Coca Cola Case Study

Scenario
-Non-alcoholic Beverage Company
-Over 80 products in soft drinks alone
- Vendors vary enormously depending on single
units/multipacks
-Case study discusses: how products are constructed using
market research
-Market research processes used by Coca Cola (5 stages)
-New product development
Questions
1. What is the difference between market research and
marketing research?
2. To what extent should you rely/use quantitative and
qualitative research when developing a new product?
3. 6 functions of the marketing process
4. STP, how it relates to market research and how Coca
Cola have used it to develop new products/develop
ranges.
5. Strength of branding and the benefits of having a
strong brand in developing a product range.
6. The anatomy of a product
-We need to define market and marketing research and
clearly understand the differences.
-Qualitative and quantitative definitions and how they are
used in terms of market research how have Coca Cola
utilised this to their advantage?

Lecture Notes / Exam Potential

-Defining market opportunities and problems should help
marketers make better decisions about demand / gap for
new products.
-7 Ps are essential:
price/product/place/promotion/people/processes/physical
evidence/STP
-The difference between market and marketing research
-The 6 functions of marketing
-Market/customer research
-Promotional research
-Product research
-Distribution and Retail research
-Sales research
-Macro Environment (STEEPLE)
-The use of primary and secondary research + definitions
Quantitative the what
-used for investigation
-proportions
-likes/dislikes
-preferences
Qualitative why and how
-motivations
-attitudes
-beliefs
-intentions
Reasons for marketing research
Exploratory: Collecting preliminary data in order to identify
a problem

Descriptive: Provides an understanding of a particular

issue
Causal: Testing cause/effect relationship to try create
accurate predictions of an outcome of a certain set of
actions.