Esomar coca cola case study

1. Coke
Shopper
Presented by
Ankita Priyadarshini (BM18010)
Dipanjan Dash (BM18015)
Prince Kumar (BM18031)
Subham Tiwari (BM18047)

2. Agenda
 Challenges faced
 Methodologies to overcome
the challenges
 Key consumer insights
 Key observations
 Other application

3. Challenges faced
• Immediacy and impulse
• Planned list vs. actual purchase
• Omni-presence of the brand
• Broad target audience

4. Methodologies to
overcome the challenges
• Purchase diaries
• Mobile status update tool
• Multi-media upload
• Community forum

5. Key consumer insights
For teenagers
• decision making process is instantaneous
• mostly affected by visibility, availability,
price and promotion
For young adults
• communicable through promotion
• shopping behaviour is diverse and
unpredictable
Moms and Dads
• sometimes rigid and sometimes impulsive
• soft drinks are stable and considered
purchase

6. Key observations
• Prior knowledge about the
field of research
• Shopper-not always the
consumer !

7. A conscious and
considered purchase
Cigarettes
Brand loyalty
Other application

8. Thank You