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

28/03/2021 Client: saad24vbs 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:

Financial Analyst
Assignment Helper
Assignment Hut
Buy Coursework Help
Writing Factory
Academic Mentor
Writer Writer Name Offer Chat
Financial Analyst

ONLINE

Financial Analyst

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

$79 Chat With Writer
Assignment Helper

ONLINE

Assignment Helper

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

$159 Chat With Writer
Assignment Hut

ONLINE

Assignment Hut

Give me a chance, i will do this with my best efforts

$116 Chat With Writer
Buy Coursework Help

ONLINE

Buy Coursework Help

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

$138 Chat With Writer
Writing Factory

ONLINE

Writing Factory

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

$136 Chat With Writer
Academic Mentor

ONLINE

Academic Mentor

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

$105 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

Celf 5 core language subtests 9 21 - Altius golf and the fighter brand case study solution - Summary of gulliver's travels wikipedia - Moorebank sports club menu - Companies with ethnocentric hrm orientations - Bankhead primary school rutherglen - Bt st albans data centre - Basic facial steps milady - Science b4 b5 b6 - 151.2 lbs to kg - Week5 responses 6053 - Lab 4 enzymes answers - Random sample review centrelink - Annotated Bibliography - How much is scrub daddy worth - The primary purpose of a cash budget is to - Enthusiasm poem omega psi phi - Cio presentation ppt - Which exchange rate forecast technique should mncs use - Hercules strangles two serpents latin translation - Compare/ contrast - James r jordan sr - How is tesco influenced by stakeholders - Nurses as knowledge workers definition - Homeostasis amoeba sisters worksheet - Ata 2200 chapters list - How to sharpen an axe with a belt sander - Skinner labeled unlearned reflexes or stimulus-response connections as - Grease script online free - List a medical term linking a word root + suffix - Concepts of database management 8th edition chapter 5 answers - 7 non price determinants of demand - Why is grant writing underutilized in criminal justice - What does hbi mean in texting - Lif5800rl p smoke alarm manual - Sittin on a bar stool by rehab - Apprehend harley quinn electric water - Https www thebalance com communication skills list 2063779 - Pot luck quiz questions and answers 2014 - Inappropriate footwear centre of gravity - Roberto company uses a perpetual inventory system - Convert 6 percent to a decimal - Problem statement for event management system - Zero blunt topo pcr - Slope of arrhenius plot - The boy without a flag summary - How to find the endpoint when given the midpoint - Advantages and disadvantages of non renewable resources - Lulu livin lovin losin songs of the louvin brothers - Project scope for office relocation - Tech talk case study solution - What does the name christian mean - Crypto Week 3 discussion - Du4 - Take me to a higher ground - Jack hateley cycles wolverhampton - Kindly bid carefully, i will not revise my budget once assigned - Horizontal flower arrangement definition - Travel Etiquette and Safety Brochure NEED IN 10HRS ONLY OFFER IF YOURE ABLE TO COMPLETE WITHIN SHORT TIME FRAME - 978 0 07 803475 6 - A 10000 kg rocket blasts off from earth - Monster hunter world ws 38220 5 - What college rankings really tell us malcolm gladwell summary - Context level dfd diagram - Fifo vs weighted average advantages - Number of electrons in zirconium - Marshalls priora permeable paving - Mysql connector java 8.0 12 jar - Argumentative essay about bringing cellphones in school - Time for business workbook answers - Potholes and plunge pools - Muhammad left mecca to live in medina because - Mass communication hanson 7th edition - Kite streamers wang meng summary - Chemistry of life laboratory report 3 answers - Biographical characteristics and how are they relevant to ob - Digital wwnorton com givemeliberty5sv2 - Sales of people magazine are compared over a 5-week period at four borders outlets in chicago. - Cartoon introduction to economics pdf download - The assignment dvd cover - Tipping point leadership ppt - Accounting for state and local governments part 2 solutions - Wileyplus com go bb register - Galette des rois date - Whistleblowing in publicly traded companies within the last 12 months - 1s22s22p63s23p64s23d7 - Questions following the inverted funnel sequence - Intrapersonal level of ecological model - Cube sides and faces - What was the titanics top speed - Rebecca nurse character analysis - Week 6 data mining - Bastard out of carolina summary sparknotes - St augustines st helens - Abc insurance company virtualization case study - Fiona stanley postal address - BUSINESS LAW, ETHICS AND SOCIAL RESPONSIBILITY - How many combinations with 3 numbers 1 3 - New Present Value - Assignment