BisleriCONSUMER PERCEPTION AND AWARENESS ABOUT SPYCI AND PINACOLADA

About the project

Problem Definition- Consumer perception and awareness about Pinacolada and Spyci.

Target Respondents are the people who visited LIBAzaar. Around 90%-95% of respondents are youngsters spanning the age from 18 years to 28 years.

Around 1200-1500 are the footfalls in LIBAzaar out of which 288 and 218 responses have been taken for Spyci and Pinacolada respectively.

Questions are very direct and open ended, and are listed in next slide.

Questions asked to Respondents

How does the Spyci/Pinacolada taste? Any word coming to respondent’s mind after a few sips of

Spyci/Pinacolada? Who are the competitors for Spyci/Pinacolada? Are the respondents willing to buy the product again? Is Spicy/Pinacolada available in nearby their locality? The locality of the respondent (not asked to all respondent)? If taste is not that good then why (not asked to all respondent)?

Methodology

Test market Research Respondents were asked for a photo to be uploaded on facebook. This is done

for two purposes.• If respondents are willing

to take their photo with Spyci/Pinacolada bottle.• To raise awareness in social media platform

Diversified target respondents i.e the people who visited

LIBAzaar.

Target Respondents were given either Spyci or Pinacolada to taste

followed by asking few pertinent questions for

research purpose.

About LIBAzaar

It is a disguised as well as test market research extravaganza.

A fun-filled mega entertaining family

event.

It hosts a variety of events like Clash of Dancers, Battle of

Bands, Bike Stunts, Fashion Shows, games

etc. with around 60 stalls put up including food, fashion, games

etc.

It is a marketing carnival that is

promoted extensively throughout the city

and beyond via different channels

including social media.

Statistical Insights for Spyci

Count of Respondent’s Gender

Female Male0

20

40

60

80

100

120

140

160

180

200

Male Respondent’s opinion about the taste

Bad Different Good Jal Jeera Nice No Response OK sweet Very GoodMale

0

10

20

30

40

50

60

70

80

90

100

Female Respondent’s opinion about the taste

Bad Different Good No Response OK TangyFemale

0

10

20

30

40

50

60

70

Male’s response for one word substitution after having few sips of Spyci

awes

ome

bad

Best

Bitt

er

Blah

bovo

nto

card

amom

Chaa

t

clov

e

Coke

coke

and

pep

si

coke

and

ton

ic

Coke

wit

h sp

ice

cola

conf

usin

g

Coug

h Sy

rup

diff

eren

t

Dis

gust

ing

Ener

gy

fres

h

froo

ty

Gam

e

good

grap

e

hajm

ola

Haj

mol

a Ca

ndy

Hig

h

hot

Male

0

5

10

15

20

25

30

35

40

Male’s response for one word substitution after having few sips of Spyci (Contd…)I'm

Lik

ing

itIn

dian

Jal J

eera

Jeer

aje

era

mas

ala

KFC

light

sod

alim

cam

asal

am

asal

a Co

lam

edic

alm

ore

like

coke

new

No

Resp

onse

nort

h in

dian

noth

ing ok

pape

r bo

atpe

psi

perf

ect

puki

ngRe

fres

hing

rela

xSa

lty

sour

spic

ysp

icy

and

swee

tSp

icy

Cola

spri

tesu

nshi

neSu

per

swim

min

g po

olsy

rup

tang

yTe

nder

Coc

onut

toni

cve

ry h

otW

ater

Wor

st

Male

0

5

10

15

20

25

30

Female’s response for one word substitution after having few sips of Spyciaw

esom

e

bad

Bisl

eri W

ater

bovo

nto

chat

Coke

cola

diff

eren

t

ener

gy d

rink

feel

goo

d

get

impr

oved

good

hajm

ola

Haj

mol

a Ca

ndy

hot

Jal J

eera

Jeer

a

jeer

a m

asal

a

less

gas

limca

loyo

la

Mag

gie

mas

ala

Mas

ala

Jeer

a

mild

pep

si

nim

bupa

ni

No

Resp

onse

noth

ing ok

peps

i

Peps

iCol

a

Female

0

2

4

6

8

10

12

14

16

Female’s response for one word substitution after having few sips of Spyci (Contd…)

soda sour spicy spicy and

sweet

Spicy Cola

Spicy Pepsi

Super sweet jaljeera

syrup Tasty Thirsty tonic too strong

weird Worst

Female

0

0.5

1

1.5

2

2.5

3

3.5

Male’s opinion about the competitoral

l oth

ers

Bovo

nto

bree

zer

Coke

Coke

/Bov

onto

coke

/pep

si

cola

com

plic

ated

hajm

ola

Jal J

eera

Jive

Juic

e

limca

lime

mas

ala

Mou

ntai

n D

ew

no c

ompe

tito

r

No

Resp

onse

Not

sur

e ok

Oth

er D

rink

s

Peps

i

soda

sour

spri

te

Thum

bs u

p

toni

c

Vipr

o

Male

0

10

20

30

40

50

60

70

Female’s opinion about the competitorBo

vont

o

Coke

coke

/jalje

era

coke

/pep

si

fres

h so

da

good

hald

iram

s

kalim

ark

limca

Maa

za

no c

ompe

tito

r

No

Resp

onse

norm

al

Pape

rboa

t

peps

i

quen

chin

g

soda

spic

y

tang

y

Thum

bs u

p

Female

0

5

10

15

20

25

30

35

40

45

Male statistics if they buy Spyci again

May Be No No Response Not Sure YesMale

0

20

40

60

80

100

120

Female statistics if they buy Spyci again

May Be No No Response YesFemale

0

10

20

30

40

50

60

70

Male statistics about the availability of Spyci

May Be No No Response YesMale

0

20

40

60

80

100

120

Female statistics about the availability of Spyci

No No Response YesFemale

0

10

20

30

40

50

60

70

80

90

Statistical Insights about Pinacolada

Count of Respondent’s Gender

Female Male0

20

40

60

80

100

120

140

Male’s opinion about the tasteBa

d

Coug

h Sy

rup

Goo

d

Lem

on S

alt

nice

No

Resp

onse OK

pung

ent

real

ly g

ood

tast

e

very

bad

wor

st

Male

0

10

20

30

40

50

60

Female’s opinion about the taste

Bad Good horrible nice no taste OK very bad very goodFemale

0

5

10

15

20

25

30

35

40

Male’s response for one word substitution after having few sips of Pinacolada7u

p

bad

beac

h

bitt

er

Booz

e

Bovo

nto

cand

y co

ke

choc

olat

e co

conu

t

coco

nut

coco

nut

choc

olat

e

coke

coug

h sy

rup

Coug

h Sy

rup

crus

hers

diff

eren

t

fizzy

fizzy

coc

onut

fres

h

Frui

ty

fusi

on

good

Male

0

0.5

1

1.5

2

2.5

3

3.5

Male’s response for one word substitution after having few sips of Pinacolada (Contd…)

Lem

on

Lem

on S

oda

limca

lime

Mag

ical

Med

icin

e

New

New

tas

te

nim

booz

No

Resp

onse

no t

aste

not

good

noth

ing ok

Ora

nge

Pina

cola

da

Pine

appl

e

Popp

ins

refr

eshi

ng

Rela

x

soap

wat

er

Soda

Soda

and

Lim

e

Stra

wbe

rry

Swee

t lim

e

Tam

arin

d

Tast

es D

iffer

ent

Tast

y

Tend

er c

ocon

ut

toni

c

Too

frui

ty

too

swee

t

very

bad

vodk

a

Male

0

5

10

15

20

25

Female’s response for one word substitution after having few sips of Pinacoladabe

ach

Bovo

nto

Card

amom

coco

nut

Coco

nut

Soda

coke

coug

h sy

rup

Coug

h Sy

rup

diff

eren

t

don’

t lik

e

Don

’t li

ke,P

inea

pple

esse

nse

gelu

cil

Female

0

0.5

1

1.5

2

2.5

3

3.5

Female’s response for one word substitution after having few sips of Pinacolada (Contd…)

Lem

on

lem

onad

e

limca

lime

Litc

hi

Med

icin

e

Min

t

nim

booz

No

Fizz

No

Resp

onse

not

so g

ood

noth

ing

peps

i

Pine

appl

e

Popp

ins

refr

eshi

ng

spic

y co

la

spri

te

Stro

ng C

once

ntra

ted

Road

side

Stro

ng C

once

ntra

ted

Soda

swee

t

Tam

arin

d

Tang

y

tedi

ous

Tend

er c

ocon

ut

terr

ible

toni

c

ulti

mat

e

unex

plai

nabl

e

wat

er

wei

rd

Female

02468

1012

Male’s opinion about the competitor

7up

appy

fizz

Booz

eBo

vont

oca

rrib

ean

coco

nut

coke

coug

h sy

rup

diff

eren

tEn

ergy

ener

gy d

rink Jive

KFC

crus

her

lem

onLi

mca

lime

Mou

ntai

n D

ewN

imbo

ozni

mbu

Nim

bu P

ani

no c

ompe

tito

rN

o Re

spon

seot

her

drin

ksPa

neer

sod

aPe

psi

pine

appl

ePi

neap

ple

Juic

eri

ce w

ater

soda

Spri

tesp

yci

suga

rsw

eet

toni

cSy

rup

tend

er c

ocon

utto

nic

Uni

que

yuck

Male

0

10

20

30

40

50

60

Female’s opinion about the competitor

7up

appy

fizz

bitt

er

Bovo

nto

cand

y w

ith

soda

coke

coke

and

pep

si

diff

eren

t

froo

ty/c

ocon

ut

good

lem

on

Lim

ca

lime

litch

i

loca

l sod

a

Med

icin

e

Mou

ntai

n D

ew

no c

ompe

tito

r

No

Resp

onse

Peps

i

pine

appl

e

Pine

appl

e Ju

ice

rasn

a

salt

y

soda

spic

y

Spri

te

Stra

wbe

rry

Syru

p

tam

arin

d

toni

c

Female

0

5

10

15

20

25

30

35

Male statistics if they buy Pinacolada again

May Be No YesMale

0

10

20

30

40

50

60

70

Female statistics if they buy Pinacolada again

May Be No YesFemale

0

5

10

15

20

25

30

35

40

45

50

Male statistics about the availability of Pinacolada

May Be No YesMale

0

10

20

30

40

50

60

70

80

Female statistics about the availability of Pinacolada

May Be No YesFemale

0

10

20

30

40

50

60

70

Bisleri Photobooth at LIBAzaar

Following is the link for Bisleri Photobooth at LIBAzaar:-

https://www.facebook.com/LIBAzaar20/photos/?

tab=album&album_id=1838521813042927

There were many placards and Spyci/Pinacolada Bottles

present at our Photobooth. This was done to check

whether Consumer wants to take their photo with placards

or with Spyci/Pinacolada bottles.

Most of the Photos have been taken with Placards only.

Challenges faced while interviewing Respondents

During the early hour of LIBAzaar, We got good number of responses due to which we ran short of Cold Spyci/Pinacolada after an hour. When we gave moderately cold Spyci/Pinacolada to respondents, their response were somewhat skewed.

Convincing respondents to give us their valuable inputs. In the evening, footfall to our stall were less, so we had to go out with

the Spicy/Pinacolada bottles to interview the respondents. Climate was hot. So, we all were sweaty and feeling difficulty in noting

down responses.

Overall Opinion about Spyci

Even though Spyci taste is like Spicy Cola, there are

few respondents who actually felt the taste of spice when they drank

Spyci

Respondent were expecting Spyci to be

taste like Coke

There were few respondent who were

brand loyal about other brand, even though they liked the taste of Spyci,

they didn’t respond to buy it.

There were few respondent who wanted

cola to be fizzy and hence not liked Spyci

There were few respondent who doesn’t like masala flavored cola drink and hence disliked

Spyci

There were respondent who believed that Spyci is

unique and hence no competitor in market

Only 15%-25% had tasted Spyci before

Overall Opinion about Pinacolada

Few respondents felt the taste of Pineapple and hence

were not sure about the competitor

Few respondents felt the taste of Pinacolada as tonic

or cough syrup

After few sips of Pinacolada, only “Pinacolada” came in

mind to few male respondent. This shows they

were not able to relate Pinacolada to any other

thing.

Most of the respondents didn’t know about Pinacolada before

Few respondent felt Pinacolada tastes like Lemon and hence believed Limca to

be one of its competitor

Only 15%-25% had tasted the Pinacolada before

What’s wrong with Spyci and Pinacolada

Sales and Distribution of Spyci and Pinacolada are not

good; Respondents from Chennai posh area like

Tambaram, Anna Nagar, Perambur, Palavaram,

Nungambakkam etc. don’t see these products in their

locality.

No proper use of marketing channel like

advertisements, promotion, etc. to market the product

No Brand Ambassador associated with the product

No Jingles associated with the product

Lesser Consumer awareness about the product

Recommendations Consumer awareness about the product. Efficient use of marketing channels like TV and magazine ads, promotions, social media, banners etc. Brand Ambassador endorsement in the product. Sponsorship to some big events for the sake of spreading awareness about the product. Interview with Opinion Leaders to know their views about the product. Better distribution mechanism to be adopted. More retailers to sell the product. Some Gift Hampers (Motivation) for the Distributers and Retailers for sales maximization. Strive to create the niche market for the product. Create Jingles for the product. Request Retailers to keep Spyci/Pinacolada in the first row every shelf of Refrigerator so that it is

visible to the consumers.

Thank You!!!