In 1985, the Coca-cola Company made a classic marketing blunder with its deletion of its popular Coca-Cola product and introduction of what it called New Coke Analysts now believe that most of the company's problems resulted from poor marketing research. As the public demanded their old Coke back the company relented and reintroduced Coca-Cola Classic (which has regained and surpassed its former position) while New Coke owns only 0.1 percent of the market Which of the following marketing research mistakes did Coca-Cola make ?
Correct answer: C. They defined their marketing research problem too narrowly
- A. They did not investigate pricing correctly and priced the product too high
- B. They did not investigate dealer reaction and had inadequate distribution
- C. They defined their marketing research problem too narrowly
- D. They failed to account for the Pepsi Challenge taste test in their marketing efforts
Explanation
Coca-Cola's research concentrated too narrowly on taste-test preferences and failed to measure attachment to the original brand and product. The mistake was therefore defining the marketing research problem too narrowly, not simply mispricing or under-distributing New Coke.
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