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The drink Coca-Cola Life serves as an example of the value-action gap. Extensive market research showed that consumers would buy and enjoy the drink (values) but in reality, once it appeared in shops, not enough people bought it (action). [1]
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Coca-Cola has been able to raise the prices of its drinks amid higher inflation. The company reported a 10% increase in price/mix, a metric that incorporates price, product, and package size.
Zaltman began thinking about the power of using imagery in research while on vacation in Nepal in 1990. Zaltman initially planned to bring his camera but at the last minute opted to chronicle the trip by giving local residents disposable cameras and asking them to take pictures that would explain what life was like in their villages.
This enterprise disappeared from public attention and now works with over 500 clients and consumer-product businesses. [12] The "Pepsi Challenge", a blind taste test of Coca-Cola and Pepsi, was a study conducted in 2004 that brought attention to neuromarketing. [6]
The Coca-Cola Company to Present at the UBS Global Consumer Conference ATLANTA--(BUSINESS WIRE)-- The Coca-Cola Company today announced that Brian Smith, President of Coca-Cola Latin America, will ...
Marketing mix modeling (MMM) is an analytical approach that uses historic information to quantify impact of marketing activities on sales. Example information that can be used are syndicated point-of-sale data (aggregated collection of product retail sales activity across a chosen set of parameters, like category of product or geographic market) and companies’ internal data.
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