CodeX is a German beverage company that is aiming to make its mark in the Indian market. A few months ago, they launched their energy drink in 10 cities in India.
Their Marketing team is responsible for increasing brand awareness, market share, and product development. They conducted a survey in those 10 cities and received results from 10k respondents.
The marketing team wants a data analyst to convert these survey results to meaningful insights which the team can use to drive actions.
- Answer the Primary_Secondary_Insights questions by analyzing the data provided.
- Provide meaningful recommendations from the data.
- Python
- Pandas
- Matplotlib
- Seaborn
- PowerPoint
Chief Marketing Officer
1. Data Import
2. Data Exploration
3. Primary Insights
4. Secondary Insights
5. Recommendations
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Majority of consumers are Male gender.
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60.38% of Consumers are Male and 34.55% of Consumers are Male remaining Non-binary.
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The age group between 19-30 prefers energy drinks more.
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55.20% of consumers are between 19-30,23.76% of consumers are between 31-45,14.88% of consumers are between 15-18,4.26% of consumers are between 46-65 and remaing are 65+ age group.
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Online ads and TV commercials reaches the most Youth (15-30).
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Marketing channel preference of youth
Online ads - 48.13%
TV commercials - 25.47%
Other - 10.02%
Outdoor billboards - 10.02%
Print media - 6.36%
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Caffeine and Vitamins are the preferred ingredients of energy drinks among respondents.
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38.96% prefer Caffeine and 25.34% prefer Vitamins.
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Compact and portable cans and Innovative bottle designs are preferred by 39.84% and 30.47% of respondents.
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Cola-Coka ,Bepsi and Gangster are the top 3 current market leaders.
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They occupy the 65.04% of the Market among respondents.
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Brand reputation ,Taste/flavor preference and Availability are the primary reasons consumers prefer those brands over ours.
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Among respondents 26.53% people's reason is Brand reputation, 20.28% is Taste/flavor preference and 17.43%% is Availability.
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Online ads reaches 40.20% and TV commercials reaches 26.88% of customers.
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1805 respondents heard through Online ads and 1257 through TV commercials.
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Overall 44.47% of respondents heard about energy drinks through marketing channels.
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59.74% have Neutral and 22.57% have Positive perceptions of brands.
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17.69% of respondents have Negative perceptions.
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Bangalore,Hyderabad,Mumbai,Chennai and Pune.
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44.94% of customers prefer purchasing from Supermarkets 25.50% from Online retailers and 14.64% from Online retailers.
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Respondents consume energy drinks during Sports/exercise,Studying/working late and Social outings/parties.
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44.94% of consumers consume energy drinks while doing Sports/exercise.
c. What factors influence respondents' purchase decisions, such as price range and limited edition packaging?
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42.88% of consumers prefer energy drinks priced between 50-99.
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Only 39.46% of consumers interested in limited edition packaging.
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Overall price range influences more consumers.
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736 consumers between the age group 19-30 consume energy drinks on daily basis.
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Male consumers prefer daily consumption.
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Chennai, Bangalore and Delhi markets have daily customers.
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Tier1 city consumers are frequent consumers among the respondents.
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In Tier1 cities 27.43% consume 2-3 times a week, 13.89% consume Rarely and 12.56 consume 2-3 times a month.
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In Tier2 cities 7% consume 2-3 times a week, 5.541% consume Rarely and 3.57 consume 2-3 times a month.
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Consumer consumption status is better in Tier1 cities.
- 34.09% consumption time is to To stay awake during work/study and 31.48% Before exercise.
- 14.48% consumers consumption time is Throughout the day.
- Age group
- Most consumers between 15-18 and 19-30 resonate with online ads.
- Rest of the consumers resonate with TV commercials.
- Gender
- Male and Female prefer Online ads.
- Non-binary people resonate with TV commercials.
- City
- Bangalore,Hyderabad,Kolkata, and Chennai resonate for Online ads.
- Ahmedabad, Delhi,Jaipur,Lucknow,Mumbai and Pune for TV commercials.
- City Tier
- Tier1 city-based customers prefer Online ads.
- Tier2 city-based customers prefer TV commercials.
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There is no strong correlation between health concerns and consumption frequency.
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Bangalore,Hyderabad,Mumbai and Chennai show the highest interest in organic or natural energy drinks.
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Lucknow, Jaipur, and Delhi are least interested.
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Bangalore,Hyderabad, Chennai and Kolkata need more brand awareness.
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Brand reputation and Taste/flavor preference are the reasons for positive brand perception.
- Not available locally, Health concerns and Not interested in energy drinks are the top resons for not trying energy drinks.
- For 24.31% of consumers the product is not available locally , 22.58% of them are concerned abot Health and 21.93% Not interested in energy drinks.
- Ingredients like Caffeine and Vitamins concern the Consumers.
- 39% of consumers are concerned about the presence of Caffeine and 25% of Vitamins.
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30% of consumers prefer a reduction of sugar content and 25% want More natural ingredients.
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20% of consumers wish to have a Wider range of flavors.
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29.57% have rated 3 for taste experience and 24.79% for rating 4.
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Almost 70% of ratings are between 3-5.
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41.82% prefer Compact and portable cans and 28.30% for Innovative bottle designs for daily consumption.
- No significant trade-off found.
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Most preferable brands are Bepsi,Blue Bull,CodeX and Cola-Coka.
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Mostly all the brands are preferred due to " Brand reputation ".
- Age group
- All age group prefer "Compact and portable cans" packaging.Next to that they prefer "Innovative bottle design" packaging.
- Gender
- Male, Female and Non-binary gender people prefer "Compact and portable cans" packaging.
- "Innovative bottle design" packaging is the second option for everyone.
- City
- All cities prefer "Compact and portable cans" packaging and "Innovative bottle design" packaging is second option for everyone.
- 40.23% of consumers are not interested in limited-edition packaging.
- 39.46% of consumers are interested in limited-edition packaging.
- 20.31 consumers are Not Sure in limited-edition packaging.
- Supermarkets are the most preferred purchase location across all regions followed by Online retailers and Gyms and fitness centers.
- Age group
- Consumers between age group 19-30 and 31-45 are interested in organic or natural products.
- Gender
- Male customers are interested in organic or natural products.
- City
- Bangalore, Hyderabad, Mumbai, Chennai and Pune are interested in organic or natural products.
- City Tier
- Tier 1 cities are interested.
- There is a significant association between marketing channels and purchase behavior.
- 58% have Neutral and 24% have positive perceptions.
- 18% have a Negative perception.
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"Not available locally" is the primary reason for not trying energy drinks.
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Most of people "Not interested in energy drinks".
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Few have "Health Concerns" on consuming energy drinks.
23. How does the perception of sustainability (e.g., eco-friendly packaging) affect brand preference?
- Among customers who prefer eco-friendly packaging are opting for brands like Cola-Coka, Bepsi, Gangster, Bull-Bull and CodeX.
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Reduce Sugar Content
30% of consumers prefer products with lower sugar levels. Reducing sugar can address this preference. -
Include Natural Ingredients
Adding more natural ingredients appeals to 25% of consumers. Highlighting organic elements can improve brand perception. -
Expand Flavor Options
Introduce a wider range of flavors, as 20% of consumers desire more variety. -
Eco-Friendly Packaging
Many customers prefer sustainable packaging. Transitioning to eco-friendly options can attract environmentally conscious consumers.
- The ideal price range would be between 50-99.
- Tier-Based #
- Tier 1 Cities: Premium # due to higher consumption and brand awareness.
- Tier 2 Cities: Slightly lower # to attract price-sensitive consumers.
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Campaign Themes
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Health-Oriented : Promote natural ingredients, reduced sugar, and vitamins as selling points.
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Lifestyle-Based : Target segments like fitness enthusiasts ("Fuel Your Workout") and students/professionals ("Stay Awake, Stay Ahead").
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Channel-Specific Campaigns
- Online Ads
Focus on age groups 15-30, leveraging social media platforms like Instagram, Facebook, and YouTube. - TV Commercials
Target Tier 2 cities and older demographics. - Discount Offers
- "First-Time Buyer Discounts" to encourage trials.
- "Subscribe and Save" plans for regular consumers.
- Online Ads
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Virat Kohli
Known for his relentless energy and peak fitness, Virat represents passion and perseverance, making him an ideal ambassador to resonate with a younger, health-conscious audience. -
Dwayne 'The Rock' Johnson
A global icon of strength and motivation, The Rock’s universal appeal and dynamic personality can captivate audiences worldwide, amplifying the energy drink’s brand presence online. -
Neeraj Chopra
As India’s Olympic gold medalist and a symbol of determination and athletic excellence, Neeraj embodies the energy and persistence that aligns perfectly with a high-performance energy drink's brand identity. -
PV Sindhu
Her success on the global stage and relentless stamina make her an aspirational figure, appealing to fitness enthusiasts and young achievers seeking sustained energy and focus.
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Primary Audience
- Age Group: 19-30 years old, as they are the most frequent consumers.
- Gender: Male consumers slightly dominate the daily consumption segment.
- City Tier: Focus on Tier 1 cities (e.g., Bangalore, Chennai, and Delhi), where demand and frequency are highest.
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Secondary Audience
- Age group 15-18: This segment resonates strongly with online ads and is likely to adopt energy drinks for activities like studying and exercising.
- Fitness Enthusiasts: 31.48% of consumption is linked to pre-exercise energy needs, making gyms and fitness centers key channels for engagement.