Pakistan Soft Drink Market

Research Proposal:

Pakistan soft drink market is quite huge and impressively increasing its volume. This soft drink market comprises different products. One of the major products, apart Cola drinks, of this market is Energy Drink. The charismatic aspect of energy drink is that it is growing at a fast pace.

Coca cola is the largest soft drink company of the world, has the largest market share in the world and the main competitor of Pepsi co. currently Pepsi co has launched its Energy drink with the brand name Sting. In current situation if Coca cola co not launch an Energy drink under its portfolio then Pepsi might become the market leader in Energy drink market.

Therefore Coca cola wants to launch its Energy drink Herculean. Keeping all this in mind the purpose of this study is to see or evaluate the possibility of success of Herculean in Pakistan's Energy drink market.

Objectives:

To evaluate what are those factors which consumers consider to be essential part of an Energy drink.

To evaluate what are those factors which consumers do like about competing brand i.e Sting.

To evaluate what are those factors which consumers do not like about competing brand.

Does taste play a vital role in success of energy drink?

What sort of packaging consumers like most?

Under the light of Consumer's perception what would be suitable price?

Research Design:

Since problem is clear that Pepsi has launched its energy drink and in response