Deliver Data-Driven Insights for the F-B Marketing Team

Link to live dashboard: CodeX-Drink-Insights - Power BI

1. Project Overview

Company Info:

CodeX, a German beverage company, launched its energy drink in 10 Indian cities and received survey responses from 10,000 respondents. The marketing team aims to boost brand awareness, market share, and product development. As Peter Pandey, a marketing data analyst, the task is to extract meaningful insights from the survey data for actionable marketing strategies.

2. Primary Insights

Demographic Insights:

• Who prefers energy drinks more? (gender)
• Which age group prefers energy drinks?
• Most effective marketing channels for youth (15-30)?

Consumer Preferences:

• Preferred ingredients of energy drinks.
• Packaging preferences.

Competition Analysis:

• Current market leaders.
• Reasons for consumers' brand preferences.

Marketing Channels and Brand Awareness:

• Best marketing channels to reach more customers.
• Effectiveness of different marketing strategies.

Brand Penetration:

• Overall brand rating.
• Cities needing more focus.

Purchase Behavior:

• Preferred purchase locations.
• Typical consumption situations.
• Influencing factors for purchase decisions (price, packaging).

3. Secondary Insights

• Focus areas for product development (branding, taste, availability).

4. Work Done

• Selected color palette from Color Hunt and sourced suitable images from Flaticon or created custom ones.
• Chose appropriate graph types for data visualization based on factors like respondent demographics.
• Applied column filters and customized tooltips for enhanced data exploration.
• Implemented advanced measures using calculate functions with specific filters.
• Created page navigation for seamless insights browsing.
• Organized and named elements in the view ribbon panel for efficient use of filters and functions.

5. What I Learned

• Harnessing the power of color psychology through curated palettes from Color Hunt and imagery selection from Flaticon or custom creation.
• Strategic decision-making in data visualization by aligning graph types with respondent demographics.
• Leveraging interactivity features like column filters and customized tooltips to delve deeper into data exploration.
• Mastery of advanced calculations using calculate functions, tailored to specific filters for precise insights.
• Crafting seamless user experiences through intuitive page navigation for effortless insights consumption.
• Optimizing workflow efficiency by organizing and labeling elements within the view ribbon panel for streamlined filtering and functionality utilization.

6. Conclusion

The project provided valuable insights into consumer behavior, market competition, and marketing effectiveness, which can help CodeX make informed decisions to enhance their market presence in India.

7. Screenshots

Here are some screenshots of the project:

6. Additional Information

• Immediate product improvements were identified.
• Suggested ideal pricing strategy based on market analysis.
• Recommended effective marketing campaigns and offers.
• Proposed suitable brand ambassadors and target audience.

Feel free to explore the repository and provide feedback or suggestions!