Power BI Desktop

DATA ANALYSIS
Project
-By Umar Momin

Source: codebasic.io

Domain: F & B  Function: Marketing  

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. As
Data analyst the task is to convert these survey results to meaningful insights which the team can use to
drive actions.

Tools Used: Excel and Power Bi

 Power BI Desktop

Questions:
1. Demographic Insights (examples)
a. Who prefers energy drink more? (male/female/non-binary?)
b. Which age group prefers energy drinks more?
c. Which type of marketing reaches the most Youth (15-30)?
2. Consumer Preferences:
a. What are the preferred ingredients of energy drinks among respondents?
b. What packaging preferences do respondents have for energy drinks?
3. Competition Analysis:
a. Who are the current market leaders?
b. What are the primary reasons consumers prefer those brands over ours?
4. Marketing Channels and Brand Awareness:
a. Which marketing channel can be used to reach more customers?
b. How effective are different marketing strategies and channels in reaching our
customers?
5. Brand Penetration:
a. What do people think about our brand? (overall rating)
b. Which cities do we need to focus more on?
6. Purchase Behavior:
a. Where do respondents prefer to purchase energy drinks?
b. What are the typical consumption situations for energy drinks among
respondents?
c. What factors influence respondents' purchase decisions, such as price range
and limited edition packaging?
7. Product Development
a. Which area of business should we focus more on our product development?
(Branding/taste/availability)
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Demographic Insights
a. Who prefers energy drink more? b. Which age group prefers energy c. Which type of marketing reaches
(male/female/non-binary?) drinks more? the most Youth (15-30)?
Gender Count of Respondent_ID Age Count of Respondent_ID Marketing_channels Age Count of Respondent_ID
     
Male 6038 15-18 1488 Online ads 15-18 707
Female 3455 19-30 5520 TV commercials 15-18 495
Non-binary 507 31-45 2376 Outdoor billboards 15-18 117
Total 10000 46-65 426 Other 15-18 94
65+ 190 Print media 15-18 75
Total 10000 Total   1488

6K
4.9K 5.5K

495
4K 707 (33.27%)
(47.51%)
4K
Respondents

Respondents
2.8K

2.4K
2K
2K
1.5K

75
0.4K 0.4K (5.04%)
0.2K 117 (7.86%)
94 (6.32%)
0K 0K
Female Male Non-binary 15-18 19-30 31-45 46-65 65+
Gender Age
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Consumer Preferences
a. What are the preferred ingredients of b. What packaging preferences do respondents have for energy
energy drinks among respondents? drinks?
Ingredients_expected Count of Response_ID 4K
 
Vitamins 2534
Sugar 2017
Guarana 1553 3K
Caffeine 3896

Respondents
Total 10000
2K 4.0K
Caffeine Sugar
3.0K

1K
1.5K
1.0K
0.5K
2.02K 0K
3.90K
Guarana Compact and Innovative bottle Collectible Eco-friendly Other
Vitamins portable cans design packaging design

2.53K 1.55K
In a sample of 10,000 consumers, packaging preferences for energy drinks were
Ingredient preferences for energy drinks were observed as
distributed as follows: 39.45% favored compact and portable cans, 30.47% preferred
follows: 38.96% preferred caffeine, 25.34% favored vitamins,
innovative bottle designs, 15.01% chose collectible packaging, 9.83% opted for eco-
20.17% chose sugar, and 15.53% showed a preference for
friendly designs, and 4.85% expressed a preference for other options.
guarana.
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Competition Analysis
a. Who are the current market leaders? b. What are the primary reasons consumers prefer those
brands over ours?

2.54K
0.98K (9.79%) (25.38%) Current_brands
Cola-Coka
0.98K 2K
(9.8%) Bepsi
Gangster

Respondents
Blue Bull

1.06K CodeX
(10.5…) Sky 9 1K
2.11K Others
(21.12%)
1.85K (18.54%)

• Cola-Coka: Market Share > 25%

• Bepsi: Market Share > 21% 0K
• Gangster: Market Share > 18% Brand Taste/flavor Availability Effectiveness Other
reputation preference
• CodeX: Market Share = 9.8%
Reason for Choosing Other Brands
• In the energy drink market, leaders have emerged with 'Cola-Coka' claiming over 25% market share, followed closely by 'Bepsi' at more than 21%, and
'Gangster' with over 18%. Our brand, 'CodeX,' holds a 9.8% market share, contributing to the competitive landscape.
• Consumer preferences for energy drink brands are influenced by a range of factors. Among these, the top three reasons for favoring other brands
include brand reputation, taste/flavor, and availability. Following closely is the factor of effectiveness, which contributes significantly to shaping
consumer choices in this competitive market.
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Marketing Channels and Brand Awareness

a. Which marketing channel can be used to reach more b. How effective are different marketing strategies and
customers? channels in reaching our customers?
Others CodeX Online ads Outdoor bil… Other

3.6K
Online ads
0.4K
Marketing Channels

2.4K
TV commercials
0.3K

1.1K
Outdoor billboards
0.1K
40.20%
1.1K
Other TV commercials
0.1K
12.26% 12.25%
0.8K
Print media
0.1K Print media

0K 1K 2K 3K
Respondents 26.88% 8.41%

• Effective Channels: Online ads (0.4k views) and TV commercials (0.3k views) are impactful avenues.
• Diverse Engagement: Other media (0.1k views each) broaden our reach.
• Strategic Blend: Balancing online and TV commercials optimizes engagement.

By embracing this strategic mix of channels and continuously monitoring their effectiveness, we can enhance our customer reach and establish a compelling
brand presence.
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Brand Penetration
Reasons preventing trying
a. What do people think about our brand? (overall
rating) 2.2K
2.0K 2.0K
Taste Review 2K
1.7K

Respondents
1 10.32% 1.2K
Taste_experience

2 14.81% 1K
3 30.60%

4 25.22%

5 19.05% 0K
Not available Health Not Unfamiliar Other
0% 10% 20% 30%
locally concerns interested in with the
Respondents
energy brand
Reasons for choosing our brands drinks

100%
Overall Brand Perception:
Brand reputation 259 The data reveals a diverse range of opinions among consumers who have tried our
Availability 195 product. Taste ratings vary across categories, with 30.60% finding it average, 25.22%
Taste/flavor prefere… 182 considering it good, and 19.05% labeling it excellent. However, addressing concerns,
Effectiveness 176 10.32% rated it poor, and 14.81% rated it below average. Furthermore, among those who
Other 168 prefer our brand, factors such as brand reputation, availability, taste/flavor, and
effectiveness stand out. Notably, 1.7k people were unfamiliar with the brand, and potential
64.9% customers couldn't try it due to unavailability..
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b. Which cities do we need to focus more

on?
Prefer CodeX CodeX Others
3,000

2,500

2,000
Respondents

1,500

1,000

500

0
Bangalore Hyderabad Mumbai Chennai Pune Kolkata Ahmedabad Delhi Jaipur Lucknow
City
• Based
on the data on customer preferences for CodeX in different cities, it appears that there is a significant preference for CodeX in Bangalore,
Hyderabad, and Mumbai where 292,182 and 156 people respectively prefer our brand.

• In contrast, the preference in cities like Lucknow is comparatively lower, with only 5 people indicating a preference for CodeX.

• Tomaximize our brand's impact, focusing more on cities like Bangalore and Hyderabad, where there is a stronger existing preference, could yield
favorable results. This strategic approach can help us channel resources effectively and target areas with higher potential for growth.
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Purchase Behavior
a. Where do respondents prefer to purchase energy b. What are the typical consumption situations for energy
drinks? drinks among respondents?
Purchase location Typical consumption situations

Sports/exercise
4K
Respondents

Studying/working late

Social outings/parties
2K

Other

0K Driving/commuting

Supermarkets Online Gyms and Local stores Other

retailers fitness 0K 2K 4K
centers Respondents

• The most preferred location for respondents to purchase energy drinks is supermarkets, followed by online retailers, gyms and fitness centers, local
stores, and other options.

• Respondents prefer purchasing energy drinks from supermarkets (4,494), followed by online retailers (2,550) and gyms/fitness centers (1,464). These
insights guide us to strategically align distribution and marketing efforts to cater to these preferences and enhance customer satisfaction.
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c. What factors influence respondents' purchase decisions, such as price range and limited
edition packaging?

Limited_edition_packaging No Not Sure Yes

2,000

1,500
Respondents

1,000

500

0
a) Below 50 b) 50-99 c) 100-150 d) Above 150
Price_range

•A pronounced interest in the 50-99 price range is evident, constituting 17.41% of this segment.
• Notably, the preference for "Yes" and "No" is almost equally balanced across all price ranges.
• The mid-tier range (50-99) emerges as the sweet spot with the highest packaging appeal.
• Leveraging this insight can guide targeted marketing efforts towards capturing varying preferences within the mid-tier price range.
• Strategically addressing the nearly equal preference for "Yes" and "No" underscores the importance of effective packaging strategies to sway
decision-making.
• Tailoring our approach to these nuanced preferences holds the potential to enhance overall engagement and product appeal.
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Product Development
a. Which area of business should we focus more on our product development?
(Branding/taste/availability)

Taste Experience Campaign Impact: Preferred Marketing Channels and CodeX Brand
Engagement
1 Prefer CodeX Others CodeX
Taste Experience

2 Online ads 3.6K

0.4K

Marketing Channels
TV commercials 2.4K
3 0.3K
Outdoor billboards 1.1K
4 0.1K
Other 1.1K
0.1K
5 0.8K
Print media
0.1K
0 200 400 600 0K 1K 2K 3K 4K
Respondents Respondents

• Taste Experience:
a. Respondents' taste experiences vary across poor to excellent ratings.
b. Given that the taste is generally rated as "Average, Good, Excellent" the immediate focus may not
need to be on taste improvement.
• Current Brand Preferences:
a. Leading brands like Cola-Coka, Bepsi, and Gangster have higher respondent counts.
b. While CodeX has a notable preference, there's potential for growth compared to top competitors.
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Current brands Reasons Preventing Trying

0.48K (4.79%)
2.54K (25.38%)
0.98K (9.79%) Current_brands 2K

0.98K Cola-Coka

Respondents
(9.8%) Bepsi
Gangster
1K
Blue Bull

1.06K
CodeX
(10.58%) Sky 9
2.11K Others 0K
1.85K (18.54%) (21.12%) Not available Unfamiliar with the Other
locally brand

• Reasons Preventing Trying:

a. The primary reasons for not trying our product are "Not available locally" and "Unfamiliar with the brand."
b. Focusing on increasing availability and brand visibility can attract more customers.
• Preferred Marketing Channels:
a. Online ads and TV commercials effectively reach potential customers.
b. Leveraging these channels can enhance brand exposure and attract a wider audience.

Conclusion:
Considering the data analysis, product development efforts should prioritize mostly on addressing availability concerns and Brand promotion.
Enhancing the taste experience aligns with varied preferences, while increasing product availability and brand visibility can overcome barriers to
trial. Leveraging effective marketing channels will further amplify the brand's reach. A balanced approach encompassing branding, taste, and
availability can lead to comprehensive product development and successful market penetration.