Game Plan: Becoming the #1 Juice Drink in eCommerce

Live Project Bid | Consumer Behavior | Group 17

Coca-Cola is a leading global beverage corporation, operating top selling drink brands in various markets. With 11% CAGR
INTRODUCTION predicted for Food & Beverages in India & 51% for eCommerce, time is ripe to launch a new juice brand for eCommerce

1. Identify customer attitude towards packaged juices 2. Identify factors influencing purchase behavior
OBJECTIVE 3. Develop game plan to become the #1 juice drink in E-commerce

METHODOLOGY
1. Environment Analysis of packaged juice in India  4. Analysis and Recommendation Plan
a) Secondary and exploratory research to understand a) Identify target customer segment
current landscape of packaged juice b) Developing trends & insights on attributes of packaged
b) Understanding the competitive landscape – competitor's juice
offerings, key metrics for benchmarking c) Creating a differentiated value proposition for packaged
2. Study of Consumer Behavior juice in eCommerce
a) Qualitative Research to understand the factors impacting d) Map consumer decision process and conduct need-gap
the sale of packaged juice analysis
b) Literature Review to identify factors affecting the e) GTM Strategy to achieve #1 position in eCommerce
consumer behavior and develop hypotheses i. Product – Packaging, flavors, pack sizes
3. Primary Research using qualitative interviews, quantitative ii. Place – All ecommerce, or channel exclusives to
research to start with
a) Understand consumer attitude towards packaged juices iii. Price – Based on perceptual map, go for
b) Identify drivers and barriers that influence purchase premium/low end
behavior for juices on eCommerce websites iv. Promotion – Website, TV, Internet, Offline, Apps
c) Identify key factors influencing purchase behavior for v. Brand Communication - brand building for target
packaged juice market
Game Plan: Becoming the #1 Juice Drink in eCommerce
Live Project Bid | Consumer Behavior | Group 17

RESEARCH QUESTIONS DELIVERABLES

1. What are the different customer segments? 1. Identify current landscape for packaged juice on eCommerce
Who is our target customer? 2. Understanding consumer attitude towards packaged juices
2. How can the customers be segmented based on 3. Identification of factors affecting the purchase behavior of
psychographic characteristics? packaged juices on eCommerce
3. What are the top selling juice brands, flavors and sizes 4. Consumer Insights and trends for packaged juice buying –
currently in the eCommerce channel? online & offline
4. To determine consumer preferences for packaged juice. 5. Identification of drivers and barriers to change consumer
5. What are the decision variables influencing consumer behavior for online buying
attitude towards packaged juice? 6. GTM strategy to achieve No. 1 juice drink in E-commerce
6. What are the decision variables influencing the purchase
decision of consumers? TIMELINES
7. Is it possible to change consumer attitude towards packaged
juices?
Evaluate attitudinal restructuring possibilities.
8. What are the search and experience attributes affecting
consumer perception towards various juice brands?
9. What are the factors influencing consumer preference
towards the sales channel – offline v/s online