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 cooperation in completion of this research.

CONTENTS
Sl. No. Topic

1) 2) 3)

DECLARATION

ACKNOWLEDGEMENT

CHAPTER I Introduction Background Of The Study Scope And Limitation Statement Of The Problem Main Objective Specific Objectives Hypothesis Significance of the Study Definition of Terms 5 7 9 10 10 11 11 12 13

4)

CHAPTER II 15

Review of Related Literature

Review On Related Studies

17

5)

CHAPTER III 19 20 20 21 21 22

Sampling Technique Research Design Statistical treatment Source of Data Target Respondents Data Gathering Procedures

6)

CHAPTER IV Survey Result Statistical Computation Data Analysis 23 46 51

7)

CHAPTER V Conclusion Recommendations 54 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 datas gathered through surveys of fifteen cities in The National Capital Region includes: Caloocan, Pasig, Pasay, Paraaque, 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
1.Makwana and Shahnaz Hussain2007 www.cocacolacompany.com

more people, more often for more money to make more profit. Under legendary soared 3,500 percent over 16 year, with

CEO Roberto C. Goizueta Coke 2.Sshazmi2008 www.cocacolacompany.comstock 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 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
3. Dough Ivester1994www.cocacolacompany.com

QUOTA SAMPLING
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 researchers 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 its 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.

Table 1 Profile of Respondents in Terms of Gender

Metro-manila Cities and Municipalities Mandaluyong Response

Total

Muntinlupa

Paranaque

Las Pinas

Caloocan

San Juan 25

Malabon

Marikina

Navotas

30 25 20

Male

10 15

11

12

15

20

16

13

18

21

10

10

16

Taguih 214 15 251 465

Makati

Manila

Pasay

Pasig 23

Female

10
21 20 22 19 16 11 15 18 13 10 21 21 6

5 0
c f I j k l a b d e g h m n o

QC

Total

Male Female

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.

30 25 20 15 10 5 0
f I j l a b c d e g h k n o m

Employee Student

Table 2: Profile of Respondent In Terms Of Occupation

Metro-manila Cities and Municipalities Mandaluyong Response

Total

Muntinlupa

Paranaque

Las Pinas

Caloocan

San Juan 25

Malabon

Marikina

30 25 20

Navotas

Student

15 10 5

16

21

12

16

19

18

14

14

Female

18 6 6 Employee 185 Student 13 25 280 465

15

10

25

24

19

15

12

13

17

22

28

17

Total

0 Table 2 Profile of Respondents in terms of Occupation

f I j l a b c d e g h k m n o

Taguih

Makati

Manila

Pasay

Pasig

QC

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.

Table 3: Do You Drink Coke?

Metro-manila Cities and Municipalities Mandaluyong Response

Total

Muntinlupa

Paranaque

Las Pinas

Caloocan

San Juan 31

Malabon

Marikina

Navotas

Yes

30

31

25

31

31

31

31

31

31

31

31

31

31

31

Taguih 458 0 7 465

Makati

Manila

Pasay

Pasig 0

No

QC

Total

40 30 20 10 0 I a c e g k m Yes No o

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.

Table 4: Number of Times In a Day the Respondent Drinks Coke

Metro-manila Cities and Municipalities Mandaluyong Response

Total

Muntinlupa

Paranaque

Las Pinas

Caloocan

San Juan 12

Malabon

Marikina

Navotas

Once

2 23 1 5 6 3 6 11 11 14 12 15 5 10 11 9 19 11 148 18 25 20 20 10 8 8 26 19 15 22 20 267

More 2x

Twice

11

5 Total

Taguih 43 458

Makati

Manila

Pasay

Pasig

o m k I g e

More 2x Twice Once

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

c a

10

15

20

25

QC

30

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

Metro-manila Cities and Municipalities Mandaluyong Response

Total

Muntinlupa

Paranaque

Las Pinas

Caloocan

San Juan 1

Malabon

Marikina

Navotas

Radio

Taguih 51 6 81 1 58 3 59 3 90 15 119 458

Makati

Manila

Pasay

Pasig 5

Magazine

17

10

10

QC 2 2 21

Internet

15

11

Newspaper

10

10

10

Word of mouth

11

10

11

10

10

10

25 20

TV

10

10

7
Magazine

15

12
Internet

20

Radio

Total

Newspaper

Word of mouth

TV

15 10 5 0 a b c d e f g h I j k l m n o

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

Metro-manila Cities and Municipalities Mandaluyong Response

Total

Muntinlupa

Paranaque

Las Pinas

Caloocan

San Juan

Malabon

Marikina

Navotas

Affordability

Taguih 1

Makati

Manila

Pasay

Pasig

QC

10

12

10

69

Taste

1 17 9 15 20 15 8 17 21 13 20 18 18 7 4 13

225

Appearance

46

Popularity

18

26

15

118 458

Total

30
Affordability Taste Appearance Popularity

25 20 15 10 5

a b c d e f

g h

l m n o

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

Metro-manila Cities and Municipalities Mandaluyong Response

Total

Muntinlupa

Paranaque

Las Pinas

Caloocan

San Juan 3

Malabon

Marikina

Navotas

Zero

10

10

Taguih 72 10 145 15 241 458

Makati

Manila

Pasay

Pasig 6

Light

11

10

17

15

10

20

QC 10

Classic

1 15 6 Total 16 11 12 15 17 18 15 19 19 23 20

Zero
30 20 10 0

Light

Classic

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.

Table 8: Is the Price of Coke Reasonable

Metro-manila Cities and Municipalities Mandaluyong Response

Total

Muntinlupa

Paranaque

Las Pinas

Caloocan

San Juan 24

Malabon

Marikina

Navotas

Yes

24

28

22

25

16

26

19

24

29

31

25

30

31

21

Taguih 375 10 83 458

Makati

Manila

Pasay

Pasig 1

No

15

12

QC

Total

Yes No
40 30 20 10 0 a b c d e f g h I j k l m n o

When respondents were asked whether having different coke variants helps consumer choose whats 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.

Table 9: Does Having Different Variants, Help Consumers Choose Whats Suitable for Their Taste?
Metro-manila Cities and Municipalities Mandaluyong Response Total

Muntinlupa

Paranaque

Las Pinas

Caloocan

San Juan 24

Malabon

Marikina

Navotas

Yes

22

28

22

25

16

26

19

24

29

31

25

31

31

20

Taguih 373 10 85 458

Makati

Manila

Pasay

Pasig 1

No

15

12

QC

Total

35 30 25 20 15 10 5 0 a b c d e f g h I j k l m n o Yes No

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? Metro-manila Cities and Municipalities

Response
Excellent

a
6

b
10

c
7

d
16

e
25

f
15

g
19

h
15

I
21

j
0

k
0

l
2

m
3

n
10

o
15

Total
164

Good

16

15

10

16

14

10

22

24

21

18

18

214

Average

10

80

Below Ave

Total

458

Table 10: How Good Is Coke As Your Choice of Soda?

Metro-manila Cities and Municipalities Mandaluyong Response

Total

Muntinlupa

Paranaque

Las Pinas

Caloocan

San Juan 10

Malabon

Marikina

Navotas

Excellent

10

16

25

15

19

15

21

15

Taguih 164 9 214 7 80 0 0 458

Makati

Manila

Pasay

Pasig 21

Good

16

15

10

16

14

10

22

24

18

QC 10 0

18

Average

Below Ave

Total

30 25 20
Excellent

15 10 5 0 a b c d e f g h I j k l m n o
Good Average Below Average

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 % who classic % who classic of respondents = 16 % prefer coke of respondents = prefer coke 72 x 100 458 = No. of respondents who prefer coke zero Total No. of Respondents X 100

% of respondents who prefer coke zero % who classic % who classic of respondents = 32 % prefer coke of respondents = prefer coke 145 x 100 458 = No. of respondents who prefer coke light Total No. of Respondents X 100

% of respondents who prefer coke classic % who of respondents = prefer coke 241 x 100 458 = No. of respondents who prefer coke classic Total No. of Respondents X 100

classic % who classic of respondents = 53 % prefer coke

Table 11 Frequency Distribution on Respondents Choice of Coke Variants

Coke variants Coke Zero Coke Light Coke Classic

Frequency 72 145 241

Percentage 16 % 32 % 53%

Rank* 3 2 1

*1- most preferred variant, 2 2nd preferred variant, 3- least preferred variant

16% 52% Coke Zero Coke Light Coke Classic

32%

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 its 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 youre going to drink Coke Zero you might win under the cap of this variant. Such as 50 to 100% of in one of youre 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.