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Coca-Cola (NYS: KO) is seemingly on top of the world. Its brand power is indisputable, and its global presence is massive. But increasingly fierce competition pops up and threatens the cola titan.
In the area of food and beverage marketing, an Optimized Consumer Intensity Analysis uses data from a sensory perception experiment, often in the form of a blind taste test, to compare brands or products. For example, the Pepsi Challenge is a famous taste test that has been run by Pepsi since 1975 as a method to show their superiority to Coca-Cola.
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.
Coca-Cola, or Coke, is a cola soft drink manufactured by the Coca-Cola Company. In 2013, Coke products were sold in over 200 countries and territories worldwide, with consumers drinking more than 1.8 billion company beverage servings each day. [1]
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.
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Coca-Cola's senior executives commissioned a secret project headed by marketing vice president Sergio Zyman and Coca-Cola USA president Brian Dyson to create a new flavor for Coke. This project was named "Project Kansas", from a photo of Kansas journalist William Allen White drinking a Coke; the image had been used extensively in Coca-Cola ...
Social media enables sport businesses to involve customers in the marketing process by receiving feedback and ideas, which can then be implemented in future products and services. By doing so, sport businesses strengthen the level of engagement and connection between the organisation and the customer, [ 56 ] and this reinforces the importance ...