Marketing Research Coca Cola
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Transcript of Marketing Research Coca Cola
dDeclaration
We are the student of Santa Isabel College namely Francis Dizon,
Mary Cris Ong, Rachel Vallejo, Marivie Ramos, Theresa Soriano, declare that
this research report entitled “Most Selling Coke Variant in Metro Manila” is an
original research done and submitted by us in partial fulfillment of our subject
Marketing Research 103 under the guidance of “Professor. Ruth Agor”.
Acknowledgement
We take this opportunity to express our deep sense of gratitude to
our superior Professor Ruth Agor for her guidance and other people for
extending their valuable support and help in the preparation of this
research.
We are also thankful to our family & friends for extending their co-
operation in completion of this research.
CONTENTS
Sl. No. Topic
1) DECLARATION 1
2) ACKNOWLEDGEMENT 2
3) CHAPTER – I
Introduction 5
Background Of The Study 7
Scope And Limitation 9
Statement Of The Problem 10
Main Objective 10
Specific Objectives 11
Hypothesis 11
Significance of the Study 12
Definition of Terms 13
4) CHAPTER – II
Review of Related Literature 15
Review On Related Studies 17
5) CHAPTER – III
Sampling Technique 19
Research Design 20
Statistical treatment 20
Source of Data 21
Target Respondents 21
Data Gathering Procedures 22
6) CHAPTER – IV
Survey Result 23
Statistical Computation 46
Data Analysis 51
7) CHAPTER – V
Conclusion 54
Recommendations 56
Appendix Survey Form
Bibliography
CHAPTER I
Introduction
The Coca-Cola Company is the world's largest beverage company,
largest manufacturer, distributor and marketer of non-alcoholic beverage
concentrates and syrups in the world, and one of the largest corporations in the
United States. The company is best known for its flagship product Coca-Cola,
invented by pharmacist John Stith Pemberton in 1886. The Coca-Cola formula
and brand was bought in 1889 by Asa Candler who incorporated The Coca-Cola
Company in 1892. Besides its namesake Coca-Cola beverage, Coca-Cola
currently offers nearly 400 brands in over 300 countries or territories and serves
1.5 billion servings each day.
The company operates a franchised distribution system dating back to
1889 where TCCC only produces syrup concentrate which is then sold to various
bottlers throughout the world who hold an exclusive territory.
According to the 2005 Annual Report, the company sells beverage
products in more than 312 countries or territories. The report further states that of
the more than 50 billion beverage servings of all types consumed worldwide
every day, beverages bearing the trademarks owned by or licensed to Coca-Cola
account for approximately 1.5 billion. Of these, beverages bearing the trademark
"Coca-Cola" or "Coke" accounted for approximately 78% of the Company's total
gallon sales. Also according to the 2007 Annual Report, Coca-Cola had gallon
sales distributed as follows:
37% in the United States
43% in Mexico, Brazil, Japan and China
20% spread throughout the world
Background
The Coca-Cola Company offers nearly 400 brands in over 200 countries,
besides its namesake Coca-Cola beverage. This includes other varieties of
Coca-Cola such as:
Coca-Cola Zero or Coke Zero is a product of the Coca-Cola
Company. It is a sugar-free variation of Coca-Cola. It is marketed
as having zero sugar, except in United States and Canada, where
it is marketed as having zero calories. Coke Zero's formulation is
intended to be a calorie-free alternative to Coca-Cola Classic.
Coca-Cola is a carbonated soft drink sold in stores, restaurants
and vending machines in more than 200 countries. It is produced
by The Coca-Cola Company in Atlanta, Georgia and is often
referred to simply as Coke or (in European and American
countries) as Cola or Pop. Originally intended as a patent
medicine when it was invented in the late 19th century by John
Pemberton, Coca-Cola was bought out by businessman Asa
Griggs Candler, whose marketing tactics led Coke to its
dominance of the world soft drink market throughout the 20th
century.
Light Coke (formally known as Diet Coke) is a sugar-free soft
drink produced and distributed by The Coca-Cola Company. It
was introduced in the United States on Independence Day in
1982 as the first new brand since 1886 to use the Coca-Cola
trademark. The product quickly overtook Tab in sales. Light Coke
was sweetened with aspartame after the sweetener became
available in the United States in 1983; however, to save money,
this was originally in a blend with saccharin. After Diet Rite cola
advertised its 100 percent use of aspartame, and the
manufacturer of NutraSweet (then, G.D. Searle & Company)
warned that the NutraSweet trademark would not be made
available to a blend of sweeteners, Coca-Cola switched the
formula to 100 percent NutraSweet, later switching back and
doing without the NutraSweet trademark. Light Coke from
fountain dispensers still contains some saccharin to extend shelf
life.
Scope and Limitation
This research limits the study on the least saleable variant of Coke
Products with data’s gathered through surveys of fifteen cities in The National
Capital Region includes: Caloocan, Pasig, Pasay, Parañaque, Las Pinas,
Makati, Malabon, Mandaluyong, Marikina, Muntinlupa, Navotas, Quezon
City,San Juan, Taguig and Valenzuela.
STATEMENT OF THE PROBLEM
The study aims to answer the question, what is most selling Coke variant
in Metro Manila?
MAIN OBJECTIVE:
This research intends to provide a promotion strategy for the least saleable
variant of Coke to create a competitive advantage against its competitor.
SPECIFIC OBJECTIVES:
To identify the profile of our respondents in terms of
Gender
And occupation
To determine the reason why the respondents chose coke from other
brands.
To determine the most effective medium in promoting a product.
To identify which among the coca cola variants is the most preferred
variant
To determine whether the market price of the coke variant is reasonable
enough for consumers
To determine the level of satisfaction of the respondents in coke as their
choice of soda.
Hypothesis
Ho: Coke zero has the least volume of sales among the coke variants.
Ha: Coke zero has the most volume of sales among the coke variants.
Significance of the Study
The study on what is most selling Coke variant in Metro Manila may
be important in some other ways. As a Marketing student this will helps us to
know what is the best marketing strategy to use in order to create a competitive
advantage against its competitors. The study will also help the student to know
the significance of their course and the possible problem that they will encounter
in relation to their studies. This study neither gives suggestion to Coca Cola
Company in order to maintain nor to advanced against its competitors and to
maximize their potential and goals.
Definition of Terms
Data
Facts relating to any issue or subject.
Descriptive Research
Research that uses a set of scientific methods and procedures to
collect data structures that are used to identify , determine and
describe the existing characteristic of a target population or market
structure.
Frequency Distribution
A summary of how many times each possible raw response to a
scale question/setup was recorded by total group of respondents.
Hypothesis
A yet-unproven proposition or possible solution to a decision
problem that can be empirically tested using data that are collected
through the research process.
Marketing Research
The function that links an organization to its market thorough the
gathering of information.
Population
Identifiable total set of elements of interest being investigated by a
researcher.
Questionnaire
A set of question and scale designed to generate enough raw data
for the accomplishing the information requirements that underline
the research objectives.
Sample Size
The determined total number of sample units needed to be
representatives of the defined target population.
CHAPTER II
Review of Related Literature
Beverages form an important part of the lives of people. It is an industry, in
which the players constantly innovate, in order to come up with better products to
gain more consumers and satisfy the existing consumers.
The beverage industry is vast and there various ways of segmenting it, so as to
cater the right product to the right person. The different ways of segmenting it are
as follows:
Alcoholic, non-alcoholic and sports beverages
Natural and Synthetic beverages
In-home consumption and out of home on premises consumption.
Age wise segmentation i.e. beverages for kids, for adults and for senior
citizens
Segmentation based on the amount of consumption i.e. high levels of
consumption and low levels of consumption.
If the behavioral patterns of consumers are closely noticed, it could be observed
that consumers perceive beverages in two different ways i.e. beverages are a
luxury and that beverages have to be consumed occasionally. These two
perceptions are the biggest challenges faced by the beverage industry. In order
to leverage the beverage industry, it is important to address this
Issue so as to encourage regular consumption as well as and to make the
industry more affordable.
For strong strategic elements to increase consumption of the products of
the beverage industries are:
The quality and the consistency of the beverage need to be
enhanced so that consumers are satisfied and they enjoy
consuming the beverages.
The credibility and trust needs to be build so that there is a very
strong and safe feeling that the consumers will have while
consuming the beverages.
Consumer education is a must to bring out benefits of beverages
consumption whether in terms of health, taste, relaxation,
stimulation, refreshment, well-being or prestige relevant to the
category.
Communication should be relevant and trendy so that the
consumers are able to find appeal to go out, purchase and
consume.
The beverages market has still to achieve grater penetration and also a
wider spread of distribution. It is important to look at the entire beverage
market, as big opportunity, for brand and sales growth in turn to add up to
overall growth of the food and beverage industry in the economy.
Review of Related Studies
Coca-Cola, one of the world's largest soft drink manufacturers became
famous for its flagship product Coca-Cola. Coca-Cola adopted different
marketing strategies and built a strong brand among the consumers. But the
company was faced with stagnating sales in the 1980s due to shift in consumer
preferences from carbonated drinks to healthy drinks like juices and green tea.
With an aim to attract health conscious consumers Coca-Cola introduced
fortified carbonated drinks terming them as 'sparking beverages'. To strengthen
its efforts to gain competitive advantage in this emerging segment, Coca-Cola
initiated a new marketing campaign for its new product 'Coke Zero' and
simultaneously launched 'Diet Coke Plus'.
In the study done by Bhavesh Makwana and Shahnaz Hussain(1) in
2008, about Coca Cola: Targeting Niche Market through Brand Extension, the
study analyses whether Coca-Cola would be able to revive its sales through this
brand extension strategy. Its objectives includes the analysis of non-alcoholic
industry,understand growth of Coca Cola , evaluation of brand extension
strategies by Coca Cola and analysis of competitive scenario and its impacts.
For Sshazmi(2) in his study in 2007 , he sought to answer the question
“Do you thing Coca-cola is driven by production , selling or marketing
philosophy?” Sshazmi found out that in 1995, Coca cola is driven by selling
orientation. Their purpose of marketing is to sell more carbonated coke soda to
more people, more often for more money to make more profit. Under legendary
CEO Roberto C. Goizueta Coke stock soared 3,500 percent over 16 year, with
little real threat from competitors.
Their aim at that time is to sell what they make rather than make what the
market wants. It was thought that brand awareness of Coke was so strong that
1.Makwana and Shahnaz Hussain2007 www.cocacolacompany.com
2.Sshazmi2008 www.cocacolacompany.com
the product could sell itself. The syrups concentrate on distribution through as
many bottlers as possible to find right customers for their product. They believed
more coke consumed, the more money would flow into the Coca-Cola Company,
which produced the concentrate. More money meant greater profits, which would
lift the stock price, making all the people who had invested in it or the stakeholder
happier and achieve the company objectives.
In 1994 Dough Ivester(3) President of Coca-Cola Company did a market
research by hiring a camera crew to survey the market places in Rome. The
research aims is to get information whether the coca cola widely sell in the
market. He was frustrated because of the negatives result. He urged all
distributions channel or bottlers to make sure Coca-Cola sell widely in the market
includes the potential stores such as convenience stores, out on the street in
barrels packed with ice, vending machines, school hallways, the basements and
pantries of peoples houses , restaurants, ball parks, movie theaters, hotels,
cruise ships, gas station and all the other places where people spend their time.
The mainly marketing objective at that times was selling.
CHAPTER III
QUOTA SAMPLING
3. Dough Ivester1994www.cocacolacompany.com
This is a relatively quick and inexpensive method to operate since the
choice of the number of persons or elements to be included in a sample is done
at the researcher’s own convenience or preference and is not predetermined by
some carefully operated randomizing plan.
The researcher used quota sampling since it is difficult to count the
number of consumer drinking coke because, of time constraint and the lost of
funding. The data gathering we believed it’s the best sampling technique to be
applied for this particular study.
We come up with 465 respondents because, each city has thirty one
respondents. We believed that it is the right quota sampling for each city.
RESEARCH DESIGN
Descriptive Research that uses a set of scientific methods and procedures
to collect data structures that are used to identify , determine and describe the
existing characteristic of a target population or market structure.
This study uses the descriptive research to gain information about how
often do consume drink Coke products, which is the best medium in promoting a
product, and what made them choose Coke from other brands
STATISTICAL TREATMENT
Most of the statistical information in newspaper, magazines, reports, and
other publications consists of data that are summarized and presented in a form
that is easy for the reader to understand. Such summaries of data, which maybe
tabular, graphical, or numerical, are referred to ask descriptive statistics.
In order to present relevant data and information in congruence to this study,
the researcher will use Survey Form in gathering data:
SOURCE OF DATA
In gathering the information about this research, we will get information on
our primary source which is our survey. This survey will answer by our target
respondents.
TARGET RESPONDENTS
Students
The researcher chose the students as the respondents in the survey,
because they are mostly type of people who prefer to drink soda.
Employee
The researcher chose the employee as the respondents in the survey,
because most of them usually eat to the nearest fast food to their
company and they usually prefer to drink soda.
DATA GATHERING PROCEDURES
Step 1
The researcher went to the different company and school in the entire
NCR.
Step 2
The researcher gave survey form that each respondent will answer.
Step 3
The researcher tallied each survey form, from each city.
Step 4
The researcher summarized each question and makes a table and graph
to justify our research.
Survey Results
The study was conducted in 15 cities/municipalities in Metro- Manila.
Tables 1 and 2 show the profile of the respondents in terms the following:
1: Gender
2: Occupation
Table 1 shows that there are 465 respondents who participated in the
survey. Out of 465 respondents, majority are female with 251 respondents, while
214 respondents are male In 9 cities/municipalities under survey, majority of the
respondents are female, and in 6 areas, majority are male. It was in the city of
Pasig that has the highest number of female respondents which is 23, while in
the city of San Juan, is where; the highest number of male respondents was
noted with 25 male respondents.
Metro-manila Cities and Municipalities Total
Res
pons
e
Mun
tinlu
pa
Mar
ikin
a
Nav
otas
Cal
ooca
n
Las
Pin
as
Mak
ati
Mal
abon
Man
dalu
yong
Man
ila
Par
anaq
ue
Pas
ay
Pas
ig
QC
San
Jua
n
Tagu
ih
Mal
e 10 11 9 12 15 20 16 13 18 21 10 8 10 25 16 214
Fem
ale
21 20 22 19 16 11 15 18 13 10 21 23 21 6 15 251
Total 465
Table 1 Profile of Respondents in Terms of Gender
Table 2 presents the profile of respondents in terms of occupation,
whether, employee or student. It shows that 280 respondents were students and
185 were employees. In 9 areas under survey, majority of the respondents were
students and in the other 6 areas, majority were employees. It was in the city of
Pasay which has the most number of students’ respondents with 28 compared to
3 employees as respondents, while it was in Malabon City which has the most
number of employees as respondents with 19 respondents compared to 12
students respondents.
Res
pons
e
Metro-manila Cities and Municipalities Total
Mun
tinlu
pa
Mar
ikin
a
Nav
otas
Cal
ooca
n
Las
Pin
as
Mak
ati
Mal
abon
Man
dalu
yong
Man
ila
Par
anaq
ue
Pas
ay
Pas
ig
QC
San
Jua
n
Tagu
ih
Table 2 Profile of Respondents in terms of Occupation
Stu
dent
16 21 6 7 12 16 19 18 14 9 3 14 18 6 6 185
Fem
ale
15 10 25 24 19 15 12 13 17 22 28 17 13 25 25 280
Total 465
Table 2: Profile of Respondent In Terms Of Occupation
Table 3 presents the response of the respondents in the 15 cities/ municipalities
of Metro Manila on whether or not they drink coke.
Out of 465 respondents, 458 answered YES in the question “Do you drink
coke?”, while 7 said No. All respondents from Marikina, Caloocan, Las Pinas,
Makati, Malabon, Manila, Paranaque, Pasay, Pasig, QC, San Juan and Taguig
are coke drinkers , based on their responses. This totals to 458 respondents.
While 1 respondent from Muntilupa and 6 from Navotas said NO, in the question.
Since there are 7 non coke drinkers, the said respondents did not continue
answering the succeeding questions. Thus, only 458 respondents will be
considered on the following questions and tables.
Res
pons
e
Metro-manila Cities and Municipalities Total
Mun
tinlu
pa
Mar
ikin
a
Nav
otas
Cal
ooca
n
Las
Pin
as
Mak
ati
Mal
abon
Man
dalu
yong
Man
ila
Par
anaq
ue
Pas
ay
Pas
ig
QC
San
Jua
n
Tagu
ih
Yes 30 31 25 31 31 31 31 31 31 31 31 31 31 31 31 458
No 1 0 6 0 0 0 0 0 0 0 0 0 0 0 0 7
Total 465
Table 3: Do You Drink Coke?
Table 4 shows the response of the represents on the questions “how often
do you drink Coke in a day? As mentioned in the above discussion for table 3,
since there are 458 respondents who answered YES in question # 1, then we
have 458 valid respondents in this question.
Out of 458 coke drinkers, 267 said they drink coke once a day, while 148
said they drink coke twice a day and 43 said they drink coke more than twice a
day. It was in Paranaque City that has the highest number of respondents who
drinks coke once a day with 26 respondents, while in San Juan is where most
people drink coke twice in a day with 19 respondents, and in Mandaluyong is
where most of the respondents who drink coke more than twice a day.
Res
pons
e
Metro-manila Cities and Municipalities Total
Mar
ikin
a
Nav
otas
Cal
ooca
n
Las
Pin
as
Mak
ati
Mal
abon
Man
dalu
yong
Man
ila
Par
anaq
ue
Pas
ay
Pas
ig
QC
San
Jua
n
Tagu
ih
Onc
e
2
123 18 25 20 20 10 8 8 26 19 15 22 12 20 267
Twic
e 5 6 3 6 11 11 14 12 15 5 10 11 9 19 11 148
Mor
e 2x 4 2 4 7 11 8 2 5 43
Total 458
Table 4: Number of Times In a Day the Respondent Drinks Coke
Table 5 presents the response of the respondents on how they learn
about coke. Majority of the respondents with 119, said they heard about coke in
TV, while 90 said by word of mouth, 81 said they learned coke from magazine,
58 learned it from newspaper, 58 from internet and only 51 said they heard in
over the radio. Quezon City has the highest number of respondents that said
they learned it from TV, while in Muntinlupa and Navotas, majority of them
learned it from word of mouth. In Las Pinas i, majority of the respondents learned
it from magazine with 17 respondents, while in Paranaque, Pasay and Pasig,
majority learned it from newspaper. It was in Makati which has the highest of
respondents that learned it thru internet, while it was in Pasig, where majority of
them learned it from radio,
Table 5: How Did the Respondents Learn About Coke
Res
pons
e
Metro-manila Cities and Municipalities Total
Mun
tinlu
pa
Mar
ikin
a
Nav
otas
Cal
ooca
n
Las
Pin
as
Mak
ati
Mal
abon
Man
dalu
yong
Man
ila
Par
anaq
ue
Pas
ay
Pas
ig
San
Jua
n
Tagu
ih
Rad
io
5 5 1 3 5 5 1 6 8 1 3 4 1 3 51
Mag
azin
e
3 5 1 5 17 10 2 9 10 5 5 2 6 6 81
Inte
rnet
3 1 9 5 15 2 1 11 1 2 2 1 58
New
spap
er
1 3 1 2 2 6 6 1 10 10 10 2 2 3 59
Wor
d of
mou
th
11 10 11 5 2 1 5 6 2 10 10 10 2 2 3 90
TV
10 5 10 7 15 12 3 1 21 20 15 119
Total 458
Table 6 shows the reason while respondents choose coke from other
brands. Majority of the respondents or 225 said taste was the reason why they
prefer coke, while 118 respondents said because of its popularity. 69
respondents said because of its affordability while 46 said because of
appearance. In the city of Mandaluyong marks the highest number of
respondents who said taste was the primary reason why they choose coke, while
in the city of SanJuan, majority said popularity was the main reason why they
choose coke with 26 respondents.
Table 6: Reason for Choosing Coke over Other Brand
Res
pons
e
Metro-manila Cities and Municipalities Total
Mar
ikin
a
Nav
otas
Cal
ooca
n
Las
Pin
as
Mak
ati
Mal
abon
Man
dalu
yong
Man
ila
Par
anaq
ue
Pas
ay
Pas
ig
QC
San
Jua
n
Tagu
ih
Affo
rdab
ility
3 4 2 5 10 12 5 2 10 2 3 4 6 0 1 69
Tast
e
1
917 15 20 15 8 17 21 13 20 18 18 7 4 13 225
App
eara
nce
4 3 3 5 4 6 6 2 1 3 5 1 0 1 2 46
Pop
ular
ity
4 7 5 1 2 5 3 6 7 6 5 8 18 26 15 118
Total 458
Table 7 presents the preference of the respondents on the coke variants,
namely Coke Classic, Coke Light and Coke Zero. Majority of the respondents or
241 said they prefer coke classic, while 145 respondents said they prefer coke
light and only 72 respondents chose coke zero as their preference. The city of
Pasig has the most number of respondents that chose coke classic with 23
respondents, while, in Quezon City majority chose coke light. There is no area
that shows majority of respondents who chose coke zero.
Table 7: Coke Variants the Respondent Prefer To Drink
Res
pons
e
Metro-manila Cities and Municipalities Total
Mar
ikin
a
Nav
otas
Cal
ooca
n
Las
Pin
as
Mak
ati
Mal
abon
Man
dalu
yong
Man
ila
Par
anaq
ue
Pas
ay
Pas
ig
QC
San
Jua
n
Tagu
ih
Zero 9 5 6 10 2 10 5 5 1 2 5 2 1 3 6 72
Ligh
t 5 11 3 10 17 6 9 8 15 10 7 6 20 8 10 145
Cla
ssic 1
615 16 11 12 15 17 18 15 19 19 23 10 20 15 241
Total 458
Table 8 Majority of the respondents find the price of coke variants
reasonable, with 375 saying yes when they were asked the said question, while
only 83 respondents said no. All respondents from Paranaque and Quezon City
said they price were reasonable. Furthermore, in all 15 areas, majority of the
respondents said the prices of coke variants are reasonable. The highest number
of respondents who said the price is not reasonable is from Las Pinas with 15,
but still majority of the respondents from Las Pinas, said it is reasonable with 16.
Metro-manila Cities and Municipalities Total
Res
pons
e
Mun
tinlu
pa
Mar
ikin
a
Nav
otas
Cal
ooca
n
Las
Pin
as
Mak
ati
Mal
abon
Man
dalu
yong
Man
ila
Par
anaq
ue
Pas
ay
Pas
ig
QC
San
Jua
n
Tagu
ih
Yes 24 28 22 25 16 26 19 24 29 31 25 30 31 24 21 375
No 6 3 3 6 15 5 12 7 2 0 6 1 0 7 10 83
Total 458
Table 8: Is the Price of Coke Reasonable
When respondents were asked whether having different coke variants
helps consumer choose what’s suitable for their taste, majority or 373
respondents said yes, it helps, while only 85 respondents said it does not help as
shown in table 9. In all areas of Metro-Manila, majority of the respondents said
yes. Pasig and Quezon City respondents all said yes in the said question.
Res
pons
eMetro-manila Cities and Municipalities Total
Mun
tinlu
pa
Mar
ikin
a
Nav
otas
Cal
ooca
n
Las
Pin
as
Mak
ati
Mal
abon
Man
dalu
yong
Man
ila
Par
anaq
ue
Pas
ay
Pas
ig
QC
San
Jua
n
Tagu
ih
Yes 22 28 22 25 16 26 19 24 29 31 25 31 31 24 20 373
No 8 3 3 6 15 5 12 7 2 6 1 7 10 85
Total 458
0
5
10
15
20
25
30
35
a b c d e f g h I j k l m n o
YesNo
Table 9: Does Having Different Variants, Help Consumers Choose
What’s Suitable for Their Taste?
Table 10 shows that majority of the respondents rated coke as good with
214, while 164 rated it as excellent. 80 respondents rated coke as average, while
none rated it below average. Majority of the respondents from Muntilupa,
Marikina, Navotas, Makati, Paranaque, Quezon City, and San Juan rated coke
as good, while majority of the respondents from Caloocan, Las Pinas, Malabon,
Mandaluyong, Pasig and Taguig said coke is excellent as their choice of soda.
Table 10 How good is coke as your choice of soda?
ResponseMetro-manila Cities and Municipalities
Totala b c d e f g h I j k l m n o
Excellent 6 10 7 16 25 15 19 15 21 0 0 2 3 10 15 164
Good 16 15 10 8 4 16 9 14 10 22 24 21 18 18 9 214
Average 8 6 8 7 2 0 3 2 0 9 7 8 10 3 7 80
Below Ave 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
Total 458
`
Res
pons
eMetro-manila Cities and Municipalities Total
Mun
tinlu
pa
Mar
ikin
a
Nav
otas
Cal
ooca
n
Las
Pin
as
Mak
ati
Mal
abon
Man
dalu
yong
Man
ila
Par
anaq
ue
Pas
ay
Pas
ig
QC
San
Jua
n
Tagu
ih
Exc
elle
nt
6 10 7 16 25 15 19 15 21 0 0 2 3 10 15 164
Goo
d 16 15 10 8 4 16 9 14 10 22 24 21 18 18 9 214
Ave
rage 8 6 8 7 2 0 3 2 0 9 7 8 10 3 7 80
Bel
ow A
ve
0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
Total 458
Table 10: How Good Is Coke As Your Choice of Soda?
STATISTICAL COMPUTATION
Using table 7, we can compute the percentage of respondents that prefer
a particular coke variants using the formula:
% = No.of Respondents who prefer the variant x 100
Total No.of Respondents
% of respondents
who prefer coke
zero
= No. of respondents who prefer coke zero X 100
Total No. of Respondents
% of respondents
who prefer coke
classic
=
72 x 100
458
% of respondents
who prefer coke
= 16 %
classic
% of respondents
who prefer coke
zero
= No. of respondents who prefer coke light X 100
Total No. of Respondents
% of respondents
who prefer coke
classic
=
145 x 100
458
% of respondents
who prefer coke
classic
= 32 %
% of respondents
who prefer coke
classic
= No. of respondents who prefer coke classic X 100
Total No. of Respondents
% of respondents
who prefer coke
classic
=
241 x 100
458
% of respondents
who prefer coke
classic
= 53 %
Table 11 Frequency Distribution on Respondents Choice of Coke Variants
Coke variants Frequency Percentage Rank*
Coke Zero 72 16 % 3
Coke Light 145 32 % 2
Coke Classic 241 53% 1
*1- most preferred variant, 2 – 2nd preferred variant, 3- least preferred variant
ANALYSIS:
Table 11 shows the summary of frequency distribution on the choice of
coke variants of the respondents from 15 cities /municipalities of metro-manila.
Percentage was computed using the formula:
% = No.of Respondents who prefer the variant x 100
Total No.of Respondents
Total number of respondents is 458. The number of respondents who
prefers coke zero is 72 which is 16% , while 145 respondents which is equal to
32% prefers coke light and there are 241 respondents who prefers coke classic
which is 53% .
Based on the computed percentage, the three coke variants were ranked,
the variant with the highest percentage were ranked 1, while the next highest
were ranked 2 and the lowest computed percentage were ranked 3.
Hypothesis:
Ho: Coke zero has the least volume of sales among the coke variants.
Ha: Coke zero has the most volume of sales among the coke variants
Based on the ranking, coke zero was ranked 3, meaning it’s the least
preferred coke variants , therefore the null hypothesis (Ho) is accepted, Coke
zero has the least volume of sales among the coke variants.
Table 1 showed the profile of the respondents in terms of gender, majority
of them are female with 251 respondents while the male only have 214
respondents with the total of 465.
Table 2 showed the profile of respondents in terms of occupation. It
showed that 280 of the respondents come from students and 185 come from
employee.
Table 3 showed the response of respondents in Metro Manila on whether
they drink coke or not. Out of 465 respondents, 458 answered yes while the
other 7 said no. since there are 7 non coke drinkers, the said respondents will be
considered on the following questions and tables.
Based on the table 4, showed that out ofn458 coke drinkers, 267 said
they drink coke once a day, while 148 said they drink coke twice a day, and 43
they drink coke more than twice a day.
Based on the table 5, it showed that majority of the respondents said they
learned it through television, 90 said by word of mouth, 59 by newspaper, 58 by
internet, 81 through magazine and 51 through radio.
Based on table 6, it showed that majority of them said that they chose
coke because of the taste, 118 by popularity, 69 by affordability and 46 by
appearance.
Based on table 7, majority of the respondents of 241 said they prefer coke
classic, while the 145 chose coke light and only 72 respondents chose coke zero.
Table 8 showed majority of the respondents find the price of coke variants
reasonable with 375 and only 83 respondents said no.
Table 9 showed that majority of respondents said yes, it helps, with 373,
while only 85 respondents said it does not help.
And table 10 showed that majority of the respondents rated coke as good
with 214, while 164 rated it as excellent, 80 rated it as average while none rated
it below average.
CONCLUSION
The research intends to provide a promotional strategy for the least
saleable variant to create a competitive advantage against its competition. The
percentage of preference of respondents on a particular coke variant was
ranked, having the least preferred variant as lowest ranked. From that, we were
able to identify the least saleable coke variant, which is coke zero. A promotion
strategy for coke zero is recommended to create advantage against its
competition.
The study identified the profile of the respondents were identified based
on its gender and occupation. Out of 465 respondents, majority are female with
251 respondents, while 214 respondents are male In 9 cities/municipalities under
survey. In terms of occupation, the study showed that 280 of the respondents
were students and 185 were employees.
Out of 465 respondents, 458 answered YES and 7 said no. Thus, only the
458 respondents proceeded to answer the survey questions. Table 6 showed
that majority of the respondents with 225 said tastes was the reason why they
prefer coke, while 118 respondents said because of its popularity. 69
respondents said because of its affordability while 46 said because of popularity.
Based on the respondents, TV is the most effective medium in promoting
the product, since majority of the respondents with 119, said they heard about
coke in TV.
Among the coke variants, majority of the respondents or 241 said they
prefer coke classic.
With regards to the market price of coke variant, majority of the
respondents find the price of coke variants reasonable, with 375 saying yes when
they were asked the said question, while only 83 respondents said no. Thus, we
can conclude that the respondents find the price reasonable.
On the level of satisfaction of the respondents in coke as their choice of
soda, majority of the respondents rated coke as good with 214, while 164 rated it
as excellent. 80 respondents rated coke as average, while none rated it below
average. Therefore, overall, we can say that the respondents are satisfied with
coke as their choice of soda since majority rated it as either good or excellent.
RECOMMENDATIONS
The research intends to provide a promotion strategy for the least saleable
variant to create a competitive advantage against its competition. The study
showed coke zero as the least saleable coke variant. In order to further increase
the sales of coke zero, the researchers recommended the following:
1. Increase awareness of people about coke zero by coming up with
promos that is not usual in TV and other medium,
For example, now days we all need to save and each of us need to
pay our utility bills. With this, if you’re going to drink Coke Zero you
might win under the cap of this variant. Such as 50 to 100% of in one
of you’re utility bills. This will make people be aware of the new coke
variant.
2. Promoting Coke Zero as a health drink is recommended to increase
the sales of the said variant. Today, a lot of people are health
conscious, thus, they will buy coke zero if they will be aware of the
health benefits that they will get from dinking coke zero, and that is the
fact that it has no sugar.
3. Expansion into places where there is no current presence, and by
giving free samples. Because we still believed that free is everybody
wants.
4. The researcher recommend a global re-branding campaign in an effort
to grow sales volume; reinvigorate their stagnant brand; and to close
the increasingly large sales and market share gap between itself and
its primary competitor.
5. The researcher would conduct a door to door promotion, with a special
introductory price. Because the researcher believed that some
consumer cannot went to the supermarket to buy some goods so the
researcher recommend it.