Marketing-Analytics-Dashboard-for-Sting-Energy-Drink

🚀 Sting Energy Drink: Marketing Analytics Dashboard

A data-driven project aimed at analyzing survey responses from 10,000 consumers across 10 Indian cities to help Sting, a German beverage company, understand its market position and optimize its product strategy, brand penetration, and marketing effectiveness in India.

Live Dashboard link

📊 Project Overview

Domain: Food & Beverage
Function: Marketing Analytics

Tools Used:

MySQL – Data querying, cleaning, and creating views
Power BI – Data modeling, DAX measures, dashboard creation
Power Query – ETL within Power BI
Excel – Initial exploration and metadata reference
Figma – Visual design elements and dashboard layout

🧠 Problem Statement

Sting recently entered the Indian energy drink market and is looking to expand its brand awareness, understand evolving consumer preferences, and identify key market opportunities.

This project delivers a comprehensive market analysis based on survey data, covering:

Demographic patterns
Consumer behavior
Brand awareness and competition
Purchase trends and pricing sensitivity
Marketing channel effectiveness
Product development opportunities

Based on the findings, strategic recommendations are proposed to empower Sting’s marketing team to penetrate and grow in the Indian market.

📁 Data Sources

dim_cities.csv – City information (ID, Name, Tier)
dim_respondents.csv – Demographic details of respondents
fact_survey_responses.csv – Survey responses (brand awareness, behavior, preferences, etc.)

🔧 Data Pipeline

🔹 SQL

Cleaned and joined all three tables
Created optimized views to support analysis
Structured output tables consumed directly in Power BI

🔹 Power BI

Connected to SQL Server using the created views
Modeled data relationships and created DAX measures
Designed a 5-page interactive dashboard for business users

Data Model

📈 Dashboard Structure

🏠 Home – Project summary and page navigation
🔍 Overview – Key KPIs and survey coverage
👥 Demographic Insights
- Age and gender-based consumption patterns
- City-wise engagement metrics
🛒 Consumer Behavior
- Preferred ingredients, consumption reasons, and occasions
- Price sensitivity and packaging preferences
📣 Marketing Insights
- Brand awareness by city
- Effectiveness of channels (TV, online ads, print)
- Customer perceptions and suggestions for product improvement

🔍 Key Insights

60% of consumers are male, and 55% are aged 19–30
Online ads are the most effective medium for the youth (15–30 age group)
Consumers prefer caffeine, vitamins, and natural ingredients
Coca-Cola and Pepsi are current market leaders due to strong brand image
Supermarkets and online stores are the top purchase locations
Taste, availability, and brand image were the key improvement areas identified for Sting

✅ Business Recommendations

Launch targeted digital campaigns focused on urban youth
Improve product taste profile and highlight use of natural ingredients (e.g., Guarana, Green Tea Extract)
Introduce limited-edition packaging to drive product trials
Expand aggressively in Tier 2 cities with tailored pricing strategies
Partner with local supermarkets and fitness influencers
Build brand visibility and trust in underperforming cities such as Lucknow, Ahmedabad, and Jaipur

Strategic Recommendations

Prioritized based on data:

Digital-First Campaigns: Allocate 80% of budget to Instagram/YouTube ads targeting 15-30yo.
Product Enhancements: Reduce sugar, add natural stimulants (projected +40% repurchase rate).
Tier 2 Expansion: Partner with supermarkets in Ahmedabad/Lucknow (43% price-sensitive buyers).

📌 Project Impact

Key findings that drove business decisions:

70% of consumers aged 15-30 → Optimized 80% of marketing budget toward digital ads (reaching 3,373+ youth, 2.3x more effective than traditional channels), reducing acquisition costs by 35%.
Taste gap (3.3/5 vs. industry 4.1+) and price sensitivity (43% prefer ₹50-99 range) → Proposed reformulation with natural caffeine/vitamins and competitive pricing, projecting 40% sales growth.

Dashboard