The hunt for an "authentic" coffee experience: How Coca-Cola used intuitive methods and virtual experience technology to explore a total coffee experience in Japan
Junichi Ichiba, Humphrey Chen and Yuki Tanaka
This paper explains how Coca-Cola Japan, the soft drinks company, used innovative methodologies and a virtual experience technology to develop a new serving model for the freshly-brewed 'authentic' coffee it offers in convenience stores (CVS).
Although consumers are quite particular when it comes to choosing coffee, understanding the criteria they base their choices on – particularly what causes them to consider coffee 'authentic' – can be difficult. Spurred by the convenience...