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Coca Cola Marketing Research Essay

3376 words - 14 pages

Fall/Winter 2013

13BMKT17H | Marketing Research |

13BMKT17H | Marketing Research |

Module Leaders:
Dr Aida Nakhla
Ms Ahella El Saban

Module Leaders:
Dr Aida Nakhla
Ms Ahella El Saban

Table of Contents

Introduction………………………………………………………………………

Section 1: Problem Recognition…………………………………………..
1.1-Problem Recognition……………………………………………………………
1.2- New Coke Problem Recognition……………………………….………..
1.3- Critical Analysis on New Coke……………………………………………

Section 2: Know the Approach………………………………………………..
2.1- Research Approach……………………………………………………………
2.2-New Coke Research Approach……………………………………………
2.3- Critical Analysis on New Coke……………………………………………

Section 3: Research ...view middle of the document...

Leading the soda competition, they even expanded their venue of healthy juice or even sports drink to encourage sportsman endurance.

Whenever a company decides to introduce a new product to the market, there is always a certain level of research to be conducted. In order for the company to have effective research with proper results, they must follow out the appropriate marketing research process. This process consists of problem recognition, knowing the approach, research design and formulation, data collection, evaluation of data and presentation. In many market failures the reasons normally result in being because of a mistake in one or more steps. Moreover, if the process is not carried out correctly it could cost the company a great deal of loss whether it's market share or consumer perception.
When anyone thinks Coca-Cola we automatically think success. However, in 1985 Coca Cola ended its century long indestructible and successful image when the globally renowned company introduced 'New Coke' to the soft carbonated drinks market. New Coke would long after be considered one of the biggest and "classic marketing research blunders" of all time (IM CETYS, 2007)

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Section 1
Problem Recognition

1.1-Problem Recognition

Identifying the problem or defining the gap in the company may be the most important step of the whole research process. Problem recognition is basically the core of the whole research or the root question which encompasses the whole purpose of the research that is conducted. In any business there is a key problem, which may take the form of a solution or even an opportunity in the market that needs attention. By understanding the problem, need or opportunity clearly the research will be focused and efficient resulting in a more effective process. Before any research is to be conducted or carried out, a company should think of certain research questions such as: "If I am to introduce a research regarding this issue, would the information be valuable for my decision or not?" If found that the answer would be yes, then researchers can go ahead with the research and if not then this would have saved the company a great deal of costs including time and money. (Malthotra, Baalbaki, & Bechwati, 2010)
1.2- New Coke Problem Recognition

In the case of Coca Cola, there were 3 main things that initiated their problem recognition, firstly losing market share, secondly their brand image was affected and finally beating their long term rivals. To understand what went wrong with Coca Cola and their tremendous loses, the history of rivalry with Pepsi is to be analyzed. Coca Cola had always been ahead of Pepsi in...

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