pepsi summer internship project ppt

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INTRODUCTION

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RESEARCHMETHODOLOGY

RESEARCH topic

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

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OBJECTIVE OF THE STUDY

PRIMARY OBJECTIVE

To know the impact of promotional activities on consumers and to study customer satisfaction level with respect to Pepsi

SECONDARY OBJECTIVE

Promotional, selling strategies. Effective and successful promotion.Brand awareness level and mind-set of the consumers. Consumers perception & expectation. Strength of the competitors.Customers repurchase intention.Lost customer analysis.

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TARGET POPULATION

SAMPLING METHOD

DATA COLLECTION METHOD

SOURCES OF DATA COLLECTED

EVERY DEALER SURVEY (EDS)

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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.

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The promotional tools used by SMV Beverages for its marketing activities are

Point of sale displayIncentives to retailersSales promotion through sponsoring special eventsSales promotion through various schemes Advertising

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8DATA ANALYSIS FOR IMPACT OF PROMOTION ON CONSUMERS

9101112131415161718ANALYSIS OF ROI19

DATA ANALYSIS FOR THE STUDY OF CUSTOMER SATISFACTION202122

FROM DEALERS/RETAILERS SURVEY

232425

Findings

FOR PROMOTION:Consumer preference.Low awareness of nimbooz, lehar soda, tropicana juice and aqaufina as brand of PepsiCo. Consumers feel promotion cant influence customer buying decision.Strength of PepsiCo is its heavy promotion.Success of promotion.Product sale during discount schemes have great scope.26FOR CUSTOMER SATISFACTION:

Taste.Customer repurchase intentionProduct innovativeness.Product availability. Service to dealers. SupplyLost customer analysis

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SWOT ANALYSIS STRENGTHPepsiCo's presence Broad product line Strategic improvements Attractive schemes Advertisement/ promotion Able marketing intelligence

WEAKNESS Disclosure of schemesProduct replacement Service Interior parts of the city over looked Visi cooler OPPORTUNITY Adapting to market trends(introduce health drinks). New product in dust formTetra packs for all brands to target kids segment. Cartoon character packaging for kids sugar free range of products Focus upon interior areas Huge market potential

THREAT Intense Competition Decline in C.S.D. Sales Health issues & pesticide controversy Environmental affairs Threat from indigenous drinks 28

RECOMMENDATIONAnother brand of cola flavourNimbooz, tropicana juice, lehar soda, aquafina(water) needs more promotionAvoidance of invalid codes in promotion(LOSS OF BRAND IMAGE) Service to dealersPromotion through brand ambassadorsFocus on lost customersMore emphasis on retailers

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REFERENCESwww.pepsizone.comwww.pepsiindia.comwww.pepsico.comwww.Wikipedia.comMagazines(marketing management 4Ps)Marketing Management ;PHILIP KOTLER

31THANK YOU

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