Quiz - Session 3

What's the 'D' stands for in ABCDE framework in Gojek Marcomms?

• Direct

• Deliverables

• Desires

What's the 'A' stands for in ABCDE framework in Gojek Marcomms?

• Attention

• Awareness

• Attitude

What's the 'E' stands for in ABCDE framework in Gojek Marcomms?

• Ethics

• Eyecatching

• Emotion

What's the 'B' stands for in ABCDE framework in Gojek Marcomms?

• Branding

• Benefits

• Beliefs

What's the 'C' stands for in ABCDE framework in Gojek Marcomms?

• Creative

• Concept

• Communication

When doing an improvement over the current product / features, what is the action standard which we could use to have a conclusion?

• A. Significantly better at 95% confidence level from current product formula / features

• B. Parity at 80% confidence level from current product formula / features

• C. Can be both A & B

• D. None of the above is correct

Coca Cola is considering a new formula (prototype "N") which has lower cost compared to the old one ("O").

A product Test has been conducted with the result:

Purchase intention: New = 3.7; Old = 3.8 not significantly different at 80% confidence interval, NIQ norm is 3.95

Likability = New = 4.2; Old = 4.3 not significantly different at 80% confidence interval, NIQ norm is 4.25

What is the direction Coca Cola should take based on above data?

• A. Not enough information, need to sigtest at 95% confidence interval

• B. Go with new formulation, consumers can't really differentiate the cheaper formula with the old (more expensive) one

• C. Keep the old formula for the market, and further develop the new one

• D. Don't even think about developing new formula, keep the old formula