Caselet Code : CLIM009
Publication date : 2005
Subject : International Marketing
Industry : Soft Drinks, Food & Beverages
Length :
 3 Pages
Price :  Rs. 50 (Detailed Pricing Info)

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Abstract

This caselet discusses the failure in the market of New Coke, which was meant to replace Coca-Cola's flagship brand Coke. It also focuses on the market research that the company undertook before the launch of New Coke and analyzes why New Coke failed to catch the fancy of consumers.


Issues:

» New Coke - Coke's new version
»  Market Research - Vital element in new product launch
» Consumers' brand preferences


Key words:

The Coca-Cola Company, Coke, New Coke, market research, Classic Coke, soft drinks, Pepsi, soft drinks market, youth market, focus group interviews, market surveys, blind taste tests, brand

Questions for Discussion:

1. How did consumers respond to the launch of new version of Coke?

2. Do you think the lack of proper marketing research was the reason for the failure of the new version of Coke? Justify your answer.