Deep-dive research – brand building insights from Kazakhstan

Leonid Gurevich
BISAM Central Asia, Kazakhstan

Karlygash Rakhimova
Non-Carbonated Products, Central Asia and Caucacus, Coca-Cola CIS Services Ltd., Kazakhstan

INTRODUCTION

The paper highlights the original methods of Deep Dive Research developed by BISAM (Center of Sociological and Marketing Research) for the Coca-Cola Company in Kazakhstan.

The research that was based on a complex implementation of qualitative methods as well as deep interviews with experts and opinion leaders; field and home visit and creative focus groups has helped the Coca-Cola Company to understand peculiarities of local mentality and existing sub-cultures in the country for a successful strategy development for its brands.

ROLE OF DEEP DIVE RESEARCH IN DEVELOPMENT OF STRATEGIES FOR COCA-COLA COMPANY IN LOCAL MARKET