The Launch of New Coke


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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:

Price:

Case Code : MKTG034 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges

Themes

Market Research
Case Length : 10 Pages
Period : 1985 - 2002
Pub Date : 2003
Teaching Note : Available
Organization : Coke
Industry : Food, beverages and Tobacco
Countries : India

Abstract:

This case examines the launch of New Coke by Coca-Cola in 1985 in an attempt to capture the market share from its closest competitor, Pepsi.

It discusses the reasons why Coca-Cola changed its formula, the financial and marketing implications of introducing a new product that did not appeal to consumers and how this experiment backfired.

The case explores the deep feelings of Coca-Cola lovers for the company, its product and brand. The case also provides information on how the launch of New Coke benefited Coca-Cola and how according to analysts, a marketing blunder turned out to be a marketing ploy.

Issues:

Appreciate the factors that influence reformulating an established successful product.

Contents:

  Page No.
Introduction 1
Background Note 1
The Rationale 3
The Launch and its Aftermath 4
New Coke - What Went Wrong? 5
A Marketing Blunder or a Ploy? 6
Exhibits 7

Keywords:

New Coke, Coca-Cola, 1985, market share, closest competitor, Pepsi, financial, marketing implications, appeal, consumers, experiment, backfired, deep feelings, Coca-Cola lovers, product, brand, analysts, marketing blunder, marketing ploy

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