Abstract:

Coca Cola has long been in the list of the world's top brands, its bottle an icon and its markets transversing the world. This is no accident. Coca-Cola is a familiar brand at every bar, street corner vendor and supermarket throughout the globe. Its drinkers form a 'tribe' that has no boundaries. And, from the moment visitors enter a Coca-Cola building they are met, not only by screen saver, glasses, floor covering and decoration in the familiar red and white design, but even sculpture in the form if the famous bottle. What part does market research play in ensuring that the brand retains its premier position in an ever more competitive global market?