Marketing assignment

February 7, 2023

Marketing assignment

Order Number	65363737383
Type of Project	ESSAY/DISERTATION
Writer Level	PHD/MASTERS CERTIFIED
Format	APA/MLA/HARVARD/OXFORD
Academic Sources	10 -20
Page Count	4-8 PAGES

Instructions/Descriptions

Marketing assignment

One of the best ways to illustrate the value of good market research and the importance of applying the results of market research to your marketing strategy is to look at a corporate failure! Pepsi and Coke have struggled for many years in what is called the Cola Wars. The Cola Wars are, for the most part, a reflection of how individuals chose to express themselves by the soft drink they like. Coca-Cola from its early beginnings and more recently Pepsi-Cola have used brands on a variety of lifestyle items (clothing, glassware, retro-signs, etc.) to help individuals promote their own preference through items used in their everyday life. Coca-Cola spent many years with this technique and millions of dollars building a brand image and a loyal customer base on a global basis. In an effort to stop its eroding market share, Pepsi introduced the Pepsi Challenge in the mid-1980s. The resulting “research” from these simple taste tests showed that people really did prefer the taste of Pepsi to Coke. And, Coke knew it. Although there was no substantive research done by Coca-Cola and no significant change in its market share, in response to the Pepsi Challenge Coke changed the taste of Coke and re-branded it as New Coke. New Coke tasted a lot more like Pepsi than Coke and actually beat both Coke and Pepsi in blind taste tests. Coca-Cola also conducted extensive qualitative and quantitative research on New Coke. The qualitative questions included determining how consumers felt about New Coke and why. Quantitative research was strictly by the numbers: How many people preferred the taste of New Coke? The numbers looked good. The quantitative analysis indicated that New Coke would be the “trendiest soft drink ever.” The qualitative research was less definitive although it did indicate that some people were deeply unhappy with the change. Coke executives ignored the qualitative research, focused on the quantitative research, and forged ahead with the plan to win the Cola Wars with New Coke. In 1990, Coca-Cola abandoned Coke for New Coke. There was a massive public backlash from loyal Coke folks and, within a few months of being dropped from the product line, Coke was back into the soft drink market as Coca-Cola Classic. New Coke or Coke II remained available in limited markets for several years but only managed to attract, at best, a 3% market share. It wasn’t until 2009 that Coca-Cola finally conceded defeat and dropped the “classic” from Coke’s name.

What information would have been important before introducing New Coke?

Does it appear that Coca-Cola was more interested in attracting new customers or keeping existing customers? Explain.

Do you think Coca-Cola adequately researched the potential risks of the change? Explain.

What variables did Coca-Cola neglect to take into consideration?

For marketers, what do you think is the most important function of market research?

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Marketing assignment

RUBRIC

Excellent Quality

95-100%

Introduction

45-41 points

The context and relevance of the issue, as well as a clear description of the study aim, are presented. The history of searches is discussed.

Literature Support

91-84 points

The context and relevance of the issue, as well as a clear description of the study aim, are presented. The history of searches is discussed.

Methodology

58-53 points

With titles for each slide as well as bulleted sections to group relevant information as required, the content is well-organized. Excellent use of typeface, color, images, effects, and so on to improve readability and presenting content. The minimum length criterion of 10 slides/pages is reached.

Average Score

50-85%

40-38 points

More depth/information is required for the context and importance, otherwise the study detail will be unclear. There is no search history information supplied.

83-76 points

There is a review of important theoretical literature, however there is limited integration of research into problem-related ideas. The review is just partly focused and arranged. There is research that both supports and opposes. A summary of the material given is provided. The conclusion may or may not include a biblical integration.

52-49 points

The content is somewhat ordered, but there is no discernible organization. The use of typeface, color, graphics, effects, and so on may sometimes distract from the presenting substance. It is possible that the length criteria will not be reached.

Poor Quality

0-45%

37-1 points

The context and/or importance are lacking. There is no search history information supplied.

75-1 points

There has been an examination of relevant theoretical literature, but still no research concerning problem-related concepts has been synthesized. The review is just somewhat focused and organized. The provided overview of content does not include any supporting or opposing research. The conclusion has no scriptural references.

48-1 points

There is no logical or apparent organizational structure. There is no discernible logical sequence. The use of typeface, color, graphics, effects, and so on often detracts from the presenting substance. It is possible that the length criteria will not be reached.