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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 and the results of market adjustment were comprehensively analyzed.

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

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

& ampNb radio advertisement-"This is the sound"

Tv commercial-"miracle" title

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 the form 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 for his stomach.

C. when I open the bottle, I'm worried that it will spill on my clothes or spray on my face.

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

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

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

C has a capacity package suitable for various 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 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 stalls C. Small department stores C. No matter where you buy it, you can buy it at any time.

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

C himself, C parents, C spouse, C friends, C relatives and C others.

8) If you were asked to choose the spokesperson of Pepsi, who would you like most?

C Ronaldo, Jay Chou, cF4, ordinary people in Ayumi Hamasaki

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 took two forms: direct interview and online survey. A total of 18 questionnaires were sent out, and 18 valid questionnaires were recovered. Among the interviewees, 6 were below 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, freelancers, etc.). ). The consumer groups are "less than 16 years old" and "16 ~ 30 years old". The consumers in the above occupations and age groups are 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 many factors listed, "high brand awareness", "feeling that air jet also embodies the sense of youth and fashion" and "packaging fashion" rank in the top three in turn. For the mixed carbonated beverage market, especially Pepsi (its strong brand competitor 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, when thirsty, when bored and when physically and mentally exhausted. It can be seen that the occasions for drinking this beverage are 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 personality of beverage consumers.

Supplier/buyer

Statistics show that about 90% of the respondents "bought/raised" themselves. Quot Pepsi. This is also consistent with the independent personality of beverage consumers, which confirms the concept of young people "fighting for themselves if they like".

Spokesman's statement

In "If you had to choose the spokesperson of 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 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. The target consumers are young people who are eager for passion, fashion, personality and dare to challenge themselves.