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Premium member Presentation Transcript Market Research on The failure of Pepsi Blue in Indian Market: Market Research on The failure of Pepsi Blue in Indian Market Manoj Kr Sharma Navitha Reddy Priyanka Mandal Ravi Newatia Rohit Jain Sudhan T. Nadar Thoudam Nirpan 1/1/2012 Indian Business Academy 1 Group 5Pepsi Blue: Pepsi Blue Type: Flavored Cola Manufacturer: PepsiCo, Inc. Country of origin: United States Introduced in India: Two months before 2003 Cricket World Cup 1/1/2012 Indian Business Academy 2Problem Identification: Problem Identification Pepsi blue was launched in India just before the Cricket world cup 2003 and although heavily promoted by PepsiCo, it was widely seen as a commercial flop as sales remained low. 1/1/2012 Indian Business Academy 3Research objective : Research objective Which soft drink people consumes normally What people like in that soft drink they prefer to buy In a month, how many occasion people buy soft drink Are people aware of Pepsi Blue Have they tried Pepsi Blue Are they like Pepsi blue How do people compare Pepsi Blue with normal Pepsi Does the color of the soft drink matter Does color of the packaging matter 1/1/2012 Indian Business Academy 4Type of research: Type of research Descriptive research - As it was more based on how, when, where and what 1/1/2012 Indian Business Academy 5Where was data collected: Where was data collected Primary - online survey Cover large no. of people Faster medium More respondents 1/1/2012 Indian Business Academy 6Sample Size: Sample Size We surveyed around 100 people among whom most were youngster falling in the age group of 20-25. 1/1/2012 Indian Business Academy 7Questionnaire: Questionnaire Which soft drink you consume normally? Which brand of soft drink you prefer to buy? What you like in that soft drink you prefer to buy? In a month, how many occasion u buy a soft drink? which are the soft drink brands u have tried On what occasion u buy soft drinks 1/1/2012 Indian Business Academy 8Questionnaire Cont…: Questionnaire Cont… Are you aware of blue Pepsi How did you became aware it Have you tried this Did you like it? If yes, what did you like In case you have not tried this what are the reason 1/1/2012 Indian Business Academy 9Questionnaire Cont…: Questionnaire Cont… How do you compare blue Pepsi with normal Pepsi. What packing you like to buy in a soft drink Does the color of the soft drink matter to you Does color of the packaging matter to you 1/1/2012 Indian Business Academy 10PowerPoint Presentation: 1/1/2012 Indian Business Academy 11 Inferences & GraphsPowerPoint Presentation: 1/1/2012 Indian Business Academy 12 Which soft drink you consume normally? Sr No. Soft Drinks Frequency (X) Variance 1 7up 3 22.01775 2 Coke 11 10.94083 3 Energy Drink 2 32.40237 4 Fanta 3 22.01775 5 Maaza 15 53.40237 6 Mirinda 4 13.63314 7 Mountain Dew 4 13.63314 8 NA 2 32.40237 9 Pepsi 8 0.094675 10 Real Juice 4 13.63314 11 Slice 11 10.94083 12 Sprite 5 7.248521 13 Thumbs up 28 412.4024 100 644.7692 Mean 7.692307692 SD 7.330127504PowerPoint Presentation: 1/1/2012 Indian Business Academy 13PowerPoint Presentation: 1/1/2012 Indian Business Academy 14PowerPoint Presentation: 1/1/2012 Indian Business Academy 15 Sr No. Sources Frequency (X) Variance 1 Banners 4 105.7959 2 Friends 10 18.36735 3 Internet 2 150.9388 4 ive tried it 1 176.5102 5 NA 4 105.7959 6 Newspaper 12 5.22449 7 TV 67 2778.796 100 3341.429 Mean 14.28571429 SD 23.59882967PowerPoint Presentation: 1/1/2012 Indian Business Academy 16PowerPoint Presentation: 1/1/2012 Indian Business Academy 17Findings: Findings THUMS UP is the most preferred soft drink People prefer taste over color Most people don’t find any occasion to buy cold drink People are aware about Pepsi Blue and majority are from TV Most people haven’t tried Pepsi Blue because of the unavailability 1/1/2012 Indian Business Academy 18Findings Cont…: Findings Cont… In our findings people don’t like Pepsi Blue For many people color of the drink matters and color of Pepsi Blue was somewhat similar to kerosene The packaging of the soft drink also matters to people. 1/1/2012 Indian Business Academy 19Our Recommendation: Our Recommendation Pepsi blue availability should have been more Color is a sensitive issue to people, don’t change it drastically 1/1/2012 Indian Business Academy 20Our learning : Our learning TV is the best medium of advertisement People don’t find occasion to buy Soft drink A thorough research about the color of the soft drink and the packaging is needed before the launch of a soft drink 1/1/2012 Indian Business Academy 21PowerPoint Presentation: 1/1/2012 Indian Business Academy 22 Thank You You do not have the permission to view this presentation. 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