Coca-Cola Project Shopper 360°: How On-Line Community Research Can Help Brands Keep Their Finger on the Pulse of Shoppers' Decision Making

Philip McNaughton
Face, United Kingdom

Beth Corte-Real
Coca-Cola NW Europe, United Kingdom

BUSINESS CONTEXT – THE IMPORTANCE OF SHOPPER BEHAVIOUR FOR COCA-COLA

As one of the world's strongest brands, delivering consistently high brand equity scores and generating a huge amount of brand love across generations, Coca-Cola has had few problems getting people to like it. However, 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.