The document analyzes the brand equity of Pepsi based on a survey of 30 respondents. It measured brand equity based on parameters of brand knowledge, vitality, association, leveragability, and buying behavior. Pepsi performed reasonably well in brand leveragability and knowledge but not as strong in vitality and buying behavior. Overall, Pepsi ranked fourth in brand equity out of the brands analyzed. The document suggests that Pepsi needs to reposition itself to increase repeat purchases and leverage its brand name to other products like beer, condoms, shampoo, and apparel to improve its brand equity.
The document analyzes the brand equity of Pepsi based on a survey of 30 respondents. It measured brand equity based on parameters of brand knowledge, vitality, association, leveragability, and buying behavior. Pepsi performed reasonably well in brand leveragability and knowledge but not as strong in vitality and buying behavior. Overall, Pepsi ranked fourth in brand equity out of the brands analyzed. The document suggests that Pepsi needs to reposition itself to increase repeat purchases and leverage its brand name to other products like beer, condoms, shampoo, and apparel to improve its brand equity.
The document analyzes the brand equity of Pepsi based on a survey of 30 respondents. It measured brand equity based on parameters of brand knowledge, vitality, association, leveragability, and buying behavior. Pepsi performed reasonably well in brand leveragability and knowledge but not as strong in vitality and buying behavior. Overall, Pepsi ranked fourth in brand equity out of the brands analyzed. The document suggests that Pepsi needs to reposition itself to increase repeat purchases and leverage its brand name to other products like beer, condoms, shampoo, and apparel to improve its brand equity.
The objective of this project was to find out the brand
equity of Pepsi . The parameters which enabled us to arrive at the brand equity were Brand Knowledge, Brand Vitality, Brand Association, Brand Leveragability and Buying Behavior. For this purpose we did a survey where we interviewed thirty respondents on the basis of our questionnaire. The questionnaire comprised eight questions covering the above mentioned parameters. The next step dealt with ranking the brands and giving scores based on the rank achieved. The cumulative score of the brand formed the basis of arriving at the Brand Equity. Our brand Pepsi did reasonably well on the parameters Brand Leveragability (Rank 2), Brand Knowledge(Rank 3) and Brand Association(Rank 3) but could not stand up to the test of Brand Vitality(Rank 5), and Buying Behavior (Rank 5). Overall, Pepsi ranked fourth on Brand Equity, considering all the parameters used to arrive at it. The suggestions that we could come up with for enhancing its Brand Equity were that, Pepsi needs to reposition itself as a promising brand to increase the repeat purchase. Pepsi as a brand is capable of leveraging and should leverage its name to other products Beer, Condom, Shampoo and Apparel. It is capable of diversifying and should cash on this opportunity like Beer, Condom, Shampoo and Apparel. It is capable of diversifying and should cash on this opportunity.
Thums Up has the highest number of loyal customers followed by Sprite. Pepsi has the least number of loyal customers. Brand Leveragability To decide the leveragability of cold drink brands, we chose 9 very different products (From car to shampoo to paints to condom) and asked the customer if all the brands of cold drink manufacture these products then which brands product will they purchase. We got t he following result. From the above findings we can conclude that Coca Cola is the most leveragible brand followed by Pepsi. It is important to note that the respondent thought that Pepsi can do well if they manufacture condom, apparels, beer and shampoo. P e p s i F a n t a S p r i t e T h u m s U p C o c a C o l a
Buying Behaviour Score P e p s i F a n t a S p r i t e T h u m s U p C o c a C o l a
PEPSI BRAND EQUITY
Brand Equity After analysing each of the parameter we calculated the scores of Brand Equity for all the brands wehad considered by totalling the scores of the brands achieved.In the above table the cumulative scores for each of the brand is given where Thums up is the leaderfollowed closely by Coca Cola, Sprite, Pepsi and Fanta.
Cumulative Score31341 Pepsi Brand Equity Score
In the above table we get the breakup of the contribution by each of the parameter towards the brandequity of Pepsi.
Findings of Pepsi Brand Equity Pepsi as a brand has done reasonably well in the parameter Brand Knowledge by securing thirdposition and in Brand Leveragability by securing second position. Thus we can infer that therespondents can differentiate Pepsi as a brand from other brands and could easily relate it to otherproducts as different as Cars and Shampoo.However in the parameter Brand Vitality Pepsi is the last among the total brands indicating that therespondents see the brand Pepsi as a brand which is very low in Relevance, where as in the parameterbuying behaviour where we had checked the loyalty of the respondents towards the brands where thebrand Pepsi again was the last indicating that although the respondents are able to distinguish the brand, they dont see the brand as a need/want satisfier.In Brand Association where we had chosen four other factors besides the product attribute, Pepsi wasranked third among the other brands, this indicates that the brand has got promise in terms of theoverall brand image and respondent still associate good qualities with the brand name. 9
Suggestions
Pepsi would need to reposition itself as a brand promising the most important attribute respondentassociate with any cold drink which would in turn increase the repeat purchase of the brand.
It can leverage its name to other products like Beer, Condom Shampoo & Apparels if it is consideringto diversify.
Majority of the respondents associate Pepsi as a brand as very innovative, thus it would do well tokeep up to that positioning.
BIBLIOGRAPHY Books Referred Marketing Management by Keller & Kotler Sites www.brandequity.com www.netmba.com/marketing/ brand / equity www. brand coolmarketing.com/ equity -measure.html
A competitor analysis of the Sprite soft drink brand is being conducted. Management plans to position the brand against its key competitors. Should the competitors consist of only other non-cola drinks?
A competitor analysis of the Sprite soft drink brand is being conducted. Management plans to position the brand against its key competitors. Should the competitors consist of only other non-cola drinks?