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.