London School of Science & Technology
Assignment - Resit
Qualification
Unit number and title
Business BTEC Level 5 HND Diploma in
Business
Unit 17 Marketing Intelligence Level 4 –Resit
Student name and ID number
Assessor name
Imad Guenane
Date issued
Completion date
1st August 2014
5th September 2014 before 12.00 midday
Assignment title
Marketing Intelligence - Using market research to develop a product range. A
Coca-Cola Great Britain case study
Learning Learning
Outcome outcome
AC
LO1
1.1
Understand buyer
behaviour and the
purchase decision
making process
1.2
1.3
1.4
LO2
Be able to use
marketing
research
techniques
Submitted on
2.1
2.2
2.3
2.4
In this assessment you will have the
opportunity to present evidence that
shows you are able to:
Describe the main stages of the purchase
decision-making process
Explain theories of buyer behaviour in
terms of individuals and markets
Explain the factors that affect buyer
behaviour
Evaluate the relationship between brand
loyalty, corporate image and repeat
purchase
Evaluate different types of market research
techniques
Use sources of secondary data to achieve
marketing research objectives
Assess the validity and reliability of market
research findings
Prepare a marketing research plan to
Task Evidence
no. (Page no)
1.1
1.2
1.3
1.4
2.1
2.2
2.3
2.4
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obtain information in a given situation
LO3
Be able to assess
market size and
future demand
3.1
3.2
3.3
LO4
Be able to
measure
customer
satisfaction
4.1
4.2
4.3
Assess market size trends within a given
market
Plan and carry out a competitor analysis
for a given organisation
Evaluate an organisation’s opportunities
and threats for a given product or service
Evaluate techniques of assessing customer
response
3.1
Design and complete a customer
satisfaction survey
Review the success of a completed survey
4.2
3.2
3.3
4.1
4.3
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Learner declaration
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An electronic copy of your assessment must be fully uploaded by the deadline date and time.
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Review the mitigating circumstances policy for information relating to extensions.
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Answer the criteria in order, clearly indicating the pass criteria number.
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for the text, font 14 for sub heading and font 16 for main heading, line spacing 1.5 and justified.
Use the Harvard referencing system, otherwise it will be considered as plagiarised work.
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Ensure that any file you upload is virus-free, not corrupted and not protected by a password otherwise
it will be treated as a non-submission.
You must NOT submit a paper copy or email of this assessment to any member of staff at LSST.

Your work must be original with the appropriate referencing









Learner declaration
I certify that the work submitted for this assignment is my own and research sources are fully
acknowledged.
Student signature:
Date:
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Assignment brief
Unit number and title
Unit 17 Marketing Intelligence –Resit
Qualification
BTEC Level 5 HND Diploma in Business
Start date
1st August 2014
Deadline/hand-in
5th September before 12.00 midday
Assessor
Imad Guenane
Assignment title
Marketing Intelligence : Using market research to develop a product range A
Coca-Cola Great Britain case study
Source : Forbes.com
Coca-Cola GB operates in the non-alcoholic beverage market. How these beverages are supplied to
consumers varies enormously, from vending machines that supply single units to supermarket multipacks. In
soft drinks alone, Coca-Cola GB has a broad range of over 80 products. In 1999 The Coca-Cola Company
purchased, in various countries, soft drinks brands from Cadbury Schweppes plc, including Dr Pepper, Oasis,
Kia-Ora and Malvern. The acquisition of Schweppes provided the opportunity to complement the range and
to accelerate growth through new product development.
Coca-Cola GB's approach to new product development is uncomplicated. It innovates to meet consumer
demands; the consumer has a central role in the research and development process.
Marketing concepts: The basic proposition of Coke’s business is simple, solid and timeless.
When Coca cola bring refreshment, value, joy and fun to their stakeholders, then they successfully nurture
and protect their brands, particularly Coca-Cola that is the key to fulfilling our ultimate obligation to
provide consistently attractive returns to the owners of our business.
At the center of Coca-Cola GB is its marketing department. Its primary purpose is to discover what
consumers want and ensure the organisation delivers this.
Placing marketing at the heart of the organisation enables Coca-Cola GB to grow the product range in ways
that best meet consumer requirements through developing:

new drink categories e.g. sports drinks

new products within an existing category e.g. Winnie the Pooh Roo Juice

new variants of existing products (brand line extensions/pack innovations) e.g. Fanta Icy Lemon
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Buyer behaviour:
Coca-Cola GB customers make high involvement and high habituation decisions
when purchasing Coke products. As a result, customers develop a loyalty to the brand and what it means
to them. For instance, in 1985 after the release of the “new Coke” customers were outraged. The original
Coca-Cola evoked feelings of nostalgia that customers were accustomed to, and the company was forced to
go back to the original formula despite the fact that customers had been choosing Pepsi in the blind taste
tests. Due to the fact that customers are loyal to the Coca-Cola brand, Coca-Cola relies upon emotional
appeal in their advertisements. Coke ads utilise celebrities, family figures, and Santa Claus to create
familiarity for their customers. This method is known as affect referral.
Branding: The mission statement of the company is to inspire creativity, passion, optimism and fun. At
the root of Coke’s brand image you will always find nostalgia and familiarity. Coke fans are already loyal to
its successful soda, so Coke utilizes this loyalty to create unique and creative advertising campaigns to stir
up the emotions that consumers once had when enjoying a great Coke product.
Coca Cola brand positioning:
Competitive frame of reference: Colas? Non-alcoholic?
Points-of-difference: Distinctive taste profile, Optimistic view of life, Classic, iconic symbolism & imagery
Points-of-parity: Contemporary, up-to-date, Refreshing flavour,
Brand slogan: “Coke Side of Life”
Market research:
Market research means systematically gathering, recording and analysing market
data. Primary research involves going 'into the field' (e.g. house-to-house or street surveys). Secondary
research involves using existing sources of information to research the market such as published reports or
articles, or searching the Internet.
There are two main approaches to 'primary' market research:

Quantitative research: collecting information from a broad population sample e.g. by conducting
extensive surveys, used when Coca Cola GB wants to gauge appeal across a wide audience

Qualitative research: working with small 'focus' groups. This involves far more detailed
investigations, e.g. gathering a small group of 'typical' consumers to taste test products or to talk
about their preferences and experiences of using different products. Qualitative research, whilst not
representative of the views of the general population, provides greater insight into 'why' people
think what they think.
Coca-Cola GB's research process has five stages:
1. Identify opportunity: Does it fit into an existing or new product category? Who are the target
consumers? What do they want? Method: Desk research.
2. Explore solution; What is the best solution? a new product? A product extension? A new packaging
concept? A new design? Method: Qualitative research using focus groups and in-depth interviews one-toone.
3. Measure suitability/effectiveness: Evaluate the relative appeal of alternative solutions in terms of
meeting consumer requirements. Method: Quantitative research through face-to-face, telephone/internet
interviews
4. Test Market: As it is very expensive for a company to launch a new product, before going for a full
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market launch it often pays to try out new product ideas in a 'test' market. This may be launching the
product in just one region of Great Britain, with just one retailer or conducting a 'Simulated Test Market'.
Method: Quantitative research from participants in a test sample of consumers who physically live with the
test product for a period of days. There are three stages: 1. Concept research - to determine whether
consumers like the 'concept' of the new product. 2. Product attributes - to determine whether the actual
'product' offering matches the 'concept'.3. Volume assessment - to determine whether consumers will
actually buy the new product and what, if any, existing products it will replace.
5. Track market performance: This involves tracking the product's success once it has been launched
e.g. by recording sales figures, numbers of people familiar with the product, etc. Method: Quantified
continuous rolling study with consumers and/or analysis of Electronic Point of Sale data (sales information
gathered via retailers' tills).
Customer Relationship Management:
Customer Relationship process is now being
implemented with key customers in other markets around the world. We work with our customers to
improve shopper marketing and supply chain collaboration and to accelerate innovation in order to provide
superior beverage selections to every consumer on every shopping trip. Coca Cola GB has recently started a
successful customer relationship program in understanding shopper needs, drives and preferences, and
migrating from a transactional and commercial link to a collaborative and multifunctional business
relationship.
Conclusion:
Coca-Cola GB seeks to develop intelligently its product range in order to 'benefit and
refresh everyone'. Building the range involves developing existing and new products in existing and new
markets. The key to maximizing consumer satisfaction lies in doing the market research properly and
getting the range right.
References:
The Times 100 (1995-2014) Using market research to develop a product range A Coca-Cola Great Britain
case study. [Online] Available at http://businesscasestudies.co.uk/coca-cola-great-britain/using-marketresearch-to-develop-a-product-range/#axzz37YDl4DBa (accessed on 21 July 2014)
The Coca Cola Company (2014) Coca Cola’s Customer relationship management [Online] Available from:
http://www.coca-colacompany.com/our-company/suppliers/supplier-and-customer-partnerships (accessed
on 21 July 2014)
Forbes (2014) Coca-Cola Takes $247 Million Hit from Venezuelan Currency Evaluation Q1 Profit,
Revenue F all [Online] Available at
http://www.forbes.com/sites/maggiemcgrath/2014/04/15/coca-cola-takes-247-million-hit-from-venezuelancurrency-devaluation-as-q1-profit-revenue-fall/ (accessed 21 July 2014)
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Task 1
This task offers you an opportunity to achieve LO 1: 1.1, 1.2, 1.3 and 1.4
Using the Coca Cola case study, describe the main stages of the purchase decision-making
process for an individual consumer.
Question 1.1
Guidelines
You are required to consider the following in formulating you answer:
Need recognition or perception, information search, evaluation of alternatives, purchase decision,
post purchase evaluation stages for the individual consumer.
Explain two theories of buyer behaviour in terms of individuals and markets and apply
them to Coca Cola.
Question 1.2 Guidelines
You are required to consider the following in formulating you answer:
 A description or definition from reputable source of buyer behaviour
 Identification of two theories of buyer behaviour
 An explanation of these two theories of buyer behaviour
 Citations, which should be made using Harvard referencing style
Explain three factors that could affect buyer behaviour,
Guidelines
Question 1.3 You are required to consider the following in formulating you answer
 Identification of three factors which could influence buyer behaviour
 Explanation of these 3 factors
 Examples to help explain these 3 factors can be provided
Looking at Coca Cola case study, evaluate the relationship between brand loyalty,
corporate image and repeat purchase. Examples may be used to reinforce your answer.
Question 1.4 Guidelines
 A definition of a brand and brand loyalty from a reputable source
 A description of corporate image and repeat purchase
 An evaluation of how brand loyalty, corporate image and repeat purchase relates with
each other
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Task 2
This task offers you an opportunity to achieve LO 2: 2.1, 2.2, 2.3 and 2.4
Evaluate three different types of market research techniques that Coca Cola GB could
use in its market.
Question 2.1 Guidelines
 A description (or a definition from a reputable source) of market research
 Identification of the role and importance of market research
 Evaluation of quantitative research technique(s)
 Evaluation of qualitative research technique(s)
As a marketing consultant for Coca Cola GB , you have been given two marketing research
objectives:
1. Market a wider range of healthy juice
2. Evaluating customer perception about the Coca Cola GB brand
Question 2.2 Your task is to demonstrate how secondary sources of data can be used to achieve these
two marketing research objectives.
Guidelines
 Define or describe secondary data
 Outline the two given marketing research objectives
 Identify sources of secondary data to support these two marketing research objectives
Assess the validity and reliability of market research findings. The case study may be used
to reinforce your answer.
Question 2.3 Guidelines
 An assessment of the limitations of market research findings
 An assessment of what could make market research findings valid
 An assessment of what could make market research findings reliable
You work as a Marketing Consultant for the Coca Cola GB company who wishes to
launch a new product aimed at young consumers in the UK.
Question 2.4
The senior management team has decided to conduct both qualitative and quantitative
research in the London area to test the market. You have been given the responsibility of
searching for market research agencies to carry out this task.
Propose a marketing research plan to obtain information in the area. This research plan,
also known as a research brief, is to be sent to three potential marketing research
agencies who will respond with a detailed marketing research proposal.
Prepare this research brief.
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Guidelines
Your plan should include the following sections

Background

Rationale

Objective of research

Methodology section covering among others, qualitative and quantitative
techniques

Data analysis section

Timeframe within which you want the research conducted

A budget section for this research.
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Task 3
This task offers you an opportunity to achieve LO 3: 3.1, 3.2 and 3.3
Assess the size and the trends for the soft drinks market in the UK.
Guidelines
 A description of what a ‘market consists of.’
 Identification and selection of the market you will use for this question
Question 3.1
 Due to time constrains, you are advised to select a market which has a great deal of
information that is readily available to you.
 An estimation of this market’s size, volume and /or value.
 A description of a market trend.
 An assessment of this market’s trends
Plan and carry out a competitor analysis for the Coca Cola GB company.
Guidelines
 A description of competitor analysis
Question 3.2
 Description of strategic group
 An identification of the strategic group that Coca Cola belongs to
 Identification of Coca Cola’s likely competitors
 Plan and carry out analysis of Coca Cola’s competitors.
This is a hypothetical organisation used for the purpose of assessment.
A French Soda manufacturer wants to enter the UK market with a new energy drink
designed for an active population. Evaluate this organisation’s potential opportunities and
Question 3.3 threats.
Guidelines
 A description of the UK’s soft drink market
 An evaluation of the opportunities and threats in the UK soft drinks market for this
company
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Task 4
This task offers you an opportunity to achieve LO 4: 4.1, 4.2 and 4.3
Evaluate two techniques of assessing customer response.
Question 4.1 Guidelines
 A description of the two (2) techniques
 A description of the advantages, disadvantages and constrains of these two (2)
techniques.
You have been assigned to conduct customer research for Coca Cola. Design and
complete a customer satisfaction survey. Your questionnaire should contain a
minimum of 12 appropriate questions.
Question 4.2 Guidelines
 Design the customer satisfaction survey
 Generate questions that can produce both quantitative and qualitative data
 Use different question formats (for example yes/no, open ended, multiple choice, scales,
etc)
 Survey monkey can be used to help design customer satisfaction survey
Evaluate the success of the completed customer satisfaction survey in question.
Question 4.3
Guidelines
 Review of the completed customer satisfaction survey.
 Measure and evaluate it success
 Success can be measured in terms of the number of respondents, if the questionnaire
achieved its objectives etc.
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Answer Sheet
Task 1 (L.O. 1: 1.1, 1.2, 1.3, 1.4)
Please type your answer here
Task 2 (LO2: 2.1, 2.2, 2.3, 2,4)
Please type your answer here
Task 3 (LO3: 3.1, 3.2, 3.3)
Please type your answer here
Task 4 (LO4: 4.1, 4.2, 4.3)
Please type your answer here
IMPORTANT
CHECK THAT YOUR ANSWERS MEET THE CRITERIA
COMPLETE THE ASSIGNMENT CRITERIA AS YOU GO ALONG
DO NOT LEAVE THINGS TO THE LAST MINUTE
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