Research Object ives : Def in ing the Marke t

Def in ing the Brand:

• Selecting the target audi-ence : Depending on whether marketing objectives are to build the category or increase usage, will we focus on a trial or repeat purchase audience?

• Where are sales or usage to come from? Based on whether we have a trial or repeat purchase target audi-ence objective, we can deter-mine if our audience consists of users or non-users.

1. Trial: New category users or category users that don’t use Coke?

2. Repeat: Coke loyals or Coke switchers?

• What is known about the target audience? What are the attitudinal and behav-ioral patterns of target? How are they relevant to Coca-Co-la’s marketing communica-tion and media strategies? How do their underlying atti-tudes and motivations affect their choices? • Understanding the indus-

try: What are the current trends in the soft drink indus-try? In regards to millennials?

• Roles in the decision pro-cess: What roles does our target play in the decision process? Matching messages with 5 roles encourages more effective communication.

1. Initiators: Suggest purchase

2. Influencers: Recom- mend/discourage pur- chase

3. Deciders: Make actual choice

4. Purchasers: Do actual purchasing (messages to mothers may be very different than to chil- dren).

5. Users: Consume Coke

• Capturing the essence of the decision process: How do each of the decision-mak-ers make their choices?

1. Where do they decide on Coke? Location?

2. Timing? When is Coke best served? Season?

3. How decision occurs? What happens to stimu-

late the need? How will target behave? Where do consumers find information about brands? What goes down when actually making the purchase? How is Coke used?

• What kind of decision is purchasing Coke?

1. Low involvement, posi- tive

• Understanding millenni-als: How do millennials feel about caffeinated beverages/soft drinks? The red can prod-uct? The overall brand? For current users, why do they drink coke and what does it mean to them? For non-users, why not? How can Coke reach them organically?

• Understanding the brand: What has Coke been working on recently? What is it doing to com-bat recent health-concern/other obstacles? How does Coke position itself in the market? What Coke prod-ucts appeal to the majority of millennials? Is there an opportunity or market for Coke in our target profiles? Which ones?

• Competitive understand-ing: Who are direct and in-direct competitors? How do direct competitors position themselves in opposition to Coke? What have relevant direct competitors done recently? Who appeals to millennials most? Develop a visual for Coke and com-petitors current status.

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Research Methods : Proposa l

Team: T i t l e s & Respons i -b i l i t i e s

• Survey

• Focus groups: 18-24 males and females; 25-34 males and females

• Observation: World of Coke; local grocery stores

• Interaction Diary: Select participants record expe-rience each time they pur-chase/interact with Coke

• Interviews: Local bartend-ers; restaurant owners

• Account Management & Strategy:

1. Kyle (survey)

• Brand Planning, Market & Consumer Insight:

2. Emily (focus group)

3. Haley (focus group)

• Consumer Connection & IMC:

4. Christen B. (product and brand interaction diary; gen-eral research on Simmons, IBIS, and other library re-sources)

5. Kristin M. (focus group)

• Creative Direction & Exe-cution:

6. Alex (bartender research)

7. Halle (bartender research)

8. Kevin (survey)

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