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Research papers

Design Research: A Much Underrated and Needed Discipline

When executed on packaging, design is also the last asset to be noticed, seen and engaged with before a brand or product is acquired. Not only does it constitute the last mile of exposure, but also the most valuable, owned and always-on asset a brand...

Catalogue: Asia Pacific 2023 - Innovation
Author: Oualidcharaf Eddine Benchama
Company: The Coca-Cola Company
November 22, 2023
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Citation

Benchama, O. E. (2023a, November 22). Design Research: A Much Underrated and Needed Discipline. ANA - ESOMAR. Retrieved September 23, 2024, from


https://ana.esomar.org/documents/design-research-a-much-underrated-and-needed-discipline


Research papers

Are you OK Zoomers?

To understand Gen Z?s core challenges, values and desires, and prepare for potential shifts in consumer behaviour, Coca-Cola LatAm has engaged in a quantitative study among Gen Z (or Zoomers) in Argentina, Mexico, Colombia and Brazil, benchmarking...

Catalogue: Latin America 2023
Authors: Joeri Van den Bergh, Magdalena Garcia Grisanti, Javier Barrera
Companies: The Coca-Cola Company , Human8
April 25, 2023
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Citation

Van den Bergh, Garcia Grisanti and Barrera (2023a, April 25). Are you OK Zoomers?. ANA - ESOMAR. Retrieved September 23, 2024, from


https://ana.esomar.org/documents/are-you-ok-zoomers-


Research papers

The new dialogue in the new world

This presentation will focus on a case study involving the use of a community platform on Facebook with youth, undertaken by Coca- Cola with tNS. Coca- Cola needed the youth to become partners in the decision-making process. But youth do not behave...

Catalogue: Qualitative 2012: Informing Strategic Decision Making And Action
Authors: Sandeep Dutta, Shilpa Jain, Shashank Khattar
Companies: The Coca-Cola Company , KANTAR TNS Malaysia
November 8, 2012
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Citation

Dutta, Jain and Khattar (2012a, November 08). The new dialogue in the new world. ANA - ESOMAR. Retrieved September 23, 2024, from


https://ana.esomar.org/documents/the-new-dialogue-in-the-new-world


Research papers

How to continue being a culturally relevant brand?

The business challenge was clear ... to maintain and enhance Coca-Cola's value as a cultural icon. The objective was to refresh its identity as a synonym of happiness and optimism, in a world that might be lacking those values today. The final goal...

Catalogue: Latin America 2012: Uncovering Opportunities
Author: Omar Fuentes
Company: The Coca-Cola Company
May 3, 2012
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Citation

Fuentes, O. (2012a, May 03). How to continue being a culturally relevant brand?. ANA - ESOMAR. Retrieved September 23, 2024, from


https://ana.esomar.org/documents/how-to-continue-being-a-culturally-relevant-brand-


Research papers

From perception to experience

During the 1990s brands generated emotional quality of life promises, and Coca Cola implemented this strategy, locating the emotional dimension at the consumption experience. In order to understand how brand promises are received by customers and in...

Catalogue: Latin America 2006
Authors: Esteban Socorro, Fernando Moiguer
Companies: The Coca-Cola Company , Compañia de Negocios Moiguer
October 8, 2006
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Citation

Socorro and Moiguer (2006a, October 08). From perception to experience. ANA - ESOMAR. Retrieved September 23, 2024, from


https://ana.esomar.org/documents/from-perception-to-experience


Research papers

The position and role of research within strategic marketing planning

In this paper I will attempt to do two things. First, I will tell you a little bit about strategic planning and how we have approached this extremely difficult subject. Second, I will attempt to position Marketing Research within the context of the...

Catalogue: ESOMAR Congress 1981: Research For Profitability
Author: Richard S. Halpern
Company: The Coca-Cola Company
August 23, 1981
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Citation

Halpern, R. S. (1981a, August 23). The position and role of research within strategic marketing planning. ANA - ESOMAR. Retrieved September 23, 2024, from


https://ana.esomar.org/documents/the-position-and-role-of-research-within-strategic-marketing-planning