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 dataset consists of 3 CSV files dim_respondents; dim_cities; fact_survey_responses
o Some respondents’ answers were inconsistent. For instance, a person is less likely to have tasted the drink if they haven’t heard about it. I had to filter out all those incoherent answers when needed for the visualization.
o I created new dimensions with Groups in Tableau at the visualization level. The Five consumption frequency types have been grouped into Three.
Male Dominance: 60% of energy drink consumers are male, indicating a strong male demographic presence.
Youth Appeal: The dominant age group for energy drink consumption is between 19 and 30 years old (55%), suggesting that marketing efforts should focus on younger adults.
Geographical Hotspots: Bangalore, Mumbai, Pune, Chennai, and Delhi have the highest consumption frequency, with consumers in these cities drinking energy drinks 2-3 times a week or daily. These cities should be prioritized for targeted campaigns.
Brand Ranking: CodeX currently ranks 5th among energy drink brands, highlighting significant room for improvement in market positioning.
Brand Perception Challenge: 58% of respondents have a neutral opinion about CodeX, with brand reputation identified as a major blind spot. As a relatively new entrant in the market, this indifference can be attributed to low brand awareness and engagement.
Taste Matters: Although brand reputation is the primary driver for energy drink preference, taste/flavor is a close second. Enhancing taste perceptions could elevate brand standing.
Awareness vs. Conversion: Of the 10,000 respondents, 44.5% (4,447) have heard of CodeX. However, only 46% of these (2,026) have actually tasted the product, highlighting a conversion gap.
Positive Experience Post-Tasting: Among those who tried CodeX, 75% (1,517) had a positive opinion, suggesting a strong product-market fit once consumers engage.
Increasing efforts to move potential customers from awareness to consideration could significantly boost loyalty and market share.
Digital Dominance Among Youth: 40% of respondents encounter energy drink ads online, with online ads being 8% more effective in reaching the 15-30 age group. This underscores the importance of digital marketing, particularly targeting younger consumers.
To capitalize on this, CodeX should not only focus on online ads but also invest in engaging content, possibly through collaborations with influencers who resonate with this demographic.
Packaging Preferences: 40% of respondents favor compact and portable cans, signaling a need for convenient packaging solutions.
Ingredient Priorities: Caffeine remains the preferred ingredient for 40% of respondents, while 30% express a desire for less sugar.
These insights suggest that CodeX should focus on offering energy drinks that are both portable and aligned with health-conscious trends (more caffeine, vitamins, and less sugar).
Retail Dominance: 45% of respondents purchase their energy drinks at supermarkets, yet 25% noted product unavailability as a barrier to trying CodeX. Expanding distribution to Convenience Stores, Gas Stations, and Vending Machines is crucial.
Price Sensitivity: With 43% of respondents willing to pay up to 99 rupees (approximately $1.19) for an energy drink, pricing strategies should reflect this threshold to maximize accessibility and competitiveness.