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 marketing strategy

05/01/2021 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:

Helping Hand
University Coursework Help
Writer Writer Name Offer Chat
Helping Hand

ONLINE

Helping Hand

I am an Academic writer with 10 years of experience. As an Academic writer, my aim is to generate unique content without Plagiarism as per the client’s requirements.

$230 Chat With Writer
University Coursework Help

ONLINE

University Coursework Help

Hi dear, I am ready to do your homework in a reasonable price.

$232 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

Ice cream machine rental des moines iowa - How to say lunchtime in japanese - Marketing - SPC1017 discussion - Work -13 - Define homophile - MBA515 Week 5 Dis 5 - Ridgecrest school dispute negotiation simulation - Http www bls gov news release empsit toc htm - Tata motors annual report 2012 13 - Experiment 1: diffusion through a liquid - Who wrote i am australian - Need in 7 hours - Math - Fremantle rebels softball club - Singapore air wheelchair assistance - St andrews degree classification - Fundamentals of Nursing - Areva vacuum circuit breaker - One smooth stone video - Multicultural management theories - Erosion of niagra falls - Management discussion - Phet circuit construction kit - I am willing to pay $30 for an essay to be done by tomorrow by 11:59 - Chest pain pathway nsw health - The buret is filled with the naoh titrant - Nursing management of acute cholecystitis - Rabbi sasson hai shoshani - Unit 1 essay - The renegades hope floats music from the motion picture - Fundamental principles of servant leadership in nursing - Grammar - International business management - Simple phylogenetic tree worksheet - Tlc x vs dtr - Cobalt sulfide empirical formula - A mineral consisting of a poisonous gas ionically bonded to an extremely reactive metal. - He ain t even stretch tho - What does calypso say when she is a giant - Calibration of volumetric flask experiment - Crazy eddie inventory fraud - Applied Ethics Essay week 8 - Rl circuit lab report conclusion - Is forum shopping ethical busi - Hozelock mixer tap connector screwfix - Orange smasher task not working - University of sulaimani faculty of science - Being the leader - Nfpa 10 2018 edition - Bet surface area calculation example - German inflation stacking money 1923 - Cornwall college student portal - Case study 2 collaboration systems at isuzu australia limited - Pennisetum setaceum rubrum dwarf - Moodle leeds trinity university - Madeleine leininger transcultural nursing theory ppt - Four angles of quadrilateral are in the ratio - Seven dials shelley ball stud cap toe chelsea boot - As nzs 1100.501 2002 - What are market objectives - Branded jewellery market in india - Everyday series evangelism earley and wheeler - Unit 107 support individuals with multiple conditions and or disabilities - 81 newgate street london ec1a 7aj - Lab 4 projectile motion answers - Security policies and implementation issues 2nd edition - Pmp exam content outline - Provides support for the cell - Sfas table - 700 words are assumed - Modern taxonomists today tend to group organisms into the same category based on - Partridge in a pear tree parody - Be specific natalie goldberg summary - Crucial conversations 7 principles - Lean questions and answers - Avancemos spanish 1 textbook - What events did medieval holidays honor - Group therapy a live demonstration - Intelligence from secrets to policy 7th edition - Is captain beatty static or dynamic - Is 0 0 an x intercept - Bentley target market - Article Review-2pages not including title and reference page - Development is multidimensional multidirectional and pliable - As nzs 3760 test and tag intervals - Trig golf game - Time for business workbook answers - Charlie and the chocolate factory fat kid - Where is hamms brewed - Feedback From Writing Center - Partenavia p68c flight manual - Biopsychological approach example - Dd form 2501 courier card example - What is a master status in sociology - Anu final exam timetable - When graphing cost volume profit data on a cvp chart - Mental stigma - Introduction to statistics and data analysis 3rd edition answer key - Sec 450 week 1 ilab