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

Introducing new coke case study

08/10/2021 Client: muhammad11 Deadline: 2 Day

New Coke Case Study

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

Launch the new product as a replacement for Coke (as they did first) or
Launch the new product under Coke brand in addition to Coke (as they did later) or
Launch the new product under a new brand name (as a multi-brand strategy) or
Slowly change the Coke formula over time to become New Coke (without consumers noticing) or
Undertake market testing of the new product first (before a full launch)
B. Do NOT develop a new product

Increase promotional activity and spend
Increase in-store promotions and discounting
Increase retailer penetration
Reposition the Coke brand
Attempt to reposition Pepsi
Try something else (your own ideas)
C. Do nothing different

Questions:

From the above list, what would be the best option for Coke to pursue in 1985?
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?
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.
Outline why your proposed competitive strategy will be successful in this aggressive period of the Cola Wars.
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:

Assignments Hut
Peter O.
Finance Professor
Pro Writer
Coursework Helper
Accounting & Finance Specialist
Writer Writer Name Offer Chat
Assignments Hut

ONLINE

Assignments Hut

I have read your project details. I can do this within your deadline.

$47 Chat With Writer
Peter O.

ONLINE

Peter O.

I have read your project details. I can do this within your deadline.

$35 Chat With Writer
Finance Professor

ONLINE

Finance Professor

I am known as Unrivaled Quality, Written to Standard, providing Plagiarism-free woork, and Always on Time

$49 Chat With Writer
Pro Writer

ONLINE

Pro Writer

You can award me any time as I am ready to start your project curiously. Waiting for your positive response. Thank you!

$42 Chat With Writer
Coursework Helper

ONLINE

Coursework Helper

I have read your project details. I can do this within your deadline.

$21 Chat With Writer
Accounting & Finance Specialist

ONLINE

Accounting & Finance Specialist

I have read and understood all your initial requirements, and I am very professional in this task.

$24 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

Network defense and countermeasures principles and practices 2nd edition pdf - Https ereader chegg com - Counseling older clients - Tung wah group of hospitals chang ming thien college - Http www learner org courses envsci interactives carbon - Cyber crime speech outline - Information systems - Peripheral Vascular Disease - Performance improvement plan examples - Blurb - Why is “expanding the pie” an effective way of negotiating collaboratively? - Bsbmgt502 assessment answers - What is the molar mass of nahco3 - Heat pump steam generator - Hhmi biointeractive virus explorer answer key - Descriptive essay - Diamond supramax external 56k usb modem - How to add editors on weebly - Phillips bicycle charlie burg lyrics - Dorma door sensor manual - Nonverbal communication - Gung ho movie questions and answers - Human Rights Movement - Discussion and replies - Which of the following is the best example of oligopoly - The Belmont Repor - Whole foods industry analysis - Medium voltage drives ppt - A horizontal aluminum rod 4.8 cm in diameter - Musk Attar - Woman in black quotes - Sociological imagination assignment - Grand canyon university children's functional health pattern assessment - Boeing 737 take off procedures - Life perpetuates itself at the cellular level - Application of maxwell's equation in thermodynamics - 115 brysons road warrandyte south vic 3134 - Edgar schein career anchors - Settlers hut walk namadgi - Gpib usb hs manual - Tina jones shadow health musculoskeletal - Students can easily earn a passing on this paper without using bevan and sole. - Which is taller space needle or eiffel tower - Db 6 - In the fog by milton geiger - Snapshots require the remotemonitoring option key - A simply supported wood beam ab with span length - Wind turbine activity worksheet - Chapter 16 accounting for income taxes - Written Assignment - Ethnic Strife In The U.S (Sociology) - The thinker's guide to the art of socratic questioning pdf - Ice vending machine australia - What is walt disney company's corporate strategy - Message trace office 365 - I need 850 words Essay on Social Media. - Medical asepsis hand washing - 978 0 470 13312 5 - The key feature of an oligopolistic market is that - Country research project ideas - Quantitative reasoning ii project final presentation - Don t be a menace español latino mega - Blc reflective essay examples - Current Fashion Trends in Leather Jackets and Coats - 15 72 in simplest form - Poems about the four elements - Qnt 351 week 2 individual assignment - Functional requirements of inventory management system - Review questions - Familiarity breeds rigidity - What happens to starch when acted upon by amylase - Community Advocacy - Tph group pty ltd mona vale - 4 day hypertrophy program - 2.57 pounds to kg - NURS 4455 Financial Management - Dromana to arthurs seat walk - 2 monkeys were paid unequally - Assignment 2: Economic Approaches in the Age of Industrialization (1870-1940) - Michael jordan outline - A roman introduction to private law - Unit 4 Leading Change Management - U pick cherries melbourne - Am i blue alice walker - Which of the following is an asset utilization ratio - Economics 2 - Body composition lab report discussion - Ashtead hospital orthopaedic consultants - Socioautobiography essay - Layout and flow in operations management - Jack welch ge case study - Uts autumn 2021 results - Kouzes and posner definition of leadership - The treadmill of consumption james roberts - Budgets normally cover a period of: - Inguinal hernia left icd 10 - Psychology in the popular media - Rashidah's most recent body mass index indicates that she is - Anecdotal observation example early childhood - Accounting III_ Activity Base, Process and Job Order Costing - No mobile phones in school