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Presented ByPresented By

Name Name Id Id MD. Saidul IslamMD. Saidul Islam 100100 Farida AkterFarida Akter 91 91 Mithila FarzanaMithila Farzana 99 99 Nurul IslamNurul Islam 109109 Kashfia Tasnim KhanKashfia Tasnim Khan 114114

Presentation TopicPresentation Topic

““Measuring Customer Measuring Customer Satisfaction of Mountain Dew”Satisfaction of Mountain Dew”

Objectives of the study Objectives of the study Broad objectivesBroad objectives:: The broad objective of the study is to measure The broad objective of the study is to measure

the customer’s satisfaction towards mountain the customer’s satisfaction towards mountain dew.dew.

Specific objectivesSpecific objectives:: Measure the level of customer satisfaction with Measure the level of customer satisfaction with

the different kind of soft drink and Mountain the different kind of soft drink and Mountain dew. dew.

Find out customer choice pattern.Find out customer choice pattern. To find out the customer preference for this To find out the customer preference for this

brandbrand

Methodology of the study Methodology of the study Types of ResearchTypes of Research To determine the customer satisfaction level we To determine the customer satisfaction level we

use Descriptive research in order to find out the use Descriptive research in order to find out the customer preference for this brand customer preference for this brand

Sources of dataSources of data This study is based on both primary and This study is based on both primary and

secondary data. secondary data. Primary dataPrimary data: Structured questionnaire has been : Structured questionnaire has been

used to get data to understand customer’s used to get data to understand customer’s attitudes & behavior towards soft drinks on attitudes & behavior towards soft drinks on mountain dew. The respondents were chosen mountain dew. The respondents were chosen randomly in respect of different soft drinks they randomly in respect of different soft drinks they prefer to use.prefer to use.

Secondary dataSecondary data: To collect information we : To collect information we search internet, read news paper, and utilize search internet, read news paper, and utilize personal observations.personal observations.

Data collection procedureData collection procedure We have collected data directly from the We have collected data directly from the

customers. For this we set questionnaire. In the customers. For this we set questionnaire. In the questionnaire, we wanted to know customers questionnaire, we wanted to know customers evaluation about the different factors and how evaluation about the different factors and how strongly they believe thesestrongly they believe these..

QuestionnaireQuestionnaire For data collection methods we prepared a set of For data collection methods we prepared a set of

questionnaire and the questionnaire was close questionnaire and the questionnaire was close ended in order to collect data from customer who ended in order to collect data from customer who consume drinks on regular basis or occasionally consume drinks on regular basis or occasionally

Sampling planSampling plan At present, there are many soft drinks in At present, there are many soft drinks in

Bangladesh. They are Coca cola, Sprite, Bangladesh. They are Coca cola, Sprite, 7Up, Mirinda. We have selected Mountain 7Up, Mirinda. We have selected Mountain Dew. Therefore, the respondents have cited Dew. Therefore, the respondents have cited about different factors or attributes involved about different factors or attributes involved in soft drink through the questionnaire. We in soft drink through the questionnaire. We have choose respondents students, service have choose respondents students, service holder, youngsters among 17 to 34 like holder, youngsters among 17 to 34 like teenagers, middle age, (in terms of age), teenagers, middle age, (in terms of age), Male, Female (in terms of gender) for our Male, Female (in terms of gender) for our convenience. convenience.

Population: Population: We have classified the population as We have classified the population as customer as mountain dew defines their target customer as mountain dew defines their target market is consisted of young and energetic market is consisted of young and energetic people.people. So we define our population asSo we define our population as

““All the students who are studying in BUBT” and All the students who are studying in BUBT” and other these youngsters we selected the age range other these youngsters we selected the age range from 17 to 34 years old. from 17 to 34 years old.

Sample element: Sample element: Our sample element is the Our sample element is the individual customerindividual customer

Sampling frameSampling frame: No well structured sampling : No well structured sampling frame was found.frame was found.

Sampling method: Sampling method: Our sampling method is “Non-Our sampling method is “Non-Probability Convenience sampling”Probability Convenience sampling”

Sample sizeSample size We have selected a sample We have selected a sample

of 54 respondents by of 54 respondents by assigning the following assigning the following male & female male & female

Type of userType of user No of userNo of user MaleMale 43 43

FemaleFemale 1111

TotalTotal 5454

LimitationLimitation No previous research report was available No previous research report was available

on Mountain Dew and that was the limitation on Mountain Dew and that was the limitation on our literature review.on our literature review.

No sampling frame was available so we No sampling frame was available so we were not able to use Probability Sampling were not able to use Probability Sampling techniques in our researchtechniques in our research

Our budget was limited as it is an academic Our budget was limited as it is an academic research.research.

Company ProfileCompany Profile VisionVision PepsiCo's responsibility is to continually PepsiCo's responsibility is to continually

improve all aspects of the world in which improve all aspects of the world in which they operate - environment, social, economic they operate - environment, social, economic - creating a better tomorrow than today.- creating a better tomorrow than today.

The vision is put into action through The vision is put into action through programs and a focus on environmental programs and a focus on environmental stewardship, activities to benefit society.stewardship, activities to benefit society.

A commitment to build shareholder value by A commitment to build shareholder value by making PepsiCo a truly sustainable making PepsiCo a truly sustainable company.company.

MissionMission The mission is to be the world's premier The mission is to be the world's premier

consumer products. Company focused on consumer products. Company focused on convenient foods and beverages. We seek to convenient foods and beverages. We seek to produce financial rewards to investors as we produce financial rewards to investors as we provide opportunities for growth and provide opportunities for growth and enrichment to our employees, our business enrichment to our employees, our business partnerspartners and the communities in which we and the communities in which we operate. And in everything we do, we strive operate. And in everything we do, we strive for honesty, fairness and integrity.for honesty, fairness and integrity.

GoalGoal At PepsiCo, committed to achieving business At PepsiCo, committed to achieving business

and financial success while leaving a positive and financial success while leaving a positive imprint on society - delivering what we call imprint on society - delivering what we call Performance with PurposePerformance with Purpose..

Our approach to superior financial Our approach to superior financial performance is straightforward - drive performance is straightforward - drive shareholder value. shareholder value.

By addressing social and environmental By addressing social and environmental issues, we also deliver on our purpose issues, we also deliver on our purpose agenda, which consists of human, agenda, which consists of human, environmental, and talent sustainability. environmental, and talent sustainability.

Marketing MixMarketing Mix The Marketing Mix (also known as the 4 P's) The Marketing Mix (also known as the 4 P's)

can be used by marketers as a tool to assist can be used by marketers as a tool to assist in defining the marketing strategy. Marketing in defining the marketing strategy. Marketing managers use this method to attempt to managers use this method to attempt to generate the optimal response in the target generate the optimal response in the target market by blending 4 variables in an optimal market by blending 4 variables in an optimal way. It is important to understand that the way. It is important to understand that the Marketing Mix principles are controllable Marketing Mix principles are controllable variables. The Marketing Mix can be variables. The Marketing Mix can be adjusted on a frequent basis to meet the adjusted on a frequent basis to meet the changing needs of the target group changing needs of the target group

ProductProduct:: Pepsi offers different sweet and Pepsi offers different sweet and flavored cola in our country. It frequently flavored cola in our country. It frequently changes its taste. It has two different cola changes its taste. It has two different cola flavor Pepsi one is normal cola and diet flavor Pepsi one is normal cola and diet Pepsi. It has many nutritional values. It also Pepsi. It has many nutritional values. It also serves different type of beverage like serves different type of beverage like

7UP 7UP

Mirinda, Mirinda, Slice, and Slice, and Mountain Dew. Mountain Dew.

Price:Price: The Company always tries to keep a The Company always tries to keep a standard price of Pepsi bottles. It also standard price of Pepsi bottles. It also includes includes

discounts, discounts, allowances,allowances, Seasonal pricingSeasonal pricing Price flexibilityPrice flexibility credit terms and credit terms and Payment period for the stores and Payment period for the stores and

Restaurants. Restaurants. Pepsi Co. enhances its price competition Pepsi Co. enhances its price competition

capability through creating bundle free offers capability through creating bundle free offers to the restaurants and convenience stores.to the restaurants and convenience stores.

Place:Place: It has a strong distribution channel to It has a strong distribution channel to distribute its products. They make easy to distribute its products. They make easy to get and available to the customer get and available to the customer everywhere through their expert distributors. everywhere through their expert distributors. Their transport facilities, channels of Their transport facilities, channels of distribution, coverage area, etc. are distribution, coverage area, etc. are maintained very secure.maintained very secure.

Specific channel membersSpecific channel members Inventory managementInventory management Warehousing Warehousing

PromotionPromotion: It frequently advertises its : It frequently advertises its products through mass media. Every day in products through mass media. Every day in TV and newspaper, we see different TV and newspaper, we see different advertisements of its products with many advertisements of its products with many types of slogans such as 'Pepsi khao game types of slogans such as 'Pepsi khao game change kore Dao' (change the game) etc. change kore Dao' (change the game) etc. They also advertise its products in social They also advertise its products in social networks. In addition, Pepsi as well makes networks. In addition, Pepsi as well makes some events such as some events such as

Analysis & FindingsAnalysis & Findings Descriptive AnalysisDescriptive Analysis1.Gender1.Gender

80%

20%

2nd Qtr 3rd Qtr

Findings: from the table it is seen that out of 54 respondents, 79.6% male and 20.4% female. So it can be said that the user ratio of male is greater then female user ratio.

2. Age range?2. Age range? Findings: the most soft drink consumer age Findings: the most soft drink consumer age

range is 20-25 years. These age ranges range is 20-25 years. These age ranges consume at least 59.3% soft drinks.consume at least 59.3% soft drinks.

3. Occupations?3. Occupations? Findings: the table shows that student Findings: the table shows that student

consume 83.3% and others 16.7% soft consume 83.3% and others 16.7% soft drinks drinks

4.Do you drink soft 4.Do you drink soft drink?drink?

Findings: the total respondents are 54. Findings: the total respondents are 54. Here 96.3% respondents said yes that Here 96.3% respondents said yes that means they drink soft drink.means they drink soft drink.

5.If yes, which soft drinks 5.If yes, which soft drinks you drink?you drink?

Findings: from the table we get the Findings: from the table we get the information that people drink mountain information that people drink mountain dew 38.9%. This table shows the high dew 38.9%. This table shows the high position of mountain dew.position of mountain dew.

6.What type of soft 6.What type of soft drinks you like drinks you like Findings: the table show carbonated Findings: the table show carbonated

drinks 72.2%. Most of the people like drinks 72.2%. Most of the people like carbonated soft drinks. carbonated soft drinks.

7. Is mountain dew7. Is mountain dew readily available? readily available?

Findings: most of the respondents say Findings: most of the respondents say yes and its availability 63%.yes and its availability 63%.

8. Advertising influence you 8. Advertising influence you to drink soft drink? to drink soft drink?

Findings: most of the respondents say Findings: most of the respondents say yes. The ratio is 77.8%.yes. The ratio is 77.8%.

9. Which drink give you 9. Which drink give you more value? more value?

Findings: Most of the customers get more Findings: Most of the customers get more value from mountain dew its ratio is value from mountain dew its ratio is 42.6%.42.6%.

19%

42%

26%

13%

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

10.Which one do you prefer 10.Which one do you prefer most?most?

Findings: the table shows most of the Findings: the table shows most of the customers prefer glass bottle. It’s ratio customers prefer glass bottle. It’s ratio 57.4%.57.4%.

11.Do you know mountain dew is 11.Do you know mountain dew is available in many quantities?available in many quantities?

Findings: most of the respondents know Findings: most of the respondents know it has many quantities. it has many quantities.

57%

43%

1st Qtr 4th Qtr

12. Which quantity do you 12. Which quantity do you prefer most? prefer most?

Findings: this table show that most of the Findings: this table show that most of the people like 250ml. 51.9% respondent like people like 250ml. 51.9% respondent like this.this.

41%

52%

7%

2nd Qtr 3rd Qtr 4th Qtr

13.Which price do you prefer 13.Which price do you prefer most? most?

Findings: 59.3% respondent like tk15 as Findings: 59.3% respondent like tk15 as a price.a price.

Findings: the table show that most of the Findings: the table show that most of the respondent 64.8% comment the mountain respondent 64.8% comment the mountain dew is good.dew is good.

14. Which is your opinion of 14. Which is your opinion of the brand?the brand?

22%

65%

11% 2%

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

15.What is your monthly 15.What is your monthly consumption?consumption?

Findings: the table show 50% respondent Findings: the table show 50% respondent consume 3 liter per month consume 3 liter per month

16.When you are outside the16.When you are outside thehome, what you like most home, what you like most to drink?to drink?

Findings: 74.1% respondent like soft Findings: 74.1% respondent like soft drink when they are out side the home. drink when they are out side the home.

17.When you do not get the 17.When you do not get the desired soft drinks, which desired soft drinks, which alternative you purchase?alternative you purchase?

Findings: this figure show 38.9% Findings: this figure show 38.9% respondent purchase mountain dew as a respondent purchase mountain dew as a alternatives.alternatives.

33%

17%11%

39%

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

18.What do you about the 18.What do you about the product mountain dew?product mountain dew?

Findings: 55.6% respondent said that Findings: 55.6% respondent said that mountain dew is average in the market.mountain dew is average in the market.

Major FindingsMajor Findings The Mountain Dew has insufficient The Mountain Dew has insufficient

advertisement activitiesadvertisement activities It does not properly segment their It does not properly segment their

customers by various aspects to reach their customers by various aspects to reach their offer to the every level of persons.offer to the every level of persons.

The intended message not that much clear The intended message not that much clear what it should be to aware customer what it should be to aware customer

Have not given any loyalty to the Have not given any loyalty to the customer preference and expectationscustomer preference and expectations

Mountain dew gives less emphasis on Mountain dew gives less emphasis on targeting the rural customerstargeting the rural customers

RecommendationsRecommendations Should assure the customer that the promise is Should assure the customer that the promise is

real, not just for promotional activities.real, not just for promotional activities. Should segment their customers by various Should segment their customers by various

aspects to reach their offer to the every level of aspects to reach their offer to the every level of persons.persons.

The intended message should be clear so that The intended message should be clear so that customer can be aware about the terms and customer can be aware about the terms and conditions to the offer.conditions to the offer.

Should give loyalty to the customer preference Should give loyalty to the customer preference and expectations.and expectations.

More marketing campaign targeting rural More marketing campaign targeting rural consumersconsumers

ConclusionConclusion Our survey paper is prepared with a little sampling so we Our survey paper is prepared with a little sampling so we

can not say that it is more rigors. We have chosen this can not say that it is more rigors. We have chosen this topic because of our interest about Mountain Dew. topic because of our interest about Mountain Dew. Increased demand, economic development and changed Increased demand, economic development and changed life style have resulted in a great increase in the change life style have resulted in a great increase in the change the peoples mind and their demand for buying behavior. the peoples mind and their demand for buying behavior. Mountain dew consumption is still also increasing day by Mountain dew consumption is still also increasing day by day. In Bangladesh, population growth has been seen as day. In Bangladesh, population growth has been seen as a major factor, but no one looks at the growth of drinking a major factor, but no one looks at the growth of drinking is also increasing, which has increased tremendously is also increasing, which has increased tremendously over the last thirty years. Moreover from the organization over the last thirty years. Moreover from the organization point of view, this research will be valuable because the point of view, this research will be valuable because the organization will be able to know about the responses of organization will be able to know about the responses of the customers. the customers.