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Market Research Faliure Essay

The old Coke formula would be taken off the market and replaced with a smoother, sweeter taste Research Diagram Define the problem and research objective Develop the research plan Collect the information Analyze the information Present the findings Make the decision Defining the problem & Research Objectives Market analysts In the context of health- and wholeheartedness’s, believed that baby boomers were more likely to purchase diet drinks. Therefore, any future growth in the full- calorie segment had to come from younger drinkers, who favored Pepsi and its sweetness. Coke executives decided to develop a new formula and called it the NEW COKE. Develop the Research Plan the market acceptance for the taste of the New Coke ; Moreover, to confirm whether or not they favored the Coke change in concept Descriptive Research Exploratory Research ; Focus Groups ; Taste Tests ( 200,000 blind taste tests ) ; Surveys Marketing Research Findings ; a Majority of the selected consumers sample, (about 53% versus 47%) liked the В«newВ» Coke. ; This result was apparently instrumental in the company’s decision to use this new formula and replace the old one.

After the official launch The reaction of the American people was immediate and violent,

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causing three months of unrelenting protest against the loss of the original Coke. The Question is Was the marketing research at fault? The launch strategy? Or did Coke “Just not get Marketing Research Failure ; Coca-Cola failed to conduct adequate research into the public perception of the original brand, despite the taste tests, surveys, segmentation and Focus groups carried out. 0 Taste Testing: ; Taste testing results were subject to systematic biases. The majority of the tests had been carried out blind, and therefore taste was the only factor under assessment and didn’t pay attention to the drinks packaging for example 0 Segmentation: ; In terms of segmentation, the research approached only consumers in Atlanta skipping the rest of the states. 0 Surveys: ; The surveys consisted of simple closed-ended questions and was not likely to reveal consumers’ deep feeling about Coke, wrong framing of questions lilied wrong results which proved to be fatal. Focus Groups: ; Coke’s only deviation from the standard sequence in market research was that the quantitative survey of individuals appears to have been done before rather than after the focus groups ; Coke generalized the focus group result, because as for US , focus groups findings often vary from region to region. ; The results of the focus-group phase and the survey conflicted. Although both the dissatisfaction, the survey results indicated that this dissatisfaction would be limited to a small segment of the market; the focus groups suggested the dissatisfaction loud be widespread.

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