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MARKET RESEARCH PROPOSAL ON PEPSI - CAF CHINO Research Proposal: PROBLEM DEFINITION:PROBLEM DEFINITION Pepsi, the most popular soft drink in the country, launched its new
MARKET RESEARCH PROPOSAL ON PEPSI
CAF
CHINO Research Proposal: PROBLEM DEFINITION:PROBLEM DEFINITION Pepsi, the most popular soft drink in the country, launched its new variant Pepsi Caf
Chino However, this variant is not getting positive feedback. The paradox facing these beverage companies is that in spite of global and Indian consumers showing preferences for new and adventurous flavors the cola giants have not been able to get their concoction right till now. Also with Caf
Chino Pepsi tried to win back GenNext audience, which has increasingly gravitated towards the Baristas and Caf
Coffee Days in the neighborhood. Seemingly the issue is not only launching a new flavor which finds a mass acceptance but also creating third places
like coffee shops and tea bars
which will help to put these companies on a roadmap from being a mere brand in the clutter to being an experiential brand. Another issue which the beverage companies have to look into is that whether they can move beyond trying new flavors in the carbonated segments towards experimenting in other segments like cold tea
Lipton Ice Tea
or cold coffee
Nescafes Caf
Frappe
or juices
Pepsis Tropicana
RESEARCH OBJECTIVES: To identify the upcoming trends in the tastes and preferences of Indian consumers in the beverages market and determine consumer purchase intentions for the new flavors proposed by the research. To ascertain the feasibility of Pepsi as an experiential brand. SECONDARY OBJECTIVES: To identify the favorite flavors across various age groups in beverages, amongst Indian Consumers In carbonated drinks In Non
carbonated drinks To determine the significance of various factors influencing their choice of flavors like Aroma After Taste Health Consciousness
Sugar
Fat Content
Intensity
Strength of the Flavor To gather consumer insights about the taste aspect of beverages Use of more familiar, classic flavors and ingredients Use of less familiar, exotic flavors and ingredients Significant integration of sweet and savory flavors SECONDARY OBJECTIVES: To find out the willingness of the consumer to try out new flavors in both carbonated and non carbonated drink To identify the new flavors, which can be easily converted into salient products To find out the consumer insights on new beverage categories that Pepsi can venture into like teas, coffees, variants of juices, alcoholic beverages. To determine through qualitative research, the best way to establish Pepsi as an experiential brand and how to entice the youth, who have shifted to coffee bars, back to Pepsi. The various options which can be looked at are: Vending machines at strategic locations in all major cities
e
g
Liptons tea vending machines
Exclusive Pepsi outlets or beverage bars with the entire range of its beverages
e
g
Caf
Coffee day
Co
branding with major brands like Pizza Hut to sell the new and more adventurous variants of Pepsi targeting the urban youth. SECONDARY OBJECTIVES RESEARCH DESIGN: Our exploratory research will be in following steps: Focus group discussions will be carried out to evaluate the various options related to Pepsi as an experiential brand. Exploratory research in the form of secondary data analysis of mature and developed markets will be performed. Pilot surveys will be done further through questionnaires to get the most likely salient flavors and other preferences as mentioned in research objectives. Descriptive Research The previous exploratory research will be followed up with descriptive research in next phase with larger and more representative samples in the form of caf
shops restaurants and mall intercept surveys DATA COLLECTION & SAMPLING: Sampling Unit Both male and female across
age groups i
e
years
years
years Sample Size For each focus group discussions
people will comprise each group. There will be
focus group discussions in Mumbai, New Delhi, Chennai, Kolkata, Bangalore, Hyderabad, Pune
Chandigarh Lucknow and Jaipur
For pilot survey a sample size of
each in
metros will be used and then for descriptive research we will survey a representative sample size of
across all major cities. Sampling Procedure We will use C onvenience and Judgment Sampling. CONTACT METHODS Personal interviews through questionnaires and Focus group discussions will be done. DATA COLLECTION & SAMPLING DATA ANALYSIS:Percentage analysis what percentage of customers would want to try a new flavour variant
Central tendency
The average no
of customers who would go for a non
carbonated version of Pepsi Caf
Chino
Regression analysis
we will analyse the relationship between no
of customers who would want to go for carbonated drink & no
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