MKTG 320 Lecture Notes - Lecture 2: Honest Tea, Coconut Water, Projective Test
Document Summary
Experiment: management problem (issue/opportunity, marketing research question, hypothesis, research design, results. Coke article review so much sugar, people are becoming more health conscious so coke is losing market share have bought zico coconut water and honest tea etc. Mgmt problem: need to come up with a way to reposition coke, because now everyone knows it unhealthy. Focus groups etc. will only give you a little taste of the market. Survey will help us really describe the whole market. Since coke know market well they could jump in at any level of the experimental design ( exploratory, descriptive, causal) the framework can go in any order it depends on what you want to find out. Projective technique: ex please draw a picture of a betty crocker cake mix user and a duncan hines cake mix user. You determine the differences between what they draw and this can demonstrate the brand personality.
