Marketing Research Project on PEPSI and COKE

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 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

Dew

(cola drink)

Slice
Aquafina

(soft drinks)
(Mineral Water)

(soft drinks)

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.
PepsiCos 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 Pepsis international marketing.
One of Coca-Colas major strengths 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
i.e.

Manufacture

in some places it also follows

has. It mostly follows

Indirect Distribution

-------------- Wholesaler---------------Retailer. However

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-colas 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 cocacola 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:
Coke

(cola drink)

Mazza

(soft drinks)

Sprite

(cola drink)

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 cant 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 Colas 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 schools 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 colas
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
worlds 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 colas ability to sell their product all over the world, customers will continue to buy
what they know and what they likeCoca 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 colas
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 worlds 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 todays
world, people are constantly trying to change their eating and drinking habits. This
could directly effect the sale of Coca Colas 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 colas products
and could threaten the status and success of sales. Other threats are of course the
competition. Coca colas 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
Comparative study to find out the market share of the Products in Faisalabad
To study the effect of Advertisement on the buying decision of the Consumer.
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.

Primary data collected through Questionnaire.

Secondary data collected through Internet, Magazines and Newspapers.

ASSUMPTIONS

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

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

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

MARKET SHARE OF PEPSI & COKE

Company
Pepsi
Coke

Total respondent 100

No of respondent
37
63

DISTRIBUTION CHANNEL OF PEPSI IS STRONG THAN COKE

Total respondent 100
Respond
Strongly Agree
Agree
Somewhat Agree
Disagree
Strongly Disagree

No of Respondent
45
25
15
11
4

TASTE OF COKE IS BETTER THAN PEPSI

Total respondent 100

Respond
Strongly Agree
Agree
Somewhat Agree
Disagree
Strongly Disagree

No of Respondent
11
47
21
13
8

QUALITY OF COKE IS BETTER THAN PEPSI

Total respondent 100
Respond
Strongly Agree
Agree
Somewhat Agree
Disagree
Strongly Disagree

No of Respondent
55
22
13
8
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
Pepsi
Coca Cola

No of Respondent
61
39

REASON BEHIND CHOOSING COCA COLA

Total respondent 63
Preferences
Taste
Advertisements
Schemes
Easy availability

No of Respondent
43
8
2
10

REASON BEHIND CHOOSING PEPSI

Total respondent 37
Preferences
Taste
Advertisements
Schemes
Easy availability

No of Respondent
14
9
2
12

YOU WILL BUY OTHER BRAND IF YOUR REQUIRED BRAND IS NOT

AVAILABLE
Total respondent 100
Respond
Strongly Agree
Agree
Somewhat Agree
Disagree
Strongly Disagree

No of Respondent
32
43
11
9
3

DATA REPRESENTATION
RATIO OF MALE & FEMALE RESPONDENT
Total respondent were 100
Gender
Male
Female

Number
57
43

Profile of Respondent
Total respondent were 100
Profile

Number

Student

41

Professional

20

others

MARKET SHARE OF PEPSI & COKE

Company
Pepsi
Coke

Total respondent 100

No of respondent
37
63

DISTRIBUTION CHANNEL OF PEPSI IS STRONG THAN COKE

Total respondent 100
Respond
Strongly Agree
Agree
Somewhat Agree
Disagree
Strongly Disagree

No of Respondent
45
25
15
11
4

TASTE OF COKE IS BETTER THAN PEPSI

Total respondent 100
Respond
Strongly Agree
Agree
Somewhat Agree
Disagree
Strongly Disagree

No of Respondent
11
47
21
13
8

QUALITY OF COKE IS BETTER THAN PEPSI

Total respondent 100

Respond
Strongly Agree
Agree
Somewhat Agree
Disagree
Strongly Disagree

No of Respondent
55
22
13
8
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
Pepsi
Coca Cola

No of Respondent
61
39

REASON BEHIND CHOOSING COCA COLA

Total respondent 63
Preferences
Taste
Advertisements
Schemes
Easy availability

No of Respondent
43
8
2
10

REASON BEHIND CHOOSING PEPSI

Total respondent 37
Preferences
Taste
Advertisements
Schemes
Easy availability

No of Respondent
14
9
2
12

YOU WILL BUY OTHER BRAND IF YOUR REQUIRED BRAND IS NOT

AVAILABLE
Total respondent 100
Respond
Strongly Agree
Agree
Somewhat Agree
Disagree
Strongly Disagree

No of Respondent
32
43
11
9
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

MARKET SHARE OF PEPSI & COKE

Company
Pepsi
Coke

Total respondent 100

No of respondent
37
63

DISTRIBUTION CHANNEL OF PEPSI IS STRONG THAN COKE

Total respondent 100

Respond
Strongly Agree
Agree
Somewhat Agree
Disagree
Strongly Disagree

No of Respondent
45
25
15
11
4

TASTE OF COKE IS BETTER THAN PEPSI

Total respondent 100
Respond
Strongly Agree
Agree
Somewhat Agree
Disagree
Strongly Disagree

No of Respondent
11
47
21
13
8

QUALITY OF COKE IS BETTER THAN PEPSI

Total respondent 100
Respond
Strongly Agree
Agree
Somewhat Agree
Disagree
Strongly Disagree

No of Respondent
55
22
13
8
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
Pepsi
Coca Cola

No of Respondent
61
39

REASON BEHIND CHOOSING COCA COLA

Total respondent 63
Preferences
Taste
Advertisements
Schemes
Easy availability

No of Respondent
43
8
2
10

REASON BEHIND CHOOSING PEPSI

Total respondent 37
Preferences
Taste
Advertisements
Schemes
Easy availability

No of Respondent
14
9
2
12

YOU WILL BUY OTHER BRAND IF YOUR REQUIRED BRAND IS NOT

AVAILABLE
Total respondent 100
Respond
Strongly Agree
Agree
Somewhat Agree
Disagree
Strongly Disagree

No of Respondent
32
43
11
9
3

INTERPRETATION
On the basis research the facts which have come out are:
Coke is leading the market with 63% market share in Faisalabad, while Pepsi is covering
only 37%.
The distribution channel of Pepsi is strong than Coca Cola.
The taste of coke is better than Pepsi.
The quality of coke is better than Pepsi.

 The advertisement of Pepsi is more attractive than Coke.

Pepsi offers more schemes than coke.
People buy coke due to its taste.
Pepsi is being purchased due to its strong distributional channel.

Most of people are not brand conscious, so they purchase product which is easily
available.
Suggestions & Recommendations:
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.

Pepsi should focus on the taste of the product because 67% population is influenced by
taste only.
Young generation is the potential consumer so companies should more focus on them.

Marketing team should try to increase the availability of Coke in rural areas.
Like Pepsi, Coke should offer more schemes and sponsorships.
Coca cola should provide 1liter in plastic bottle.
Like Pepsi, Coca Cola should diversify in potato chips.
Both brands should prohibit their black marketing.

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.

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.

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

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

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

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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.