MM8 2025 ASSIGNMENT 1 2025 MM8 2025
DISCLAIMER
THE DOCUMENT PRESENTED IS A DEMOSTRATION ON HOW STUDENTS CAN
APPROACH THE ASSIGNMENT FOR MM8 ASSIGNMENT 1 2025. IT IS BASED ON
PRESCRIBED MATERIAL AND EXTERNAL RESEARCH. THE DOCUMENT CONTAINS
BOTH SHORT NOTES AND A RESPONSE EXAMPLE FOR EACH QUESTION. STUDENTS
ARE THEREFORE ADVISED NOT TO COPY AND PASTE BUT USE THE DOCUMENT AS A
RESEARCH GUIDE THAT WOULD HELP THEM DRAFT THEIR OWN FINAL COPIES.
1
,MM8 2025 ASSIGNMENT 1 2025 MM8 2025
Table of Contents
QUESTION 1 (25 MARKS) ........................................................................................ 3
THEORETICAL FRAMEWORK .............................................................................. 3
ALTERNATIVE APPROACH ................................................................................... 5
QUESTION 2 (25 MARKS) ....................................................................................... 9
THEORETICAL FRAMEWORK .............................................................................. 9
ALTERNATIVE APPROACH ................................................................................... 9
QUESTION 3 (25 MARKS) ...................................................................................... 13
THEORETICAL FRAMEWORK ............................................................................ 13
ALTERNATIVE APPROACH ................................................................................. 14
QUESTION 4 (25 MARKS) ...................................................................................... 18
THEORETICAL FRAMEWORK ............................................................................ 18
ALTERNATIVE APPROACH ................................................................................. 19
References ............................................................................................................... 24
2
,MM8 2025 ASSIGNMENT 1 2025 MM8 2025
QUESTION 1 (25 MARKS)
THEORETICAL FRAMEWORK
• Evolving Consumer Taste Palettes (Chaffey, 2023): Coca-Cola recognized
that consumers' taste palettes have evolved, with an increasing demand for
spiciness. This is evident in the "aisles" where the "amount of spiciness has
gone up".
• Trend of Spicier Snacks and Beverages (Durgee & Agopian, 2018): The
introduction of Coca-Cola Spiced follows a clear trend of America’s snacks
getting spicier, exemplified by products like Flamin’ Hot Cheetos and Sweet
Heat Starburst. This indicates a broader consumer shift towards bolder flavour
profiles beyond traditional sweetness.
• Coca-Cola's Opportunity (van Wyk & Venter, 2023): Coca-Cola identified this
evolution as a potential "opportunity" for them in the beverage market. They
saw a gap to cater to consumers seeking more interesting and unique tastes.
• Attracting the Next Generation: A key driver for Coca-Cola was the desire to
get younger drinkers excited about their signature cola. The spicier trend is
perceived as a way to appeal to this demographic and bring in the "next
generation of consumers".0717513144
• Leveraging Existing Formula (Ramsern & Govender, 2023): Coca-Cola
Spiced is not a completely radical departure. Instead, it involves dialling up
something "which is already part of our formula". The added spices are
described as "amped-up versions of the spices in regular Coke". This strategy
suggests a lower-risk approach by building on familiar flavours while introducing
a novel twist.
• Hint of Raspberry (Chikweche, 2009): While the "spiced" name suggests heat,
the main flavour profile of Coca-Cola Spiced is a "hint of raspberry". This
indicates that Coca-Cola's interpretation of the spicy trend is more about
complex and intriguing flavours rather than intense heat, potentially broadening
its appeal.
• Product Development Influence (Varadarajan, 2020): The increasing
consumer preference for novel flavours directly influenced Coca-Cola's product
development. They experimented with adding hints of coconut, strawberry,
watermelon, and other flavours through the Coca-Cola Creations series.
3
,MM8 2025 ASSIGNMENT 1 2025 MM8 2025
• Consumer Research (Beirman, 2020): The development of Coca-Cola Spiced
was fed by customer research conducted for Coca-Cola Creations. This
highlights the importance of consumer insights in shaping product offerings and
demonstrates how Coca-Cola leverages these insights for new product
launches.
• Rapid Innovation (Vululleh, 2020): The development timeline for Coca-Cola
Spiced was remarkably short at just seven weeks, compared to their usual year-
long process. This signifies a shift towards rapid innovation as a potential
competitive advantage in the beverage industry. Coca-Cola aims to replicate
this speed to be "faster than the speed of the market".0717513144
• Marketing Strategy
Brand Extension (Vululleh, 2020): Introducing Coca-Cola Spiced and Coca-Cola
Spiced Zero Sugar represents a brand extension. Coca-Cola is leveraging its
established brand name to enter a new flavour territory and appeal to a wider range
of consumer preferences, including those seeking sugar-free options.
Appealing to Younger Consumers (Varadarajan, 2020): The launch and the
exploration of flavours like "Happy Tears" sold through TikTok clearly indicate a
marketing strategy focused on reaching younger demographics. The "spiced" offering
aligns with this by tapping into a flavour trend popular among this group.
• Marketing Theory
Marketing Concept (Johns, 2020): Coca-Cola's actions align with the marketing
concept, which emphasizes being more effective than competitors in creating,
delivering, and communicating superior customer value to chosen target markets. By
responding to evolving consumer preferences, Coca-Cola aims to maintain relevance
and attract new customers.
Holistic Marketing (Lynch, 2018): Coca-Cola's approach, considering consumer
tastes, experimenting with limited editions, and rapidly developing new products based
on feedback, touches upon the holistic marketing concept, recognizing the
interdependencies of their efforts and the importance of understanding the consumer.
• Potential Risks of Brand Extension (Chikweche, 2009):
While brand extension offers opportunities, there are also potential risks
involved in introducing new flavours. Coca-Cola needs to ensure that the new
4
, MM8 2025 ASSIGNMENT 1 2025 MM8 2025
spiced variant aligns with its overall brand image and does not dilute the core
brand equity. However, given the "amped-up" description of the spices, they
seem to be aiming for a complementary rather than contradictory flavor profile.
• Example - Coca-Cola Creations: The Coca-Cola Creations series serves as a
direct example of Coca-Cola experimenting with different flavors to gauge
consumer interest and inform future permanent offerings like Coca-Cola
Spiced.
• Example - Coca-Cola Happy Tears: The launch of Coca-Cola Happy Tears
through TikTok demonstrates Coca-Cola's willingness to use social media and
digital platforms in reaching younger demographics and understanding
emerging trends, which likely contributed to the development of Coca-Cola
Spiced.
ALTERNATIVE APPROACH
The Impact of Evolving Consumer Preferences on Coca-Cola's Introduction of
Coca-Cola Spiced
Global drink behemoth Coca-Cola just launched Coca-Cola Spiced, its first permanent
addition to its North American range in three years. Consumer taste preferences
changing, especially a rising desire for hotter tastes, a trend seen across the American
snack and beverage scene, has a major impact on this choice. Understanding this
effect calls for an examination of how these changing patterns shape product
development and marketing tactics under the framework of pertinent marketing
theories and case studies, all of which are clear in the supplied source material
(Umema & Japee, 2024).0717513144
The Shifting Palate: Rising Demand for Spicier Flavors
The data show without a doubt a major change in consumer appetite towards spicier
characteristics. Citing well-known items like Flamin' Hot Cheetos and Sweet Heat
Starburst, the passage clearly states that "America's snacks are getting spicier." As
Shakir Moin, Coca-Cola's North American marketing director, points out, this tendency
is not limited to snacks. "If you go to the aisles, you'll see the amount of spiciness has
gone up because consumers' taste palettes have evolved," he says. This finding
draws attention to a larger cultural change in which consumers—especially younger
5
DISCLAIMER
THE DOCUMENT PRESENTED IS A DEMOSTRATION ON HOW STUDENTS CAN
APPROACH THE ASSIGNMENT FOR MM8 ASSIGNMENT 1 2025. IT IS BASED ON
PRESCRIBED MATERIAL AND EXTERNAL RESEARCH. THE DOCUMENT CONTAINS
BOTH SHORT NOTES AND A RESPONSE EXAMPLE FOR EACH QUESTION. STUDENTS
ARE THEREFORE ADVISED NOT TO COPY AND PASTE BUT USE THE DOCUMENT AS A
RESEARCH GUIDE THAT WOULD HELP THEM DRAFT THEIR OWN FINAL COPIES.
1
,MM8 2025 ASSIGNMENT 1 2025 MM8 2025
Table of Contents
QUESTION 1 (25 MARKS) ........................................................................................ 3
THEORETICAL FRAMEWORK .............................................................................. 3
ALTERNATIVE APPROACH ................................................................................... 5
QUESTION 2 (25 MARKS) ....................................................................................... 9
THEORETICAL FRAMEWORK .............................................................................. 9
ALTERNATIVE APPROACH ................................................................................... 9
QUESTION 3 (25 MARKS) ...................................................................................... 13
THEORETICAL FRAMEWORK ............................................................................ 13
ALTERNATIVE APPROACH ................................................................................. 14
QUESTION 4 (25 MARKS) ...................................................................................... 18
THEORETICAL FRAMEWORK ............................................................................ 18
ALTERNATIVE APPROACH ................................................................................. 19
References ............................................................................................................... 24
2
,MM8 2025 ASSIGNMENT 1 2025 MM8 2025
QUESTION 1 (25 MARKS)
THEORETICAL FRAMEWORK
• Evolving Consumer Taste Palettes (Chaffey, 2023): Coca-Cola recognized
that consumers' taste palettes have evolved, with an increasing demand for
spiciness. This is evident in the "aisles" where the "amount of spiciness has
gone up".
• Trend of Spicier Snacks and Beverages (Durgee & Agopian, 2018): The
introduction of Coca-Cola Spiced follows a clear trend of America’s snacks
getting spicier, exemplified by products like Flamin’ Hot Cheetos and Sweet
Heat Starburst. This indicates a broader consumer shift towards bolder flavour
profiles beyond traditional sweetness.
• Coca-Cola's Opportunity (van Wyk & Venter, 2023): Coca-Cola identified this
evolution as a potential "opportunity" for them in the beverage market. They
saw a gap to cater to consumers seeking more interesting and unique tastes.
• Attracting the Next Generation: A key driver for Coca-Cola was the desire to
get younger drinkers excited about their signature cola. The spicier trend is
perceived as a way to appeal to this demographic and bring in the "next
generation of consumers".0717513144
• Leveraging Existing Formula (Ramsern & Govender, 2023): Coca-Cola
Spiced is not a completely radical departure. Instead, it involves dialling up
something "which is already part of our formula". The added spices are
described as "amped-up versions of the spices in regular Coke". This strategy
suggests a lower-risk approach by building on familiar flavours while introducing
a novel twist.
• Hint of Raspberry (Chikweche, 2009): While the "spiced" name suggests heat,
the main flavour profile of Coca-Cola Spiced is a "hint of raspberry". This
indicates that Coca-Cola's interpretation of the spicy trend is more about
complex and intriguing flavours rather than intense heat, potentially broadening
its appeal.
• Product Development Influence (Varadarajan, 2020): The increasing
consumer preference for novel flavours directly influenced Coca-Cola's product
development. They experimented with adding hints of coconut, strawberry,
watermelon, and other flavours through the Coca-Cola Creations series.
3
,MM8 2025 ASSIGNMENT 1 2025 MM8 2025
• Consumer Research (Beirman, 2020): The development of Coca-Cola Spiced
was fed by customer research conducted for Coca-Cola Creations. This
highlights the importance of consumer insights in shaping product offerings and
demonstrates how Coca-Cola leverages these insights for new product
launches.
• Rapid Innovation (Vululleh, 2020): The development timeline for Coca-Cola
Spiced was remarkably short at just seven weeks, compared to their usual year-
long process. This signifies a shift towards rapid innovation as a potential
competitive advantage in the beverage industry. Coca-Cola aims to replicate
this speed to be "faster than the speed of the market".0717513144
• Marketing Strategy
Brand Extension (Vululleh, 2020): Introducing Coca-Cola Spiced and Coca-Cola
Spiced Zero Sugar represents a brand extension. Coca-Cola is leveraging its
established brand name to enter a new flavour territory and appeal to a wider range
of consumer preferences, including those seeking sugar-free options.
Appealing to Younger Consumers (Varadarajan, 2020): The launch and the
exploration of flavours like "Happy Tears" sold through TikTok clearly indicate a
marketing strategy focused on reaching younger demographics. The "spiced" offering
aligns with this by tapping into a flavour trend popular among this group.
• Marketing Theory
Marketing Concept (Johns, 2020): Coca-Cola's actions align with the marketing
concept, which emphasizes being more effective than competitors in creating,
delivering, and communicating superior customer value to chosen target markets. By
responding to evolving consumer preferences, Coca-Cola aims to maintain relevance
and attract new customers.
Holistic Marketing (Lynch, 2018): Coca-Cola's approach, considering consumer
tastes, experimenting with limited editions, and rapidly developing new products based
on feedback, touches upon the holistic marketing concept, recognizing the
interdependencies of their efforts and the importance of understanding the consumer.
• Potential Risks of Brand Extension (Chikweche, 2009):
While brand extension offers opportunities, there are also potential risks
involved in introducing new flavours. Coca-Cola needs to ensure that the new
4
, MM8 2025 ASSIGNMENT 1 2025 MM8 2025
spiced variant aligns with its overall brand image and does not dilute the core
brand equity. However, given the "amped-up" description of the spices, they
seem to be aiming for a complementary rather than contradictory flavor profile.
• Example - Coca-Cola Creations: The Coca-Cola Creations series serves as a
direct example of Coca-Cola experimenting with different flavors to gauge
consumer interest and inform future permanent offerings like Coca-Cola
Spiced.
• Example - Coca-Cola Happy Tears: The launch of Coca-Cola Happy Tears
through TikTok demonstrates Coca-Cola's willingness to use social media and
digital platforms in reaching younger demographics and understanding
emerging trends, which likely contributed to the development of Coca-Cola
Spiced.
ALTERNATIVE APPROACH
The Impact of Evolving Consumer Preferences on Coca-Cola's Introduction of
Coca-Cola Spiced
Global drink behemoth Coca-Cola just launched Coca-Cola Spiced, its first permanent
addition to its North American range in three years. Consumer taste preferences
changing, especially a rising desire for hotter tastes, a trend seen across the American
snack and beverage scene, has a major impact on this choice. Understanding this
effect calls for an examination of how these changing patterns shape product
development and marketing tactics under the framework of pertinent marketing
theories and case studies, all of which are clear in the supplied source material
(Umema & Japee, 2024).0717513144
The Shifting Palate: Rising Demand for Spicier Flavors
The data show without a doubt a major change in consumer appetite towards spicier
characteristics. Citing well-known items like Flamin' Hot Cheetos and Sweet Heat
Starburst, the passage clearly states that "America's snacks are getting spicier." As
Shakir Moin, Coca-Cola's North American marketing director, points out, this tendency
is not limited to snacks. "If you go to the aisles, you'll see the amount of spiciness has
gone up because consumers' taste palettes have evolved," he says. This finding
draws attention to a larger cultural change in which consumers—especially younger
5
