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 market research

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:

Professional Coursework Help
Quick N Quality
Study Master
Top Academic Tutor
Math Specialist
Financial Solutions Provider
Writer Writer Name Offer Chat
Professional Coursework Help

ONLINE

Professional Coursework Help

I will cover all the points which you have mentioned in your project details.

$61 Chat With Writer
Quick N Quality

ONLINE

Quick N Quality

Hello, I an ranked top 10 freelancers in academic and contents writing. I can write and updated your personal statement with great quality and free of plagiarism

$42 Chat With Writer
Study Master

ONLINE

Study Master

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

$37 Chat With Writer
Top Academic Tutor

ONLINE

Top Academic Tutor

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

$37 Chat With Writer
Math Specialist

ONLINE

Math Specialist

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

$41 Chat With Writer
Financial Solutions Provider

ONLINE

Financial Solutions Provider

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

$17 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

Understanding pathophysiology 1st edition - Discussion forum - As/nzs 2293.2 free download - Radioshack digital multimeter manual - Find the radius of a circle whose diameter is 8cm - Unit 345 business admin - York st john university library - Jct doncaster p/l glen waverley - Nintendo switch error code 2107 0401 - Newton vs huygens theory of light - Policemen of the world thesis and outline - Order 2534029: Math ( 16 math questions ) - Business process report example - English 6 - Honey hip hop dance - Inverse square law radiation lab report - Steve is extremely uptight and compulsively neat - Case study - Root word obstetr o means - Running a thousand miles for freedom discussion questions - Similarities between egypt and philippines - Elearning kbs - Cloud computing operating system - A concise introduction to criminal justice - Assignment - Why is foopets not free anymore - How to start a reflection paper about a movie - Dew point and cloud formation lab - Trigonometry mcqs with answers - Baskerville old face adobe - Atm source code in c++ - Vaccination persuasive speech - Beaglebone black user leds gpio - Opposite word of detective - How it feels to be colored me thesis - Attention getter for donating blood - What is an aside - Portfolio Assignment: The Role of the Nurse Informaticist in Systems Development and Implementation - SPSS - Sir gawain and the green knight adaptations - Pre lab questions answers biology - Maxwell software, inc., has the following mutually exclusive projects. - Dr ann rhee sunforest - Www factmonster com history - Writing observations in childcare examples - Use rhombus tqrs below for questions - Journey of my soul by nayan book pdf - PRICES OF HAGER WERKEN +27839281381 EMBALMING COMPOUND POWDER - University of wyoming soundings - Cranleigh gardens medical centre - Weedmaster dst mixing rates - 12 angry men power quotes - Masters of professional psychology deakin - How to calculate ultimate bod - Expasy translate tool website - Dax calder dentist west perth - Elastic collision in one dimension mastering physics - Https www aanp org advocacy state state practice environment - Listening more than meets the ear - Starbucks gap analysis - Centrelink online services estimator - Boiler and pressure vessel act - New novel complex decisions having no proven answers are - Sirui t 004x vs t 005x - Journal article analysis - Module 2 - Forum 3 - Quiz - Cases in operations management robert johnston pdf - 1950s pop culture worksheet answers - David sedaris me talk pretty one day summary - Islamic CIV - Euro tyre centre punchbowl nsw 2196 - Barbirolli square manchester parking - Notification of serious incident form si01 - Travel and dance christmas anagram - Signals and systems haykin - Report - Discussion Board due Wednesday 10.28.2020 @ 3PM EST - A manufacturing firm would begin preparation of its master budget by constructing a: - List of literary conventions - System Design - Toll v alphapharm case summary - Queen's park football club - GA: CPS : - Bsbfim601 assessment answers - Sanjiv gupta coca cola - Special order accounting questions and answers - Ransomware assignment - Monash university enterprise agreement - Bsbwor202 organise and complete daily work activities - Plot of romeo and juliet - Express 180 as a product of prime factors - In broad daylight summary ha jin - Developing health and independence - Locating the epicenter of an earthquake lab answers - How to calculate evpi from decision tree - How far does a 380 bullet travel - Examples of reversible change - Birth of the swatch - Human resource essay