Abstract:

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 store industry's very successful move into the Japanese coffee market, Coca-Cola Japan saw offering its own 'authentic' coffee as an important growth opportunity. This paper describes how using innovative methodologies successfully gained insights into the above criteria and developed a new serving model.