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!!!