Why Roar Fell off

the Cliff?
Contents
• Introduction
• Objectives
• Literature Review
• Conceptual Framework
• Hypothesis Statements
• Methodology
– Participants & Settings
– Data Collection
– Data Analysis Technique
• Results and Discussion
• Recommendations and Limitations
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1 Introduction
 Coca Cola History 
 Roar History 
 Product Launch 
 Season 
 Type of Drink 
 Target Audience 
 Marketing Strategies 
 Mode of Advertisements
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2 Objectives

1. To analyze the preferences of the people for fizzy

drinks  
2. To study the factors that influences the consumer’s
consumption of fizzy drinks.   
3. To find the consumer’s perception on the taste, quality,
price, advertisements, and celebrity endorsements
related to soft drinks products and brands.
4. To determine the consumer attitude towards extension
products.

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3 Conceptual Framework

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4 Hypothesis Statements

H1: There is a significant influence of quality of Roar towards its failure. 

H0: There is a no significant influence of quality of Roar towards its failure.
 
H2: There is a significant influence of taste of Roar towards its failure. 
H0: There is a no significant influence of taste of Roar towards its failure.
 
H3: There is a significant influence of advertisement of Roar towards its failure. 
H0: There is a no significant influence of advertisement of Roar towards its failure.
 
H4: There is a significant influence of brand attributes of Roar towards its failure. 
H0: There is a no significant influence of brand attributes of Roar towards its failure

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5 Methodology

 Participants & Settings

 Sample Size
 Confidence Level
 Response Rate
 Type Of Sampling
 Data Cleaning
 Gender And Age
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6 Methodology Cont.
Data Collection
• Instrument (Questionnaire) Floating
• Interviews
Data Analysis Technique
• SPSS Regression Analysis
• Pie Charts
• Pivot Tables
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7 Results
Quality of Roar
 Questions on consumption of fizzy drinks
 Question on brand and reasons behind it
 Its similarity with other brands
 Ratings on the quality of roar
 Hypothesis Accepted
Taste
 Reason for resemblance with other fizzy drinks
 Ratings for taste
 Hypothesis accepted

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8 Results Cont.
Advertisement
 Rate of watching ads
 Question of buying Roar after watching ad and its
answer
 Rating on Roar’s ad 
 Hypothesis accepted
Brand Attributes
 Questions on Roar’s name and its ratings
 Hypothesis rejected

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9 Discussion
Personal factors
 Taste, quality and preferences
 Roar, a testing experiment 
 Preference of drinks depending on taste or to try something
new
 Factors needed to be optimized for successful brand
extension
Social Factors
 Dependence of consumer behavior on socializing process
 Social groups
 Unavailability of Roar on social places
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10 Findings

Information extracted from interviews with Interviews with consumers

the store managers
 Taste cut down
 Good marketing  Main target audience
 Very low consumer demand  “Just for fun”
 Almost zero retention rate   Upper hand due to coke
 No feedback asked by the company   marketing and placement needs
 Lack of customer satisfaction improvements
 Lack of bundling strategy
 Lack of advertisements 
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11 Recommendation
Weak Positioning
1. Unable to position the product in the mind of consumer
2. Didn’t use celebrity endorsements or vivid designs
3. Brand association & attributes
4. People unaware of Roar being owned by Coca Cola
5. Unable to recognize Roar
Health consciousness
1. Public awareness 
2. Shifts of consumer trends
Weak distribution strategy
3. Need of strong distribution channel to communicate with customers
Government regulation
4. Ban of fizzy drinks in schools and universities
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12 Limitations

1. Current research focuses on only four variables

2. COVID-19 circumstances
3. Generalizability of Respondents
4. No mediating or Moderating variables
5. Mode of Advertisement Used
6. Lack of Credible Resources
7. Personal limitations

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13 Future Research

1. More Generalizability
2. Explorations of New Variables
3. Possible Structural Relationships among Those
Variables
4. A Starting Point For Researchers

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Thank You!
Any Questions?

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