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

Petition to remove union steward - Tina jones musculoskeletal subjective data - Deadlock detection algorithm source code c - Fenwal ignition lockout reset - Describe the relationship between uv index and latitude - What is 4u maths - Royal gwent hospital phone number - Girl by jamaica kincaid prezi analysis - Active directory delegation wizard - Criminal Justice Thesis or Hypothesis and Draft Research Proposal - write 3 typed 1.5 spacing pages (need to take simple personal tests before writing the paper) - Time varying electric field - Solver paint colours chart - Yellow journalism definition us history - The crusades the crescent and the cross answers - Token economy parenting - Hi-Sport Manufacturing Co. Inc. Hi-Sport is a small company that manufactures logo sporting… - DISCUSSION POST 2 - How many a2 in a0 - Bachelor of accounting curtin - Zpd to lexile conversion chart - Acct 555 final exam - How to make titration curve on excel - Effect of home accident - Cube root of zero - Peter blume the eternal city meaning - Matilda chapter 20 summary - Precis and comprehension - Calcium carbonate and vinegar balanced equation - Muscle building meal plan pdf - Bill nye waves worksheet doc - Cook farm supply company manufactures - Cori close ucla salary - First order and second order filters - Marshall pediatrics nowcare huntington wv - Explore learning collision theory gizmo answers - Charlton kings junior school - Blackboard learn grantham university - Find the indicated area under the standard normal curve - Abb ovr 3 recloser manual - Research Paper in Arab Uprisings - Pop test word equation - Differentiator with product lifecycle focus - Aligning IT Strategies with Business Initiatives - Perforated metal sheet screwfix - DNA - Assignment - History Reading Assignment - Cm laboratories pty ltd - Conventions of a feature article - Integrating Reading, Writing, and Math into a Science Lesson - R programming - Gamma phi gamma school daze - No part of this publication may be reproduced - Part 61 manual of standards - Covalent bonds of a carbon atom crossword - Through what potential difference must an electron be accelerated - Exercise 5 3 perpetual inventory costing methods lo p1 - Virtual daphnia heart rate ap lab 10 part c answers - Ethical issues in coaching - Plot a yield curve based on these data - Do metals tend to form positive ions - For prof avril - Cost volume profit analysis chapter 3 solutions - Professional presence and influence paper - Employee Safety & Global Human Resource Management - 450 Words - For individual solutions of the cations ag+ ba2+ - Citizens bank app error 130033 - Pbhe - Kaiser modesto er wait time - Pen testing rules of engagement sample - Greatest common factor of 36 and 54 - Mahindra pik up bull bar - As a caregiver being a good neighbor means - What is a broadsheet - Testing and commissioning plan template - Political Science Assignment Week 3 - 2 3 4 5 tetramethylhexane - Theoretical basis for nursing 4th ed - 1.97 miles in km - Information technology project charter example - Final research Paper - 4 types of innovation invention extension duplication synthesis - CIFAS7 - Glasgow caledonian university graduation gifts - Sas 180 air sampler manual - Cyberpunk 2077 - What is an epic hero - Problem 9 2a - Discussion 2: Genes and Personality - Cabaniss psychodynamic psychotherapy pdf - Unified communications at boeing case study - Characters in the happiest refugee - Strain gauge rosette calculator - Prokaryotic cell division binary fission - Building shared services at rr communications case study - Occupational therapy rehabilitation frame of reference - National Parks - Mussel slough is located in the - Www library cornell edu resrch citmanage apa