Muddi
CHAPTER # 1:
Problem and Its Background
Management Problem:
The marketing problem faced by Coca Cola beverage private limited is the fact that being the first soft drink brand and enjoying a high market share once. They are now struggling to keep up this relative market share. With sales declining in each quarter and as a result coke has a low market share in Pakistan, (especially in Karachi). As a result “low sales in conjunction with the sales of Pepsi”. Research Problem:
Considerable considerations have been given to the distribution problem and have come up with the following research problem.
Coca-Cola as a global brand in relation to perception and preference of consumers in Karachi.
Hypothesis:
At least 30% consumers prefer Coca Cola as their favorite CSD (Carbonated Soft Drink)
Significance and Restraints of the Study:
1 Significance
• From study the company will be able to identify the reasons for their low sales
• The company will be informed about the changes that they need to make in their strategies so as to increase sales.
• The company will be able to make informed and guided decisions so as to solve their management problem
ii. Restraints
• We will have to select large retailers or restaurants properly.
• There will be biases among the consumers
• There is very little consumer loyalty to the brand and so respondents might not be able to answer questions properly.
Brief History of Carbonated Soft Drink Industry
The history of the carbonated soft drink market is an interesting one that sheds some light on the industry structure and conduct of today.
The first marketed (noncarbonated) soft drinks actually appeared in the seventeenth century (they were made from water and lemon juice sweetened with honey).
In Paris, vendors carried tanks of lemonade
Problem and Its Background
Management Problem:
The marketing problem faced by Coca Cola beverage private limited is the fact that being the first soft drink brand and enjoying a high market share once. They are now struggling to keep up this relative market share. With sales declining in each quarter and as a result coke has a low market share in Pakistan, (especially in Karachi). As a result “low sales in conjunction with the sales of Pepsi”. Research Problem:
Considerable considerations have been given to the distribution problem and have come up with the following research problem.
Coca-Cola as a global brand in relation to perception and preference of consumers in Karachi.
Hypothesis:
At least 30% consumers prefer Coca Cola as their favorite CSD (Carbonated Soft Drink)
Significance and Restraints of the Study:
1 Significance
• From study the company will be able to identify the reasons for their low sales
• The company will be informed about the changes that they need to make in their strategies so as to increase sales.
• The company will be able to make informed and guided decisions so as to solve their management problem
ii. Restraints
• We will have to select large retailers or restaurants properly.
• There will be biases among the consumers
• There is very little consumer loyalty to the brand and so respondents might not be able to answer questions properly.
Brief History of Carbonated Soft Drink Industry
The history of the carbonated soft drink market is an interesting one that sheds some light on the industry structure and conduct of today.
The first marketed (noncarbonated) soft drinks actually appeared in the seventeenth century (they were made from water and lemon juice sweetened with honey).
In Paris, vendors carried tanks of lemonade