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Budget
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The five percent of all the budget was used in the research
Population NSW 15-19 years old: 448425 (ABS)
It was done a stratified sampling
Margin of error: 1%
Confidence level: 99%
Response rate: 20% 15996
Best engaged on an emotive way.
It is relevant the experiential marketing
Marketing should make them feel...
The first global generation, all connected, influenced and engaged between digital devices and social media.
Five million dollars.
Frozen fruit
-1.7%
Dried fruit and nuts
-2.2%
Sugar and sugar substitutes
-3.5%
Breakfast cereals
-4.7%
Long life juices and drinks
-5.2%
Soft drinks
-21.7%
Conclusion
Source: IRI MarketEdge Grocery
People in Australia are drinking less coke
The company is concerned about the decrease in sales.
Annual growth= 0.7% (2012-2017) by IBIS World
To determine if the company needs to change their target market.
To determine if the company needs to prepare a reformulation
Secondary research
Australian NSW generation z (15-19 years old)
Target market of Diet Coke: Consumers of 30-50 years old.
Primary research
Face to Face interview
Qualitative and Quantitative research.
Generation Z is Open to try a new version (Reformulation)
More natural ingredients, less sugar and similar taste
Consumers are getting more health conscious everyday.
Most of them are concerned about the amount of sugar included.