Q$.4$ Case study

Pepsi Next was launched by PepsiCo into the US market in February $2012,$

and has since been rolled out to various international markets $($for instance,

it was launched in Australia in September $2012).$

The new product is described as a mid$-$calorie cola beverage, having a mix of

sugar and artificial sweeteners, designed to deliver a full cola taste with

reduced calories. While filling the market gap between full sugar and diet

soft drinks, PepsiCo has indicated that its prime target market is lapsed cola

drinkers $($giving them a reason to return to the product category$).$ PepsiCo,

which owns range of high profile beverage brands in addition to its flagship

brand Pepsi, appear to be highly committed to Pepsi Next providing it with

strong launch and management support. In fact, according to PepsiCo

themselves, this is their most significant product launch for several years.

PepsiCo is the second largest food and beverage company in the world, with

revenues now in excess of $$60$ billion. The corporation has $22$ brands that

achieve retail sales in excess of $$1$ billion each. As a result of their brand

diversification, around half of PepsiCo's revenue is generated from their food

lines, such as Frito$-$Lay $($snack food$)$ and Quaker Oats.

In addition, they have progressively expanded internationally and now

access over $80\%$ of the world's population. Their international $($non$-$US$)$

markets account for almost $50\%$ of their total revenues and they still see

significant growth potential from these markets, on the basis that per capita

consumption of snacks and beverages in other countries is well b Q$.2$ Case atudy

A new report releaaed by AIM Respirch and Haraal Cequity studies how and

to what extent crgoniaations in India leverage behavioural scierser and data

science to analyse consumes behaviour acrusa differemt induatries abs

functions.

The report titled "Impact of Behavioural Science and Data Seience on

Consumer Behuwiour" also dives into the coninection between behavioural

asd data science in comperhending conaumer behaviour send makes a case

for their use in enllsboration.

Dath scitscr has apen increasing popularity in the laat couple of years ass

ia uaed extensivel$)$ by moat organiaationa to identify gruwth drivera. While

data is a critical input to improve cuatomer satisfaction and ibcrease

revenues, Behavioural Seirser pling a crucial role in aturying and andlyxing

customer experiencex, brand boyalty, and overall coetaumer journey.

According to the atudy, there is limited use of Rehavioural Science

techrizques by Isdian organisations to study buying behasiour. Around one

in five respondenta said they had none or nare utiliantion, indicating a

significamt seope for improvements acreas certain ibduxtrica asd functions,

e report peuvides detailed inaighta through a compreberaive analyais of

the survey. The atudy highlights clata where the utilisation of Rehavioural

Seience could see impreved outeomes if two fursetions within the aume

compinny warked sogether. Along with this, the study identifies areas in

which Behavioural Scirscr and Data Seitrsee can be used in conjunction.

The study can be used by leatiera or decision$-$mabers to get insight into

where their comphatita stand in utilising Behavioural Seserscta compared to

others and rewliae areas where they are falling behisd. The study also helpe

its rebeders identify future roudmaps in terms of using. Behavioural Science

along with Data Sciesce to their atvientage.

Overall, almost every Behavioural Science techrique $($aurveyed$)$ had more

thans two in five respondenta $(40\%)$ agrecing to ita high$/$very high utiliantion.

Although, almost every technique also hid more than $20\%$ who said they

had none or rare utilisation. Rezapondenta in the marketing fusetion had

higber utilisation of moot Behavioural Science techriaques surveyed than all

the other functions. Amsoat every technique had move than$/$around two in

three $(66\%)$ Marketing respondenta, saying, that they have a high$/$very high

utilisiation.

In terms of industry, different sectors had the higheat share of respondents

claiming they have a high$/$very high utiliaation of different Bethavioural

Seience techniques. However, Telecom a Merlia consistently performet

well$-$almoat every technique had more than $50$ of of Telerom & Media

reapondents anying yta to utiliaing it to a high$//$very high extent.

Queation:

$(102=20)$

Write the factors that influersee the behavior of an individual.

Diacusa about the situation how behaviour acience deals with consumer

behavior.