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Collecting

Information,
Forecasting
Demand &
Conducting
Marketing
Research

Kelompok I :
Andini Saraswati
Andreas Sianturi
Arief Adhitya Perdana
Bhineka Yektiningtias
Leavanny Laurie Surbakti
Zoraya Rachmi Pratiwi

Learning Objectives
To assess information needs, develops needed information
and distribute in timely manner
To estimate current demand and future demand ,
companies surveys buyer intention, gather expert
opinions and should their product correspond to societys
core and secondary values
Checking out rivals, tap into marketing partner expertise
to engage consumers to get more accurate picture of
consumers needs

Study Case :
The Coke Wars: When The Pepsi Challenge Nearly
Killed Coca-Cola
Back in the early 80s they were rapidly losing market share to their
sweeter-tasting rival, Pepsi. Results of the famous Pepsi Taste Challenge
seemed to demonstrate that people wanted a sweeter-tasting drink.
Undeterred Cokes executives unanimously agreed, over Christmas
1984, to change the recipe of their flagship product for the first time in
its 99-year history and make it sweeter.
Coke launched a massive publicity campaign. There were TV adverts
with Bill Cosby, millions of free samples, parades and fireworks and
workers renovating the Statue of Liberty were the first in New York to
receive cans. Yet despite all this the public rejected the new taste on a
massive scale.
But how could Coke have got things so spectacularly wrong?

Case Analysis :
Coke was too jumpy, they overreacted emotionally out of
fear
The brand attachment of Coke was so strong , people
were willing to look at past of what could have been their
favorite & they had become so comfortable considering
themselves as Coke Drinkers
The campaign failed in its execution because it didnt do a
good enough on analyzing consumers changing behavior

Forecasting & Demand


Measurement
How can we measure market demand?
Potential market
Available market
Target market
Penetrated market

Social-Cultural Environment
Views of ourselves
Views of others
Views of organizations
Views of society
Views of nature
Views of the universe

What should they have done ?


Consumers behavioral research
Never asked testers if they wanted the taste of the
drink to change (in essence they asked the wrong
question they get the wrong answers , Coke has
failed to grasp the fact that it wasnt just about the
taste but also brand image)
Carefully analyzing sociocultural environment

Systematical Measures :
The Marketing Research Process
Define the problem

Develop research plan


Collect information
Analyze information
Analyze information

Make
decision

Thank You

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