1.
PRATEEK DHARIWAL
MMAY16CM19
MGB - CMM
Formulating Market Development Strategies for
in United Arab Emirates
LET SURPRISE YOU
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2.
TABLE OF CONTENTS
INTRODUCTION
RESEARCH OBJECTIVES
LITERATURE REVIEW
EXPERT INTERVIEW ANALYSIS
FOCUS GROUP STUDY ANALYSIS
RESEARCH METHODOLOGY
DATA COLLECTION
CLUSTER ANALYSIS
INSIGHTS & OPPORTUNITIES
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INTRODUCTION
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INTRODUCTION
The Colours of UAE
 Coca-Cola Life is the latest line extension of Coca Cola
and is an appealing option for those seeking a
healthier alternative
 Launched in the UAE in November 2016
(Introduction Phase of the Product lifecycle)
 Initially, sampling opportunities at selected malls such
as Carrefour of Mall of the Emirates, Spinneys Motor
City, GEANT Yas Mall (out of 60 Malls in UAE)
 Priced at AED 2.5 whereas all other soft drinks are
priced at AED 1.5
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5.
INTRODUCTION
WHAT’S THE POINT OF HAVING COCA COLA LIFE IN UAE?
 UAE Residents guzzle soft drinks 3 times more than global
average
(Avg Adult - 103 litres of soft drinks every year)
 745,000 people have diabetes in UAE ; Affects 1 in every 5
Emiratis
 UAE – 5th fattest nation in the world
 High Volume of sugar and fructose in soft drinks increase the
risk of developing diabetes, hypertension and asthma
attacks
(Source: Al Arabiya)
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6.
RESEARCH OBJECTIVES
 To increase the brand awareness of Coca Cola – Life
in the UAE segment
 To formulate a market development strategy for
Coca-Cola’s new extension – Coca Cola Life in the
UAE using various Integrated Marketing
Communications’ (IMC) tools to reach the masses.
 To change the behaviors and attitudes of potential
consumers who think soft drinks are not good for
health by providing them with the Coca Cola- Life
alternative.
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7.
LITERATURE REVIEW
UAE Beverages Market
Coke in UAE
 Basu, et al. (2013)’s study of 75 countries - the soft drink
consumption poses a huge health risk of worsening
obesity and diabetes – Obesity has doubled since 1980s
due to soft drinks
 Piernas et al. (2014) concluded that more and more
customers start to adopt the health life style, and
therefore, they demand less sugar consumption.
 Coca Cola enjoys a market share of 49% globally in the
carbonated soft drink segment (Source: Statista)
 Aaker (1990) suggested that the extension strategy of
Coca Cola was so successful because of high recognition.
In Landor Survey, Coke was the strongest brand by a
large margin due to its brand and line extensions
Global Soft drinks Market
Coca-Cola GLOBAL
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8.
LITERATURE REVIEW
Global Soft drinks Market
Coca-Cola GLOBAL
UAE Beverages Market
Coke in UAE
 Soft drink industry in MENA region is growing at 4.3%
and will account for 5% of the total global retail value
by 2021
 Health and Wellness is the overarching trend
dictating soft drink sales in the UAE.
 KEY TRENDS: Those with low or zero artificial
sweeteners.
Beverages that provide for the luxury experience and
tells a story.
Plant based varieties
(Source: Euromonitor International)
Source: Euromonitor
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9.
TARGET MARKET – COCA COLA LIFE
UAE Beverages Market
(Source: World Bank)
UAE Population : 9.35 Million
MILLENIALS or
Generation Y : 5.6 Million
18-34
Years (Source: Emirates24x7)
The Age-group which is more
health-conscious than any
other!
(Source: Gulf News)
Direct Competition:
Diet Coke, Coke Light, Diet Pepsi, 7UP Lite – Low Calorie Colas
Indirect Competition: Juices , Sparkling Water –
Al Marai, Al Rawabi, Al Safa, Masafi
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10.
EXPERT INTERVIEW ANALYSIS
KEY INSIGHTS FROM EXPERT INTERVIEW:
Mr. Hicham Kabbage
Marketing Consultant
Key Challenges in Beverages Industry:
- High dose of sugar and carbs.
- Consumers lately are more concerned about their health.
- Sodas with Aspartame were introduced as a great solution
(Coca Cola light for instance) but in the past 10 years reports
showed that the molecule causes cancer.
- Consumers prefer now a sweet healthy drink.
Emerging Trends:
The design of packaging and the introduction of a natural
sweetener called Stevia.
Brand Personality with Coca Cola Life:
Extraverted/Full-of-Life/ Loving/Group oriented/Accessible
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11.
EXPERT INTERVIEW ANALYSIS
KEY INSIGHTS FROM EXPERT INTERVIEW:
Mr. Farooq
Dept. Head,
Dragon Mart - 2
- Coca-Cola Life not much in demand due to lack of
knowledge and awareness
- Company must use push strategy to generate demand
- Order only 40 crates a month in comparison to 200 for
the other brands
- Mainly bought by Arabs & Europeans
(during weekends)
- Approx. 1 in 10 Asians buys Coca-Cola Life
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12.
FOCUS GROUP STUDY ANALYSIS
Focus Group : 11 Students
4 Nationalities – INDIAN, VIETNAMESE, SYRIAN, EGYPTIAN
Gender
Males Females
Taste
GOOD DOESN’T MATTER
Packaging
Good Doesn’t Matter
Cola Preference
Diet Sugary
Brand
Knowledge
Yes No Somewhat
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13.
RESEARCH METHODOLOGY - TIMELINE
Research
Objective
Literature
Review
Conceptual
Framework
Data Collection
& Analysis
Conclusion &
Recommendations
JANUARY 2017 FEBRUARY 2017 MARCH & APRIL 2017
Exploratory Descriptive Causal
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14.
CONCEPTUAL FRAMEWORK
THEORY OF PLANNED BEHAVIOR
Attitude
Subjective Norm
Perceived
Behavioural Control
Behavioural Intention Behaviour
Beliefs (Price,
Lifestyle,
Packaging,
Taste)
- Promotions
- Friends / Family
Recommendations
- Knowledge
- Age
- Income
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15.
DATA COLLECTION & ANALYSIS
Territory – United Arab Emirates
Sample Size: 102 Data Points ; 17 Variables - Independent
 Main Targets - Young Professionals / Students
 Type of Data – Primary Data, Secondary Data (Company Information)
 Data Collection Method: Survey/Questionnaire, Expert Interview
 Data Collection Duration: Feb-March 2017
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16.
DATA COLLECTION - QUESTIONNAIRE
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17.
DATA INTERPRETATION
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18.
DATA INTERPRETATION
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19.
CLUSTER ANALYSIS
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STEP 1 : Find the Factors using SPSS!
F1
F2
F3
F4
F5
- KMO Test Value = 0.832
(This has to be greater than 0.6)
- This implies that the data collected is
adequate for factor analysis!

20.
CLUSTER ANALYSIS
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STEP 2 : Form Clusters based on Factors
F1
F2
F3
F4
F5
EXTERNAL INFLUENCE
CHILLED-OUT / COOL ATTITUDE
CALORIE-CONSCIOUS
PRICE & BRAND CONSCIOUS
PHYSICAL FITNESS
C1
C2
C3
C4
C5
Which cluster can we provide maximum value to ?

21.
CLUSTER ANALYSIS
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STEP 3 : Choose a Cluster
Cluster 2
SELECTED!
External Influence, Calorie Conscious, Physical Activity
Cluster Characteristics

22.
CLUSTER ANALYSIS
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STEP 4 : Profiling the Selected Cluster
Gender #
Female 17
Male 22
Total 39
GENDER
Income #
< AED 5000 19
AED 5000 - 10000 5
AED 10000 - 20000 12
AED 20000 + 3
Total 39
INCOME
56% Males in this Cluster
Close to 49% of the members have income
less than AED 5000.
30% of the members have income between
AED 10,000 to AED 20,000
More than 50% male not aware about
Coca-Cola Life
Most of the people from age 15-34 fall into
the 2nd Cluster (40%)
Age Group #
15-24 years 10
25-34 years 22
35-44 years 5
45+ years 2
Total 39
AGE
< DEMOGRAPHICS >

23.
CLUSTER ANALYSIS
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STEP 4 : Profiling the Selected Cluster
Age HoReCa HyperMarket Small / Medium Grocery Vending Machines TOTAL
15-24 3 7 10
25-34 5 9 8 22
35-44 1 3 1 5
45+ 2 2
Total 5 15 18 1 39
CHANNEL WISE
Cluster 2 PROFILE - "External Influence - Calorie Conscious - Physical Activity"
Age Cola-Sugary Cola-Diet NonCola-Sugary NonCola-Diet TOTAL
15-24 4 2 2 2 10
25-34 8 6 6 2 22
35-44 3 0 1 1 5
45+ 1 1 2
Total 15 9 9 6 39
Cluster 2 PROFILE - "External Influence - Calorie Conscious - Physical Activity"
SOFT DRINK PREFERENCE
< BUYING PATTERN >

24.
CLUSTER ANALYSIS
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STEP 4 : Profiling the Selected Cluster
Age 1-3 times 3-6 times Less than once a week TOTAL
15-24 4 6 10
25-34 8 14 22
35-44 3 1 1 5
45+ 1 1 2
Total 16 1 22 39
FREQUENCY OF CONSUMPTION
Age Classic Coke Coke Zero Diet Coke Coca Cola Life Total
15-24 6 2 2 10
25-34 14 3 5 22
35-44 5 5
45+ 1 1 2
Total 26 5 8 0 39
COKE PREFERENCE - No. 1
< CONSUMPTION PATTERN>

25.
CLUSTER ANALYSIS
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STEP 4 : Profiling the Selected Cluster
Age Indian Sub-Cont Middle East Europe South East Asia Australia Americas Africa Total
15-24 8 1 1 10
25-34 12 3 3 4 22
35-44 1 1 1 1 1 5
45+ 2 2
Total 23 5 3 5 1 1 1 39
NATIONALITY
Age Aware, not tried Aware, try again Aware, don't want to try Not Aware Total
15-24 3 3 4 10
25-34 3 2 3 14 22
35-44 3 1 1 5
45+ 1 1 2
Total 9 7 3 20 39
Coca Cola Life - BRAND AWARENESS
< BRAND AWARENESS>

26.
INSIGHTS & OPPORTUNITIES
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INSIGHTS OPPORTUNITIES
50% of the cluster isn’t aware about
Coca-Cola Life
Great opportunity to spread awareness!
Majority still prefer Classic Coca-Cola as
their favourite soft-drink
Coca-Cola Life can be positioned as a
natural version of the All-time classic
60% of the cluster consumes soft-drinks
very rarely ( Health – conscious trend )
Can be positioned as a “soft-drink”
alternative to healthy juices
More than 60% of the cluster consumes
Cola drinks – 40% drink Diet Colas
Trends towards low sugar, low caffeine is
increasing
85 % shop for soft-drinks from
Hypermarkets and Small/Medium
Grocery stores
Big Opportunity to introduce Coca-Cola
Life in small/medium convenience stores
to increase sales and awareness

27.
STRATEGY FRAMEWORK
ANSOFF
MATRIX
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REFERENCES
1. Anderson, C. R., & Zeithaml, C. P. (1984). Stage of the product life cycle, business strategy, and
business performance. Academy of Management journal, 27(1), 5-24.
2. Hardle, B. G., Lodish, L. M., Kilmer, J. V., Beatty, D. R., Farris, P. W., Biel, A. L., ... & Aaker, D. A. (1994).
The logic of product-line extensions. Harvard Business Review, 72(6), 53.
3. Pitta, Dennis A., and Lea Prevel Katsanis. "Understanding brand equity for successful brand
extension." Journal of consumer marketing 12.4 (1995): 51-64.
4. Ambler, T., & Styles, C. (1997). Brand development versus new product development: toward a
process model of extension decisions. Journal of Product & Brand Management, 6(4), 222-234.
5. Sheinin, D. A. (2000). The effects of experience with brand extensions on parent brand
knowledge. Journal of Business Research, 49(1), 47-55.
6. Kassem, N. O., Lee, J. W., Modeste, N. N., & Johnston, P. K. (2003). Understanding soft drink
consumption among female adolescents using the Theory of Planned Behavior. Health Education
Research, 18(3), 278-291.
7. Kassem, Nada O., and Jerry W. Lee. "Understanding soft drink consumption among male
adolescents using the theory of planned behavior." Journal of behavioral medicine 27.3 (2004): 273-
296.
8. Aaker, D. (1990). Brand extensions: The good, the bad, and the ugly. MIT Sloan Management
Review, 31(4), 47.
9. "GCC F&B Firms 'Must Track Consumer Trends’". Tradearabia.com. N.p., 2017. Web. 19 Jan. 2017.
10. "Coca-Cola Life: A Healthy Brand Extension, But Will It Succeed?". Siegelgale.com. N.p., 2017.
Web. 26 Jan. 2017.

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THANK YOU
ITS TIME FOR Q&A!