order

In order to identify the theme (breakthrough point) of the internationally famous brand "Pepsi-Cola" and make it penetrate the market further, a market questionnaire was specially designed to comprehensively analyze the results of market adjustment.

Around the theme, three copies were brewed. They are:

Print advertisement-"Inspiration, when will you visit?" "(series of advertisements)

& nb radio advertisement-"This is the Voice"

Tv commercial-the title of "miracle"

Pepsi-Cola Market Survey

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

1) Please fill in your personal information:

Gender: c male c female

Age: c < 16 years old, C 16 ~ 30 C3 1 ~ 50.

Occupation: c pre-school c student c white-collar c general worker c housewife

C. higher-level freelancers

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

C is c, not.

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

C tastes bad, C is worried about getting fat, C doesn't like carbonated drinks, C is too angry, and his stomach can't stand it.

C worry about spilling it on clothes or spraying it on your face when opening a bottle.

4) Why do you like Pepsi (please choose the best three):

Brand C is well-known, and C feels that air jet also reflects a young sense of fashion, and C packaging is fashionable.

C tastes good, C is average, C is recommended by friends and relatives, and C is of good quality.

C has a capacity package suitable for all kinds of drinking occasions, which is convenient to carry, drink and store.

5) Under what circumstances are you most likely to drink Pepsi?

C party, play, watch the game, thirsty, thinking, bored.

When you are physically and mentally exhausted

6) Where do you buy Pepsi at most?

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

C mobile beverage stand c small department store c buy it whenever you want, no matter where you buy it.

7) Who provided/bought most of the Pepsi you drank?

C self, C parents, C spouse, C friends, C relatives, C others.

8) If you had to choose the spokesperson of Pepsi, who would you like best?

C Ronaldo C Jay Chou cF4 c Ayumi Hamasaki C Ordinary people

C Virtual characters (such as Laura in Tomb Raider)

Thank you for your support of Pepsi!

Fill in the time _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

Analysis of the Market Survey Results of Pepsi Cola

The survey takes two forms: direct interview and online survey. A total of 18 questionnaires were sent out, and 18 valid questionnaires were recovered. Among the respondents, 6 were under 16, 16 ~ 30 and 3 1 ~ 50, and the ratio of male to female in the three age groups was 1: 1. Now analyze the results of market adjustment.

Consumer groups

There are three main consumer groups of this beverage: students, white-collar workers and senior freelancers (advertisers, freelance writers, etc.). ). The consumer groups are "1under 6 years old" and "16 ~ 30 years old". The consumer groups of the above occupations and age groups are relatively young, passionate and most allergic to fashion.

Purchase factor

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

Drinking occasion

The ranking of each listed item from high to low is: when watching a ball game, when thinking, when partying, when playing ball, when thirsty, when bored, and when physically and mentally exhausted. It can be seen that the occasion of drinking this beverage is mostly related to youth, passion and fashion.

Buy a venue

Among the listed places to buy, "Buy wherever you want" is far superior to other options, ranking first. This is also in line with the free and easy personality of beverage consumers.

Supplier/buyer

Statistics show that about 90% of the respondents "bought/raised" themselves. Quot Pepsi. This is also in line with the independent personality of beverage consumers, and confirms the concept that young people "like it and fight for it themselves".

Spokesman's statement

In "If you had to choose a spokesperson for Pepsi, who would you choose?" In a survey, respondents prefer "virtual characters (such as Laura in Tomb Raider)". This is related to video games and FLASH, which are very popular among young people.

Combined with the above analysis, we can further determine the promotion orientation of Pepsi. The key to improve the market penetration rate of Pepsi is to further brand. Target consumers are young people who are eager for passion, fashion, personality and dare to challenge themselves.