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How on-line community research can help brands keep their finger on the pulse of shoppers' decision making.
Coca-Cola is one of the world’s strongest brands, delivering consistently high brand equity scores and generating a huge amount of brand love across generations. As the soft drinks market becomes increasingly competitive and diversified, a major challenge for Coca-Cola is ensuring that shoppers continue to actually pick the product up and put it in the supermarket trolley, convenience store basket, the drinks holder in the car, or to open on the bus journey home. In short, the brand faces an on-going challenge to ensure consistent conversion from brand love to purchase and consumption.
This paper outlines some of the approach, some of the learning, and some of the principles from several different studies conducted by Coca-Cola in GB and Ireland between 2008 and 2010.
Written by Philip McNaughton and Beth Corte-Real for Esomar 2011 event.