©AP Photo/Bebeto Matthews
Pre-reading questions:
I will read each question. Then, please answer them.
- What strategies do you think companies use to stay competitive in rapidly evolving markets?
- Would you be more likely to try a new product if it offered a unique or unexpected flavor combination? Why or why not?
Vocabulary:
I will read the words, meanings, and sample sentences. Then, repeat after me.
- classic /KLAS-ik/
- garner /GAHR-ner/
- contrary /KON-trer-ee/
- merely /MEER-lee/
- intention /in-TEN-shuhn/
[adjective] – traditional and widely recognized
The classic design of the building was inspired by Roman architecture, making it a significant cultural landmark in the city.
[verb] – to collect something, usually after much work or with difficulty
The team managed to garner enough evidence to support their theory after months of research and investigation.
[adjective] – opposite in nature, direction, or meaning
The decision to cancel the event was contrary to our expectations, as we had anticipated a successful turnout.
[adverb] – used to emphasize that you mean exactly what you are saying and nothing more
The task required merely five minutes to complete, demonstrating its simplicity and ease.
[noun] – something that you want and plan to do
The company’s intention was to increase its market share through innovative marketing strategies.
Article reading:
Please read the whole article. Then, I will check your pronunciation and intonation.
Coca-Cola has recently introduced two new products, Coca-Cola Spiced and its sugar-free variant, Coca-Cola Spiced Zero Sugar, to its beverage range. These items were launched on February 19 and represent the first new permanent offerings in the company’s North American lineup in three years. Based in Atlanta, Coca-Cola designed these drinks to meet the increasing consumer interest in spicier flavors, a trend seen in various American snacks such as Flamin’ Hot Cheetos and Sweet Heat Starburst. Despite the spicier twist, Coca-Cola Spiced primarily features a subtle raspberry taste, enriched with a blend of undisclosed spices that enhance the classic Coca-Cola flavor.
This new product stems from insights garnered from the Coca-Cola Creations initiative of 2022, which explored eight unique, limited-time flavors, including coconut, strawberry, and watermelon. Shakir Moin, the North American marketing chief for Coca-Cola, stated that this initiative was pivotal in identifying younger consumers’ preferences for innovative and unique flavor profiles. Contrary to the typical year-long development timeline, Coca-Cola expedited the development process for Coca-Cola Spiced, completing it in merely seven weeks. This swift production exemplifies Coca-Cola’s commitment to remaining at the forefront of rapid market evolutions and consumer inclinations. Moin emphasized the necessity of rapid adaptation to market dynamism to captivate the forthcoming generation of consumers, with the intention of replicating this expedient development in future product releases.
This new product stems from insights garnered from the Coca-Cola Creations initiative of 2022, which explored eight unique, limited-time flavors, including coconut, strawberry, and watermelon. Shakir Moin, the North American marketing chief for Coca-Cola, stated that this initiative was pivotal in identifying younger consumers’ preferences for innovative and unique flavor profiles. Contrary to the typical year-long development timeline, Coca-Cola expedited the development process for Coca-Cola Spiced, completing it in merely seven weeks. This swift production exemplifies Coca-Cola’s commitment to remaining at the forefront of rapid market evolutions and consumer inclinations. Moin emphasized the necessity of rapid adaptation to market dynamism to captivate the forthcoming generation of consumers, with the intention of replicating this expedient development in future product releases.
Comprehension questions
I will read each question. Then, please answer them based on the article.
- Where were the new Coca-Cola products, Coca-Cola Spiced and Coca-Cola Spiced Zero Sugar, launched?
- What is the primary flavor of Coca-Cola Spiced?
- How did Coca-Cola gather insights for developing Coca-Cola Spiced?
- How long did it take Coca-Cola to develop Coca-Cola Spiced, contrary to the typical timeline?
- Why does Shakir Moin emphasize the necessity of rapid adaptation to market dynamism?
Discussion questions
I will read each question. Then, please answer them.
- If you were in charge of developing a new beverage flavor, what flavor combination would you choose and why?
- Have you ever experienced a situation where a product you enjoyed was suddenly discontinued or replaced with a new version? If yes, how did you feel about the change? If not, how do you think you would react if one of your favorite products underwent a significant change?
- Do you believe Coca-Cola’s strategy of introducing new flavors like Coca-Cola Spiced will positively influence consumer loyalty and brand perception?
- How do you think this strategy of Coca-Cola might impact consumer loyalty and brand perception?
- What are the potential risks and benefits for Coca-Cola in using rapid innovation and flavor testing as a strategy to engage consumers, and how could this impact their market position over time?