The Launch of New Coke
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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.
» Appreciate the factors that influence reformulating an established successful product.
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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