand Quality Brand Credibility Brand Consideration Brand Superiority Total Agree 0. 40% of the respondents thought the brand to be credible while 26.4 0.0895 0.25 0.261 Weights 0.6% believed other cola brands were superior to Pepsi.1% thought the brand not credible. how much superior is Pepsi cola superior compared to other brands. 35. Brand Superiority: two variables were used to measure this: how unique is this brand. Consideration and Superiority. Brand Consideration: only one variable was used to measure this: how likely would you recommend the brand to others. Credibility.25% of the respondents actually believe that Pepsi Cola scores good on four parameters of Brand Judgement. Brand Credibility: three variables were used to measure this attribute: How much do you trust the maker of this brand.25 0. 26. It involves four measuring tools such as Quality.06525 0. 43.10775 0.BRAND JUDGMENT Brand Judgment focus on customer‟s personal opinions and evaluations with regard to the brand.9% of the respondents did not wanted to recommend to others.25 0. Brand Quality: three variables were used to measure this attribute: How well does Pepsi Cola satisfies your need. [A report on analysis of Pepsi Cola using Customer Based Brand Equity Pyramid] Page 5 .

BRAND RESONANCE Brand resonance refers to the nature and extent to which customers feel that they are in sync with the brand. Excitement.BRAND FEELINGS Brand feelings are customer‟s emotional responses and reactions with respect to the brand.167 0.4461 0. Fun.087341 0.261 Weights 0.167 0.15% of the respondents felt that by using the brand they felt better about themselves and had sense of pride. Further analysis revealed that 44.523 0. Social Approval and Self Respect.23% of the respondents believed that others looked them favorably at them when they used the Pepsi brand. These can be broken down into four main categories: Loyalty. Security.74% of the respondents see the brand favorably in this regard.048931 0.053941 0. It can be measured with the help of six factors: Warmth. it was observed that 35.354 0. Attachment. Also 52. 29. Community and Engagement. 32.3% of the respondents revealed that the brand gave them a feeling of excitement.074499 0. About 36.167 0.043587 0.9% of the people said that [A report on analysis of Pepsi Cola using Customer Based Brand Equity Pyramid] Page 6 . After the analysis. 26.167 0. Loyalty: the loyalty of the customers was measured with the help of two variables: I am loyal to Pepsi Cola and I would go out of my way to buy Pepsi Cola. Variables Warmth Fun Excitement Security Social Approval Self-Respect Total Agree 0.293 0.3% of the respondents felt that brand gave them a sense of security.61% of the respondents felt that the brand gave them the feeling of fun.4% of the respondents felt the brand was affectionate or was able to give the feeling of warmth.323 0. accomplishment and fulfillment.167 0.167 0. Only 16.059118 0.367417 The table above shows the overall reaction of the respondents to the attribute Brand Feelings.

25 0. 50.9% of the people were in favor and 84.04225 0.76% of the respondents did not agree that they were loyal to the brand.46% of the people disagreed with this. 30.0769 0. Only 18.75% of the respondents believe that Pepsi Cola performs good on four parameters of Brand Resonance.3076 0. Engagement: it was measured through three variables: I like to visit website for Pepsi Cola. and Pepsi cola is special to me.6% were against this. I am keen on knowing more on Pepsi cola.1846 Weights 0.169 0.25 0.76% of the respondents felt that they were attached to the brand while 44. Variables Loyalty Attachment Community Engagement Total Agree 0. I love talking about Pepsi Cola to others. Rests were in neutral category.25 0. Pepsi cola is more than a drink to me. Community: it was measured through two variables: I can easily associate with people who consume Pepsi cola and Pepsi Cola is used by people like me.they were loyal to the brand and would do anything to get the product. Attachment: the attachment to the customers was measured through three variables: I love Pepsi cola. [A report on analysis of Pepsi Cola using Customer Based Brand Equity Pyramid] Page 7 .6% disagreed on this point.20755 Hence we conclude that only 20.25 0.04615 0.04225 0.169 0. 16.46% of the people agreed with this while 58.

secondary associations. Big Boss). Brand feelings and judgment stand slightly lower at 36. sport events. They could go for sponsoring college annual fests. However. etc. All the possible Brand Strategies that come into play address the 3 drivers of brand equitychoice for brand elements/identities. joy and excitement aspect and make the brand a part of their lives. if they want to include all then.75%.52. Brand imagery being an intangible aspect of brand. [A report on analysis of Pepsi Cola using Customer Based Brand Equity Pyramid] Page 8 . they will have to make the brand relevant in everyday life (like Cadbury‟s Dairy Milk) of a typical youth by focusing on the conditions or usage situations that lay emphasis more on youth relevant activities. on hindsight this limits the brand‟s appeal to the younger section of society only and fails to include the other groups of the population segment.ANSWER 2: Brand Strategies for enhancement of Customer Based Brand Equity of Pepsi-Cola. friends etc. time for channels popular amongst youth (MTV. imagery and judgment component of the CBBE model needs to be improved to have higher levels of resonance.0% when we talk about top of mind recall and 96. 9XN.45%. we can say that though the brand awareness is quite high with Pepsi occupying a share of 41. Splitsvilla. This clearly indicates that feelings. advertising or other sources like family.3% with a higher response on excitement aspect of brand personality (cool. However. product and services accompanying the marketing and support activities.25% respectively.74% and 36.  The brand has positioned itself as a youthful product hence it has to portray the user profile with similar image because there needs to be congruence between its image and identity. may be they can focus more on fun.47.3%. youth. Brand performance is also good at 54. Brand imagery indicates more of neutral attitude at 52. After taking a note of the observations obtained from the survey analysis. This requires that the advertisements of Pepsi should have a cast that is typical of today‟s youth population.9% in terms of familiarity. the consumer forms the imagery associations because of his personal experiences. Brand resonance needs to be salvaged as Pepsi on that component fairs poorly at 20. buying TV. So.6%). In addition.

They should support cause or activities that are in congruence with their brand personality or add to it ( Tata.  The use of interactive media seems limited which should be increased.  Another option that should be exercised is cause marketing.g. etc. Sunsilk Gang of Girls).g. Since.Smirnoff in James Bond. feelings are on abstract level so the advertisements should be based on emotional appeal. user & usage-imagery. etc.). attention has to be given to the type of execution used in the advertisements being delivered ( slice of life. To further enhance the feelings component and the imagery as well. Product bundling with its other product already exists which should be vigorously promoted ( with Frito-lays – new year pack or Diwali pack).tea for voting asking consumers to be smart and responsible).) as this will provide better user imagery and secondary associations. [A report on analysis of Pepsi Cola using Customer Based Brand Equity Pyramid] Page 9 . humor. A possible tie-up to sell Cadbury‟s and Pepsi for “shubh arambh” with sweet and fun/ youthfulness” of any new aspect of ones life.  Product placement in movies should be increased (e. making it a part of Indian consumers life. Audi in Transporter. This could be taken at the corporate image level as well. This is important because the penetration levels of internet have increased and the target segment is one of the highest users of internet in India ( e.  Co-branding could be promoted. personality-symbol.

1-3 times a week c. About Brand Awareness-Usage 1. Which of the following Cola brands are you familiar with? Brand Name Pepsi Coca-Cola Thumps Up RC Cola Yes No 3. If you are partying. QUESTIONNAIRE An Analysis of Pepsi Cola using the Customer Based Brand Equity Pyramid Dear Sir/Madam.ANNEXURES 1. 4-6 times a week d. 1 -2 years c. We the students of IBS Hyderabad are conducting a comprehensive view of your attitudes and perception on Pepsi Cola.3 years d. How frequently do you consume your preferred Cola Brand? a. We would like you to complete the survey. The information given by you will be kept confidential and will be used for the academic purposes only. Name the first cold-drink (Cola) brand that comes to your mind: 2. Which of the above mentioned cola brands do you prefer the most? 4. more than 6 times a 6. 2 . More than 3 years [A report on analysis of Pepsi Cola using Customer Based Brand Equity Pyramid] Page 10 . 0 – 1 year b. as we are interested in your perspective and opinions. which of the cola brands would you be carrying? 5. Since how long have you used this brand of cold drink? a. I. Rarely week b.

About Brand Judgment 1. General Questions about Pepsi Cola Brand 1. No No III.II. Do still use the above mentioned brand? a. Pepsi Cola is (Tick more than one) Cool Young Concerned about society Happening Likeable Original Innovative [A report on analysis of Pepsi Cola using Customer Based Brand Equity Pyramid] Page 11 . Rarely Regularly b.Have heard about Pepsi Cola? Yes 2. Frequently d. Have you used this brand? Yes 3. Occasionally c.Your overall opinion on Pepsi Cola (1 for least and 5 for highest) Attributes How well does Pepsi Cola satisfy your needs How good a value is this brand Your assessment of the quality of Pepsi cola How much do you trust the maker of this brand How much do you respect the brand How much do you admire the brand How likely would you recommend the brand to others How unique is the brand How much superior is Pepsi brand compared to other cola brands 1 2 3 4 5 2.

caring and have customer's interest in mind Compared to other brands. price of Pepsi is same Strongly Disagree 1 1 1 1 1 1 1 1 1 2 2 2 2 2 2 2 2 2 Neutral 3 3 3 3 3 3 3 3 3 4 4 4 4 4 4 4 4 4 Strongly Agree 5 5 5 5 5 5 5 5 5 V. About Brand Imagery Please give your opinions on following points: Attributes To what extent do your friends consume Pepsi Cola To what extent does thinking of Pepsi bring back your personal memories How much do you like people who consume Pepsi Cola How agreeable do you think the brand endorsers of Pepsi Cola To what extent do you think is the time you have spent using Pepsi Cola 1 2 3 4 5 [A report on analysis of Pepsi Cola using Customer Based Brand Equity Pyramid] Page 12 .IV. About brand Performance Pepsi Cola…… Attributes Is easily available to you Has a cool brand Image Is for the whole family Satisfies your need better than other brands in same category has some special features serves the basic function of the category well is reliable brand is trusting.

VI. About Brand Resonance Attributes I am loyal to Pepsi Cola I love Pepsi Cola I like to visit website for Pepsi Cola I am keen on knowing more about Pepsi Cola I would go out of my way to buy Pepsi Cola Pepsi Cola is more than a cold drink to me I can easily associate with people who consume Pepsi Cola I love talking about Pepsi Cola to others I keep a track of all the latest advertisements of Pepsi Cola I am proud to have others know that I love Pepsi Cola Pepsi Cola is special to me I would be interested to buy merchandise with Pepsi Cola name on it This brand is used by people like me Strongly Disagree 1 1 1 1 1 1 1 1 1 1 1 1 1 2 2 2 2 2 2 2 2 2 2 2 2 2 Neutral 3 3 3 3 3 3 3 3 3 3 3 3 3 4 4 4 4 4 4 4 4 4 4 4 4 4 Strongly Agree 5 5 5 5 5 5 5 5 5 5 5 5 5 [A report on analysis of Pepsi Cola using Customer Based Brand Equity Pyramid] Page 13 . About Brand Feelings Pepsi Cola gives you a feeling of: Attributes Affectionate Celebration Satisfaction Coolness Youth Fun Social-Approval Enjoyment Accomplishment Popularity Strongly Disagree 1 1 1 1 1 1 1 1 1 1 2 2 2 2 2 2 2 2 2 2 Neutral 3 3 3 3 3 3 3 3 3 3 4 4 4 4 4 4 4 4 4 4 Strongly Agree 5 5 5 5 5 5 5 5 5 5 VII.

Please tick the age category to which you belong to: 16 – 25 3. About Yourself 1.VIII. Please specify your gender: Male Female 2. Monthly Family Income: Less than 20000 40000 – 50000 20000 – 30000 Above 50000 30000 – 40000 26 – 35 36 – 45 Over 45 Thanks for your Patience and Support [A report on analysis of Pepsi Cola using Customer Based Brand Equity Pyramid] Page 14 .

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