The company that I am researching is National Beverage Corporation
(NBC) which is responsible for creating several carbonated beverages
including La Croix. I intend to introduce a new product called Flavor
Wave which is a flavoring concentrate that is meant to be used with
at-home carbonation appliances like SodaStream.
• Who will you ask for feedback from within the company?
• How do you plan to seek and address feedback and concerns from
these sources within the company?
Part of the reason I wanted my project team to include employees
from the factories where La Croix is produced is that no one knows
the production process better than they do (Benjamin, 2016). I would
want to contact these employees through emails and ask for their
feedback on how they believe the new product line would impact the
production process and any ways to improve it (Get2Growth, 2022).
With this information, NBC could adjust its production plan for Flavor
Wave. NBC could even do several test batches of the new product
and survey the production teams to see how well the production
process went, whether there were any issues, and make any changes
necessary before the product's initial release. I would also want to
address the marketing department. I would email the project outline
to the marketing department and ask them to research the particular
demographic NBC is trying to reach. If they believe that there are
changes that need to be made to the packaging or advertisements,
then NBC will need to incorporate those ideas into the project and
refine it accordingly.
• Describe strategies you plan to use for seeking and addressing
feedback from customers.
First, NBC should research any products that are similar to Flavor
Wave and learn what customers are saying about them. Bubly Drops
is a product very similar to Flavor Wave that is produced by PepsiCo,
Inc. NBC should research what consumers are saying about this
product, both good and bad. NBC should consider what positive
things customers are saying about Bubly Drops, however, NBC
should really focus on the negative reviews (Dunne, 2018). By
focusing on what consumers believe is wrong with Bubly Drops, NBC
can prevent itself from creating the same mistakes with Flavor Wave.
Regarding the initial release of Flavor Wave, NBC should release a
customer survey using several different social media websites.
According to (Dunne, 2018), consumers typically have 5 different
social media accounts and spend an average of 1 hour and 40 minutes
every day on social media. NBC already engages with its customers
on social media (Duran, n.d.), so it makes sense to promote the survey
through this channel. NBC could create a contest where consumers
post pictures of themselves using the new Flavor Wave product along
with any remarks they have about it. Additionally, I would suggest
that NBC create a live chat service (Dunne, 2018) to engage with
their customers and promote the live chat service on ALL of their
product packaging.
References:
Benjamin, B. (2016, August 15). Listen To Your Employees, Not Just
Your Customers. Harvard Business Review.
Dunne, C. (2018). 5 Great Ways To Get Customer Reviews And
Feedback. HCM Sales, Marketing & Alliance Excellence Essentials.
Duran, HB. (n.d.). LaCroix Sparkles With Millennials Thanks To
Influencer Marketing. Ion. https://www.ion.co/lacroix-sparkles-
millennials-thanks-influencer-marketing
Get2Growth. (2022). The Power Of Feedback Loops.
https://get2growth.com/feedback-loops/
• 5 Great Ways to Get Customer Reviews.pdf
(289.67 KB)
• Listen to Your Employees.pdf
(216.83 KB)
