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Marketing Research Proposal

In: Business and Management

Submitted By shivam27march
Words 3821
Pages 16
Market Research Proposal ‐ PepsiCo
Is PepsiCo Healthy?
Team 5: Ilaria Caputo Aneesha Duga Marga Galmes Daria Ilgen Jean‐Loup Senski

EXECUTIVE SUMMARY

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 the research is wide enough to ensure that the survey will give us a framework of the feelings towards the healthy feature of the PepsiCo brands. A questionnaire will be administered to the selected sample over the Internet and the results will be collected and analyzed by a computer. The criteria under which each question of the questionnaire has been conceived cover the main concerns for the company. For example, does the consumer perceive PepsiCo as provider of healthy drinks or not?. The research also highlights the main possible outcomes of the survey. For each type of result, the research has already identified a strategic direction the company should take. The research is extensive enough to provide a comprehensive understanding of the brand perception. The accuracy of the research is ensured by the size of the sample, the techniques applied, the different features of the research – which covers both qualitative and quantitative aspects. The internet survey is in fact coupled with a series of focus groups so PepsiCo can gain a real firsthand knowledge of the opinions consumers have about the brand. The research might suffer typical problems of any research as related to…...

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