The launch of New Coke turned out to be a nightmare for Coca-Cola. Check your inbox or spam folder to confirm your subscription. The deal was struck for $5 million, which doesn’t sound like a lot of money today, but around that time the Rolling Stones tour only received $500,000 for their sponsorship deal. Get the PDF eBook for just $29. Pepsi reintroduced “the Pepsi Generation” advertising campaign in the early 1970’s. Outline why your proposed competitive strategy will be successful in this aggressive period of the Cola Wars.

endobj The new flavor outperformed both traditional Coke and Pepsi in market research taste tests. Therefore, your role is to help the team reach the right decision for the firm overall and you may even act as the facilitator for the group. Rated 4.9 /5 based on 2480 reviews .

Basically the information provided below will take the students back to 1985 to address the challenges that Coca-Cola was facing at that time. Order this Assignment Now: £ 99 .

1 0 obj You are the marketing manager responsible for the Coke brand. Ellie Kennedy, Workshop Task: Coke Case Study Inform, 16/07/11 New Coke: A Classic Brand Failure Think of a brand success story, and you may well think of Coca-Cola. The Coca-Cola product was the traditional market leader in the cola category. All the activities and discussion exercises are provided free for marketing lecturers to use in their classes.

The caselet examines the factors that prompted the company to undertake such an initiative. Case Study – New Coke: A Classic Brand Failure.

You have just conducted an enormous market research study on the new formula for Coke. This product is often referred to as “New Coke”, but the intention of the packaging was to indicate that Coke was new.eval(ez_write_tag([[300,250],'greatideasforteachingmarketing_com-box-4','ezslot_6',114,'0','0'])); The product was developed and launched after years of R&D and taste testing and focus groups with consumers. Because of this initial relative competitive position, Coke believed their product was superior and that they had an entitlement of being the market leader. Your answer will be 100% plagiarism-free, custom written, unique and different from every other student.

This New Coke case study is undertaken as a role play exercise, where each student in the group will take the role of one of the following participants. Needless to say, Pepsi consistently won all the Pepsi Challenges – usually by a narrow margin. Today they no longer offer “new” Coke in the US market. Discuss the marketing implications of introducing New Coke.2. %PDF-1.4 Was it necessary for Coca-Cola to reformulate?3. Pepsi started outselling Coke in the “free-choice” channels, such as supermarkets, grocery stores and drug stores as early as 1977. They are ideally suited to topics that only require a 10-30 minute exercise addressing a distinctive concept, rather than a detailed, all-encompassing case study. Although not part of the original deal, Michael offered his biggest song, Billie Jean, to be reworded and used in the Pepsi TV commercial as he didn’t like the song Pepsi was planning to use. Did market research actually fail in this case? Pepsi had run briefly this advertising campaign in the early 1960’s. It was this kind of persuasive argument that helped convince the Burger King chain switch from Coke to Pepsi two years ago. All material copyright (2012-20) and for educational purposes only. You are the final decision maker for group.

Almost 200,000 taste tests were conducted with a budget of $4 million. Coke were running more aggressive sales promotions and discounting in stores (to reduce the impact of the Pepsi Challenge advertising).

This New Coke case study role play exercise is designed for groups of six students. As a manufacturer and distributor you don’t want lots of products to make and sell as a large-scale mass-produced streamlined operation is more cost-effective and profitable for your business.

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