Nimbooz Report Final1

8/10/2019 Nimbooz Report Final1

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CUSTOMER ATTITUDE TOWARD PEPSICO PRODUCTNIMBOOZ

A Project Report

Submitted to the

APEEJAY INSTITUTE OF TECHNOLOGY SCHOOL OFMANAGEMENT

in Partial Fulfillment for the award of

POST GRADUATE DIPLOMA OF MANAGEMENT

By

YASHIKA GUPTA

PGDM 1 ST YEAR

SECTION (B)

Under the Guidance of

Dr. AMIT KUMAR UPADHYA


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Customer attitude toward P epsico product Nimbooz

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Acknowledgement


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Content

I NTRODUCTION

COMPANY PROFILE PREFACE

OBJECTIVES

LIMITATIONS

MARKETING STRETEGIES

METHODOLOGY

SWOT ANALYSIS BIBLOGRAPHY

QUESTIONIER


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Introduction

Pepsi Co is the world leader in the food chain business. It mainly consists of thecompanies, amongst which the prominent ones are Pepsi Cola, Pepsi foodinternational, Pizza-hut, KFC etc. which is engaged in the most profitable

businesses of Beverages, Snacks, Foods and Restaurants. At present, the PepsiCola Company is producing and marketing many refreshment beverages to

retail customers in more than one hundred countries around the world.

Pepsi Cola ever since of its existence has strengthened its operations in manycountries and have witnessed the growth and diversification in its all functional

areas. One of the strengths that has contributed for the development of PepsiCo is its strong franchise system. The strong franchise system was the

backbone of success along with a great entrepreneur spirit. Pepsi spent a large

amount on its promotion and advertising campaign every year. This enormousadvertisement and promotion budget allows PepsiCo to reinforce its products,to introduce new products and make the consumer aware of their new productsvery quickly. In the beverages segment, the dominating brands of PepsiCo are

Pepsi, Mountain Dew, Diet Pepsi, and Caffeine Free Diet Pepsi.

PepsiCo products are distributed to many outlets, viz. convenience stores, restaurants, movie theatres and almost and all conceivable spots. Hence,PepsiCo is one of the most well-known brands in the world today, available inover 160 countries. The company has an extremely positive outlook for India. Apart from North America, the two largest economies of the world, India and
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China are the growing markets for its business. With the introduction of theliberalization policies since 1991, PepsiCo starts its operations in India viz.manufacturing, research and development, marketing, distribution andfranchising for its products.

At present Pepsi has about forty bottling plants in India, few of them are owned by the company and remaining are owned by Indian franchisees. The Pepsi-Cola marketing phrases have changed many times over the years since itsinception from the beginning of nineteenth century. The latest phrase ofPepsiCo is "Yehhaiyoungistanmerijan and My Pepsi My Way". The PepsiCohave made an addition to its portfolio of Pepsi beverages by launching"Nimbooz" on February 2009 in India. This latest brand of PepsiCo has beenlaunched in India in order to meet the consumer taste and expectations likenatural and delicious lemony refreshment similar to homemade nimbupani withhygienic taste.

Preface

The socio-economic environment of the consumer, determine the brand nameand loyalty of the company. The brands which creates the value for thecustomer through their attractive and innovative strategies are always capable of

sustaining and improving their strong brand name and value with theconsumers. Consumer's choice, taste and preferences are based upon hissatisfaction level on the amount of money, he spend on the purchase of the

product. Hence, the companies are always striving to offer something uniqueand special, which their competitors can not match easily. In order to implementthese type of marketing strategies, the companies needs to examine deeply thechanging needs, preferences, tastes and desires of the consumers. In the fastgrowing economies of the world like India, the socioeconomic status of theconsumers are rapidly improving. This considerable change in lifestyle of theaverage consumers of India have led to diversify and expand the scope of

business for the fast food and soft drinks. Hence, the consumers are the best judges, who assess the quality and quantity of the final product or brand beingoffered to them by different market players. Therefore, it compels us to know,to what extent the marketing strategies of PepsiCo, who is known as a major

player in the field of soft drinks business, have influenced the attitude of theconsumer. In this backdrop, the present study was carried out to assess theconsumer behaviour towards the latest PepsiCo product 'Nimbooz' in Greater

Noida of the State of Uttar Pradesh.
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Objectives

The study was carried out keeping in view the following main objectives

* To study the consumer satisfaction level towards the PepsiCo product'Nimbooz'.

* To analyse the attitude of customer towards the present marketingstrategies followed by the company in order to promote the product'Nimbooz' in the market.

* To assess the factors which influence the buying behaviour ofconsumers for the product 'Nimbooz'.OF PEPSICO INDIA.

LIMITATIONS

Time Constraint

Since our project had to submit in five to six weeks, so obviously it was a bit tedious.

Insufficient Data

Since the data available in the bank was confidential, so the information to be used in the

project was insufficient .


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Methodology

A soft drink consumer enjoys lot of choices as there are different brands withdifferent tastes and features available in the market. The present study wascarried out in order to understand the consumer attitude towards PepsiCo

product 'Nimbooz' in greater Noidaof the State of Uttar Pradesh . The studywas based on primary and secondary data. In order to get the primary data, thecensus method of sampling was not possible, hence, we selected the sample of20respondents on random basis. The consumption pattern of the soft drinksvaries among different age groups of people, therefore a due care was taken to

ensure that the sample selected was truly representatives of the whole population to be studied and the special care was also taken to cover therespondents of all age groups in the sample for study. The required informationwas obtained through a well-designed questionnaire. The information thuscollected was analysed with the help of various statistical tools and techniqueslike percentages and averages.
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SWOT ANAYSIS

NIMBOOZ

Strengths:

The main strength of Adidas is his Product Quality. The quality and the material uses inAdidas are very good. The company has a good brand image in the market, the publicity andthe advertisement is also very good and lastly company holds a healthy market share in themarket. Adidas Shoes is a very competitive organization. Phil Knight (Founder and CEO)isoften quoted as saying that 'Business is war without bullets.' Adidas Shoes has a healthydislike of its competitors. At the Atlanta Olympics, Reebok went to the expense ofsponsoring the games. Adidas Shoes did not. However Adidas Shoes sponsored the topathletes and gained valuable coverage. Adidas Shoes has no factories. It does not tie up cashin buildings and manufacturing workers. This makes a very lean organization. Adidas Shoesis strong at research and development, as is evidenced by its evolving and innovativeproduct range. They then manufacture wherever they can produce high quality product atthe lowest possible price. If prices rise, and products can be made more cheaply elsewhere(to the same or better specification), Adidas Shoes will move production. Adidas Shoes is aglobal brand. It is the number one sports brand in the World. Its famous 'Swoosh' is instantlyrecognizable, and Phil Knight even has it tattooed on his ankle.

Weakness:

The major weakness in the Adidas is that the manufacturing of the products of Adidas is notdone in India itself it is being import hence the cost become high

and the ma rgin of profit becomes low that s why company must give a deep

thought on manufacturing their products in India. Another major weakness in the companyis that it is not catering to all the segments which I have already discuss above, If these two

weakness in the company can be eradicated then the company may earn high profit andbetter market status. The organization does have a diversified range of sports products.However, the income of the business is still heavily dependent upon its share of the footwear market. This may leave it vulnerable if for any reason its market share erodes.

Opportunities:


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Adidas does have many products for the urban segment or poor people, but there is hardlyany product or we can say that there are no products for this segment. India is more a ruralcountry, in the total population of India major part of population lives in rural area andthese people cannot afford the costly products of the company like Adidas hence company

must target this particular segment they must introduce the shoes and other productaccording to their demands. And also price is one of the major factor which may influencethis type of segment hence company should make their policy accordingly. Company mustalso consider the rage of products as compare to Nike and Reebok. In my opinion thecompany must introduce more rage or more variety in the market to compete with theircompetitors and also the customers have more choices to choice the product from. Productdevelopment offers Adidas Shoes many opportunities. The brand is fiercely defended by itsowners whom truly believe that Adidas Shoes is not a fashion brand. However, like it or not,consumers that wear Adidas Shoes product do not always buy it to participate in sport.

Some would argue that in youth culture especially, Adidas Shoes is a fashion brand. Thiscreates its own opportunities, since product could become unfashionable before it wearsout i.e. consumers need to replace shoes. There is also the opportunity to develop productssuch as sport wear, sunglasses and jewellery. Such high value items do tend to haveassociated with them, high profits. The business could also be developed internationally,building upon its strong global brand recognition. There are many markets that have thedisposable income to spend on high value sports goods. For example, emerging marketssuch as China and India have a new richer generation of consumers. There are also globalmarketing events that can be utilized to support the brand such as the World Cup (soccer)

and The Olympics.

Threats:

Adidas does not have strong distribution network as compare to Nike and Reebok in India.Nike has more number of retail outlet then Adidas and Reebok has a unique distributionnetwork, the company Reebok not only use its outlet for the

sale of their product b ut also use some other shoes company outlet like Bata. In

a Bata showroom u can find Reebok shoes and other products. But this is not a case withAdidas hence Reebok has an extra advantage over Adidas. Adidas Shoes is exposed to theinternational nature of trade. It buys and sells indifferent currencies and so costs andmargins are not stable over long periods of time. Such an exposure could mean that AdidasShoes may be manufacturing and/or selling at a loss. This is an issue that faces all globalbrands.


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The market for sports shoes and garments is very competitive. The model developed by PhilKnight in his Stamford Business School days (high value branded product manufactured at alow cost) is now commonly used and to an extent is no longer a basis for sustainablecompetitive advantage. Competitors are developing alternative brands to take away Adidas

Shoes

market share. As discussed above in weaknesses, the retail sector is becoming pricecompetitive. This ultimately means that consumers are shopping around for a better deal.So if one store charges a price for a pair of sports shoes, the consumer could go to the storealong the street to compare prices for the exactly the same item, and buy the cheaper ofthe two. Such consumer price sensitivity is a potential external threat to Adidas Shoes. 'Ifyou have a body, you are an athlete' - Bill Bowerman said this couple of decades ago. Theguy was right. It defines how he viewed the world, and it define show Adidas Shoes pursuesits destiny. Ours is a language of sports, a universally understood lexicon of passion andcompetition. A lot has happened at Adidas Shoes in the 30 years.


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QUESTIONNAIRE

NAME :-

AGEa) 18-25 b) 26-35 c) 36-45d) 46-55 e)56-above

Marital status

a) Married b) unmarried

Monthly incomea) 0-10k b)10k-25k c)25k-35kd) 35k-50k e) 50k-above

Number of members in the family A) 1-3 b) 4-6 c) 7-above

1) Do you like soft drinks?a) Yes b) no

2) Which soft drink do you prefer the most? Please rank them accordingto your preference.a) nimbooz b) mountain dew c) coca colad) Sprite e) any other specify

3) Do you like nimboozbecause:-a) Priceb) Easy availablec) Tasted) Healthye) Itis liked by your friends

4) Do you find nimbooz costly?

a) Yes b) no


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5) Do you prefernimbooz mainly due to:a) Taste b) price c) brandd) Any other

6) Do you think nimbooz should manufacture new variant?a) Yes b) no

7) Do you think nimbooz needs improvement?a) Yes b) no

8) What is the optimal amount o cold drink quantity that which youprefer?

A) 200ml b) 300ml c) 500mlD)1ltr e)2 ltr

9) Are you satisfied with the pricing of nimbooz? a) Highly satisfied b) satisfied c) moderatelysatisfiedd) Dissatisfied e) undecided

10) What changes do you suggest for the nimbooz to make it morepopular?(1 for the least preferred and 5 for the most preferred)

a) Advertising1 2 34 5

b) Packaging1 2 34 5

C) Pricing1 2 34 5

D) Promotional scheme

1 3 34 5


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10) How will you rate the attribute that affect your decision to buy theproduct nimbooz? a) Taste

1 2 34 5

B) pricing1 2 34 5

c) Non-carbonated1 2 34 5

D) refreshing and energizing1 2 34 5

11) how far you are satisfied with the product nimbooz:?

a) Highly satisfied b) satisfied c) moderatelysatisfiedd) Dissatisfied e) undecided

12) Do you think the packaging range of nimbooz should be wider i.eavailable in 1 ltr packaging?

a) Yes b) no

13) doyoy find any deference in the price of Nimboozan the otherbrands?

A)yes , nimbooz is cheaper b) no, all are same

c) there are other cheaper than Nimbooz


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ANALYSIS

1) Do you like soft drinks?a) Yes 77%b) No 23%

14, 70%

6, 30%

DO YOU LIKE SOFT DRINK?

YES NO


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2) Which soft drink do you prefer the most? Please rank themaccording to your preference.

a) Nimbooz 30%b) Mountain dew 17%c) Coca cola 15%d) Sprite 25%e) Others 13%

NIMBOOZ30%

MOUNTAIN DEW15%

COCA COLA15%

SPRITE25%

OTHER15%

Sales

NIMBOOZ

MOUNTAIN DEW

COCA COLA

SPRITE

OTHER


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3) Do you like nimbooz because:-

a) Taste 45%b) Easy availability 10%c) Price 25%d) Health 12%e) It like by your friend 8%

TASTE45%

EASYAVAILABLE

10%

PRICE25%

HEALTH10%

IT LIKE BY YOURFREAND

10%

FACTORS

TASTE

EASY AVAILABLE

PRICE

HEALTH

IT LIKE BY YOUR FREAND


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4) Do you find nimbooz costly?

a) Yes 30%b) No 70%

YES30%

NO70%

PRICE

YES

NO


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5) Do you think nimbooz should manufacture new variant?

a) Yes 40%b) No 60%

YES40%

NO60%

NEW VARIANT

YES

NO


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6) Do you think nimbooz needs improvement?

a) Yes 45%b) No 55%

YES45%

NO55%

IMPROVEMENT

YES

NO


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7) What is the optimal amount of cold drink quantity that which you

prefer?

a) 200ml 45%b) 300ml 12%c) 500ml 22%d) 1 ltr 13%e) 2 ltr 8%

2ooml45%

300ml15%

500ml20%

1 ltr10%

2 ltr10%

amount

2ooml

300ml

500ml

1 ltr

2 ltr


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8) Are you satisfied with the pricing of nimbooz?

a) Highly satisfied 35%b) Satisfied 20%c) Moderately 20%d) Dissatisfied 17%e) Undecided 8%

a) Highly satisfied35%

satisfied20%

moderately satisfied20%

Dissatisfied15%

undecided10%

satisfaction

a) Highly satisfied

satisfied

moderately satisfied

Dissatisfied

undecided


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9) What changes do you suggest for the nimbooz to make it more

popular? (1 for the least preferred and 5 for the most preferred)

a) Advertisingb) Packagingc) Promotiond) Pricing

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

advertisement packeging promotion pricing

5

4

3

2

1


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10) How will you rate the attribute that affect your decision to buy theproduct nimbooz?

a) Tasteb) Pricingc) Non-carbonatedd) Refreshing & energizing

0

1

2

3

4

5

6

7

8

taste pricing non-carbonated refresing & energizing

1

2

3

4

5


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11) How far you are satisfied with the product nimbooz:?

a) Highly satisfied 20%b) Satisfied 35%c) Moderately 25%d) Dissatisfied 12%e) Undecided 8%

20%

35%

25%

15%

5%

stisfaction

highly stisfied

satisfied

moderetlydistisfied

undecided


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12) Do you think the packaging range of nimbooz should be wider i.eavailable in 1 ltr packaging?

a) Yes 40%b) No 60%

13) do you find any deference in the price of Nimbooz and the otherbrands?

a) Yes , nimbooz is cheaper 45%b) No, all are same 40%

c) Other are cheaper than nimbooz 15%

40%

60%

packeging

yes

no


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CONCLUSION

Consumer's attitude towards PepsiCo product "Nimbooz"

In order to analyse the consumers attitude towards 'Nimbooz', the respondentswere asked whether they like the NIMBOOZ of PepsiCo. The large number ofrespondents (77percent) stated in affirmative. Whereas only 23percent replied innegative. On the basis of this information, it can be inferred that the PepsiCo

brand 'Nimbooz' could be the main choice of the consumers among different brands of cold drinks in the future. Hence, the PepsiCo need to initiate thedifferent market strategies which can help in expanding the product promotionin different areas.

Pricing of the product is a very important factor which determines the brand preference of the consumer in a competitive market situation. How far the pricing of the product can affect the brand preference, the respondents wereasked how far they are satisfied with the pricing of the product 'Nimbooz' by

PepsiCo.the majority of the respondents i.e. 46percent pointed out that they aresatisfied, 23percent were found moderately satisfied and 20percent stated thatthey are highly satisfied with the pricing of the product. Whereas, only 7

percent of the respondents were found dissatisfied with the pricing of the product 'Nimbooz'.

45%

40%

15%yes, nimbooz is cheaper

no, all are same

other are cheaper thannimbooz
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Attitude towards the product promotional strategies

there are different promotional strategies for the product in the market,

notwithstanding, which promotional campaign makes the product most popularamong the customer, entirely depend upon the prevailing marketing situations.However, the brand preference of the customer is not always constant. Different

brand names have different kind of positioning in different market situations.We gave the consumers four different kind of components i.e. advertising,

packaging, pricing and various promotional schemes and the respondents wereasked to assign the changes which they wish to suggest in order to make the

product more popular. In each components, 1 was assign to least preferred and 5was assigned to most preferred. the maximum numbers of respondents have

suggested that the volume of advertising is not adequate and there is a need toimprove advertising campaign for the product 'Nimbooz' so as to make it more popular. The packaging of the Nimbooz in the ex isting pattern was foundsatisfactory by the majority of respondents. In case of promotional schemes themaximum number of the respondents was found in favour of the need to initiatemore innovative tools and methods in order to increase the popularity of the

product 'Nimbooz'. Hence, the majority of the respondents suggested that theexisting promotional schemes are not adequate; therefore, there is an urgentneed to change the promotional tools for the product 'Nimbooz', which can beunique and suitable in the existing extent of competition in the cold drinksmarket.

Consumer attitude towards the brand attributes

The different attributes of brand like taste, pricing, packaging and any otherspecific quality that assist the marketers towards an appropriate direction and

positioning of the brand in the mind of the customer. In view to analyse theconsumer attitude towards the brand attributes, the respondents were given four product attributes viz. taste, pricing, noncarbonated, refreshing andenergising in nature and they were required to rate each attributes 1 to 5 (1 forleast preferred and 5 for most preferred) that effect their decision to buy the softdrink 'Nimbooz'. The results shown in the chart reveals one clear fact that theconsumer taste, pricing, refreshing and energising nature of the product mostlydetermine the buying decision and behaviour. Whereas, the average consumers

prefer to buy the product 'Nimbooz' because of its non-carbonated nature.

Hence, it can be stated that a product can occupy a significant position in themind of the customers only if all attributes of the product are appropriately


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matched with the customer preference. In the present study the brand attributeslike taste, price, refreshing and energising in nature were rated as the majorvariables which effects the buying behaviour of the consumers.

Consumer's satisfaction level

The analysis of consumer psychology hold much importance in marketing

because in modern market, the consumer in addition to rationally buying a product are also emotionally attached to it. Consumption of soft drinks not onlyquenches thrust of the consumers but also have a psychological linkage with theconsumer. In order to understand the satisfaction level of the consumer from the

product 'Nimbooz', the respondents were asked to what extent they are satisfiedwith the product. the large majority of the respondents were found satisfied(highly satisfied=44 percent and satisfied=34 percent) and only 8percent of therespondents stated that they are not satisfied with the product. Further, in viewto assess the existing packaging system of the product 'Nimbooz' the

respondents were asked whether the packaging range of the product 'Nimbooz'needed to be changed or not. The consumer's response that the maximumrespondents (76percent) stated that the packaging range of the product Nimboozshould be wider and it should be available in one and two liter packaging.

Conclusions and Suggestions

In brand preference analysis and consumer satisfaction, it was found that thePepsiCo products Nimbooz were preferred by the consumers and the

consumers were found satisfied with the taste and price of the product. Themajority of respondents replied that they like the Nimbooz and they aresatisfied with the pricing pattern of the product 'Nimbooz'. While analysing the

promotional strategies of PepsiCo for the 'Nimbooz', it was found that there is aneed to improve the system of advertising and promotional schemes so as tomake the product more popular among consumers. Whereas the consumerswere found satisfied with the pricing and packaging strategies followed by thecompany for the product 'Nimbooz'. Further, while analysing the attitude ofconsumers towards the brand attributes, it was found that there is a positiverelationship between the brand attributes and consumers preference. Hence, itwas concluded that the consumer preference and buying behaviour is


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determined by the product and brand attributes. Therefore, the marketingstrategies of the targeted towards youngsters because the youngsters are treated

by the society as trend makers about the brand to be purchased and also brandconscious.

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