Market Research Proposal ‐ PepsiCo
Is PepsiCo Healthy?
Team 5: Ilaria Caputo Aneesha Duga Marga Galmes Daria Ilgen Jean‐Loup Senski
The proposed research aims to measure the PepsiCo brand’s consumer perception as “healthy” within the North American market and to analyze the results in order to gather data to generate recommendations on the strategic marketing of the company. The research will survey a sample of 1,000 people in the US different by age, income, location and personal preferences for drinks. The population will be selected randomly by a computer by using the grocery store loyalty programs members as reference. The extent of ...view middle of the document...
Surveyed people in fact may have issues that can prevent them from answering accurately to the questionnaire and this possibility has been already addressed by designing the questionnaire in the easiest and less embarrassing possible way. The possibility of not being able to reach a customer has also been addressed by setting the computer on the way to select an alternative number to be selected.
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INTRODUCTION OBJECTIVES RESEARCH DESIGN
3.1 3.2 3.3 3.4 Sampling Techniques: Qualitative/Quantitative Data Collection Method Measurement Analysis Procedures
4.1 4.2 4.3 4.4 4.5 Summary of Secondary Data Expected Findings: Primary Research Data Organized According to Related Variables Findings Implications & Recommendations Statistical Significance
PepsiCo’s corporate mission is to be the leading global consumer products company with primary focus on convenient foods and beverages (PepsiCo Annual Report, 2010). Due to growing demand from our customers, consumer advocacy organizations and heavy political pressure to add “healthier” snack and beverage products to our portfolio. More recently, Michael Bloomberg, Mayor of New York City, is pushing for a municipal ban on the sale of super-sized sugary drinks to help mitigate the growing obesity rate. Other legislators, including the FDA, are looking at imposing a “soft drink tax” to also help curb consumption of our primary product base. If we seek to achieve our mission, we must consistently measure our brands perception of being healthy to target consumer markets. If we do not, we will fail to meet the growing demand from our customers for new innovative and healthy food and beverage products.
It is the goal of this research proposal to layout a detailed plan of how to measure this perception and reinforce the urgency of ensuring PepsiCo is responding to growing trends for healthier food and beverage alternatives. We will primarily focus our research methods through qualitative marketing research methods to fully divulge customers understanding, awareness and perception of PepsiCo’s food and beverage product lines in relation to what they perceive as “healthy.” Through this assessment and information gathering, we will be able to deduce valuable consumer insight into new and current product offerings, the success of current marketing tactics and the true desire of consumers’ health demands.
3.1 Sampling techniques The research will be carried out over a selected sample of the population. Since our target are all current Pepsi customers, we cannot perform a random selection. Instead we will frame a selected population using the “loyalty cards” of grocery stores as reference. Those cards in fact represent a powerful marketing tool because of the data that help gathering. We are able to realize if a customer has ever...