Group 3

Abhishek Rungta | Mrinmoy Pathak| Srikaanth | Sriram | SyedBeverage Market: Coke and Pepsi in dubai region : Project Interim Presentation

Problem DefinitionTo help position Coke and Pepsi in the beverage market in Dubai1VariablesPrice, Taste, Labelling, Brand Campaign and other such factors listed in trailing slides

2Survey50 people selected

3Data Analysis & ResultsAnalysis Snapshot4RecommendationCritical VariablesConclusion5Our group is conducting the market research to understand the beverage market by positioning Coke and Pepsi in Dubai market. We have information that the market share of Coke is 57.8% while that of Pepsi is 35.6%. Factors identified from secondary research

Problem DefinitionPricePackagingTasteFrequency of consumptionOccasionFizzCalorie Content

Brand ImagePrestigePopularityRespectabilityExperienceQualityQuantity

3Research ObjectivesTextTo understand the factors influencing consumption pattern of People in DubaiBased on the factors obtained we then rate the most important factors to help us position Coke and Pepsi with the help of Multi Dimensional Scaling

Research MethodologySelection of Data Collection Method:Step 1: Questionnaire Design: Based on the secondary research we listed about ten factors which would influence the preference of the consumersStep 2: Most important factors were determined with the help of Factor AnalysisStep 3: Data collection on rating of different factors by the consumer for each of the brandsStep 4: Positioning of the beverages in Dubai regionSelection of Measurement Technique Quantitative Analysis using Factor Analysis & Multi Dimensional Scaling methodPrimary Considerations in Sampling- Population - Consumers in Dubai- Sample Frame - Selected areas in Dubai- Sample Size 50 consumers

Limitations: The study is confined to the areas of Dubai and among people The number of people is limited to 50

5Analysis SnapshotResearch ObjectivesMethod of AnalysisTo understand the factors influencing consumption pattern of People in DubaiFactor AnalysisPositioning of Coke and PepsiAttribute based Multi Dimensional Scaling6