market research about Coke and Pepsi and to know about the market leader.

1. Quantitative Analysis
COKE VS PEPSI
BY
RANJANI B
15AB30
MBA (I YEAR)
PSGIM

2. 1. Introduction
a. Problem Studied
The rivalry between Coca-Cola and Pepsi is legendary. Although the feud really
heated up with the Pepsi Challenge in 1975 —which prompted Coca-
Cola's horrific New Coke debacle — the brands have been fighting each other for
more than a century.
And not just about product development. Things occasionally get personal, which
sometimes resonates in their marketing. Earlier this year, Pepsi went after Coke's
famed mascots, the polar bears and Santa.
The feud has even moved into outer space and raged over social media.
b. Research goals
This study is conducted between two global giants Coca Cola & Pepsi. This is
basically a comparative study of two well-known competitors in beverage
industry which are Pepsi Co & Coca Cola. The primary purpose is to find out
which company is leading the market. This is the consumer research on why
they chose the drink. It is conducted between the age of 20 and 25. To find out
the factors & reasons that influence to choose their preferred drink.
2. Preliminary details
a. Structured Interview
It is conducted after understanding the outset of what information is
needed. The list of pre-determined factor are already decided. It is
conducted through online.
b. Literature survey
Coca-Cola and Pepsi try to market as part of a life-style. Coca-Cola uses phrases
such as "Coke side of life" in their website, www.coca-cola.com, while Pepsi uses
phrases such as "Hot stuff" in their website, www.pepsi.com, to promote the idea

3. that Pepsi is "in sync" with the cool side of life. Coca-Cola is more popular but
Pepsi has a bigger company.
Pepsi tries to reach out to the younger generation by appealing to pop culture. If
you visit their website you will be greeted with flashy pages containing pop music,
cars, and fashion.
Coca-Cola's website also has links for music and sports, two arenas in which soda-
pop is often consumed; however, Coca-Cola's is less flashy and uses a classical
appeal, most likely because of Coca-Cola's long history as the standard for cola
beverages.
Coca-Cola had Santa Claus, Selena, Bill Cosby, Michael Jordan, Paula Abdul, 50
cent, Courtney Cox, New Kids on the Block, Joe Greene, The Temptations, Aretha
Franklin, Kobe Bryant, Penelope Cruz, and Christina Aguilera amongst many
others featured in their commercials, while Pepsi had Britney Spears, Keshauntae
Brown, Michael Jackson, Mariah Carey, and One Direction.
Additionally while Pepsi with its younger audience tends to focus solely on pop
stars, it was Coca-Cola who is regarded as having some of the greatest TV
advertisements of all time.
3. Research design
a. Sampling design
Purposive sampling method is used to collect the data. The people between the
age of 20 and 25 is been sampled.
b. Data Collection methods
The data collected through online by sending the Google forms though social
media and e-mail.
A total of 53 samples were collected from different population. The samples should
be such that the consumer of soda drinks. I’ve tried to get an adequate ratio of men
& women in the samples. The main demographic targeted were the younger age
group (20-25) as they are more conscious & aware about the brand. I’ve focused
on more students & young professionals as they would be more interested in trying
out new products & were more conscious .Buyers who have been consuming soda

4. drinks were better able to answer the questions regarding the influencing factors
& the reasons for their consumption & purchase.
c. Questionnaire
1. Gender
a. Male
b. Female
2. Age
a. 16-20
b. 20-25
c. 25-30
d. 30-35
e. 35-40
f. 40 and above
3. What is your Favorite or your choice?
a. Coca cola
b. Pepsi
c. Both
4. What do you feel about product range (Coca cola or Pepsi- your favorite)?
a. Excellent
b. Good
c. Satisfactory
5. Which one do you consider more popular?
a. Coca cola

5. b. Pepsi
6. What quantity usually you preferred to buy?
a. 200 - 250ml glass bottle
b. 300ml Tin
c. 500 ml pet bottle
d. 1 litre
e. 2 litre
7. How often do you drink (Coke or Pepsi)?
a. Everyday
b. 2-6 times a week
c. Once a week
d. once a month
e. Only for certain occasions
f. Rarely
8. Have advertisement stimulate you to buy Coke or Pepsi?
a. Yes
b. No
4. Results of data analysis
a. Hypothesis substantiated/Unsubstantiated

6. 10. Which one you find more available while you ordering?
a. Coke
b. Pepsi
c. Both
Responses:

9. Interpretation:
The responses who chose Coke as their favorite (23 responses) has said the
product was good.
0
5
10
15
20
25
Excellent Good Satisfactory
What do you feel about product range(Coca
cola - your favorite)?

10. The people who chose Pepsi as their favorite choice mostly said that it is
satisfactory and then said it was excellent.
Only for certain occasions:
The samples who drink only on certain occasion said that their choice which is Pepsi
and the advertisement doesn’t simulate them to buy coke.

11. The people who drink only on certain occasions mostly buy 200-250 ml pet bottles.
The people who drink on certain occasions, the advertisement doesn’t influence
them to buy coke or Pepsi.

12. When cross tabulating the available product and the customers preference to buy
mostly is 200- 250 ml glass bottle is mostly preferred. So the company should make
sure the availability of this 200-250 ml glass bottle should be considered more for
their make to stock.
When cross tabulating the availability and preference of quantity and the quality,
people said the coke is the best for all the three factors.

13. When cross tabulating the availability and preference and taste, Coke is preferred
more when accounting these factors.
Coca cola is mostly satisfied the customer compared to Pepsi.

14. The more loyal consumers exist for the brand is Coca Cola.
Conclusions
Though Pepsi is the very tight competitor to Coke, still Coke stands ahead in various
factors.
By cross sectioning several factors, Coca Cola is the most satisfied brand for the
customer and also out of 53 samples, 60% of the sample told that the Coca Cola is
their favorite or their choice. About half of the sample told they drink Coke on
certain occasions and also they are brand loyal to Coke.