Essay
MM8 ASSIGNMENT 1 SEMESTER 1 2025
- Course
- Marketing Management (MM8)
- Institution
- Management College Of Southern Africa (MANCOSA)
MM8 ASSIGNMENT 1 SEMESTER 1 2025
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PU ESHI
NG Y L E NC
OU TO THE GATE OF EXC EL
Education is the most powerful weapon which you can use to change the world
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Education is the most powerful weapon which you can use to change the world
,X
Question 1 (25 Marks)
Discuss the impact of evolving consumer preferences on Coca-Cola's decision to
introduce Coca-Cola Spiced. In your answer, analyse how trends such as increasing
demand for spicier snacks and beverages influence product development and
marketing strategies. Use relevant marketing theories and examples to support your
analysis.
Introduction
Consumer preferences are constantly evolving, driven by cultural shifts, health trends,
and flavour experimentation (Kotler & Keller, 2016). In recent years, there has been a
noticeable rise in demand for spicier and bolder snack and beverage flavours, as seen
with products like Flamin’ Hot Cheetos and Sweet Heat Starburst. Recognizing this
trend, Coca-Cola has introduced Coca-Cola Spiced, its first permanent new flavour
in North America in three years. This essay examines how changing consumer
preferences influenced Coca-Cola’s product development and marketing strategies. It
analyses the growing demand for spicier flavors, the role of market research, and
Coca-Cola’s efforts to attract younger consumers. Relevant marketing theories,
including consumer behaviour, product innovation, and sensory marketing, will
be applied to understand the company’s strategic decisions.
i. The Rise of Spicy and Bold Flavors in Consumer Preferences
Changing Taste Palates and Market Trends
The case study highlights that consumers’ taste preferences have evolved, with an
increasing demand for spicier, bolder, and more complex flavours. This shift is
evident in the success of snacks like Flamin’ Hot Cheetos and Sweet Heat
Starburst, which combine sweetness with heat.
Coca-Cola’s North American marketing chief, Shakir Moin, acknowledged this trend,
stating:
“If you go to the aisles, you’ll see the amount of spiciness has gone up because
consumers’ taste palettes have evolved.”
Education is the most powerful weapon which you can use to change the world
, This observation aligns with sensory marketing theory, which suggests that
consumers seek novelty and heightened sensory experiences in food and
beverages. By introducing Coca-Cola Spiced, the company taps into this demand
while differentiating itself from competitors.
The Influence of Globalization and Ethnic Cuisines
Another factor driving the preference for spicier flavours is the globalization of food
culture (Varadarajan, 2020). Consumers are increasingly exposed to international
cuisines (e.g., Mexican, Korean, Indian), which often incorporate spicy and tangy
elements. Brands like Takis (spicy rolled tortilla chips) and Sriracha-flavoured
snacks have capitalized on this trend.
Coca-Cola’s decision to introduce a spiced variant reflects an adaptation to
these cross-cultural flavour influences, ensuring relevance in a diverse market.
ii. Coca-Cola’s Response: Product Innovation and Speed to Market
Leveraging Limited-Edition Flavors to Test Demand
Before launching Coca-Cola Spiced, the company experimented with limited-
edition flavors under its Coca-Cola Creations line. These included:
• Coca-Cola Starlight (space-inspired flavor)
• Coca-Cola Dreamworld (fantasy-themed taste)
• Coca-Cola Happy Tears (salty and mineral notes, sold via TikTok)
These experiments allowed Coca-Cola to gauge consumer reactions and refine its
approach before committing to a permanent product. This strategy aligns
with diffusion of innovation theory, where companies test new ideas with early
adopters before full-scale commercialization.
Accelerated Product Development Cycle
Traditionally, Coca-Cola takes at least a year to develop a new beverage.
However, Coca-Cola Spiced was developed in just seven weeks, showcasing the
company’s shift toward agile product development.
Moin explained:
Education is the most powerful weapon which you can use to change the world
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