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Student Insights on Lemon Pepsi

The document discusses a discussion guide for a focus group with 18-24 year old students in ISB regarding a new lemon-flavored Pepsi product. The discussion will gather feedback on the product, including factors influencing purchase, current perceptions of the brand, and consumption habits. Questions will cover daily routines, drink preferences, soft drink usage, spending on soft drinks, consumption frequency, purchase influences, sugar and additive concerns, preferred brands, design influences, experience with Pepsi, usage occasions, satisfaction with lemon Pepsi, flavor preferences, Pepsi vs Coke perceptions, thoughts on Pepsi's health positioning, and areas for lemon Pepsi improvement.

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Han Nguyen
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18 views3 pages

Student Insights on Lemon Pepsi

The document discusses a discussion guide for a focus group with 18-24 year old students in ISB regarding a new lemon-flavored Pepsi product. The discussion will gather feedback on the product, including factors influencing purchase, current perceptions of the brand, and consumption habits. Questions will cover daily routines, drink preferences, soft drink usage, spending on soft drinks, consumption frequency, purchase influences, sugar and additive concerns, preferred brands, design influences, experience with Pepsi, usage occasions, satisfaction with lemon Pepsi, flavor preferences, Pepsi vs Coke perceptions, thoughts on Pepsi's health positioning, and areas for lemon Pepsi improvement.

Uploaded by

Han Nguyen
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

Discussion guide

Target customer: 
- Age: 18-24 (people in ISB)
- Gender: Male and Female
The main parts need to be clarified:
- Factors influencing the purchase of the lemon-flavored Pepsi product.
- Current student perception of brand.
- Student's buying and using habits.

Target:
- Gathered comments on new products, as well as expectations, have been met with not yet
met.
- Collect customer tastes and opinions for the Lemon-flavored Pepsi product analyzes the
strengths and weaknesses of this product.
- Have a plan for a marketing strategy to expand Target customers, as well as focus on the goal
of creating an image of "Environmentally friendly" in society.
- Find out about Target's favorite flavors, as the premise for the following products, and will
be easier to target with customers.

Questionnaire
General questions (warm up) - Name
- Age
- Daily habits
- How health-conscious do you consider
yourself to be?
- Besides water, what types of drink do you
usually consume?
- Have you ever consumed soft drink?
- How much price that you are willing to
spend for soft drink?
Questions about the habit of buying and using - Consumption rate: demand for types of
soft drink water for customers: coffee, soft drink,
energy drink, mineral water, …
- How often do you consume soft drink?
- When choosing a soft drink, what is the
most thing that influences your decision?
- Are you concerned about the levels of
sugar in soft drinks?
- Are you concerned about the use of
artificial flavorings and sweeteners in
soft drinks?
- If you have to consume a soft drink, what
brands of soft drink do you choose?
- Does the product's can/bottle design
affect your buying decision?
Target customers current perception about the - Have you ever used Pepsi products?
product - When and where do you usually use Pepsi
products?
- Have you ever used a lemon-flavored
Pepsi product?
- Did you see Rap Viet?
- As the main sponsor, Lemon-flavored
Pepsi was mentioned a lot in the
program, which affected the decision to
try it?
- Has a lemon-flavored Pepsi met the
taste/ingredients you'd expect?
- Evaluate your satisfaction of Lemon-
flavored Pepsi (1 to 5)
- Compared to the old and new flavor
Pepsi products (lemon-flavored Pepsi),
which flavor do you prefer?
- There is a perception that the taste of
Pepsi and Coke is the same, so why do
people still choose Pepsi over Coca and
vice versa?
- In your opinion, the direction of Pepsi
when hitting hard on the factor "Healthy
drink" is really effective when launching
this new product.
- What do you think Lemon-flavor Pepsi
needs to improve in the nearly future?

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