Codebasics resume challenge 6

Codex
survey analysis

PRESENTER:
Akash pranao. D.k
Aspiring Data analyst
 Agenda
01 Company overview
02 Objectives
03 Primary Insights
04 Secondary insights
05 Suggestions
06 Closing

6/30/2023 2
 Company Overview
01
CodeX, a German beverage company, has
recently made its debut in the Indian market with
the idea of launching an innovative energy drink.
To gain valuable insights into the preferences and
attitudes of the Indian population, CodeX
conducted an extensive survey across 10 major
cities in India, with an impressive response rate of
10,000 participants.

6/30/2023 3
02
Objectives
To clean the dataset and process the dataset for analysis.

To extract valuable insights based on various categories for a comprehensive

understanding of the market perception.

To prepare concise and impactful visualizations highlighting the most significant

insights for the understanding of the chief marketing officer.

To contribute to the development of an effective growth strategy for the company by

providing suggestions and recommendations.

Tools:
Data cleaning & processing: Excel
Visualization: PowerBi
Presentation: Power point
03
Primary insights:

Primary insights

Demographic Consumer Competition Marketing Brand Purchase Product

insights preference analysis channels penetration behavior development
 1. Demographic insights
1.1 Who prefers energy drink more(based on gender)

This chart depicts that the

survey has focused more on
males.

That is we have more male

customers than other
genders.

6/30/2023 6
 1.2 Which age group prefers energy drinks more?

People between the age of 19-45 are

consuming our product more and they
are our primary customers.

Our secondary customers are

teenagers with age between 15 and
18

6/30/2023 7
 2. Consumer preferences
2.1 Preferred ingredients – energy drink

Our energy drink is preferred by youth and adults to keep

them active to perform their activities.

So predominantly they prefer Caffeine in their drink, But

there is not much difference between other ingredients.

6/30/2023 8
 2.2 Packaging preference

The primary response from people has depicted

“Compact and Portable cans”. With very less difference
people have suggested innovative bottles.

So the brand should come up with an innovative bottle

that is compact and portable to reach a wider range of
consumers.

6/30/2023 9
 3. Competition analysis

3.1 Current market leaders

Cola-Coka tops the list with 2538 consumers followers

by Bepsi and Gangster.

Competitors other than these are more or less equal to

our brand.

6/30/2023 10
 3.2 Reasons for choosing specific brand

This visualization depicts various

reasons for selecting a specific brand.

People prefer reputed brands

primarily.

The secondary reasons are taste and

availability.

6/30/2023 11
 3.3 Comparison with other brands

The above visualization provides

benchmarking with other brands to become
market leaders our brand should ensure
availability, taste, and effectiveness.

6/30/2023 12
 4. Marketing preferences

4.1 Effectiveness of various marketing channels

Since our major consumers are teenagers and adult

online medium plays a vital role in marketing.

Print medium seems to be very ineffective in terms

of ROI.

6/30/2023 13
 4.2 Best marketing type for youth

Youth spend most of their time entertaining themselves so

online media and TV commercials are the best way to
reach them.

For social media, we can use digital banners and social

media influencers.

For Tv commercials, we should make create advertisements

and should also find an actor with good face value.

6/30/2023 14
 5. Brand perception

5.1 Rating of codex based on the positive response

Our positive rating is not that good.

Positively the neutral count is higher we should

work on improving our perception on the
product by people

6/30/2023 15
 5.2 Perception with other brands

It is clearly seen that no energy

drink brand has established a
positive reputation.

Thus promoting our brands as

healthy drink will have a great
impact on sales.

6/30/2023 16
 5.3 city to focus

CodeX has less than 50 consumers from Ahmedabad, Delhi,

Jaipur, and Lucknow.

So we need more focus there.

Even in other cities, we don’t have very good numbers marketing

needs improvement.

6/30/2023 17
 6. Purchase behavior
6.1 Purchase location preference

Most people prefer buying energy drinks in

supermarkets so obtaining proper positioning is
important.

Providing better offers for bulk orders via online will

tend people to prefer online we can reduce
middlemen.

6/30/2023 18
6.2 Various consuming situations

Energy drinks are primarily preferred for

keeping our brain and body active.

Most people prefer energy drinks before

doing exercise and before sports
activities.

It is also preferred while studying to stay

awake.

6/30/2023 19
 6.3 Price range and limited edition report

It is clear that if the price is less than Rs.150 people

prefer limited edition packaging.

Limited edition packages should be collectible and

should be based on current trends.

6/30/2023 20
 7.1 product development – focus areas:

Based on various insights derived from

the data it is identified that people prefer
healthy, natural, and tasty drinks to stay
active.

Since it is used by sports persons the

drink should have less sugar content
and more caffeine.

6/30/2023 21
04
Secondary insights
1. Immediate changes on the product:

Our drink is preferred by people to stay active and healthy, so we should do r&d to improve
the quantity of caffeine and vitamins.

The taste experience of our brand has an average of 3 so improving taste is important.

Making sure the availability of the product to the consumers especially in supermarkets
and online stores.

Improving the positive perception of our brand among consumers.

In conclusion, people are expecting energy drinks that are tasty and healthy as well.
2. Optimal price for the drink

Over 10,000 respondents 7,400 respondents prefer

prices between 50 and 150.

So we can have various products under Rs.150

segregated based on the quantity.

We can also provide various flavors for various prices

based on the demand in the market.
 3. Marketing campaigns & offers

The offers should be coated thus the maximum price not exceeding
Rs.150.

Limited edition packages should be marketed based on the trends.

Adding certain collectibles might improve the purchasing frequency.

Based on the data print media is not effective as others so the amount
spent on that shall be redirected to rewards.

We should provoke the consumers to showcase their collectibles on

social media this will improve the brand’s reputation as well as tend to
improve the profit.

6/30/2023 25
 4. Brand ambassador

Our target audiences are young sportspersons such as athletes, and cricketers with age
between 15 and 30.

So our brand ambassador should be an Enthusiastic sportsperson.

In India, Cricket is one of the major sports that reach a huge audience so cricketers
Should be taken into consideration.

The most effective way to attract our audience is via social media so a sportsperson
preferably a cricketer with good social media influence should be selected.

6/30/2023 26
 5. Market enlargement:

Our products have reached consumers of age 19-45 but we still lag at
reaching consumers under age 19.

So our marketing strategy, product, and price should be in the way to reach
this age group.

This will help us in enlarging our market.

6/30/2023 27
 05Suggestions
Targeted age group: 15-45
Major consumers: sports and fitness activists.
Preferred ingredients: Caffeine
Packaging: compact and innovative cans.
Marketing channel: Online ads and Tv commercials.
Brand ambassador: sports person with good social
media influence.
Our product should have more flavors and should
have healthy ingredients.

6/30/2023 28
 Limitations of dataset
The number of respondents we have enquired is far less than the total population of India.

The population of Delhi alone counts to 32,941,000.

This small sample size might become a cause for major deviation from the expected
result.

6/30/2023 29
 Closing
06
Thank you for providing me the opportunity to showcase my skill and thanks for
listening to the presentation till the end.

AKASH PRANAO.D.K
linkedin.com/in/akash-pranao

6/30/2023 30