For your reference

Foreword

In order to find out the theme (breakthrough point) of the copy of the famous international brand "Pepsi Cola" and make it penetrate the market further, a market questionnaire is specially designed, and the market survey results are comprehensively analyzed.

around the obtained theme, three copies were brewed. They are:

print advertisement-"inspiration, when to visit? (a series of advertisements)

&; Nb radio advertisement-This is the Voice

TV advertisement-Miracle Heading

Pepsi-Cola Market Research

As a world-renowned carbonated beverage brand, Pepsi-Cola is waiting to hear your voice.

1) Please fill in your personal data:

Gender: C male and C female

Age: C is less than 16 years old C16 ~ 31C31 ~ 51

Occupation: C preschool C student C white-collar C ordinary worker C housewife

c higher-level freelancer

2) Do you drink Pepsi? (If you answer "No", you don't have to answer question 4)

c is C No

3) Why don't you drink Pepsi? (Please fill it in truthfully so that we can improve it and make Pepsi more popular)

c tastes bad, C is worried about getting fat, C doesn't like to drink carbonated drinks, C is too angry, My stomach can't stand

c worrying about spilling on clothes or spraying on my face when I open a bottle. C Other

4) Reasons why I like to drink Pepsi (please choose the three items that best match):

c brand is well-known. C feels that air jet also reflects a young fashion sense. C packaging is fashionable

c tastes good. C price is reasonable. C friends and relatives recommend C quality is good.

c has a capacity package that meets various drinking occasions and can be carried.

c party, c play, c watch a ball game, c be thirsty, c think, c be bored,

c be physically and mentally exhausted

6) Where do you buy Pepsi at most?

c large department store c shopping center c medium-sized store c supermarket chain c convenience store

c mobile beverage booth c small department store c can buy it whenever you want, regardless of where you buy it

7) Who provides/buys most of the Pepsi you drink?

c yourself C parents C spouse C friends C relatives C others

8) If you were asked to choose a spokesperson for Pepsi, who would you prefer most?

c Ronaldo c Jay Chou cF4 c Ayumi Hamasaki c civilians

c virtual characters (such as Laura in Tomb Raider)

Thank you for your support of Pepsi!

Date of filling in _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

Analysis of the market survey results of "Pepsi"

This survey took two forms: direct interview and online survey. 18 questionnaires were sent out and 18 valid questionnaires were recovered. Among the respondents, there are 6 people under the age of 16, 6 people under the age of 16 ~ 31, and 6 people under the age of 31 ~ 51, and the ratio of male to female in the three age groups is 1:1. The results of market adjustment are analyzed now.

consumer groups

There are three main groups of beverage consumers: students, white-collar workers and high-level freelancers (advertisers, freelance writers, etc.). The consumer groups are "less than 16 years old" and "16 ~ 31 years old". The consumer groups of the above occupations and age groups are young, passionate and most allergic to fashion.

purchase factors

in a survey of "reasons for drinking Pepsi", we can see its purchase factors. Among the many factors listed, "high brand awareness", "feeling that air jet also embodies a young fashion sense" and "packaging fashion" rank in the top three in turn. For the mixed carbonated beverage market, especially for Pepsi (with its strong brand rival-Coca-Cola), brand is the key factor.

Drinking occasions

The ranking of each listed item from high to low is: when watching a football match, when thinking, when partying, when playing, when thirsty, when bored and when physically and mentally exhausted. It can be seen that the occasions for drinking this drink are mostly related to youth, passion and fashion.

buying places

among the listed buying places, "you can buy it if you want, regardless of where you buy it" is far superior to other options and ranks first. This is also in line with the casual and free-spirited personality of the beverage consumer group.

statistics of suppliers/buyers

show that about 91% of the respondents "buy/mention" by themselves? quot; Pepsi. This is also consistent with the independent personality of the beverage consumer group, which confirms the young people's concept of "if you like it, fight for it yourself".

Spokesman

In "If you were asked to choose a spokesperson for Pepsi, who would you prefer most? "In one survey, respondents preferred" virtual characters (such as Laura in Tomb Raider) ". This has something to do with video games and FLASH, which are popular among young people.

Based on the above analysis, the promotion orientation of Pepsi can be further determined. " The key to increase the market penetration of Pepsi-Cola lies in further branding. The target consumers are young people who are eager for passion, fashion, individuality and dare to challenge themselves.