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

Tourism tasmania visual library - Amp super easy growth - Bio and information technology - South west rocks spearfishing - In situ nick translation - Daedalus and icarus ovid - Philosophy of religion ppt - Paper for Jennifer - Network security plan - Annotated Bibliography - Launching a new venture - What are crc cards - Phases of the helping process in social work pdf - DISCUSSION POST 6 - How to turn off casio fx 260 solar calculator - Mp husky ladder tray - Living with the earth gary moore - Butler service training manual - Task centered user interface design - Identifying Threats and Vulnerabilities in an IT Infrastructure - Response the questions - Georgetown washington hospital center - Multisim 14.0 - Interactive whiteboard games australia - Understanding the difference between a discriminative stimulus - Helios gene gun system - What are the main ideas in steinberg's article - English composition Q3 - Lufthansa annual report 2010 - Eng 122 week 1 discussion 1 - Topic for PowerPoint Presentation4 - Cipd developing professional practice assignment examples - Ronna kress casting email - Why did the teacher open a window company - Big data means big potential challenges for nurse execs - Big box of cool rocks scholastic - Biomérieux vitek 2 compact user manual - Organizational Development for Healthcare - A primer on communication studies v 1.0 author - My favorite things analysis - What effect does creativity have on society and culture - Headpiece filled with straw alas - What is the scholar practitioner model - There are five sales associates at mid motors ford - How to create a spartan company - Microprocessor 8085 based mini projects pdf - Http www ushistory org us 26d asp - 340 week 6 and 8 - The ethical process of decision-making involves consideration of three key elements - Carb cycling excel spreadsheet - Qari ahmad mian thanvi - Bas 3 psychologist report - Carine senior high school map - Binets theory of intelligence - Bon voyage french 1 - Linear slot drainage channels - Two discussions due Saturday before 11:59 pm - Locus of control group exercise - Cis-1-tert-butyl-4-methylcyclohexane most stable conformation - Standard deviation bbc bitesize - Where is eileen franklin lipsker now - Partnership act 1932 pakistan - In his image monkey puzzle keith - Times they are a changin - DISCUSSION - As 2293.1 free download - What is self control according to the bible - Family planning clinic aberdare health centre - HR Discussion post - Air fuel ratio chart - Writing an observation report of a child - Expository writing graphic organizer - Harris county commissioner court - Homework Assignment 3 - Ms 900 practice exam - Thales of miletus discovery - Aca ethical decision making model - Consumer affairs victoria body corporate - Major landforms in ethiopia - Repeated measures general linear model - Example of a character sketch bible study - Prodoc software for instrumentation - Group Project - Nferential research and statistics project part 2 - Iso 14001 audit checklist - Market share simulation allround answers - Classifying using biotechnology worksheet answer key - 4076W9D1 - Cibc smart plus account redflagdeals - Lección 4 estructura 4.2 autoevaluación verbos contar - ITM Capstone week 8 - Shake design tadiran group - ECON Forum Replies - Case study 2 - Benefits of memorizing bhagavad gita - Netscaler policy cannot be bound to specified policy label - Problem Set #6 - Solarwinds netflow configuration cisco - ARTH 334 - What role do audiences play in creating popular culture