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KMR/Research International | Coca-Cola | Coke span
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Here's a brief to make even the most enthusiastic researcher just a little nervous: define and segment Coca-Cola's potential global target
market, across its entire range of products. The result is, unsurprisingly, a collaborative one, and goes by the name of SPAN: Segmentation
of People, Attitudes and Needs.
SPAN is a multi-country tool that began in 15 markets. In terms of methodology, it had to aggregate very complex data. But, when it came
to implementation, it had to be simple enough to fit into existing studies.
Several firsts were achieved during this ambitious exercise, including an intense collaboration between KMR and Research International.
Ultimately, Coke wanted its marketing departments across the world to speak the same language. And SPAN helped to achieve this.
It spots the most profitable consumers, finds gaps in the market, and highlights potential media opportunities.
That means a tighter brief. And that can only mean better work. |
Full Report not available - Confidential |
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