The Launch of New Coke
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(Case Code: MKTG034) click on the button below, and select the case from the list of available cases:
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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.
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Case Details:
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Price: |
| Case Code |
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MKTG034 |
For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extraThemes
Market Research |
| Case Length |
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10 Pages |
| Period |
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1985 - 2002 |
| Pub Date |
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2003 |
| Teaching Note |
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Available |
| Organization |
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Coke |
| Industry |
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Food, beverages and Tobacco |
| Countries
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India |
Abstract:
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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.
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Issues:
» Appreciate the factors that influence reformulating an established successful product.
Contents:
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
The Launch of New Coke
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