Marketplace
Research: When
it comes to market research Coca-Cola “CC” has had its fair share of failure.
In the 1980’s CC did a research survey on 200,000 taste tests and created a new
formula over the original flavor. The people who were surveyed liked the new
coke flavor, but they were not aware the old one was to be cancelled. So the
data CC received was inaccurate and this caused the “New Coke” to fail, because
people still wanted the original formula. This is one major failure CC has had
with market research. (PHD, 2013) This type of
research was primary, because it was done by CC. Coca-Cola understands the
different types of consumers in the marketplace and this is why CC has the “One
Brand” campaign. This campaign is pushing how CC offers a taste for everybody with
Coke Life, Zero, Diet and light. Coca-Cola has a customer care survey and this
is the qualitative type of survey. Qualitative data seems to be what CC tries
to gather, this gives them a better understanding of the consumers wants and
needs. (Business Case Studies)
Market
Observation: Coca-Cola
knows their customer base is turning towards the healthier side of beverages.
This is the reason we have Coke Life it has only 60% of the calories that
original coke does, without losing the flavor. Also Coke Zero has low-calories
and no sugar and is marketed towards men, because men associate diet coke as a
“women’s” drink. (Huffington Post) The reason CC
is still the current beverage leader, because they observe the market and see
the trends. They now have a bottle water brand, energy/sports drink, tea and
coffee beverages.
Bibliography
Business Case
Studies. (n.d.). A Coca-Cola Great
Britain case study. Retrieved from Business Case Studies:
http://businesscasestudies.co.uk/coca-cola-great-britain/using-market-research-to-develop-a-product-range/market-research.html
Huffington Post. (n.d.). Diet Coke vs. Coca-Cola Zero: What’s The Difference? Retrieved
from Huffington Post:
http://www.huffingtonpost.com/2016/04/18/diet-coke-vs-coca-cola-zero_n_1199008.html
PHD, S. S. (2013). Coca-Cola
Lost Millions Because of This Market Research Mistake. Retrieved 2017,
from Qualtrics: https://www.qualtrics.com/blog/coca-cola-market-research/
Bibliography
Business Case
Studies. (n.d.). A Coca-Cola Great
Britain case study. Retrieved from Business Case Studies:
http://businesscasestudies.co.uk/coca-cola-great-britain/using-market-research-to-develop-a-product-range/market-research.html
Huffington Post. (n.d.). Diet Coke vs. Coca-Cola Zero: What’s The Difference? Retrieved
from Huffington Post:
http://www.huffingtonpost.com/2016/04/18/diet-coke-vs-coca-cola-zero_n_1199008.html
PHD, S. S. (2013). Coca-Cola
Lost Millions Because of This Market Research Mistake. Retrieved 2017,
from Qualtrics: https://www.qualtrics.com/blog/coca-cola-market-research/
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