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Transcript

Which is their preferred choice of beverage?

Budget

Did you know that...

Survey

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.

Socially connected

Entertained

Fashionable

Socially attractive

Innovative

Results of the Face to Face survey

Main characteristics of the Generation Z

Five million dollars.

Frozen fruit

-1.7%

Dried fruit and nuts

-2.2%

Sugar and sugar substitutes

Would they consider to drink more coke if their ingredients were more natural?

-3.5%

Breakfast cereals

-4.7%

Long life juices and drinks

-5.2%

Soft drinks

How often do they drink Coke?

-21.7%

Conclusion

Do they still drinking at the same frequency that they used to do it five years ago?

Source: IRI MarketEdge Grocery

Would they consider to drink more coke if it’s sugar free and it taste very similar as the original?

People in Australia are drinking less coke

Which is the purpose?

The company is concerned about the decrease in sales.

How often do they drink their preferred choice of beverage?

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

Research methodology

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.

Thank you

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.

Market Research for Coca-Cola Company

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