Pepsi Brand Equity Measurement
1|Page
Pepsi Brand Tracker
(Project2 Part2 Brand Equity Measurement)
PRAXIS BUSINESS SCHOOl
A report Submitted to Prof. Srinivas Govindrajan In partial fulfilment of the requirements of the course Product and Brand Management On 03/08/09 BY Apoorva Jain Gunjan Dugar Hardik Mishra Manoj Mani Iyer
PEPSI BRAND EQUITY PRAXIS BUSINESS SCHOOL
2|Page
Executive Summary
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 Behaviour. 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 Behaviour (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 like Beer, Condom, Shampoo and Apparel. It is capable of diversifying and should cash on this opportunity.
PEPSI BRAND EQUITY
PRAXIS BUSINESS SCHOOL
3|Page
TABLE OF CONTENTS
TOPICS
Pg. No.
1. Introduction 2. Brand equity measurement model 3. Rationale 4. Assumptions 5. Research Methodology 6. Questionnaire 7. Findings 8. Pepsi brand equity 9. Suggestions 10. Bibliography
4 5 6 6 7 8 10 14 15
Pepsi Brand Tracker
(Project2 Part2 Brand Equity Measurement)
PRAXIS BUSINESS SCHOOl
A report Submitted to Prof. Srinivas Govindrajan In partial fulfilment of the requirements of the course Product and Brand Management On 03/08/09 BY Apoorva Jain Gunjan Dugar Hardik Mishra Manoj Mani Iyer
PEPSI BRAND EQUITY PRAXIS BUSINESS SCHOOL
2|Page
Executive Summary
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 Behaviour. 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 Behaviour (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 like Beer, Condom, Shampoo and Apparel. It is capable of diversifying and should cash on this opportunity.
PEPSI BRAND EQUITY
PRAXIS BUSINESS SCHOOL
3|Page
TABLE OF CONTENTS
TOPICS
Pg. No.
1. Introduction 2. Brand equity measurement model 3. Rationale 4. Assumptions 5. Research Methodology 6. Questionnaire 7. Findings 8. Pepsi brand equity 9. Suggestions 10. Bibliography
4 5 6 6 7 8 10 14 15