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Coca-Cola Marketing Case Study

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This was not predicted by individual interviews. Even if marketing researches asked the correct question in a right way by individual interview, it was very unlikely that the results would have predicted the shift in opinion which eventually occurred.

The real lesson is that social influence effect must be taken into account carefully in the new-product development process. This can best be done by focus group that can reveal important insights about social interaction effects that other qualitative methods are likely to miss. Focus group technique is more than just a way of gaining a quick and vivid consumer opinion. It is also a unique source of information about how the consumer will respond in a situation where there will be an awareness of the views of other consumer.

Focus group and individual interviews are the widely used traditional qualitative research survey methods that have the distinctive strengths and weaknesses. And each is appropriate for different research tasks. Focus group is a better choice for measuring the effects of interpersonal influence when respondents have the opportunity to interact with others. If the two forms of qualitative research agree, then the confirmatory research can proceed using the traditional survey methods.

However, if the results of the preliminary individual interviews and focus group diverge, then the researcher needs to consider how much awareness of the views of influential others will exist in the marketing situation.

Although focus group is the best research method for revealing critical social interaction effects, there is a need for methods which make possible the confirmation of insights of focus group research. Carbonates built on their growth in with further growth in of 2. Consumption of dilutables grew by 3.

Fruit juices and smoothies, on the other hand, saw a volume decline of 3. Source of all above mentioned data http: They have a wide distribution network which gives them access to markets across all borders and geographies.

The product coca cola offers is carbonated beverages with different flavours. Then it have product PowerAde for sports persons and athletes. It also has sprite and fanta which have different flavour then classic coke. There product range considers the nutritional requirements as well as calorie consciousness of its consumers. There product portfolio is highly complementary of each other and any average customer will make his choice among one of its brand for its needs.

They also have customer loyalty programmes and rewards. They host various contests for its consumers and give attractive gifts, merchandises and freebees. The pricing strategy of coca cola is very unique and it differs from country to country. In UK the classic coke is available at. Coca- Cola conducts marketing research by using the themes of marketing. They make sure what the customer wants. Coca-Cola also have to do their research on their rivals, the reason for this is so they have an idea on the comparison of products, prices, distribution methods and promotional methods.

The last research they have to do is on the market environment, Coca-Cola will do this so they know what the market size is for their product. B The difference between qualitative and quantitative data, qualitative data is basically where you Need essay sample on "Marketing research for Coca Cola"? C Primary research is original data that is directly relevant about the product and market.

This means that the data has never been collected or used before. Businesses like to use this method of research because the data is accurate and is original. Another reason is that the information is up-to-date and is obtained by marketing research that can be of enormous value to an organisation in gaining its competitive edge. D Secondary research is research that has already been carried out by somebody else for some other reason or marketing project.

Secondary research involves the analysis of secondary sources of data. Businesses use this method of research because it is less expensive. Another reason is because the process to find out the data can be completed very quickly usually in 2 to 3 weeks. The limitations of secondary research are the following that the information and data may not be accurate, the data maybe old and out-of-date and the data can be vague and may not really help companies with decision making.

E The purpose of primary research is so to answer questions so the business can get the relevant information that they wanted to know about. There are varieties of methods that are available to considering doing some primary marketing research. Here are the following methods and the advantages and disadvantages to these methods of research:

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Consumers strongly weigh in on the obesity crisis on social media networks. Coca-Cola uses market research as a strategy to address the issue.

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No marketing to children – marketing of any products should not be aimed at children under the age of In addition to its own marketing initiatives, Coca Cola provides promotional and marketing services to distributors, bottlers and resellers on a discretionary basis.

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In the mids, the Coca-Cola Company made a decision to introduce a new beverage product (Hartley, , pp. –). The company had evidence that taste was the single most important cause of Coke’s decline in . Before Coca-Cola launched New Coke they had invested US$4,, in market research and undertook , blind taste all these blind taste tests the New Coke had outperformed both Pepsi and existing Coke.

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The Coca-Cola Company (NYSE: KO) is a total beverage company, offering over brands in more than countries and territories. Read this essay on Coca Cola Marketing Research. Come browse our large digital warehouse of free sample essays. Get the knowledge you need in order to pass your classes and more. Only at".