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

Ez set door knob removal - Morality and self interest course hero - Crows feet paint defect - Global heavy chemicals ltd - She wet like the ocean pull out the trojan - How to make a multiplication table in visual studio - Hdd 7000 eda diesel generator - Problem 3 5a accounting answers - Short answers (300 words) - PROJECT PROPOSAL - Ips e max cad crystall stains - Best friend rights and responsibilities - English 10. - Soul mind and body revision - Hoppers crossing radiology 267 heaths road - WK3 RESPONSES 6053 - El fútbol en europa es muy similar al fútbol americano - Fdle special agent training academy - POL 101 need 3 pages - The legacy chronicles trial by fire pdf - Big data analytics assignment - Neurovascular observations post surgery - Highwire stanford edu search - Maternal nursing and women health practice - Recreation and wellness intranet project gantt chart - Schein's four key organizational culture factors - Convert to binary using the excess_127 system - Veab heat tech ab - Ipv6 conformance test suite - Speech Introduction - Ark big ideas 2021 - Discussion response MK - Specific excess power equation - Means a lot to me - Oracle iprocurement interview questions - Derivation of voltage across capacitor in rc circuit - Themes for Dealing with the Problem of Evil - Mr tapp princess royal hospital - Myitlab answers excel chapter 2 - Data Inquiry Model Review and Analysis - Alder grange 6th form - What are the main considerations in processing big data - Pharm - Blackberry picking seamus heaney pdf - Five forces framework airline industry - Summaries of saudis expand regional power as others falter - Enduring power of attorney short form - Work with diverse people / Promote Aboriginal and/or Torres Strait Islander cultural safety - Methylated spirits nail polish remover - Voltage divider rule questions - Library chamberlain.edu - Mafs 912 g co 3.9 answers - S monovette guide colour codes - Tip passes city of joondalup - Feast watson floor paint - Amnesia the dark descent elevator machine instructions - 20 pair telephone cable color code - Erm adoption and implementation in the higher education environment - Crb auto finance overnight payoff address - Sika concrete protective coating - Katherine knight murder scene - Vcaa study design biology - What does analytic mean in math - Nonessential modifiers are enclosed in - Mkt 500 assignment 1 - Bupa cash plan claim form download - Walt whitman life history - Aurltb003 - 5 year old well child soap note - R12000 in dollars - Social impact of population growth - Mat 211 asu - Social mirror definition - Serum111 - Owasp secure software contract annex - 4.62 km in miles - Attention getter for speech about myself examples - Dulux miller mood review - Ward 24 western general hospital edinburgh - Resistance to change at work place - Apa essay compare and analyze - The yellow wallpaper secondary sources - NRS-410V-0L191 Pathophisiology and Nursing Management of Client Health. - Tesla operations management - Case Study Analysis - Journal article analysis - Lamson Case - Therapeutic crisis intervention training cornell university - Muslim Molvi 7340613399 OnLine No 1 FaMOUs VashIKaraN sPecIaLIsT IN Avadi - Texas political culture essay - What is the risk adjusted npv of each project - How to read an electric motor nameplate - What are three risks and threats of the user domain - Fats burritos menu roswell nm - Research and writing - Assignment - Michael kors marketing strategy - Escience lab 2 chemistry of life answers - Hcooh acid or base - +91/*//*9928097710 lost lovE back solution Astrologer in IndORE , lucknOw