BACKGROUND OF THE COMPANY
PepsiCo is a Fortune 500, American multinational corporation with Market Capitalization of $95.23 Billion headquartered in New York with interests in manufacturing and marketing a wide variety of carbonated and non-carbonated beverages, as well as salty, sweet and grain-based snacks, and other foods. Besides the Pepsi-Cola brands, the company owns the brands Quaker Oats, Gatorade, Frito-Lays, Aquafina, Tropicana, Mountain Dew, Mirinda and 7-Up .
Indra Krishnamurthy Nooyi has been the chief executive of PepsiCo since 2006. During her time, healthier snacks have been marketed and the company is striving for a net-zero impact on the environment. This focus on healthier foods and lifestyles is part of Nooyi's "Performance With Purpose" philosophy
LAUNCH
March 2009 PepsiCo India has launched its packaged nimbu paani ‘Nimbooz by 7Up’. PepsiCo will launch its new lime-lemon drink Nimbooz this month. The drink which will be an addition to its 7-up category with real lemon juice, no fizz and no artificial flavors, will be available in three packaging formats of 200 ml returnable glass bottles, 350 ml PET and 200 ml tetra packs, priced at Rs 10, Rs 15 and Rs 10, respectively. will be available in 200 ml returnable glass bottles and 350 ml PET packets communication tag line is ‘Ekdum Asli Indian’, and the integrated communication pro-gramme includes TV commercial, press, radio etc.
BUSINESS OBJECTIVE
- Increase market share in terms of both sale and customer base.
- Maximization of Profit.
- Creating strong brand image
RESEARCH OBJECTIVE
- To find out the awareness level of consumers about 7up Nimbooz
- To identify the attitude of customers towards 7up Nimbooz and its competitors.
- Post-launch market evaluation of 7up Nimbooz.
- Identify areas of satisfaction and dissatisfaction of consumers.
FACTORS AFFECTING THE RESEARCH
- Time and Cost constraint.
- Majority of respondent where aware of which product we are researching upon.
- The season is less conducive to non carbonated drinks.
- Comparatively new product as compared to other non carbonated drinks.
- The probable liker's (kids) were not interviewed.
RESEARCH APPROACH
QUALITATIVE RESEARCH is used to gain insight into people's attitudes, behavior, value systems, concerns, motivations, aspirations, culture or lifestyles. It’s used to inform business decisions, policy formation, communication and research.
We have tried to find out the qualitative response by some open end questions.
QUANTITATIVE RESEARCH helps us to built insight from numerical data.
In our study, we tried to correlate different aspects of Nimbooz with each other to draw a general understanding.
RESEARCH DESIGN
METHODOLOGY
Exploratory Research
- Did they grab what they had expected while launching 7up Nimbooz in the Indian market
- They lack in understanding the need of people
SAMPLING
The sampling technique of our project is: SIMPLE RANDOM CONVENIENCE TECHNIQUE because the product belongs to the category of regular used product and most of the users were youngsters already present to us conveniently.
TARGET GROUP
| Age group | Household Income (Rs) | Area |
| 18 to 40 years | Below 2 lakh per annum to 5 lakh and above | Delhi, NCR and other Metros |
SAMPLE SIZE
| Age group | Income(Rs) | Area | Sample Size |
| 18 to 40 years | Below 2 lakh per annum to 5 lakh and above | Delhi, NCR and other Metros | 110 |
KEY INFORMATION AREAS
Awareness of brand on the basis of:
ü Top of Mind awareness
ü Spontaneous awareness
ü Aided awareness
RESEARCH FINDINGS
v 34% of the respondents think about Nimbooz when they think of non-carbonated drink
One-third of the respondents think about Nimbooz when they think about non-carbonated drinks.
v 75% of the respondents have tried Nimbooz
Although respondents had tried Nimbooz, but it fails to create brand image along with its competitors. That’s where they are losing their edge over its competitors.
v Consumption of Nimbooz does not affected by income of the consumers.
The distributed and non-cognitive income graph displays that the respondents are not distinguished according to income as the consumption of Nimbooz is not majorly affected by the income factor.
v The following graph reveals perception of peoples towards Nimbooz.
Most of the people think that Nimbooz is unique in taste, refreshing, relieves tiredness and provides instant research.
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