Coca-Cola PNG – Market Positioning & Consumer Insights
Client: Coca-Cola (PNG) Ltd.
Project Title: Assessing Competitive Positioning and Consumer Preferences in a Shifting Beverage Market
Sector: Fast-Moving Consumer Goods (FMCG) – Beverages
Timeline: September–October 2016
Coverage: Port Moresby, Lae, Mt. Hagen, Kokopo | 1,640 Respondents
Background
Coca-Cola PNG, a long-standing leader in the local beverage market, began facing increased competition due to several converging factors: the rise of imported brands, growth in non-sparkling beverage categories, aggressive marketing by new entrants, and broader economic pressures affecting consumer spending. The company commissioned IBS Research Centre to conduct a comprehensive study to better understand its market position and evolving consumer preferences.
Research Objectives
- Evaluate Coca-Cola’s current brand positioning across four key regions.
- Identify consumer trends in beverage preferences, including the shift toward non-sparkling drinks.
- Understand the impact of economic conditions on purchasing behavior.
- Provide strategic insights for competitive response and product alignment.
Methodology
A stratified random sampling technique was used to ensure regional balance across Port Moresby, Lae, Mt. Hagen, and Kokopo, covering a total of 1,640 respondents. Structured interviews and on-site data collection focused on purchase frequency, brand loyalty, product perception, pricing sensitivity, and alternative product preferences.
Key Findings
- While Coca-Cola retained strong brand recall, there was a growing preference for alternative beverages, especially in the health and juice categories.
- Imported and budget-friendly brands gained traction among cost-conscious consumers during tough economic conditions.
- Marketing reach was uneven across regions, requiring localized strategy adjustments.
Impact & Outcome
The research enabled Coca-Cola PNG to refine its market strategy by introducing regional marketing campaigns, exploring new product lines in the non-sparkling category, and revisiting pricing models. The findings played a vital role in strengthening Coca-Cola’s competitive edge and maintaining its leadership in the evolving PNG beverage market.