J Co Donuts and Coffee

Topics: Marketing, Marketing research, Market research Pages: 36 (3876 words) Published: March 11, 2013
Managing Marketing Information to
Gain Customer Insight


Learning Objectives
After studying this chapter, you should be able to:
1. Explain the importance of information to the
company and its understanding of the marketplace
2. Define the marketing information system and
discuss its parts
3. Outline the steps in the marketing research
4. Explain how companies analyze and distribute
marketing information
5. Discuss the special issues some marketing
researchers face, including public policy and ethics

Chapter Outline

Marketing Information and Customer


Assessing Marketing Information


Developing Marketing Information


Marketing Research


Analyzing and Using Marketing


Other Marketing Information


Key points
• In order to produce superior customer value and
satisfaction, companies need information almost
every turn.
• With the recent explosion of information
technologies, companies can now generate
information in great quantities.
• Despite the data glut, marketers frequently
complain that they lack enough information of the
right kind.
• The meaning is clear: many companies sit on rich
information but fail to manage and use it well.


The secret formula of the additional flavorings is known to two executives at Coca-Cola. The original copy of the formula is kept in Atlanta in the SunTrust Bank's vault.
• The prototype Coca-Cola recipe was formulated at
the Eagle Drug and Chemical Company, a drugstore in
Columbus, Georgia, by John Pemberton, originally as
a coca wine called Pemberton's French Wine Coca. In
1886, when Atlanta and Fulton County passed
prohibition legislation, Pemberton responded by
developing Coca-Cola, essentially a nonalcoholic
version of French Wine Coca. The first sales were
at Jacob's Pharmacy in Atlanta, Georgia, on May 8,
1886. It was initially sold as a patent medicine for
five cents a glass at soda fountains, which were
popular in the United States at the time due to the
belief that carbonated water was good for the

Coca-Cola’ Marketing Blunder
• In 1985, marketers thought they were
listening to their target market. They
noticed that they were losing market
share to Pepsi and they conducted taste
tests to develop their new formula.
Coca-Cola fouled up their research. They
• On April 23, 1985, Coca-Cola stopped
producing old Coke The company ignored
focused only on Taste. and created a new Coke
with a sweeter taste. the old Coke.
feeling about
• Angry customers panicked, filling their
basements with old Coke and threatening
Luckily, Coca-Cola Coca-Cola reaction time.
• 3 months later, had quick brought back
the old formula calling it Coca-Cola Clasic.


Case Study
New Coke
• New Coke
• Product Failure
• Poor sales
• Over 1,500 phone calls a
day from angry
• Old Coke returns in only
3 months

• Was due largely to
Research Failure
• Tested on taste only – not
• Decisions based on 60%
• All for $4 million!


Marketing Information and Customer Insight
They don’ need more information, they need
better information
The real value of marketing research and
marketing information lies in how it is
used-in the customer insights that it
Marketers use the marketing information to
develop important customer insight


Assessing Marketing Information Needs
Marketing information system (MIS) consists
of people and procedures for assessing
information needs, developing the needed
information, and helping decision makers to
use the information to generate and
validate actionable customer and market
• Assess the information needs
• Develop needed information
• Analyze information
• Distribute information
and use it

Assessing Marketing
Information Needs

4 - 10...
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • jco donut and coffee Essay
  • Coffee Essay
  • J.Co Donuts & Coffee. Essay
  • Coffee Essay
  • J.Co Donuts & Coffee Research Paper
  • Coffee Essay
  • Coffee Essay
  • Coffee Essay

Become a StudyMode Member

Sign Up - It's Free