Using market research to develop a product range
A Coca-Cola Great Britain case study

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Page 3: Organising around the consumer

This case study focuses on the activities of Coca-Cola GB, an organisation focused solely on meeting consumers' needs in line with the Company's mission statement.

At the centre of Coca-Cola GB is its marketing department. Its primary purpose is to discover what consumers want and ensure the organisation delivers this.


Placing marketing at the heart of the organisation enables Coca-Cola GB to grow the product range in ways that best meet consumer requirements through developing:

new drink categories e.g. sports drinks

new products within an existing category e.g. Winnie the Pooh Roo Juice

new variants of existing products (brand line extensions/pack innovations) e.g. Fanta Icy Lemon.

Coca-Cola Great Britain | Using market research to develop a product range