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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Educating the world for a better change
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Educating the world for a better change
, Start here
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 with the coming into play of changes
in culture, health-conscious activities, and flavour experimentation (Kotler & Keller,
2016). There has been a significant uptrend in demand for spicier and bolder flavours
for snacks and beverages in the last few years, which can be seen in products such
as Flamin' Hot Cheetos and Sweet Heat Starburst. In recognition of this trend, Coca-
Cola launched Coca-Cola Spiced, its first permanent new flavour in North America in
three years. This essay investigates how changing consumer preferences have
influenced Coca-Cola's product development and marketing strategies. Among others,
it discusses the upsurge in demand for spicier flavours, the prevailing status of market
research, and Coca-Cola's shift toward the young segment. The application of relevant
marketing theories, such as consumer behaviour, product innovation, and sensory
marketing, will then help succinctly explain the strategic actions undertaken by the
company concerned.
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.
Educating the world for a better change
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