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

26/12/2020 Client: saad24vbs Deadline: 24 Hours

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?


Applied Sciences

Architecture and Design

Biology

Business & Finance

Chemistry

Computer Science

Geography

Geology

Education

Engineering

English

Environmental science

Spanish

Government

History

Human Resource Management

Information Systems

Law

Literature

Mathematics

Nursing

Physics

Political Science

Psychology

Reading

Science

Social Science

Home

Blog

Archive

Contact

google+twitterfacebook

Copyright © 2019 HomeworkMarket.com

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:

A+GRADE HELPER
Writer Writer Name Offer Chat
A+GRADE HELPER

ONLINE

A+GRADE HELPER

Greetings! I’m very much interested to work on this project. I have read the details properly. I am a Professional Writer with over 5 years of experience, therefore, I can easily do this job. I will also provide you with TURNITIN PLAGIARISM REPORT. You can message me to discuss the detail. Why me? My goal is to offer services to you that are profitable. I don’t want you to place an order once and that’s it. For me to be successful, I need you to come back and order again. Give me the opportunity to work on your project. I wish to build a long-term relationship with you. We can have further discussion in chat. Thanks!

$75 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

Credit suisse holt lens - What is security through obscurity and why is it bad - Lumo energy my account - Uni of bath email - Financial reporting problem part 2 - Jb hi fi tax invoice - Module 13 Writing Assignment - Literature Review Paper Nursing 5 Pages - How to work out pulley ratios - Dee why rsl bowling - Legislation that applies to working effectively in a business environment - First class lever example - Silver cross strap pads - Target market for vacuum cleaners - Ib business sources of finance - Seacroft eye clinic telephone number - Test 7 segment display - Coffee cup calorimetry lab answers - Blackboard strayer edu - Cam therapeutic modalities paper - List of star crossed lovers - What might a french peasant have grumbled about in 1789 - Ps 201 root cause analyses and actions quizlet - Sunshine coast council development - The remainder of this page is intentionally left blank - Virtual villagers origins mysterious vial - Critical illness cover hcf - Completed sle application form - Ap statistics chapter 10 case closed answers - Specific weight of water lb ft3 - Security+ guide to network security fundamentals fourth edition answers - Quality Tools - Non therapeutic communication techniques in nursing - Uscg preventing and addressing workplace harassment quizlet - Because you loved me movie - John smith preston on secession summary - Home by gwendolyn brooks answers - Monash bachelor of criminology - Greasy lake tc boyle pdf - San quentin documentary national geographic - Credit guarantee fund trust - Listen to forth one - Biggest challenges facing organizations in the next 20 years powerpoint - Lab 2 separation of a mixture answer key - Unit 6 Assessment - Environmental Literacy Plan – Phase VI - Gauss jordan elimination method example - Health - Discussion question - No need to call sherry turkle - Point of view assessment - Effective strategies for teaching science vocabulary - Evo injector resistor bypass - Occupational therapy volunteer resume - Ness ncl ac uk - The ugly american chapter 1 summary - How does the scientific method aid human critical reasoning processes - Rules of engagement outtakes youtube - Penshurst girl high school history - How to create an ecomap - Milestone 2 - Asymmetric and Symmetric Encryption - Benchmark patient's spiritual needs case analysis - October 6 university hostel - Sicko movie worksheet answers - My virtual office juice plus - Applying snp profiles to drug choices - How many islands in the philippines - Milestone 1 - Wave interference phet lab answer key - Www bloomberg com quote cur usd idr - Australian visa application form 1415 - Hpe ilo license activation - Art and Mental Illness - ART Appreciation Course - Advanced Business Statistics - Advanced distribution management system - Advanced construction 401 - Literature review (APA version 6) in Information Technology Strategic Planning . Topic - Single Sign-on in Banking - Susquehanna equipment rentals - Describe base lift in scaffolding - How to prevent mold in tropical climates - What is a master status in sociology - Cloud computing by kris jamsa pdf - Edexcel history past papers - Sea ray v drive problems - Logixpro silo simulation ladder diagram - 8-2 Memo: Creating Effective Web Communications - Entry 3 reading exam - Marketing Assignment - Film studies 101 30 camera shots - Jamie hubley - Week -6 phy sec assing - Edgewood isd v kirby - The Role of Government and the Impact of Politics - Essay - Graphing a heating curve for water lab answers - Paragraph - WHITE LIKE ME - Application of newton raphson method in chemical engineering - 3 7 dimethyl 4 nonyne - U.S HISTORY BOOK REVIEW - Octanorm stand alternatives uk