Data Analysis Project 3 - Primary Analysis Tool: SQL (MySQL)
Marketing Insights
Table of contents
I am transitioning into less-guided projects one step at a time, and I came across this one in particular. This project aims to Provide Insights to the Marketing Team in the Food & Beverage Industry using any tool of your choice and I picked SQL.
For this project, I was quite interested because I wanted to give marketing analysis a try and test my SQL skills. All I had to do was download the data set and get started. My recommendations would be in a Data Presentation that would be highlighted at the end, I would definitely love feedback, please check it out!
Here goes!
Project Background:
For a little backstory on the project, 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 surveyed 10 cities and received results from 10,000 respondents.
Dataset:
The downloaded zip file contains 3 Excel dataset files, the Metadata text file, Survey questions, and the Insight questions document. The three Excel datasets are interconnected through primary keys, which serve as foreign keys during analysis. This relationship allowed for better data integration and analysis.
Data Preparation:
Before importing the datasets into MySQL, they needed to be converted into CSV files. After launching MySQL, I created a new connection, “MAR_survey_insights“, and used the “Table Data Import Wizard“ to import all three tables into MySQL in preparation for analysis.
The first table I imported, fact_survey_responses consisted of 10,000 rows and 23 columns. The second table dim_cities consisted of 10 rows and 3 columns. The third and final table dim_respondents consisted of 10,000 rows and 5 columns.
Data Analysis:
Demographic Insights
- Who prefers energy drinks more? (male/female/non-binary?)
I was quite curious and guessed the obvious, Males, but let’s see if that’s right…
To go about this, a JOIN needs to be done between the tables dim_respondents & fact_survey_respones because the fact_survey_respones table doesn’t have a “Gender“ column and dim_respondents does. The tables include a 'Respondent_ID' column, which acts as a foreign key, enabling the interconnection of data across the tables.
I chose to use the "Daily" consumption value as a benchmark to filter who prefers energy drinks based on how often they are consumed. Out of the respondents, 817 males consume energy drinks daily, making up about 61% of the daily consumers.
…seems like I was right after all.
- Which age group prefers energy drinks more?
Within the 5 age groups, the 19-30 age range consume more energy drinks daily. Making up about 55% of daily consumers.
Are they more stressed?
…what’s their reason?
We can see that this age group 19-30 consumes energy drinks for physical activities (Sports/Exercise) and work-related tasks (Studying/Working Late).
Hmmm… physical and mental stress perhaps!
- Which type of marketing reaches the most Youth (15-30)?
Should we guess again?
Online ads reach the most Youth.
I doubt you’re surprised!
Consumer Preference Insights
- What packaging preferences do respondents have for energy drinks?
Respondents prefer compact & portable cans more for energy drink packaging design.
Competition Analysis Insights
1. Who are the current market leaders?
Respondents are currently consuming and prefer these top three brands: Cola-Coka, Bepsi, & Gangster.
- What are the primary reasons consumers prefer those brands over ours?
Consumers prefer other brands due to Brand Reputation, Taste/Flavour Preference, and Availability. But majorly Brand reputation.
Marketing Channels and Brand Awareness Analysis
- How effective are different marketing strategies and channels in reaching our customers?
Different marketing strategies will be very effective in reaching customers because about 56% of the respondents haven’t even heard about CodeX.
Almost half of energy drink marketing is perceived with Online ads (40%), diversifying into Outdoor Billboards and Print media could increase the brand’s awareness and target other age groups.
Brand Penetration Analysis
- Which cities do we need to focus more on?
The top 3 cities that need more focus are Bangalore, Hyderabad, and Mumbai. These are cities with high counts of not hearing about the brand before.
Purchase Behavior Analysis
- Where do respondents prefer to purchase energy drinks?
45% of respondents prefer to purchase energy drinks at the Supermarkets.
Product Development Analysis
- Which area of business should we focus more on our product development? (Branding/taste/availability)
60% of respondents have a Neutral perception towards the brand name/logo/design.
20% of respondents found the taste/flavor and overall experience, Excellent.
24% of respondents mentioned the reason preventing them from trying the energy drink is because it’s not available locally.
I would say, more focus should be on the product’s taste and branding.
Conclusion
This project provides valuable insights into the marketing direction for CodeX as it tries to break further and establish itself in the Indian energy drink market. Using SQL, I was able to uncover and analyze critical data points to support marketing and product development strategies. I also visualized this project on Tableau Public.
Key findings revealed the following:
Demographic Preferences: Males and the age group 19–30 are the primary consumers, physical and mental stress factors majorly drive consumption.
Marketing Strategy: While online ads are effective for the youth demographic, there is room to diversify into outdoor billboards and print media to reach untapped audiences.
Brand Awareness: A large portion of respondents had never heard of CodeX, with places like Bangalore, Hyderabad, and Mumbai requiring more focused marketing efforts.
Product Development opportunities: Taste/flavor and branding require more attention, while availability in local markets is a critical barrier to exploring CodeX energy drinks.
I hope these insights provide value and spark actionable ideas for CodeX’s marketing team. My data presentation, which includes recommendations, is down below. I look forward to your feedback!
Thank you for sticking to the end!
Recommendations
My recommendations can be found in this Data Presentation - Marketing Insights.