1
New
Co
ke
Cas
e st
udy
Why the New Coke
has failed?
What should the
Coca-Cola Company
do before introducing
New Coke?
Blind taste test - think of…
• The role of branding
• The role of perception
• The credibility of marketing research
Perception
• Can we believe what people tell us in
marketing research?
• Can we believe in all we can see?
Proces komunikacji
NADAWCA
ODBIORCA
Reakcja
Przekaz
COMMUNICATION PROCESS
Transfer
Response
Sender
Receiver
Proces komunikacji
NADAWCA
ODBIORCA
Reakcja
Medium
KANAŁ
kodowanie
dekodowanie
Sender
Receiver
Response
encoding
decoding
channel
COMMUNICATION PROCESS
2
Elements of continuing
communication process
• The message source
• Audience, to which message is addressed
• The message itself
• Message encoding process
• Message decoding process
• Noise factors
• Communication channels
• Response of the audience
• The power of source
• The source is liked or not
• Credibility of source
Three characteristics of message
sources that influence the
effectiveness of communication
Message itself
• Must be able to move an individual along
path from awareness to eventual purchase.
• Must gain attention
• Use a common
language
• Arouse needs
• Suggest how these
needs might be met.
NADAWCA
ODBIORCA
Medium
KANAŁ
kodowanie
dekodowanie
zakłócenia
Zakłócenia
Sender
Receiver
channel
noise
encoding
decoding
NOISE
Noise
Noise factors
3
Perception and Retention...
Perception
• Selective perception – occurs where
communication is perceived in such a way
that it merely reinforces existing attitudes
and beliefs;
• Selective reception - occurs where
communication is received in such a way
that it merely reinforces existing attitudes
and beliefs;
• Selective retention – occurs when an
individual remembers only those aspects
of the message perceived as being
necessary to him.
Perception and retention of
message
Past experience, personality, motivation,
attitudes and reference groups can affect
what we perceived and retain
leading to
noise
which can distort audiences
perception and interpretation of a
promotional messages
Perception
Szum informacyjny
NADAWCA
ODBIORCA
Reakcja
Medium
KANAŁ
kodowanie
dekodowanie
szum
Sender
coding
channel
decoding
receiver
Response
disturbers
DISTURBERS
Noise
4
Brand identity
• look
• personality
• culture
• relationships
• impression
Determinants of strong brands
• Market leadership
• Quality
• Level of needs fulfilment
• Awareness
Thank you.