Marketing Research Report

A Comparative study to evaluate Cola Brands among

University students
Deepak Karira (1111183)
M. Hasnain (1111189)
M. Habib Shaikh (1111192)
Mustafa Shabbar (1111196)
Zohair Abbas (1111214)
Submitted to: Sir Faisal Ali Shaikh
Date: 19th March 2014

Contents
Research Topic............................................................................................................ 3
Research Background....................................................................................................... 3
Research Objectives......................................................................................................... 3
Action Standard............................................................................................................... 3
Information Needs........................................................................................................... 4
Geographical Coverage..................................................................................................... 4
Target Respondents.......................................................................................................... 4
Research Methodology...................................................................................................... 5
Selection of Sample Size.................................................................................................... 5
Sample split................................................................................................................... 5
Data Analysis Method....................................................................................................... 6
Research Protocols........................................................................................................... 6
Deliverables................................................................................................................... 6
Project Timeline.............................................................................................................. 7
Project Cost.................................................................................................................... 7
Executive Summary.................................................................................................... 8
Conclusion.................................................................................................................. 9
Research Findings..................................................................................................... 10
Drink Usage Pattern.............................................................................................. 10
Brand Preference................................................................................................... 12
Factors Influencing Purchase Decision...................................................................14
Brand Image/Rating............................................................................................... 18
Logo Preference..................................................................................................... 26
Marketing Mediums............................................................................................... 28
Effect of Celebrity Endorsement............................................................................30
Consumer Attitude towards Sponsorships.............................................................32
Awareness about Sponsorships............................................................................. 34
Recommendations.................................................................................................... 37

Research Topic

A Comparative study to evaluate Cola Brands among University

students
Research Background
The Cola Market is dominated in Pakistan wholly and solely by two players: Coca-Cola and
Pepsi-Cola. These two companies are internationally renowned multinational chains that have
established a name for themselves in the Cola market in Pakistan.
Mehran Bottlers Pvt. ltd were the first cola company in Pakistan that came out in Pakistan and
had the first mover advantage in the Pakistani cola industry. Then Coca-Cola started its
operations in the 1950s and after that Pepsi started its operations in 1979. By the time Pepsi came
out Coca-Cola had captured more than 50% of the Market share in Pakistan.
Pepsis Marketing strategies focus on things that Pakistanis are extremely passionate about which
are cricket and Music. Coca-Colas marketing strategies focus on things like happiness, family,
fun, and pinpoint on the youth and music.
We would like to know through our market research activities consumers answers on various
parameters like taste, advertisement etc in the segment of University students.

Research Objectives
1. To determine the factors influencing targeted consumers choice of soft drinks products and
brands.
2. To identify the targeted customers buying pattern related to Coca Cola and Pepsi products.
3. To determine the targeted consumers perception on the taste, price, advertisements and
celebrity endorsements related to Coca Cola and its sub-brand Pepsi.

Action Standard
After research findings and analysis we are looking to find the answers of students in the
University segment about Coke and Pepsi across various parameters

Information Needs
1. Demographics
2. Reasons for purchase of soft drink
3. Frequency of purchase, Use of soft drink
4. Influence on purchase
5. Brand preference
6. Brand awareness level

Geographical Coverage: Karachi

Target Respondents
Profile
Respondents
Age
Sec
Usage

University Students
17-25
A, B & C
People who consume carbonated soft drink.

*SEC will be determined using SEC grid.

Research Methodology
Quantitative method of research will be used. Semi Structured questionnaires will be used for
data collection.
We shall define the objective of the studies and frame the questions keeping in mind the
objectives of the study to analyze the preference of university students of Karachi towards soft
drink brands.
A team of trained people will conduct one-to-one interviews for data collection. The maximum
length of the interview would be 5 minutes.
We shall visit 4 universities of Karachi; SZABIST, IBA, CBM, & IQRA UNIVERSITY (IU).

Selection of Sample Size

We shall take a sample size of 120. The aim is to collect 120 samples for the analysis. The
samples would be such that they are consumers of soft drinks. We shall also try to get an
adequate ratio of men and women in the samples.

Sample split
Male
Female
Respondent
s in each
Uni.

SZABIST
15
15
30

IBA
15
15
30

CBM
15
15
30

IU
15
15
30

Total = 120 Respondents

Data Analysis Method

Percentage Analysis: Percentage analysis of the various answers in the questionnaire meaning
what percentage of customers out of 100 gave what answer.
Change Analysis: What would happen to the demand of the product if any one product
characteristic is removed or changed for Example: Price!
One on One Interview Analysis: An analysis of the interviews we will be conducting keeping in
mind the various parameters regarding Coke and Pepsi.

Research Protocols
We work as per our defined process with close check on our work ethics. All the recordings,
input, and data that we gather from the respondents wont be shared with our client and would
only be used for the academic purpose and/or to reach to our research objectives by fulfilling the
information needs.

Deliverables

Agen
cy
Client

Questionaires
Full Report
Presentation

Go Ahead
Instructions
Any Specific
Requirement
Timely Approval off
Questionaires
7

Project Timeline
Task
Go ahead
Drafting, feedback and approval
of questionnaire
Field work brief
Field work (one day at each
university)
Data processing
Data analysis
Report writing
Report submission and
presentation

Number of working days

1
3

Dates
29th March
30th March-1st
April

3
4

2nd-4th April

2
3
2
1

11th-12th April

7th-10th April

13th-15th April
16th-17th April
19th April

Project Cost
Items
Questionnaires
Stationary (pen & papers)
Travelling expense (visits to
universities)

Quantity

Amount (PKR)

130
15 & 50
4

800
200
1000

Executive Summary
The research was conducted in order to comparatively analysis the competition between cola
brands among university students that in spite of having a high brand awareness and brand recall
what are the factors that make one brand a choice of consumers of over the other brand. Thus, a
market research survey of 120 people was conducted, 50% of them were male and 50% were
female and the market research survey featured a diversified portfolio of 30 respondents from 4
universities, namely: IBA, CBM, SZABIST and IQRA.
After the collection of responses the results were analyzed and after a neck to neck competition
between cola brands in different factors it was seen that Coke has relatively higher consumer
choice and preference as compared to Pepsi.

Conclusion
Cola brands were compared on many factors ranging from Drink Usage Pattern, Brand
Preference, Factors Influencing Purchase Decision, Logo Preference, Marketing Mediums used,
Effect of Celebrity Endorsement, Consumer Attitude towards Sponsorships and Awareness about
Sponsorships.
At most places both Pepsi and Coke balanced out each other while in few places Coke was
relatively the preferred choice of more people compared with Pepsi while on few instances it was
the other way round and Pepsi was the preferred choice and factors were favoring Pepsi more
than they favored Coke.
People in all 4 universities have given the Quality factor the highest scores as determinant of
their choice of brand. In contrast, Sponsorship and Slogans are least determinant factors for
while Price is another important determinant.
Cokes brand image is better than Pepsi though the neck to neck competition between these
brands cannot be ignored. In every University Coke has been rated equally or less boring then
Pepsi while responses also reveal that Coke is definitely more trendy and cooler than Pepsi.
Moreover, Cokes logo is preferred up to 57% while Pepsis logo is preferred 43% and Coke here
out performs Pepsi from a 33% higher preference for its logo amongst the respondents.
Most People get to know about both brands from different mediums like TV, News/Magazine,
Billboards and Stall in malls. In these mentioned mediums both the brands are highly visible. On
the flip side, Pepsi is twice more visible on FM radio than Coke while Coke is highly more
visible than Pepsi on Social Media as well as word of mouth.
Looking at the almost 50-50% ratio of respondents that advertisements with idol endorsements
has its effects on choice of brand it can be analyzed further that most respondents think cola
companies sponsorship towards Music & Sports Events is very good (36%). Coke
has a sponsorship awareness level of 60% while Pepsi has the same awareness level
at 62% maintaining the mentioned neck to neck competition between the 2 brands.

The research therefore concludes at the point that both brands have a really close competition but
with the age of more dependency on social media, WOM for choices, Image is everything and a
brand must be youthful and innovative for the youth to accept it; Coke is relatively higher on the
scale of choice of brand for carbonated drinks consumption among university students and it is
also closer to the hearts of the target audience with relatively higher brand awareness and recall.

10

Research Findings
Drink Usage Pattern
Usage/Week University wise
20
IBA

15

CBM
SZABIST

10

IQRA

5
0

1 to 3

4 to 6

7 to 9

10 or more

Usage/Week Gender wise

30
25
Male

20

Female

15
10
5
0

1 to 3

4 to 6

7 to 9

10 or more

11

Drink usage/week
1 to 3

4 to 6

7 to 9

17%

10 or more

37%

21%
26%

Synopsis:
The response of respondents have been recorded and graphically represented which shows that
more people in IBA and CBM consume 10 or more glasses of carbonated drinks every week than
consumption pattern of people in SZABIST and IQRA. In contrast, more people in SZABIST
and IQRA consume 1 to 3 glasses of carbonated drinks per week than consumption of people in
IBA and CBM. Observing the gender pattern; the male respondents more or less have a really
low percentage change in drinking consumption of carbonated drink glasses per week from 1to3
to 10 or more while on the other hand as the number of glasses per week increase, the number of
female respondents who consume it, decrease. Lastly, the overall respondents majority consume
1to3 glasses of carbonated drinks every week and the total respondents consumption per glass
decreases as number of glasses per week increases signaling that the majority of respondents
consume mostly 1to3 glasses of carbonated drinks per week compared to 10 or more glasses per
week. In percentage terms, 120% more people consume 1to3 glasses of carbonated drinks
compared to people consuming 10 or more glasses of carbonated drink every week.

Reference
Questions Asked:
1. How many glass of carbonated soft drink you consume weekly?

Universities
IBA
CBM
SZABIST
IQRA

Usage per week

1 to 3
4 to 6
5
9
6
7
15
8
18
7

7 to 9
8
9
4
4

10 or more
8
8
3
1
12

Gender
Male
Female

Usage per week

1 to 3
4 to 6
18
16
26
15

7 to 9
12
13

10 or more
14
6

Total
Drink usage/week

Usage per week

1 to 3
4 to 6
44
31

7 to 9
25

10 or more
20

Brand Preference

Brand preference Universities wise

25
20

Pepsi

15

Coke

10
5
0

IBA

CBM

SZABIST

IQRA

Brand Preference Gender wise

40
Male

30

Female

20
10
0

Pepsi

Coke

13

Total Brand preference

Pepsi; 44%
Coke; 56%

Synopsis:
Coke is preferred by majority in SZABIST, IBA and IQRA while Pepsi is preferred by majority
in CBM. Moreover, male respondents majority prefer Coke over Pepsi while female
respondents majority prefers Pepsi over Coke. It all boils down to the total brand performance
which according to the respondents response can be concluded as Coke is preferred 56% while
Pepsi is preferred 44%. Thus, in total brand performance Coke is preferred 27% more than Pepsi.

Reference:
Questions asked:
1. Which brand you like more? Coke or Pepsi
2. Why you like your choice of brand?

Universities
IBA
CBM
SZABIST
IQRA

Brand Preference
Pepsi
14
18
8
13

Coke
16
12
22
17

Gender
Male

Brand Preference
Pepsi
25

Coke
35
14

Female

Total

28
Brand Preference
Pepsi
53

32

Coke
67

15

re
pu
ta
tio
n

lif
es
ty
le

fri
en
ds

sl
og
an
s

pr
de
ic
e
si
gn
/p
ac
ka
gi
ng
ad
ve
rt
is
em
en
ts
sp
on
so
rs
hi
ps

Q
ua
lit
y

re
pu
ta
tio
n

lif
es
ty
le

fri
en
ds

sl
og
an
s

pr
de
ic
e
si
gn
/p
ac
ka
gi
ng
ad
ve
rt
is
em
en
ts
sp
on
so
rs
hi
ps

Q
ua
lit
y

Factors Influencing Purchase Decision

Factors affecting choice of Brand SZABIST

20
15
10
5
0
1

Factors affecting choice of Brand IBA

25
20
15
10
5
0
1

16

Factors affecting choice of Brand IQRA

25
20
15
10
5
0

1
2
3
5

re
pu
ta
tio
n

lif
es
ty
le

fri
en
ds

sl
og
an
s

pr
de
ic
e
si
gn
/p
ac
ka
gi
ng
ad
ve
rt
is
em
en
ts
sp
on
so
rs
hi
ps

Q
ua
lit
y

Factors affecting choice of Brand CBM

1
2
3
fri
en
ds

re
pu
ta
tio
n

sp
on
s

or
sh
ip
s

4
de
si
gn
/p
ac
ka
gi
ng

Q
ua
lit
y

16
14
12
10
8
6
4
2
0

Synopsis
People in all 4 universities have given the Quality factor the highest scores as determinant of
their choice of brand. Focusing on response collected from SZABIST it can be observed that
Sponsorship factor has been given the least score and is considered as the factor with least
impact. Other factors are relatively neutral at SZABIST while Price, according to respondents,
has some say in determining the choice of brand. Next, focusing on response collected from IBA
it can be observed that Sponsorship factor has again been given the least score and is
considered as the factor with least impact. Moreover, respondents from IBA think that other than
Sponsorships, all other factors have more or less some say in the determination of carbonated
soft drink brand. Now focusing on response collected from IQRA it can be observed that
Slogan factor has been given the least score and is considered as the factor with least impact.
17

Point of consideration is that after quality if there is a determinant of brand it is Price. Lastly,
focusing on response collected from CBM it can be observed that more or less it is similar to that
of IQRA where Price seconds Quality in the brand determination factors while Slogans
create the least impact while a carbonated soft drink brand is chosen and considered for
consumption.

Reference:
Questions asked
1. With 1 being the lowest and 5 being the highest to what extent do these factors affect your choice of
brand? Fill the box beside the characteristic with the appropriate numb

Result;
Factors affecting choice of brand (SZABIST)
Characteristic's
1
2
3
Quality
2
2
5
Price
4
2 10
design/packaging
3
4
7
advertisements
5
6
6
sponsorships
11 7
5
Slogans
6
8
7
Friends
6
4
9
Lifestyle
6
5
9
reputation
8
5
4

4
4
7
10
7
5
4
9
8
7

5
17
7
6
6
2
5
2
2
6

Factors affecting choice of brand (IBA)

Characteristics
1
2
3
Quality
1
1
5
Price
3
1 11
design/packaging
1
2
6
Advertisements
8
5
5
Sponsorships
13 9
3
Slogans
9
8
7

4
3
5
15
6
3
2

5
20
10
6
6
2
4
18

Friends
Lifestyle
Reputation

5
4
4

2
2
4

11
12
4

10
10
11

2
2
7

Factors affecting choice of brand (IQRA)

Characteristics
1
2
3
Quality
0
0
4
Price
0
2
3
design/packaging
1
2
9
Advertisements
4
6
6
Sponsorships
10 6
4
Slogans
12 5
5
Friends
3
4
9
Lifestyle
4
3 13
Reputation
3
2 10

4
5
6
13
7
3
4
10
8
6

5
21
19
5
7
7
4
4
2
9

Factors affecting choice of brand (CBM)

Characteristics
1
2
3
Quality
1
2
5
Price
2
1
7
design/packaging
3
5
8
advertisements
2
3
7
sponsorships
11 7
6
slogans
15 9
4
Friends
5
5 10
lifestyle
4
4
9
reputation
5
3
8

4
8
7
9
8
3
2
8
9
8

5
14
13
5
10
3
2
2
4
6

19

Brand Image/Rating

Brand Image Rating SZABIST

12

10

2
0

Pepsi

Coke

20

Attributes associated with Pepsi/Coke SZABIST

16
14
12

1
2

10

3
4

6
4
2
0

Brand Image Rating CBM

14
12
10
8
6
4
2
0

1
2
3
4
5

Pepsi

Coke

21

Attributes associated with Pepsi/Coke CBM

25

20

1
2
3

15

4
5

10

Brand Image Rating IBA

14
12
10
8
6
4
2
0

1
2
3
4
5

Pepsi

Coke

22

Attributes associated with Pepsi/Coke IBA

16
14
12

1
2

10

3
4

6
4
2
0

Brand Image Rating IQRA

12

10

2
0

Pepsi

Coke

23

Attributes associated with Pepsi/Coke IQRA

20
18
16
1

14

12

10

8
6
4
2
0

Brand Image Rating In All Universities

50

40

2
3

30

20

10
0

Pepsi

Coke

Synopsis:
After observing the response it is clear that Brand Image rating of Coke is higher than Pepsi in
SZABIST and CBM while it is the other way round in IBA and IQRA. The overall brand image
can be analyzed through the overall response and it clearly defines Cokes brand image to be
better than Pepsi though the neck to neck competition between these brands cannot be ignored.
24

In every University Coke has been rated equally or less boring then Pepsi while responses also
reveal that Coke is definitely more trendy and cooler than Pepsi. Another point of consideration
is that other than respondents from IQRA all other respondents are certain that Coke is much
more Innovative and Youthful than Pepsi.

Reference:
Questions asked
1. On a scale 1-5 with 1 being the lowest and 5 being the highest how do you rate the BRAND IMAGE
of Coke and Pepsi.
2. On a scale of 1-5 with 1 being lowest association and 5 being highest association how do you
associate the following things with Pepsi Cola and Coca Cola. Insert numbers in the empty boxes
Result;

SZABIST
Brand
Pepsi
Coke

1
4
1

2
7
1

Brand Image Rating

3
4
7
4
6
11

5
6
11

CBM
Brand
Pepsi
Coke

1
2
1

Brand Image Rating

2
3
4
4
9
11
4
9
3

5
4
13

IBA
Brand
Pepsi
Coke

1
7
9

2
0
1

Brand Image Rating

3
6
5

4
5
4

5
12
11

IQRA
25

Brand
Pepsi
Coke

Brand Image Rating

2
3
6
5
8
4

1
10
8

4
2
4

5
7
6

Brand Image Rating

2
3
4
10
26
23
14
23
15

5
35
41

TOTAL
Brand
Pepsi
Coke

1
26
27

SZABIST
Brand

Coke

Pepsi

Attributes
Trendy
Cool
Innovative
Youthful
Traditional
Boring
Trendy
Cool
Innovative
Youthful
Traditional
Boring

1
2
2
4
2
4
12
4
2
8
2
4
12

2
2
6
4
2
2
6
8
6
4
4
6
4

Rating
3
4
8
10
2
10
6
8
10
6
8
6
4
2
8
6
14
6
12
4
12
6
10
6
6
2

5
8
10
8
10
10
6
4
2
2
6
4
6

IBA
Brand

Attributes

Rating
26

Coke

Pepsi

Trendy
Cool
Innovative
Youthful
Traditional
Boring
Trendy
Cool
Innovative
Youthful
Traditional
Boring

1
1
2
5
2
1
14
3
1
2
2
2
15

2
2
1
5
3
1
4
9
3
3
3
3
2

3
5
5
6
8
6
5
8
13
15
11
14
4

4
12
13
7
4
8
3
6
9
6
7
6
3

5
10
9
7
13
14
4
4
4
4
7
5
6

Rating
2
3
4
3
6
7
2
2
11
6
8
4
1
9
4
3
4
6
2
6
2
12
6
4
3
15
7
2
18
5
3
10
12
2
1
9
5
1
1

5
13
11
6
15
16
2
5
2
4
4
15
1

Rating
3
4
4
10
4
10

5
12
14

CBM
Brand

Coke

Pepsi

Attributes
Trendy
Cool
Innovative
Youthful
Traditional
Boring
Trendy
Cool
Innovative
Youthful
Traditional
Boring

1
1
4
6
1
1
18
3
3
1
1
3
22

IQRA
Brand
Coke

Attributes
Trendy
Cool

1
2
1

2
2
1

27

Pepsi

Innovative
Youthful
Traditional
Boring
Trendy
Cool
Innovative
Youthful
Traditional
Boring

5
2
4
16
2
2
1
3
1
17

6
3
2
5
13
4
3
5
2
10

7
4
3
7
8
14
16
9
1
1

7
9
8
1
3
6
7
7
7
1

5
12
13
1
4
4
3
6
19
1

Logo Preference

Logo Preference Universities Wise

25
20

Pepsi

15

Coke

10
5
0

IBA

CBM

SZABIST

IQRA

Logo Preference Gender Wise

40

Male

30

Female

20
10
0

Pepsi

Coke

28

Overall Logo Preference

Coke; 57%
Pepsi; 43%

Synopsis:
Cokes logo is preferred over Pepsis logo in all universities targeted except IQRA. Moreover, a
neck to neck competition can be witnessed again amongst the brands as we observed that just a
few more females prefer Pepsis logo while just a few more males prefer Cokes logo. Overall,
Cokes logo is preferred up to 57% while Pepsis logo is preferred 43% and Coke here just
slightly out performs Pepsi from a 33% higher preference for its logo amongst the respondents.

Reference:
Question asked
1. Which brands logo you like more?
Result;
Logo Preference
Universities
Pepsi
IBA
13
CBM
13
SZABIST
10
IQRA
16

Coke
17
17
20
14
29

Logo Preference
Universities
Pepsi
Male
24
Female
28

Coke
36
32

Logo Preference
Pepsi
52

Coke
68

Total

Marketing Mediums

Pepsi
Social Media; 12%
TV; 32%
Word of Mouth; 9%
FM radio; 18%
News/Magazine; 10%
Stall in mall; 8% Billboard; 12%

30

Coke

Social Media; 19%

TV; 29%
Word of Mouth; 15%
8%
FM radio;News/Magazine;
7%
Billboard;
12%
Stall in mall; 10%

Marketing Mediums Coke & Pepsi

120
100
80
60

Pepsi

40

Coke

20
M
ed
ia
So
ci
al

of
M
ou
th
W
or
d

ra
di
o
FM

al
l
m
St
al
li
n

Bi
llb
oa
rd

ew
s/
M
ag
az
in
e

TV

Synopsis:
Most People get to know about both brands from different mediums like TV, News/Magazine,
Billboards and Stall in malls. In these mentioned mediums both the brands are highly visible. On
the flip side, Pepsi is twice more visible on FM radio than Coke while Coke is highly more
visible than Pepsi on Social Media as well as word of mouth.

Reference:
Question asked:
1. From where do you most often see/hear about Pepsi and Coke? Tick inside the box you think is
31

appropriate

Result;
Marketing Mediums (Total)
Peps
Marketing Mediums
i
TV
105
News/Magazine
32
Billboard
38
Stall in mall
26
FM radio
59
Word of Mouth
29
Social Media
40

Cok
e
98
27
39
35
25
52
63

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Effect of Celebrity Endorsement

Advertisement with your Idol affecting choice of cola product

20

Yes

15

No

10
5
0

IBA

CBM

SZABIST

IQRA

Advertisement with your Idol affecting choice of cola product

40

Male

30

Female

20
10
0

Yes

No

Advertisement with Idol affecting Brand choice.

No; 48%

Yes; 52%

33

Synopsis:
It is a mixed feedback from the respondents which shows that respondents of SZABIST and
IQRA think that endorsement of cola brand by a celebrity is relatively lower in affecting brand
choice. The respondents of IBA & CBM think the other way round or relative grounds. Overall,
after a neck to neck response, 52% of the respondents agree that Yes, advertisement with idol
affects brand choice while 48% of the respondents think otherwise.

Reference:
Questions asked
1. What do you think about the fact that companies use celebrities in their advertisement Campaigns?
2. Would an advertisement with your idol affect your choice of Cola-product?
a Yes
b No
Results;
Advertisement with your Idol
affecting choice of cola product
Universities
Yes No
IBA
19
11
CBM
18
12
SZABIST
13
17
IQRA
12
18
Advertisement with your Idol
affecting choice of cola product
Gender
Yes No
Male
33
27
Female
29
31

Advertisement with your Idol

affecting choice of cola product
Yes No
Total
62
58

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Consumer Attitude towards Sponsorships

Feedback on Sponsorships for Music and Sports events

14
12

IBA

10

CBM

SZABIST

IQRA

4
2
0

Very good

Good

Neither good nor bad

Bad

Very Bad

Overall Feedback on sponsorship in Music and Sports even

Very Bad; 6%
Bad; 10%

Very good; 36%

Neither good nor bad; 19%

Good; 29%

Synopsis:
According to most respondents, cola companies sponsorship towards Music & Sports Events
is very good. Very good was the response of 36% of the respondents and it was the highest
recorded response in regard to feedback for cola companies sponsorships for Music and
Sports Events. In contrast, there were 16% of respondents who either find these sponsorships
bad or very bad.

Reference:
35

Questions asked
1. What do you think about the fact that Cola companies sponsor different sports and music Events?
5= Very Good
4= Good
3= neither good nor bad
2= Bad
1= Very Bad

Result;
Sponsorships of different sports & music events by cola companies
Goo
Ba
Very
Universities Very good
d
Neither good nor bad
d
Bad
IBA
9
9
7
5
0
CBM
12
6
7
2
3
SZABIST
11
8
6
3
2
IQRA
11
12
3
2
2

Sponsorships of different sports & music events by cola companies

Ba
Very good
Good
Neither good nor bad
d
Very Bad
Total
43
35
23
12
7

Awareness about Sponsorships

36

Coke Sponsorship Awarness

Universities Wise
25
Yes

20

No

15
10
5
0

IBA

CBM

SZABIST

IQRA

Overall Coke Sponsorship Awarness

No; 40%
yes; 60%

Synopsis:
Overall, people are well aware about Cokes sponsorships in all 75% of the targeted universities.
Respondents from SZABIST are half aware of Cokes sponsorships and half are completely
unaware about it. Sponsorship Awareness level, therefore, is situated at 60% positive for Coke
that outperforms the negative 40% but still, 40% is a handsome level to be considered.

37

Pepsi Sponsorship Awareness University wise

25
20

Yes

15

No

10
5
0

IBA

CBM

SZABIST

IQRA

Total Sponsorship Awareness

No; 38%
Yes; 62%

Synopsis:
Overall, people are well aware about Pepsis sponsorships in all 4 targeted universities.
Sponsorship Awareness level, therefore, is situated at 62% positive outperforming the
negative 38%.

Reference:
Questions Asked
1. Do you know what coca cola sponsors?
2. Do you know what Pepsi sponsors?
Result;
38

Coca Cola Sponsorship

Awareness
Universities
IBA
CBM
SZABIST
IQRA

Yes
19
21
15
17

No
11
9
15
13

Pepsi Sponsorship
Awareness
Universities
IBA
CBM
SZABIST
IQRA

Yes
16
19
20
19

No
14
11
10
11

Recommendations
Despite the fact that both brands maintain high quality standards and same price levels to be able
to compete against each other efficiently but the fact that high quality and price arent the only
determinants to become the choice of the consumers.

39

The research findings recommend Pepsi to work more on its presence where the youth mostly is
I.e. Social Media. Facts are that 70% of Facebooks population, in the covered geographical area,
is below the age of 25. Pepsis more visible presence would make a difference.
Response to open ended questions suggest that Pepsi is perceived as a boring brand and it should
innovate itself to be more competitive. Moreover, Pepsi is also found as more sweet with higher
levels of sugar thats why Coke becomes the choice. Lastly, Pepsi is not very consistent with the
quality and should take measures to make its supply chain even better and its quality more
consistent as handful responses show sadness about Pepsis inconsistent quality.
For Pepsi to build its Brand Image there are many factors to work upon like being innovative,
youthful and a trend setter.
Recommendations for Coke would include investing more and more time and resources on the
game winning factors like endorsement in sports and music events, consistent quality, higher
logo awareness, being innovative, trendy, youthful & cool and lastly being where the consumers
are.

40