Examples Flashcards
1
Q
Market Research Mistake: New Coke
A
1985
Coke was losing sales to Pepsi
Coca Cola reformulated it’s flavour after blind tastes with 200,000 consumers revealed that people preferred the taste of pepsi because it was sweeter
$4m market research effort and marketing of new coke
However, consumers responded very badly to the new formula
Mistakes:
- psychological aspects not considered
- brand loyalty
- yes/no taste question did not reveal consumer-feeling towards original coke
- MR did not reveal high degree of brand loyalty to original coke
