Marketing Research Project Synopsis

Submitted By:- Group 2 Diwakar Pasricha 053012 Himanshu Rajput 053015 Kirti Misra 053020 Kushaal Joshi 053023 Sachin Garg 053036

WAR OF THE FIZZ

Business Situation
Coca-Cola, over the years has become synonymous to a market leader. In countries where it is present, it has to be the market leader and other brands are only to follow. Contradicting with this, the real hero of the company is not the leader itself but one of the follower Thums Up. Consistently being the most consumed brand, especially in India, the brand has helped maintain the company its position of the market leader in carbonated drinks.

The company recently has decided to discount its premium brand, Coke, with a price tag of Rs.8 per 200ml bottle. A step as such would cause fierce competition to the companys closest competitor, Pepsi, but, will it also lead to the cannibalisation of its own champion brand? Will this momentary bribing lead to long term consumer loyalty towards Coke or will they switch back to their favourite brands once the special promotion ends?

Objective
With the above business situation, our objective is to find a sound reasoning of price fluctuations so as to analyse the impact they have on consumer buying behaviour. Also, to predict the effect on the market share of the company by making such price reductions and further affecting the growth of its other brands.

Research Methodology
For a better analysis, we conducted surveys with the formation of a detailed questionnaire focussing on the consumers indulgence in specific brands and the factors triggering their choices. Further, we laid special emphasis on the change in their buying patterns considering the price changes keeping in mind that the audience being catered to is price sensitive.

Analysis
To arrive at the conclusion and answer the above questions, we conducted Correlation Test and applied ANOVA to the responses we got from the consumers.

QUESTIONS ASKED IN THE SURVEY:

Q.1 Name of the person filling the form. Q.2 Qualification whether Working professional or Student Q.3 Age with three options < 18 yrs 18 to 30 yrs >30 yrs

Q.4 Gender * Male Female

Q.5 How many times do you consume soft drinks in a week? * < 3 times 4 - 6 times 7 - 10 times >10 times

Q.6 When do generally consume soft drinks? * (With Multiple selections allowed) With food After meals While travelling After playing In a party To quench the thirst With hard drinks While smoking During meetings Other

Q.7 Rank the following attributes in the order of importance for buying a soft drink. (1 - Most Important...5 - Least Important) * Availability Price Nutritive Value Shape and design of bottle Advertisement Fizz Sweetness Brand Flavor ( Lime, Cola, Orange etc) Q.8 Which brand among the two you like the most? * Pepsi Co India Ltd Coca Cola India

Q.9 Which soft drink you like the most? Pepsi Coke Seven up Sprite Fanta Limca Mazza