Design a Marketing Experiment

Introduction
This research is primarily aimed at creating a marketing trial by The Coca-Cola Corporation
for Coca-Cola beverages. The initiative is all about a TV advertisement that highlights "catch
the taste." With the growing perception of taste in the public, the taste of beverages is gradually
becoming a major customer concern. The experiment would be an experiment before and after
design. I am not going to focus on full factorials, as if several parameters are changed at the
same time, it will be difficult and time-consuming to quantify the impact on sales.

Experiment Design
The independent variable is an enhanced TV advertising campaign in this experiment. The
dependent variable observed here, on the other hand, is the volume of sales. The trial will be
performed in Philadelphia. The observed control sector will be San Antonio. Both are close to
the two cities in the US. In terms of size, demographics and other city characteristics, the test
and control markets are so picked that they closely mimic them. With a population of about
1600000, both Philadelphia and Antonio are equally sized towns. The sample size will be
large enough to be statistically meaningful because the entire cities would be subject to the
experiment. As it is a pre-after-design trial, from June to August, sales will be reported for
both control and test markets for an average of 3 months. The trial will run from September
to November for the next three months. In order to measure the boost in revenue, the change
in revenue after the trial is then used. Certainly, the experiment adheres to the first three
causality laws. The experiment, however, does not have influence over the fourth law, which
deals with the existence of an external element. There seems to be no external influence
affecting the experiment, prima facie, but there could be a strategic reaction to be accounted
for.

Anticipated Issues
During the summer months from June to August, all the findings before and during the
procedure are obtained. If the field execution is carried out somewhere between September
and November, due to the seasonality involved, the winter months might see the dampening
of the effect. Any other external influence during execution, such as the entrance into the
market of a new competitor or the collapse in competitor costs, may adversely affect the
results of the sector.
The above-mentioned problems could have a negative effect on revenue, but the experiment
would still show the influence of TV ads on revenues. About the seasonality and external
variables, the experiment would include a fair guidance on whether to proceed with the
national publicity strategy. A realistic understanding about the required amount of investment
on the initiative will also be generated by the lift in revenue.
Experiment 2.0
Another version of the experiment can be used for days of promotions by paying web ads,
which is often used. Web ads is so common because it offers the target demographic, test
audiences, and analytics with much greater control. Hence, with the independent variables as
both price and advertisement style, it can be a total factorial template.
This will also create or generate more interesting outcomes, such as:

• It displays the influence of more than one independent variable

• Web analytics provides even deeper insights into the audience's shopping habits.
• In addition, this iteration of the project is also easier and simpler to execute than
outdoor advertisements such as TV or billboard ads.
The main problem with the online trial is that the part of the crowd that is not so involved on
the network is not included. The portion of inactive users may be big in the light of this
unique product.