Lingfield College Business

In what is described as Coca-Cola's most significant product launch in the UK for 10 years, a Coca-Cola brand is being renamed and re-launched - all due to market research. This article in the Guardian describes how Coca-Cola Zero is being re-launched as Coca-Cola Zero Sugar after market research found that many potential customers didn't know that Coca-Cola Zero has zero sugar. That research finding was bad news for Coca-Cola, particularly following the announcement of a Sugar Tax on sugary drinks announced by the UK government in March 2016. The product formulation of Coca-Cola Zero Sugar is also being changed to make the product taste "more like Coke". The objective is to make Coca-Cola's zero and other low sugar brands achieve a 50% market share.

part of a larger article that can be found here: The New China Playbook - BCG Perspectives The Three Forces of Change           To understand the implications of the three forces that are changing China’s consumer economy, BCG and AliResearch analyzed the relationships of demographic, social, and technological trends and consumption. One key finding: a two-speed consumer economy is emerging in China. (See Exhibit 2.) High-speed growth is occurring in upper-income brackets, among the younger generation, and in e-commerce channels, but consumption growth is decelerating among lower-income and older-generation consumers and in traditional retail channels. The Rise of the Upper-Middle Class. During the past few decades, China’s consumer economy has been powered by the ascent of hundreds of millions of people from poverty to an emerging-middle class, which includes households with annual disposable income of $10,001 to $16,000, and to the mid...

value of Interbrand's annual list of the 100 most valuable brands increased by 7pc compared to last year Email Lego has a brand value of $5.36bn   Photo: Warner Brothers By  Lauren Davidson 6:00AM BST 05 Oct 2015 Comment Lego was the highest new entrant on  this year’s Best Global Brands report , the annual index from the Omnicom-owned agency Interbrand of the world’s most valuable brands.  The  Danish toymaker’s brand was valued at $5.36bn , placing its 82nd on the list, ahead of Chevrolet, FedEx, Heineken, Ralph Lauren and Kleenex, following  the runaway success of The Lego Movie  and strong licensing deals with Jurassic World, Star Wars and Frozen.  The new entrants, which included Paypal, Mini, Moët & Chandon and Lenovo, knocked Pizza Hut, Nokia, Gap, Nintendo and Duracell off the list.  Pizza Hut fell out of the 10...