Coca Cola
Coca-Cola
Market research
Link to case study here
Overview: a case study of the Coca-Cola portfolio of products and an examination of new product development.
Learning objectives: ➢ to identify the existing portfolio of products owned by Coca-Cola ➢ to understand the type of market research undertaken by Coca-Cola ➢ to understand the Ansoff matrix in relation to Coca-Cola ➢ to examine new product development at Coca-Cola.
Introduction (9 minutes)
Introduce the lesson: you will look at the range of products that Coca-Cola produces and examine the factors involved in new product development. This will involve an analysis of the market research it might use to develop new products.
The Coca-Cola company is the world’s leading and best known drinks supplier. Its mission statement is: “The Coca-Cola Company exists to benefit and refresh everyone who is touched by our business.” The company has a portfolio of products, these are at different stages in the product life cycle. The aim of Coca-Cola is to ensure the product range offers something for every occasion.
Student task: explain the advantages and disadvantages of having a portfolio of products.
Answer: Can meet a variety of needs and serve several segments; may be able to meet needs more precisely and tailor make marketing accordingly BUT may be more difficult to manage and mean shorter production runs and less economies of scale.
Market research (20 minutes)
To increase its range of products Coca-Cola has:
a) developed its own products internally
b) acquired other brands e.g. Dr Pepper, Oasis and Malvern.
To develop products Coca-Cola must undertake market research and understand the needs of different segments.
What part does market research play in the marketing process?
How can market research help a company to develop a customer rather than product based approach?
How can market research help companies like Coca-Cola to develop an appropriate
Market research
Link to case study here
Overview: a case study of the Coca-Cola portfolio of products and an examination of new product development.
Learning objectives: ➢ to identify the existing portfolio of products owned by Coca-Cola ➢ to understand the type of market research undertaken by Coca-Cola ➢ to understand the Ansoff matrix in relation to Coca-Cola ➢ to examine new product development at Coca-Cola.
Introduction (9 minutes)
Introduce the lesson: you will look at the range of products that Coca-Cola produces and examine the factors involved in new product development. This will involve an analysis of the market research it might use to develop new products.
The Coca-Cola company is the world’s leading and best known drinks supplier. Its mission statement is: “The Coca-Cola Company exists to benefit and refresh everyone who is touched by our business.” The company has a portfolio of products, these are at different stages in the product life cycle. The aim of Coca-Cola is to ensure the product range offers something for every occasion.
Student task: explain the advantages and disadvantages of having a portfolio of products.
Answer: Can meet a variety of needs and serve several segments; may be able to meet needs more precisely and tailor make marketing accordingly BUT may be more difficult to manage and mean shorter production runs and less economies of scale.
Market research (20 minutes)
To increase its range of products Coca-Cola has:
a) developed its own products internally
b) acquired other brands e.g. Dr Pepper, Oasis and Malvern.
To develop products Coca-Cola must undertake market research and understand the needs of different segments.
What part does market research play in the marketing process?
How can market research help a company to develop a customer rather than product based approach?
How can market research help companies like Coca-Cola to develop an appropriate