Loading...

Messages

Proposals

Stuck in your homework and missing deadline? Get urgent help in $10/Page with 24 hours deadline

Get Urgent Writing Help In Your Essays, Assignments, Homeworks, Dissertation, Thesis Or Coursework & Achieve A+ Grades.

Privacy Guaranteed - 100% Plagiarism Free Writing - Free Turnitin Report - Professional And Experienced Writers - 24/7 Online Support

Coca cola campaign case study

20/11/2021 Client: muhammad11 Deadline: 2 Day

CASE LINK: https://www.youtube.com/watch?v=jL_oKq4ddCs

Let’s assume that among the marketing strategy solutions for Coca-Cola in 1985 was the strong consideration of introducing a new cola product (in some form) in the marketplace. As we know, Coca-Cola did in fact reformulate their flagship Coke product and relaunch it in 1985 – but was that the right decision? Now it’s your turn to determine what would be the best product mix for the Coke brand, given the competitive marketing environment in the soft drink market of 1985.

Recap: Why Coca-Cola Introduced New Coke in 1985

· Coke was being outsold by Pepsi in segments where consumers had a choice of the brands, such as supermarkets,

· Overall Coke’s market share was steadily declining (down from 24.3% in 1980 to 21.7% in 1984) ,

· Coke had increased their advertising and promotional spending from $50m to $200m in recent years. Their $200m promotional budget was 1/3 more than Pepsi’s spend of $150m), but failing to stop Pepsi’s gains in market share,

· Coke was having to resort to conducting aggressive sales promotions and discounting in stores (to reduce the impact of the Pepsi Challenge advertising),

· Coke’s own market research was indicating that “taste” was the main reason for their erosion of market share,

· Pepsi’s “new generation” advertising campaign was designed to position Coke as old and tired and boring,

· Pepsi now had Michael Jackson at the height of his career,

· Coke’s R&D area has developed a new cola formula that was preferred over both Pepsi and existing Coke in blind taste tests,

· Plus the new Coke formula was cheaper to manufacture, which would add up to a $50m pa increase to the bottom line.

The New Coke Strategy

Coca-Cola’s management believed that the introduction of New Coke would completely destroy Pepsi’s competitive strategy. In fact, Pepsi’s own management initially believed that this was a masterstroke by Coke.

Firstly, the New Coke product was to be positioned as new, exciting, modern and young; directly confronting the “Pepsi Generation” campaign and stealing Pepsi’s market positioning.

Secondly, the New Coke product tasted better which would stop the Pepsi Challenge taste-test advertising. In fact, Coke had plans to run their own taste-tests and run their own TV commercials in order to win back lost customers.

Therefore, you can see why Coke’s management was so confident, as they believed that they had boxed Pepsi into a corner and destroyed their competitive strategy, as highlighted in the following perceptual map.

Alternative Product Options to Consider

You need to consider whether if and how Coca-Cola should launch a new product or whether there are better non-product solutions to their competitive battle with Pepsi.

Here are the different approaches to a new product to consider.

A. Develop a NEW product

1. Launch the new product as a replacement for Coke (as they did first) or

2. Launch the new product under Coke brand in addition to Coke (as they did later) or

3. Launch the new product under a new brand name (as a multi-brand strategy) or

4. Slowly change the Coke formula over time to become New Coke (without consumers noticing) or

5. Undertake market testing of the new product first (before a full launch)

B. Do NOT develop a new product

1. Increase promotional activity and spend

2. Increase in-store promotions and discounting

3. Increase retailer penetration

4. Reposition the Coke brand

5. Attempt to reposition Pepsi

6. Try something else (your own ideas)

C. Do nothing different

Questions:

1. From the above list, what would be the best option for Coke to pursue in 1985?

2. If you decided to introduce some form of new product, how would you position the new product relative to both Pepsi and any remaining Coke products?

3. If you decided to reposition the Coke brand outline your positioning goals. If you decided NOT to modify the product mix, outline why this approach would be successful given that Coke has already implemented many of these marketing tactics.

4. Outline why your proposed competitive strategy will be successful in this aggressive period of the Cola Wars.

5. In what ways, do you think, that Pepsi may respond to your proposed strategy?

Homework is Completed By:

Writer Writer Name Amount Client Comments & Rating
Instant Homework Helper

ONLINE

Instant Homework Helper

$36

She helped me in last minute in a very reasonable price. She is a lifesaver, I got A+ grade in my homework, I will surely hire her again for my next assignments, Thumbs Up!

Order & Get This Solution Within 3 Hours in $25/Page

Custom Original Solution And Get A+ Grades

  • 100% Plagiarism Free
  • Proper APA/MLA/Harvard Referencing
  • Delivery in 3 Hours After Placing Order
  • Free Turnitin Report
  • Unlimited Revisions
  • Privacy Guaranteed

Order & Get This Solution Within 6 Hours in $20/Page

Custom Original Solution And Get A+ Grades

  • 100% Plagiarism Free
  • Proper APA/MLA/Harvard Referencing
  • Delivery in 6 Hours After Placing Order
  • Free Turnitin Report
  • Unlimited Revisions
  • Privacy Guaranteed

Order & Get This Solution Within 12 Hours in $15/Page

Custom Original Solution And Get A+ Grades

  • 100% Plagiarism Free
  • Proper APA/MLA/Harvard Referencing
  • Delivery in 12 Hours After Placing Order
  • Free Turnitin Report
  • Unlimited Revisions
  • Privacy Guaranteed

6 writers have sent their proposals to do this homework:

Top Quality Assignments
Coursework Help Online
Engineering Help
Quality Homework Helper
University Coursework Help
Financial Solutions Provider
Writer Writer Name Offer Chat
Top Quality Assignments

ONLINE

Top Quality Assignments

I am a PhD writer with 10 years of experience. I will be delivering high-quality, plagiarism-free work to you in the minimum amount of time. Waiting for your message.

$20 Chat With Writer
Coursework Help Online

ONLINE

Coursework Help Online

I have read your project details and I can provide you QUALITY WORK within your given timeline and budget.

$46 Chat With Writer
Engineering Help

ONLINE

Engineering Help

I have done dissertations, thesis, reports related to these topics, and I cover all the CHAPTERS accordingly and provide proper updates on the project.

$40 Chat With Writer
Quality Homework Helper

ONLINE

Quality Homework Helper

I can assist you in plagiarism free writing as I have already done several related projects of writing. I have a master qualification with 5 years’ experience in; Essay Writing, Case Study Writing, Report Writing.

$34 Chat With Writer
University Coursework Help

ONLINE

University Coursework Help

As per my knowledge I can assist you in writing a perfect Planning, Marketing Research, Business Pitches, Business Proposals, Business Feasibility Reports and Content within your given deadline and budget.

$32 Chat With Writer
Financial Solutions Provider

ONLINE

Financial Solutions Provider

After reading your project details, I feel myself as the best option for you to fulfill this project with 100 percent perfection.

$31 Chat With Writer

Let our expert academic writers to help you in achieving a+ grades in your homework, assignment, quiz or exam.

Similar Homework Questions

Wbs code in ms project - What is minimum attractive rate of return - External Environment Assignment - Language shapes the way we think - Which of the following is not a misuse of statistics - Relationship between housing and education - Richard broom cocked and loaded - Module b practice questions - Celiac disease symptoms checklist - Calculate the consumption ratios for the four drivers - How to staff a 24 7 operation - Asthma and Stepwise Management - Ny presbyterian dbt program - Through thick and thin quotes family - Discussion - Law and ethics in educational leadership stader - Cardiac science aed beeping - Examples of unicellular organisms and multicellular organisms - TIMEMAPPER ENTRY 2 (ENCYCLOPEDIA STYLE) CAREFULLY READ ATTACHED DOC. - A thunderstorm by emily dickinson meaning - My sparc rewards coca cola - Use bond energies to estimate the enthalpy change - Mcc australia sanjin mining - Res gestae divi augusti latin - Advantages and disadvantages of single step income statement - Busschaert racing pigeons for sale - Literary movements in english literature ppt - 7zip drag and drop - Collect pictures stories poems and information about maharaja ranjit singh - The power of chunking - Net ionic equation galvanic cell - Word module 1 sam project 2 - Finance manager sharon has the reputation of walking the talk - Joanne duffy nursing theory - What is Minecraft MOD APK? - Griffith bachelor of criminology - Kristen's cookie company case answers - Ends ways and means model - Principle of management - Humn 8660 - Insite leeds city council - Weekly Post #2 - 5 PARAGRAPH Paper on MADAM CJ WALKER - How do you calculate the case mix index - Blue skinned avatar race crossword - Msn uk money stock charts - Cambridge igcse music book - The art of composing printed material from letterforms is called - Provide a 50-75 word discussion reply to the following post below. Finding opportunities in the Energy Industry - Jesus said come forth - Personal counseling theory paper - First poem for you by kim addonizio summary - It's halloween it's halloween song lyrics - Review on three journals - Key agencies regulating and enforcing rsa in nsw - Ingleby barwick refuse collection - Learning and memory w scott terry - Itm slp - Dq - Electromagnetic induction numericals with solution - Kbr dissolved in water - Project management for engineering business and technology fifth edition pdf - Bounce back education trish wisbey roth - Your Personal Moral Theory - This laryngeal muscle is innervated by the external laryngeal nerve: - Animal farm chapter 4 - Discussion 4 - Practical strategies for technical communication 2nd edition by mike markel - Observations of chemical reactions lab - Gretchen am spinnrade lyrics translation - Case study financial statement analysis - Dulux chalkboard paint instructions - Korean english lesson coke youtube - Childhood by margaret walker analysis - Year 8 fractions decimals and percentages test - Because of their doctrine of ahimsa jains are - Norman maccaig poems annotated - Family health assessment part 2 - Transition to Graduate Study - Safety assessment test answers - You told harpo to beat me - X microsoft antispam mailbox delivery jmr 1 - 1998 french film about post impressionist painter - Sap ariba procurement training - Blades in the dark spiritbane charm - Describe the processes used in developing and managing data warehouses - Bus 520 leadership and organizational behavior - Man4723 - Auscap long short australian equities fund - How to teach computer ethics through science fiction - Benchmark - Collaboration and Communication Action Plan - Heart of a soul surfer the bethany hamilton story 2007 - Eto reasons for redundancy - Module 2 Paper - Pedestrian bridge design example - Biology module 1 test answers - Clubfoot treatment in bangladesh - Case study on forensic audit - Dulux mt aspiring double - Discussion part 8