Codebasics Resume Project Challenge – Data Analytics Project

This Project is a Codebasics Resume Project Challenge run by Codebasics. Hundreds of participants across the world participate in this and their work is then recognised by the Codebasics team and their connections on LinkedIn worldwide.

The 3 basic requirements for completing the challenge are:

1. Enrolling the project on the Codebasics website.
2. Completing the project using the tools of your choice.
3. Then publish your work online on LinkedIn with the presentation.

Challenge Results: Winners

About The Project

The project is about an imaginary beverage company called CodeX.

CodeX

CodeX is a German beverage company which is recently launched in India. They launched their energy drink in 10 cities in India.

CodeX conducted a survey in those 10 cities and received results from 10k respondents.
The survey was based on consumer behaviour questions like their purchasing habits, their feedback about energy drinks available in the market, pricing, packaging etc.
The survey question file is attached at the end of this article.

Their Marketing Team wants their Data Analyst to convert these survey results to meaningful insights which the team can use to drive actions.

The Marketing Team have asked to share certain insights. They have also asked to share meaningful recommendations from the data or external factors etc.

Live Interactive Dashboard

Video Presentation Of The Project

Project

Problem Statements & Solutions

Demographic Insights

a. Who prefers energy drinks more? (male/female/non-binary?)

b. Which age group prefers energy drinks more?

c. Which type of marketing reaches the most Youth (15-30)?

Consumer Preference

a. What are the preferred ingredients of energy drinks among respondents?

b. What packaging preferences do respondents have for energy drinks?

Competition Analysis

a. Who are the current market leaders?

b. What are the primary reasons consumers prefer those brands over ours?

Marketing Channels and Brand Awareness

a. Which marketing channel can be used to reach more customers?
b. How effective are different marketing strategies and channels in reaching our
customers?

Brand Penetration

a. What do people think about our brand? (overall rating)

b. Which cities do we need to focus more on?

Purchase Behavior

a. Where do respondents prefer to purchase energy drinks?

b. What are the typical consumption situations for energy drinks among respondents?

c. What factors influence respondents’ purchase decisions, such as price range and limited edition packaging?

Product Development

a. Which area of business should we focus more on our product development?
(Branding/taste/availability)

Recommendations For CodeX

• What immediate improvements can we bring to the product?
• What should be the ideal price of our product?
• What kind of marketing campaigns, offers, and discounts we can run?
• Who can be a brand ambassador, and why?
• Who should be our target audience, and why?

What immediate improvements can we bring to the product?

What should be the ideal price of our product?

What kind of offers and discounts we can run?

In the previous recommendation, we saw that we can experiment with the price in different cities. Also, if changing the price does not go with the brand’s strategy, we can provide offers on buying the pack of 6 cans at a cheaper cost.

Also, each of these cities celebrates multiple festivals throughout the year. We can come up with the gift set packs.

What kind of marketing campaigns we can run?

• Social Media
• Influencer Marketing
• Online Retailers/E-commerce
• Guerilla Marketing

Social Media

We have seen in the insights that our consumers fall in the age group of 15 to 30. This age group is very much active on social media. Also, they get to know about the products from online ads. Running Social Media Ads can be a good strategy to reach them.

Influencer Marketing

• Cheap –
  Influencer marketing can be very cheap we set a strategy to target influencers and their audiences. We can work on a barter system or by paying some amount to the influencers.
• Collaborating with local influencers (multiple Macro & Micro) –
  We can collaborate with the influencers with the following of 10k to 100k, then 100k to 500k and so on. This will help our brand with branding and sales.
• Giveaway to Influencers and their Followers –
  Providing our products to consumers via influencers can help in changing brand perception.
• Exclusive Coupons and Discounts –
  Providing these discount coupons and exclusive offers will help us in retaining our customers. This will also play a role in remarketing by not spending money again and again on these campaigns.

Online Retailers/E-commerce

E-commerce and online grocery store do have their own PPC platforms. We can run paid ads on these platforms to increase the sale of the product because we are still not as well known by the consumers as the other brands.

Guerilla Marketing

• Consumers are buying products from supermarkets –
  We need to do some kind of special displays in supermarkets like renting and setting up a counter, or paying supermarkets for a space to display our products exclusively.
• Participate in Events –
  Like in Delhi The Grub Fest, Horn-oK-Please and similar food festival events. We can do some creative campaigns here to attract consumers and provide free testers to get more feedback on tasting to get reasonable insights.

Who can be a brand ambassador, and why?

While choosing the influencers, we need to keep in mind that we have to consider certain factors in mind.
1. Budget – Celebrity influencers charge more money according to their following and impact on social media.
2. Relevancy – Energy drinks are consumed by consumers who like to do some sort of physical activity. So, the celebrity should be a sportsperson, athlete or person indulged in some physical activity.
3. Impact – It is important to have an impact on their followers. Not every celebrity is influential but can still be followed by a vast audience. A celebrity who can influence the buying decision needs to be our brand ambassador.

I have selected 3 influencers keeping these 3 things in mind who can be our brand ambassadors.

Virat Kohli

Neeraj Chopra

MS Dhoni

Who should be our target audience, and why?

Additionally, I would like to share one more insight to target more cities. These are the stats of Google Trends from the past 12 months about the “Energy Drinks” topic.

The above visuals show data that these are the top states or cities where this topic was trending the most and we can target these locations in brand expansion.

The execution of this project is added at the bottom of the article.

Thanks to Codebasics for providing this wonderful challenge.
Here is the link to this challenge: Codebasics Resume Project Challenge

The dataset provided by the Codebasics

This file contains all the meta information regarding the columns described in the CSV files. We have provided 3 CSV files:

1. dim_respondents
2. dim_cities
3. fact_survey_responses

Column Description for dim_respondents:

• Respondent_ID: This column represents the unique identifier assigned to each respondent in the survey.
• Name: This column represents the name of the respondent who participated in the survey.
• Age_Group: This column represents the categorized age group of the respondent. Age groups (15-18, 19-30, 31-45,46-65,65+)
• Gender: This column represents the gender of the respondent. (Male, Female, Non-binary)
• City_ID: This column represents the ID of the city where the respondent is located.

Column Description for dim_cities:

• City_ID: This column represents the ID of the city.
• City: This column represents the name of the city where the respondent is located. (“Delhi”, “Mumbai”, “Bangalore”, “Chennai”, “Kolkata”, “Hyderabad”, “Ahmedabad”, “Pune”, “Jaipur”, “Lucknow”)
• Tier: This column represents the tier category of the city

Column Description for fact_survey_responses:

• Response_ID
• Respondent_ID
• Consume_frequency
• Consume_time
• Consume_reason
• Heard_before
• Brand_perception
• General_perception
• Tried_before
• Taste_experience
• Reasons_preventing_trying
• Current_brands
• Reasons_for_choosing_brands
• Improvements_desired
• Ingredients_expected
• Health_concerns
• Interest_in_natural_or_organic
• Marketing_channels
• Packaging_preference
• Limited_edition_packaging
• Price_range
• Purchase_location
• Typical_consumption_situations

The PDF contains all the questions with the multiple-choice answers asked to the consumers.

Execution Part

The execution I am adding here is for the fellow learners who asked me to add on how I worked on this project.

Step – 1

I downloaded and opened the dataset in the given format i.e. .csv file. This helped me get familiar with Data. One by one I went through each file to make sure if there was any visual error I could spot.

Step – 2

I added all the data in Power BI and created some common Measures like total responses, average taste experience, gender count etc. I performed 1 extra step here and created a new Excel sheet of count of respondents city-wise. This is because I was practising on MySQL and I just exported a sheet from there and added it to Power BI.

Step – 3

Created a Word file and copied the question there and whatever idea came to my mind just started drafting there. This is because I am from a Digital Marketing background and my brain kept suggesting marketing ideas like influencers, the type of marketing we can use etc.

Step – 4

Created Visuals and report pages.

Step – 5

Picked a colour theme to design the dashboard and PPT. I used 2 to 3 color shades of green. This is to keep it simple. The PPT was created in Canva using screenshots of my dashboard. During this phase, I worked on marketing suggestions. I looked at my Word file and used the ideas that came to my mind while I was working on the project.

Step – 6

The presentation was created and recorded in Canva with plenty of retakes. My main goal was to finish it at once and not to pause and record.

These are the steps I took in finishing the challenge.

I used MySQL for practice and at the same time, I used MsExcel to perform the same tasks.

I will keep working on these sorts of challenges and projects. Please stay connected with me on LinkedIn for more updates.