Marketing Research Project on Pepsi and Coke marketing mix coke pepsi, Marketing Strategies coke Pepsi, Promotion Strategy coke pepsi, coke pepsi swot analysis, pricing strategies coke pepsi,

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Pepsi Cola in PAKISTAN 

Pepsi was found in 1892.
In 1959 Pepsi Cola was introduced in Pakistan but due to lack of awareness it was unsuccessful therefore the headquarters decided to windup their business in Pakistan
1963 It came again with much revised Strategy, facing a lot of difficulties in promoting there product and competing against COCA COLA which was a well established brand here in Pakistan and for that reason Pepsi once again went back


1979 Pepsi had secretly promoted its diversified products and carter to all demographic groups of Pakistan there for  with in 5 years they emerged as a market leader, having 72% of market share while COCO COLA had only 28% share. But now its market share has decreased to 8%.
 
 Marketing Strategies of Pepsi
The keys to reaching its goals are to concentrate its resources on growing its current businesses and acquiring related companies to broaden its product line. An ongoing battle for market share has existed for over 75 years. Company has tried a number of strategies to gain a sustainable competitive advantage.

These strategies included:

• Introducing new soft drink products
• Diversification
• Aggressive advertising campaigns

Pepsi must identify and implement the strategy best suited to gain the competitive advantage in the soft drink industry on a world-wide basis.

Marketing Mix of Pepsi.


Product:

The main product of Pepsi Cola Company is Pepsi and its sub brands are Dew, Miranda, 7up, Aquafina, Pepsi Max. It also diversified into Lays.

Providing their consumers with easy-to-use, convenient and innovative containers are one of their top priorities. Package introductions they've made over the years include the industry's first 1 ½ liter bottle; Regular, Disposable; Can. Pepsi Co. was the first company to respond to consumer preference with lightweight, recyclable, plastic bottles. These bottles are made of polyethylene terephthalate or "PET plastic," which is a form of polyester used to make strong, lightweight, shatter-resistant bottles.

Pepsi Products:

§        Pepsi                                        (cola drink)
§        7UP                                         (cola drink)
§        Miranda                                    (soft drinks)
§        Dew                                         (cola drink)
§        Slice                                        (soft drinks)
§        Aquafina                                   (Mineral Water)

Price:

Pepsi prices its products similar to those of Coca-Cola in order to keep profits high. Competition in the is based mainly on marketing skill rather than price to help avoid costly price wars and keep profits stable. Since neither of the major manufacturers would win a price war, it is unwritten rule that the companies will follow the pricing structure of the market leader. While this amount to price fixing, there has not been any major government actions to curtail the practice so it should continue in the future.


PepsiCo’s current retail prices range depending on the convenience of the location in which they are located and depending on the size of the soft drink container.


PRICES OF DIFFERENT BOTTLES

Size and Price of Pepsi (RS.)

Regular bottle 13
Non returnable or disposable bottle 30
1 liter bottle (glass) 35
1.5 liter bottle 70
2.25 liter bottle 90
Pepsi can 40
Place (Distribution)

Manufacture    -------------- Wholesaler---------------Retailer
Manufacturer -------- Company Warehouse-------------- Retailer



Distribution is an important aspect of success in the beverage industry. Since the cola companies want to focus on making syrup and marketing, they need to have strong, loyal bottlers. This is especially the case in foreign markets where the cola companies fiercely battle for good bottlers.

The building of bottlers through joint ventures and the increased maintenance of current bottler relationship should be the main focus of Pepsi’s international marketing. One of Coca-Cola’s major strength’s is its ability to build relationships with its bottlers. Coca-Cola is very methodical in making sure that its bottlers are happy, while Pepsi has been known for neglecting its bottlers. This is one area that Pepsi must improve if it is going to take market share away from Coca-Cola.

Product is distributed through PepsiCo distribution centers. The distributor delivers it

to the grocery retailers, vending companies, restaurants, and warehouse/club stores.

The distribution segments can be broken down into the following:
• Convenience Stores and Gas Stations: 12% of the market
• Restaurants: 25% of the market
• Warehouse/Club Stores: 6% of the market
• Super Markets and Retail Stores: 57% of the market.

Promotion Strategy



Pepsi promotes its products in a many ways, but focuses mainly on getting products associated with entertainment icons that appeal to youth. The first major use of this technique was the signing of Pakistan cricket team as celebrities. 

Two other areas of entertainment that have been used by Pepsi to promote its brands are sports and movies. Sports are a popular source of entertainment throughout the world and is a using it to promote the brand is a main focus of Pepsi. Since sporting events are seen many times by fans, it provides a good opportunity to increase brand recognition. Movie stars are also popular throughout the world and are greatly admired by people, so using them in advertising has a positive effect brand image.
Some of the ways in which Pepsi attract consumers are:
¨ Free Samples ( New product – DEW)
¨ Discounts ( RAMDAN Offers)
¨ In-Store Displays – Signs, banners etc.
¨ Entertainment – Games with free T-shirts, Pepsi points under the cap etc.
¨ Sponsorship – sports teams/clubs/events


SWOT ANALYSIS OF PEPSI COLA:

    SWOT analysis is a situation analysis tool that helps the managers to identify internal strengths and weaknesses, external opportunities, and threats and the potential impact of these factors on the organizational performance.
Strengths

The biggest strength of the organization is the brand name of Pepsi, which is known throughout the world for its excellence. Maintaining excellent quality by using latest equipment in order to produce best hygienic product also strengthens the position of Pepsi in the market .The easy availability of the product throughout the franchised area also acts as strength for the organization. This is due to the excellent distribution network that the organization has. It mostly follows Indirect Distribution i.e.                          Manufacture    -------------- Wholesaler---------------Retailer. However in some places it also follows   the   direct   distribution   i.e., Manufacturer -------- Company Warehouse-------------- Retailer. The organization has a team of highly skilled professionals as their sales force. These people are dedicated and motivated enough to meet any level of demand and to fulfill the requirements of the organization. The company enjoys Brand Loyalty, which is a plus point of the organization.

The market share captured by the organization also is a great strength for it. In order to keep in touch with its target market, the organization uses heavy advertisements. These advertisements not only entertain the viewers but also are very effective in delivering the actual message of the advertisement, The frequency of announcing and introducing different and attractive packages is also very efficient and effective. The company has been able to maintain a well-developed and highly equipped distribution network, which is the basic factor behind the success of Pepsi especially in this particular region. The marketing department of the organization is highly skilled and Quality is the main issue. This approach used by the organization has been effective in producing the best results ever. The organization also has a strong sponsorship.

Weaknesses:

A weakness is an internal characteristic that may undermine performance. Pepsi  do not have a lot of weaknesses but there are some areas that have been ignored by the organization. These include the following weaknesses: The availability of packages is sometimes difficult for the organization to maintain. So far the company has not been able to access the rural areas and this provides an opportunity for the competitors. Advertisement is another aspect in which the company lacks behind in the rural areas. One perception that really hurts Pepsi is its image as a Jewish organization. It affects it sales whenever there is an international incident that involves Muslims.
In one aspect in which PCI really needs to work on is the lack of innovation in advertising. Pepsi for long holds the reputation of making attractive and innovative advertising. However in recent years it has not been coming up to the reputation it has set for itself. Not many new concepts are coming that could really attract the consumers towards its products.

       
Opportunities:

Following are the opportunities available to the organization: The Company has the opportunity to improve its services in the rural areas. Post mix operations can be expanded from 160 machines to 500 machines in order to make the product available at all times. New and innovative products have always acted as an opportunity for the organization. Pepsi is bringing up one of its very famous brand Mountain Dew in Pakistan. It is expecting it to do well in Pakistani market thus helping it to increase its market share and image. International Cricket is coming to Pakistan after a long time. The Post 9/11 events blocked international teams to visit Pakistan for security reasons. Now that the threats are over, the cricket hungry people of Pakistan are desperate to watch quality cricket. Pepsi is hoping to avail this opportunity of advertising through cricket, as it is the major sponsor of Pakistan Cricket Team.

  Threats:
The threats faced by the organization that may hinder its performance are as follows:
The biggest threat for the organization is its competitor Coca-Cola. The franchisers of Coca-Cola are reorganizing themselves at the moment. So Pepsi need to develop a strategy keeping in mind their reorganization. The government policies and the changing requirements of the customers can effect the operations of the company. The major threat coming to Pepsi in coming years is the regrouping and re-organizing of Coca Cola International. Coca Cola has given the Pakistani Franchise to Coca Cola Bottlers Pakistan Ltd, which is a subsidiary company of a Singaporean Group. This group brings an excellent reputation with it. Coca Cola is investing a lot of money in its Production capacity and Distribution networks. They have targeted 2004 as come back year hoping to give tough time to all times rival Pepsi. After 9/11 and Post Iraq events, it has induced local consumers to turn over to domestic products in order to ban foreign made products in Pakistan. Mecca Cola, Amrat Cola and gourmet cola are prospective competitors who wish to take away market share from Pepsi through their quality, variety and price.

COCA COLA:

In the highly competitive world of the soft drink industry, the Coca Cola Company stands out as one of the top competitors. The Coca Cola was introduced by John Syth  Pemberton, a pharmacist  on May 8, 1886. The same month, the first advertisement appeared in the local newspaper.


The name of company was selected in 1892 as “The Coca Cola Company”

Coca-cola’s inception in Pakistan relates to the year 1950 when it was introduced in Pakistan for the very first time. Since then, it operated in Pakistan as a franchise and became the market leader as there was no competition then. Coca-cola leaded the market for some 37 years but then its share succumbed to the fierce competition with Pepsi-cola, another US based beverage and fast food selling company who started operations in Pakistan in 1960.
In 1996, coca-cola started operating as a multinational in Pakistan and took over all the franchise business prevailing since its inception. Since then, maintaining its share in the market became a nightmare for coca-cola. Being a multinational, it has to pay millions as taxes to the government i.e. almost 3 times as much as Pepsi pays. Pay scales at coca-cola are much higher than that at Pepsi; the difference is about 30%. There is a lot of commission being paid to the retailers, the setup appliances includes a refrigerator and a fridge which costs around Rs.68000 per setup. Being a multinational, decision making is slow because of organizational structure and hierarchy. It takes three years to regain a contract with a retailer if lost once.

Marketing Strategies of Coke:



The Company is guided by six strategic priorities and four principles of citizenship. Their strategic priorities outline how they seek to create value as they continue to pursue growth.
Their six strategic priorities are:
• Accelerated soft drink growth, led by the coca cola
• Selectively broaden their family of beverage brand drive to profitable growth
• Growth system profitability and capability together with their bottling partners
• Serve customers with creativity and consistency to generate growth across all channels
• Direct investment to highest potential area across market
• Drive efficiency and cost effectiveness every where.

MARKETING MIX OF COCA COLA


Marketing decisions generally fall into the following controllable categories:

➢ Product
➢ Price
➢ Place (distribution)
➢ Promotion

PRODUCT STRATEGY OF COCA COLA

Product: Anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need.

LEVELS OF COKE AS A PRODUCT

CORE PRODUCT
Core benefit is that it fulfills the thirst.

ACTUAL PRODUCT:

Design: Pet bottles, returnable glass bottles, economy packs.
Quality: Quality differs with respect to country for example. Coca-Cola Can quality that is available in Middle East is certainly different as compared to Coke Can available in Pakistan.


PRODUCT CLASSIFICATIONS

Coke is categorized as a convenience product, because the purchasing rate is very high and this is the product that is bought very frequently.

Coke Products:
Ø    Coke                                       (cola drink)
                            
Ø    Mazza                                     (soft drinks)

Ø    Sprite                                      (cola drink)

Ø    Fanta                                       (soft drinks)
                            
PRODUCT LINE DECISIONS

PRODUCT LINE LENGTH
It means the number of products that company is offering. For example Coke, Diet Coke, Fanta, Sprite etc.

PRODUCT LINE FILLING
Product line filling means that earlier when Coca-Cola started it had only one flavor of Coke available and that is classic coke but with the passage of time company filled the product line by adding diet coke, diet lemon etc.

PRICING STRATEGY OF COCA COLA

The amount of money charged for a product or service, or sum of the values that Consumers exchange for the benefits of having or using the product or services. As price gives us the profit so this P is very important for business price of product should be that which gives maximum benefit to the company and which gives maximum satisfaction to the customer.

 
Following factors Coca Cola kept in mind while determining the pricing strategy.

Price should be set according to the product demand of public.
Price should be that which gives the company maximum revenue.
Price should not be too low or too high than the price competitor is charging from
    their customers otherwise nobody will buy your product.
Price must be keeping the view of your target market.

The price of Coca Cola, despite being market leader is the same as that of its competitor
Pepsi Cola. Sometimes, Pepsi places its customers into some psychological pricing strategies by reducing a high priced bottle and consumers think that they save a lot of money from this.

PRICES OF DIFFERENT BOTTLES:

Size of Coca Cola Price of Coca Cola (RS.)

Regular bottle 13
Non returnable or disposable bottle 30
1.5 liter bottle 70
2.25 liter bottle 90
Coca Cola can 40


PRICING STRATEGIES:

COMPETITION BASED PRICING APPROACH

Coca Cola has intense competition with Pepsi so its pricing can’t exceed too much nor decrease too much as compared to the price of Pepsi Cola. If price of the Coca Cola exceed too much from the Pepsi then people will shift to the Pepsi Cola and on the other hand if the price of Coca Cola decreases people might get the impression that its quality is also low.

PROMOTIONAL PRICING POLICY
Coca Cola has offered promotional prices very frequently. Especially on some occasion Coca Cola reduces its rates like in Ramzan Coca Cola reduces its rate unto 5 Rupees on 1.5 liter bottle.

MARKET PENETRATION PRICING POLICY

Prices in beverage industry are determined by the consumer. In an economy like that of Pakistan, consumers tend to switch towards a low priced product. Coca Cola’s objective is to target every consumer of the country so Coca Cola has to set its prices at such a level which no one can offer to its consumers. That is why Coca Cola charges the same prices as are being charged by its competitors. Otherwise, consumers may go for Pepsi Cola in case of availability of Coca Cola at relatively high price.

DISTRIBUTION CHANNELS

Coca Cola Company makes two types of selling

➢ Direct selling
➢ Indirect selling

DIRECT SELLING
In direct selling they supply their products in shops by using their own transports. They have almost 550 vehicles to supply their bottles. In this type of selling company have more profit margin.

INDIRECT SELLING
They have their whole sellers and agencies to cover all area. Because it is very difficult for them to cover all area of Pakistan by their own so they have so many whole sellers and Agencies to assure their customers for availability of Coca Cola products.

PROMOTION STRATEGIES OF COCA COLA

GETTING SHELVES
They get or purchase shelves in big departmental stores and display their products in
Those shelves in that style which show their product clearer and more attractive for the consumers.


EYE CATCHING POSITION

Salesman of the Coca Cola Company positions their freezers and their products in eye catching positions. Normally they keep their freezers near the entrance of the stores.

SALE PROMOTION

Company also does sponsorships with different college and school’s cafes and sponsors their sports events and other extra curriculum activities for getting market share.

UTC SCHEME

UTC mean under the crown scheme, coca cola often do this type of scheme and they offer very handy prizes in it. Like once they offer bicycles, caps, TV sets, cash prizes etc. This scheme is very much popular among children.

SWOT ANALYSIS COCA-COLA CO.

STRENGTH

COKE extremely recognizable company. Popularity is one of its superior strength that is virtually comparable. Coke is known very well world wide. Its branding is obvious and easily recognize. Without a doubt, no beverage company compare to the coca cola’s social popularity status. Some people buy coke, not only because of its taste, but because it is widely accepted and they feel like they are part of something big and unifying.  On the other hand individuals choose not to drink, based solely on rebelling from the world’s idea that coke is something of such great power. It is scary to think it popularity has constantly growing over the year and possibility that there is still room to grow. If you speak coca cola it would definitely be recognized all over the world, money is another thing that is the strength of the company. the money they are earning is substantially better than other beverage companies, and with that money they put back in their own company so that they can improve.
Another strength that is very important to coca cola is customer loyalty. The 80/20 rule comes into effect in this situation. Eighty percent of their profit comes from 20% of their loyal customers. Many people/families are extremely loyal to coca cola.  It seems that some people would drink coke religiously like some people drink water and milk.  With coca cola’s ability to sell their  product all over the world, customers will continue to buy what they know and what they like…Coca cola products.

WEAKNESSES

Coca cola is very successful company with limited weaknesses. however they do have  a variety of weaknesses that need to be addressed  if they want to rise to the next level. Word of mouth is probably a strength and weakness of every company.  Word of mouth is something that is very difficult to control. While people will have their own opinions, you have try to sway their negative views.
If bad comments and views are put out to people who have yet to try coca cola products, then could produce lost customer which why word of mouth is weakness.

Another aspect that could viewed as a weakness is lack of popularity of Coco cola’s drinks. Another weakness of Coca cola is its sub brands (3G-sprite, Fanta) are less popular than Pepsi(Dew and Miranda). Another weakness is that has been greatly publicized is health issue that surrounds some of their products. It is known that the popular product like coke is not beneficial for your body and health. New focus on weight and health could be a problem for the product.

Opportunity

Coca cola has a few opportunities in its business. It has many successful brands that it should continue to exploit and peruse.  Coca cola has the opportunity to advertise its less popular product. With a large income it has the available money to put some of these other beverages on the market. This could be very beneficial to the company they could start selling these other products to the same extent that they do with their main products. Another opportunity is the ability for coca cola to buy out their competition. This opportunity is rarely present itself in the world of business. Brand recognition is the significant factor affecting cokes competitive position. Coca cola is known well throughout 90% of the world’s population. Now coca cola wants to get their brand name known even better and possibly get closer and closer to 100%. Coca cola has an opportunity to continue to widen the gap between them and their competitors.

THREATS

Despite the facts that Coca Cola dominates its market, it has still to deal with many threats.  Even though Coca Cola and Pepsi control nearly 40% of entire beverage market, the changing the health consciousness attitude the market could have a serious threat of Coca Cola.  The definitely need to be viewed as a dominant threat.  In today’s world, people are constantly trying to change their eating and drinking habits.  This could directly effect the sale of Coca Cola’s products.  Another possible is the legal side of things.  There are always issue with a company of such supreme wealth and popularity. Somebody is always trying to find fault with the best and take them down. Coca cola has to be careful with lawsuits. Health minister could also be looked as a threat. Again some people may try to exploit the unhealthy side of coca cola’s products and could threaten the status and success of sales. Other threats are of course the competition. Coca cola’s main competitor being Pepsi sells a very similar drink. Coca cola needs to be careful that Pepsi does not grow to be a more successful drink. Other products such as milk, juice, and coffee are threats


Research Objectives

Ø    Comparative study to find out the market share of the Products in Faisalabad
Ø    To study the effect of Advertisement on the buying decision of the Consumer.
Ø   To Study the Consumer Perception about the taste and availability of products



METHODOLOGY

I have done Descriptive research to find out our objectives. In descriptive research we use the primary and secondary data.

Research methodology is the way to systematically solve the research problem. The method used for the research is Descriptive Research to find out our objectives.

In descriptive research we use the primary and secondary both data, Sample Design for primary data have been collected through probability sampling. In which I have used convenient sampling.

Data is Collected through Market survey in university retail stores, consumers and other users of both the products in Faisalabad.

Data Collection Instrument: - Well prepared structured questionnaires were used in this study, which includes both closed-ended and few open-ended questions to get information based on the objective of the research process.


SOURCE OF COLLECTION OF DATA


All the useful data which were require for this research has been collected through Primary and secondary date.



Ø    Primary data collected through Questionnaire.



Ø    Secondary data collected through Internet, Magazines and Newspapers.


ASSUMPTIONS


Ø    It is assumed that the chosen sample is the representation of whole population.

Ø    It is assumed that information provided by the samples is accurate and best of their knowledge.



DATA REPRESENTATION

RATIO OF MALE & FE

MALE RESPONDENT

Total respondent were 100
Gender
Number
                      Male
57
Female
                                   43



Profile of Respondent

Total respondent were 100
Profile
Number
Student
41
Professional
20
others
3

MARKET SHARE OF PEPSI & COKE

Total respondent 100
Company
 No of respondent
Pepsi
37
Coke
63



DISTRIBUTION CHANNEL OF PEPSI IS STRONG THAN COKE

Total respondent 100
Respond
No of Respondent
Strongly Agree
45
Agree
25
Somewhat Agree
15
Disagree
11
Strongly Disagree
4

TASTE OF COKE IS BETTER THAN PEPSI

Total respondent 100
Respond
No of Respondent
Strongly Agree
11
Agree
47
Somewhat Agree
21
Disagree
13
Strongly Disagree
8
 
QUALITY OF COKE IS BETTER THAN PEPSI

Total respondent 100
Respond
No of Respondent
Strongly Agree
55
Agree
22
Somewhat Agree
13
Disagree
8
Strongly Disagree
2
 
ADVERTISMENT OF PEPSI IS MORE ATTRACTIVE THAN COCA COLA

Total respondent 100
Influence of Advertisements
No of Respondent
Strongly Agree
50
Agree
35
Somewhat Agree
7
Disagree
5
Strongly Disagree
3

WHICH COMPANY OFFERS MORE SCHEMES?

Total respondent 100
                         Products
No of Respondent
Pepsi
61
Coca Cola
39

REASON BEHIND CHOOSING COCA COLA
Total respondent 63
Preferences
No of Respondent
Taste
43
Advertisements
8
Schemes
2
Easy availability
10


REASON BEHIND CHOOSING PEPSI

Total respondent 37
Preferences
No of Respondent
Taste
14
Advertisements
9
Schemes
2
Easy availability
12


YOU WILL BUY OTHER BRAND IF YOUR REQUIRED BRAND IS NOT AVAILABLE
Total respondent 100
Respond
No of Respondent
Strongly Agree
32
Agree
43
Somewhat Agree
11
Disagree
9
Strongly Disagree
3


DATA REPRESENTATION

RATIO OF MALE & FEMALE RESPONDENT

Total respondent were 100
Gender
Number
                      Male
57
Female
                                   43



Profile of Respondent

Total respondent were 100
Profile
Number
Student
41
Professional
20
others
3

MARKET SHARE OF PEPSI & COKE

Total respondent 100
Company
 No of respondent
Pepsi
37
Coke
63

DISTRIBUTION CHANNEL OF PEPSI IS STRONG THAN COKE

Total respondent 100
Respond
No of Respondent
Strongly Agree
45
Agree
25
Somewhat Agree
15
Disagree
11
Strongly Disagree
4

TASTE OF COKE IS BETTER THAN PEPSI

Total respondent 100
Respond
No of Respondent
Strongly Agree
11
Agree
47
Somewhat Agree
21
Disagree
13
Strongly Disagree
8
 
QUALITY OF COKE IS BETTER THAN PEPSI

Total respondent 100
Respond
No of Respondent
Strongly Agree
55
Agree
22
Somewhat Agree
13
Disagree
8
Strongly Disagree
2
 
ADVERTISMENT OF PEPSI IS MORE ATTRACTIVE THAN COCA COLA

Total respondent 100
Influence of Advertisements
No of Respondent
Strongly Agree
50
Agree
35
Somewhat Agree
7
Disagree
5
Strongly Disagree
3
WHICH COMPANY OFFERS MORE SCHEMES?

Total respondent 100
                         Products
No of Respondent
Pepsi
61
Coca Cola
39

REASON BEHIND CHOOSING COCA COLA
Total respondent 63
Preferences
No of Respondent
Taste
43
Advertisements
8
Schemes
2
Easy availability
10

REASON BEHIND CHOOSING PEPSI

Total respondent 37
Preferences
No of Respondent
Taste
14
Advertisements
9
Schemes
2
Easy availability
12


YOU WILL BUY OTHER BRAND IF YOUR REQUIRED BRAND IS NOT AVAILABLE
Total respondent 100
Respond
No of Respondent
Strongly Agree
32
Agree
43
Somewhat Agree
11
Disagree
9
Strongly Disagree
3


DATA REPRESENTATION

RATIO OF MALE & FEMALE RESPONDENT

Total respondent were 100
Gender
Number
                      Male
57
Female
                                   43



Profile of Respondent

Total respondent were 100
Profile
Number
Student
41
Professional
20
others
3

MARKET SHARE OF PEPSI & COKE

Total respondent 100
Company
 No of respondent
Pepsi
37
Coke
63

DISTRIBUTION CHANNEL OF PEPSI IS STRONG THAN COKE

Total respondent 100
Respond
No of Respondent
Strongly Agree
45
Agree
25
Somewhat Agree
15
Disagree
11
Strongly Disagree
4

TASTE OF COKE IS BETTER THAN PEPSI

Total respondent 100
Respond
No of Respondent
Strongly Agree
11
Agree
47
Somewhat Agree
21
Disagree
13
Strongly Disagree
8
 
QUALITY OF COKE IS BETTER THAN PEPSI

Total respondent 100
Respond
No of Respondent
Strongly Agree
55
Agree
22
Somewhat Agree
13
Disagree
8
Strongly Disagree
2
 
ADVERTISMENT OF PEPSI IS MORE ATTRACTIVE THAN COCA COLA

Total respondent 100
Influence of Advertisements
No of Respondent
Strongly Agree
50
Agree
35
Somewhat Agree
7
Disagree
5
Strongly Disagree
3
WHICH COMPANY OFFERS MORE SCHEMES?

Total respondent 100
                         Products
No of Respondent
Pepsi
61
Coca Cola
39

REASON BEHIND CHOOSING COCA COLA
Total respondent 63
Preferences
No of Respondent
Taste
43
Advertisements
8
Schemes
2
Easy availability
10

REASON BEHIND CHOOSING PEPSI

Total respondent 37
Preferences
No of Respondent
Taste
14
Advertisements
9
Schemes
2
Easy availability
12


YOU WILL BUY OTHER BRAND IF YOUR REQUIRED BRAND IS NOT AVAILABLE
Total respondent 100
Respond
No of Respondent
Strongly Agree
32
Agree
43
Somewhat Agree
11
Disagree
9
Strongly Disagree
3

INTERPRETATION
   On the basis research the facts which have come out are:
Ø  Coke is leading the market with 63% market share in Faisalabad, while Pepsi is covering only 37%.
Ø    The distribution channel of Pepsi is strong than Coca Cola.
Ø    The taste of coke is better than Pepsi.
Ø    The quality of coke is better than Pepsi.
Ø    The advertisement of Pepsi is more attractive than Coke.
Ø    Pepsi offers more schemes than coke. 
Ø    People buy coke due to its taste.
Ø    Pepsi is being purchased due to its strong distributional channel.
Ø    Most of people are not brand conscious, so they purchase product which is easily available.  

Though the coke is enjoying about 63% of the total market share according to our research. While with the 37 % market share Pepsi is on the second step.
If we are analyzing properly then we find Pepsi is small product portfolio than coke, which is responsible for its second position.  
Ø    Pepsi should focus on the taste of the product because 67% population is influenced by taste only.
Ø    Young generation is the potential consumer so companies should more focus on them.
Ø      Marketing team should try to increase the availability of Coke in rural areas.
Ø    Like Pepsi, Coke should offer more schemes and sponsorships.
Ø    Coca cola should provide 1liter in plastic bottle.
Ø    Like Pepsi, Coca Cola should diversify in potato chips. 
Ø    Both brands should prohibit their black marketing.
Ø    Both brands should compromise to decrease the price so that the people belonging to lower class may also purchase it.





Research Findings


As it was 1st research Project of our life, so it gave my lot of experience which will be very helpful in our life.

Ø    On the basis of that research we find that in case of beverages people are much influenced by taste rather than Advertisements and other things.

Ø    I come to know that Young generation is the biggest consumer of cold drinks than any other.

Ø    Frequency of consume to cold drinks is higher of male than female.

Ø  If the Buying decision of consumer is rated -

 1st preference will go to Taste,              2nd will go to Quality,

3rd preference will go to schemes,         4th preference will go to                            

                                                                                        Advertisement,

Conclusion

After the completion of project we have seen the different aspects of Marketing Research Project. Also we have gained some new experience about the consumer research. While surveying, we have met a large number people, with different perceptions, with different nature, and as a result of this we have learnt a lot of things like how to talk with the different people with different behavior. We are benefited a lot and this will definitely help us a lot in the future.