Pepsi 1 Marketing
...nly shy away from it and maybe even the entire brand. Secondary data is a very important form of data when discussing a marketing research plan. As the book states, Sales and Marketing Management’s Survey of Buying Power, could be a very useful tool. For example, when looking at a new product, you want to know whom you are marketing it toward. You obviously don’t want to market your product toward someone who has no intention of buying it, or who flat out has no buying power. A problem with secondary data is that it might be outdated or the legitimacy could be questionable. This being the case, PepsiCo would have to tread very carefully and really look into the integrity of where they are receiving this data. This being the case, they probably wouldn’t want to rely on Coca-Cola for secondary data, but maybe look back onto some of their old campaigns and modify them to bring them up to date. The world-wide-web is also another source of seemingly endless information, which PepsiCo could no doubt find information that could prove useful to them. The main research design that I feel would help PepsiCo gather primary data is to speak with “users” of competitors. For example, they could conduct informal surveys with Coca-Cola users to find out what they like or dislike about Diet Coke. They could also include questions asking what the consumer would change or what they would keep the same. This would be extremely helpful in determining what today’s consumer looks for in a new soft drink. Another idea would be to have a survey about an idea for a new soft drink. If PepsiCo already had the idea for Pepsi One, but they wanted to see if it would flop, they could ask consumers how they felt about a new soft drink and describe Pepsi One. Based on these results, they could either go ahead with the project or if the results came back negative, alter it to satisfy consumer wants. There are a few types o...