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

New Coke

19/09/2020 Client: lyjly0515 Deadline: 2 Day

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/yr. 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


Your group needs 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 and discuss in your groups.


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 or Pepsi, outline your positioning goals.

4. 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.


Each question presented must be answered with a complete paragraph using proper grammar and spelling. All papers must be double-spaced and use a twelve-point (12pt.) Times New Roman font. Each paper must also have a header that includes each student’s name, the assignment name (e.g., Group Assignment Module 1), course information (MKTG 3651) and term information (e.g., Fall 2020). One individual from the group must submit the assignment for the entire group via Canvas. Team member contributions to group work will be assessed via anonymous group member evaluations. These evaluations will be used along with the overall group grade to determine the student’s final grade on the assignment.

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:

Assignment Hub
Academic Master
Top Academic Guru
Essay Writing Help
Smart Homework Helper
Writer Writer Name Offer Chat
Assignment Hub

ONLINE

Assignment Hub

I feel, I am the best option for you to fulfill this project with 100% perfection. I am working in this industry since 2014 and I have served more than 1200 clients with a full amount of satisfaction.

$55 Chat With Writer
Academic Master

ONLINE

Academic Master

I have super grip on essays, case studies, reports and discussion posts. I am working on this forum from last 6 years with full amount of satisfaction of my clients.

$40 Chat With Writer
Top Academic Guru

ONLINE

Top Academic Guru

This project is my strength and I can fulfill your requirements properly within your given deadline. I always give plagiarism-free work to my clients at very competitive prices.

$35 Chat With Writer
Essay Writing Help

ONLINE

Essay Writing Help

I can provide plagiarism-free work for you within your given deadline. My professional writing career started around 5 years back with a local writing company in my city where I have produced 1000+ documents for my clients.

$55 Chat With Writer
Smart Homework Helper

ONLINE

Smart Homework Helper

Greetings! I am the professional electrical, telecom engineer, rich experience in QPSK, OFDM, FFT, such signal processing concetps with matlab, I can satisfy you definitely. more in chat.thanks.

$55 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

Pci diagnostic card codes - Freight car loadings over a 12 - Math homework help linear equations - The basic aim of psychoanalytic therapy is to - Valuation of Video Lesson Assignment Instructions - Bruce harvey rio tinto - First and second stop micropipette - Lukewarm church of laodicea - Why did gorbachev choose the united nations as his forum for this speech? - Ol meaning on multimeter - Experiment 5 the importance of cell cycle control - Puget sound divers is a company that provides diving services - Are moon jellyfish considered plankton nekton or benthos - Slimming world hair and beauty - Homegoing litcharts - Switched mode power supplies rmit - Advanced patho - Organizational Behavior concept ‘DIVERSITY’ at work place. - 7 2 final project submission statistical analysis report - Miller forensic assessment of symptoms test m fast pdf - Hypothetical argument - Psychodynamic learning theory in nursing - Manrose mf100t installation manual - Difference between common source and common drain amplifier - New longton all saints - Relationship between qualitative analysis and evidence based practice - Calculating ex rights price - Irrevocable special power of attorney - Rachel mcdowall street dance - Glencoe bon voyage 2 - Hotcomic net - Chemistry - 12500 in standard form - Final Draft: Expository Essay - Security as a service business model - Baptist spiritual gifts test - She's a teenage dream if you hate yourself song - Wooden frame for hanging criminals - Express the force as a cartesian vector - Human resources - Measuring speed of sound using oscilloscope - Furuno fcv 1150 transducer - Label the digestive system worksheet answers - 6 hobson street sandringham - Litcharts death of a salesman - Reflective Journal - Adcal d3 caplets vegetarian - Conflict in organizational behaviour ppt - Nursing 1 - Switch documentary worksheet answers - Practice 8 4 answer key - Is bob evans ketchup heinz - Kerin marketing the core 8th edition - 972 849 0341 - How to calculate pv ratio in accounting - What is the value of simple staining - Strategic management - Does trevor noah have children - The virtual evolution stickleback lab answers - The sixteenth mental measurements yearbook - Keats kcl ac uk - Exp 105 week 4 quiz - Point loma application essay - Srtf scheduling program in c - Just walk on by a black man ponders comprehension - Issue the appropriate command to discover the following information - 89 lawrence vale road south launceston - Sociology Exam (Need within 24 hours) - 5 5 practice the triangle inequality - Unit VIII Journal - Ancient greek theatre actors - Scholarly activity summary example - Exam Post - How to increase working capital in capsim - Trend micro security agent exclusions - Amazon target market - "A" WORK DISCUSSION IN 15 HOURS - What is an arena stage - Model breaks network communications down into seven functional layers - NEED 3+ PAGES WITH 4 PEER REVIEWED REFERENCES CITED IN APA FORMAT - Kennings in the wife's lament - The devil's arithmetic chapters 17 epilogue questions and answers - The gods of olympus - Key concepts in cinema studies pdf - Player b's longest home run - Order 2149875: commercial speech - Visual reflection essay format - Collingwood english language school craigieburn - Geek squad claim form - Tic tac toe java program code - Analyze Current Security Products and Services - Elastic and inelastic collisions khan academy - Iosr journal of applied chemistry - Hannah baker tape 2 - Insights Into Criminal Behavior - Soap Note Assigment - Research paper subject enterprise risk management - Rice v great yarmouth - Chief complaint nursing care plan - Does target sell mac makeup