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

Week-07 Discussion - Discussion 5A - Principles of Macroeconomics - Gm in china case study solution - Literature Evaluation Table - Durham geo slope indicator - Exercise 3.1 - Management by objectives case study pdf - Meditech magic programming language - Finite element analysis questions and answers pdf - What is the scholar practitioner model - How many platforms at flinders street station - How to write a tv show analysis - Police and equality assignment - Bus 475 week 5 final strategic plan and presentation - How to calculate total magnification of a microscope - Simchart for medical office answer key - 3 tiers of noncustomers example - Athlean inferno max size - Trevor noah owns tomi lahren - Days of the week in arabic - REPLY 1 422 apa - Love goes toward love as schoolboys from their books - A system of two paint buckets connected by a lightweight rope - Ocr exam timetable 2016 - Filipino tattoos ancient to modern pdf download - Year 7 spelling words australia - Hertz group t6 vehicles - Marketing research project on tata nano - 2400 kbps to mbps - They say i say chapter 7 exercise answers - Caution https app mil relayhealth com - Maryland metrics surface roughness tables - Four uses of comparative data in healthcare organizations - How did antonio betray prospero - Oracle ebs 12.2 certification matrix - Structure follows strategy - Pecs meaning in entrepreneurship - Discussion Unit 7 Assignment 2 Autism Spectrum Disorder - Cad bim technology center - What is the principle of the evacuated collection system - What is current audit file - Homework - Quan Response paper - A steel strip emerges from the hot roll - What is database management system and its advantages - 47 grandview street shelly beach - Video questions the century 1953 1960 happy days answers - Determination of water hardness using a titrator - Pico questions for stroke patients - Accounting105 - How much are you willing to pay survey question - Federalism - 10a julius avenue north ryde - Earnings per share measures the net income earned - The physical universe 15th edition pdf - Charles frears school of nursing - The current carrying capacity of a cable is determined by - Isuzu australia limited - Camping at rocklands reservoir - Klumper corporation is a diversified - New york state bureau of ems - 2 chronicles 20 21 - Bio ethics dis - Balcony scene romeo and juliet baz - What is environmental scanning strategy - Assets liabilities owner's equity is the fundamental bookkeeping equation - The blind side movie viewing guide - Songimvelo kromdraai camp site elukwatini - National safety compliance quiz answers 14 027 - Statistical inference casella berger solutions - What is traditional theory - Po box 4 gloucester gl4 3rl - Product stewardship televisions and computers regulations 2011 - Table 2 generation data produced by monohybrid crosses - Masters home improvement robina - Root cause analysis engstrom auto mirror plant - Nursing courses in mauritius - Mcgraw hill connect economics chapter 7 answers - 1 turtledove rise greenough - A form of "estar" must be used as the helping verb in a progressive tense. - Leadership and governance definition - Discussion Board- Sex Offender - Need a 1 page APA discussion post - How to become an HR - Describe yourself to someone who has never met you - Aco vs mco - Sigurd is the son of the god odin - Cj fallon student login - Drug and alcohol test answers module 6 - Cody's martial arts clinton ma - Simplifying expressions involving multiplication - Liberty university letter of recommendation - Lección 3 grammar quiz - Alternate ending for romeo and juliet - Market maneuvering among industry rivals - Disaster recovery-3 - Audi r8 light blue - 2st radio frequency fm - Comparing sculptures of ancient india and greece