BEVERAGE MARKET: COKE AND PEPSI IN DUBAI REGION :

PROJECT INTERIM PRESENTATION

GROUP 3
ABHISHEK RUNGTA | MRINMOY PATHAK| SRIKAANTH |

Problem Definition

To help position Coke and Pepsi in

the beverage market in Dubai

Variables

Price, Taste, Labelling, Brand

Campaign and other such factors
listed in trailing slides

Survey

50 people selected

Data Analysis &

Results

Analysis Snapshot

Recommendation

Critical Variables
Conclusion

Problem Definition
Our 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
Price
Brand Image
Packaging
Prestige
Taste
Popularity
Frequency of
Respectability
Experience
consumption
Occasion
Quality
Fizz
Quantity
Calorie Content

Research Objectives

To understand the factors influencing consumption pattern of

People in Dubai
Based 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

Text

Research
Methodology
Selection 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 consumers
Step 2: Most important factors were determined with the help of
Factor Analysis
Step 3: Data collection on rating of different factors by the
consumer for each of the brands
Step 4: Positioning of the beverages in Dubai region
Selection of Measurement Technique
Quantitative Analysis using Factor Analysis & Multi
Dimensional
Scaling method
Primary 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

Analysis Snapshot

Research Objectives

Method of Analysis

To understand the factors

influencing consumption
pattern of People in Dubai

Factor Analysis

Positioning of Coke and Pepsi

Attribute based Multi

Dimensional Scaling