K. J Somaiya Institute of Management Studies and Research PEPSI Marketing Management questionnaire with: Mr. Hakim(Marketing Manager) / Ms. Rashmi Patil (Assistant Marketing manager) 1.Presently, what are the challenges faced by Pepsi as a brand considering the only competition with Coca-Cola? How do you handle them? 2.Over the years Pepsi has witnessed the considerable slide in the market share in India (from 42.5% in 1995 to 27.9% in 2013). Was it due to changing preferences of the consumers? 3.Recently, Pepsi atom was introduced during the IPL season. What was the strategy to launch this product in market? 4.The tagline of ‘Youngistan’ targets the youth. As per the trend, youth have a desire for a stronger taste. Do you follow the consumer feedback method in order to make the changes in marketing developments? 5.What do you think was the strategy of signing multi-million dollar deal with IPL? 6.Is there any grand event you are targeting in the near future?

Questionnaire Survey Pepsi case analysis

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K. J Somaiya Institute of Management Studies and Research

PEPSI

Marketing Management questionnaire with: Mr. Hakim(Marketing Manager) / Ms. Rashmi Patil (Assistant Marketing manager)

1. Presently, what are the challenges faced by Pepsi as a brand considering the only competition with Coca-Cola? How do you handle them?

2. Over the years Pepsi has witnessed the considerable slide in the market share in India (from 42.5% in 1995 to 27.9% in 2013). Was it due to changing preferences of the consumers?

3. Recently, Pepsi atom was introduced during the IPL season. What was the strategy to launch this product in market?

4. The tagline of ‘Youngistan’ targets the youth. As per the trend, youth have a desire for a stronger taste. Do you follow the consumer feedback method in order to make the changes in marketing developments?

5. What do you think was the strategy of signing multi-million dollar deal with IPL?

6. Is there any grand event you are targeting in the near future?7. While there is an increasing demand of health drinks and Tropicana as

your brand, are you planning to increase your market share in health drinks sector?

8. As we see, there is a growing demand from rural areas for cold drinks as well as health drinks, what are the challenges faced by Pepsi to tap the rural market?

9. What would you want to tell the consumers to prefer Pepsi over Coke? Any message to convey in order to keep the sales volume of Pepsi in the back of your mind?

10. Would you like to share any future marketing strategies or any upcoming product developments?

Page 2: Questionnaire Survey Pepsi case analysis

Consumer Survey

1. Gendera. Maleb. Female

2. Agea. Less than 15b. 16-30c. 30-45d. More than 45

3. How many Glasses of Cold drink you drink in a week? a. <1 b. 1-3 c. 4-8 d. >8 4. Why do you prefer Pepsi? a. Refreshment b. Thirst c. Fun

5. What is the reason to believe in Pepsi as a brand? a. Quality b. Cost c. Advertisement d. Brand name

6. According to you, how do you feel Pepsi as a cold drink? a. Very good b. Good c. Neither d. Bad e. Very bad

Page 3: Questionnaire Survey Pepsi case analysis

7. Are advertisements of Pepsi better than its competitors? a. Strongly Agree b. Agree c. Can’t say d. Disagree e. Strongly disagree

8. What do you correlate Pepsi as a brand with? a. Taste b. Slogan c. Easy availability d. Boring and uncool e. Costly f. Advertisements g. Fun h. Celebrity endorsement