A Marketing research study on the application of marketing research data in the conceptualization of marketing communications strategies for soft drink

• Main Authors: Aligada, Agnes, Cordova, Ruby, Del sol, Relizza Ramos, Rubio, Ivy Cheri, Villanueva, Margarita
• Format: text
• Language: English
• Published: Animo Repository 1996
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16738
• Institution: De La Salle University

Never before has the demand for creativity and imagination has been so keen as it is today for those who want to reach the youth (McCann-Erickson, 1993). Like any other business organization which is targeting the youth, Coca-Cola Company is also facing this situation. Coca-Cola Company has within its reach, a diverse source of information about the characteristics of Filipino teenagers which they can rely on in marketing their brands. However, this study was still conducted for Coca-Cola Company needs additional consumer insights and concrete Marketing Communication Strategies for Lift soft drink which are directed specifically to Filipino teenagers, or what is referred to as Generation X. The cultural, social, personal and psychological factors affecting the behavior of Filipino teenagers are the independent variables in the study which will be the basis in the formulation of Marketing Communication Strategies/Recommendations, the dependent variable. Non-probability sampling was used in the eight Focus Group Discussions, two interviews with experts and in the survey which was conducted in the ten most populated municipalities/cities in the National Capital Region. External and internal researches about the characteristics of Filipino teenagers were also provided by Coca-Cola Company and were also utilized in the formulation of recommendations by the group.