Coca-Cola Project Shopper 360°: How On-Line Community Research Can Help Brands Keep Their Finger on the Pulse of Shoppers' Decision Making
Philip McNaughtonFace, United Kingdom
Beth Corte-RealCoca-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...