Perceptual Map: Soft Drink Brands

While I am not a soda drinker, I have worked in restaurants and have seen how common it is for customers to ask, "Do you have coke or pepsi products?" Typically, the major brands own many different varieties of beverages (ex: Coke owns Sprite and Pepsi owns Sierra Mist), but I wondered how this could potentially impact or alter the market. Therefore, I decided to use the following 4 factors for this assignment: Price, Brand Image, Variety in Offerings, and Quality/Taste. Exhibit 1 shows the factors and the associated rating for each Brand. I then created 3 different perceptual maps, in an attempt to gather increased insight into the soft drink industry.

Exhibit 2 is a perceptual map that graphs soft drink Price vs. Brand Image. I thought it would be interesting to visualize if customers are willing to pay more because of the name printed on their soda bottle. I believe the map is accurate in placing redbull in the top right hand corner, indicating that RedBull drinkers will pay more than say, Monster or other less popular energy drinks.

Exhibit 3 maps Brand Image vs. Quality/Taste. People who drink Coke products do so because they really enjoy the taste and are more likely going to think it is 'superior' to its competitors. The same goes for RedBull. Nestle drinkers, however, are not as committed to the brand. This brand is most likely to attract the 'random' soda drinkers, who perhaps stop at the gas station for a quick refreshment.

Lastly, Exhibit 4 shows Variety in Offerings vs. Quality/Taste. This was a last minute thought, to compare if quality is effected by quantity, from the customer's perspective. I was not surprised to see that Coca-Cola has a large variety of offerings, and is still perceived to maintain quality. Conversely, Nestle has much less variety, and quality is just above average. While RedBull has not-so-much variety, it is still perceived to be high in quality.

Coca-Cola and PepsiCo are clearly the strongest competitors in the industry, and have attracted the real loyal customers who seek out their preferred beverage, largely disregarding the cost or variety. Dr Pepper/Snapple also retain their customer base but on a smaller scale. For the most part, RedBull falls into this category as well, but their customers are willing to pay a bit more, perhaps for the 'wings' that are so closely linked to the brand. It is Nestle who seems to fall to the back of the pack, and gathers more of a sporadic customer base due to cheaper prices and decent quality.

Exhibit 1: