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

Pepsi the choice of a new generation 1985

06/12/2021 Client: muhammad11 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:

Instant Homework Helper
Study Master
Top Academic Guru
Assignments Hut
Isabella K.
Top Rated Expert
Writer Writer Name Offer Chat
Instant Homework Helper

ONLINE

Instant Homework Helper

I am a PhD writer with 10 years of experience. I will be delivering high-quality, plagiarism-free work to you in the minimum amount of time. Waiting for your message.

$35 Chat With Writer
Study Master

ONLINE

Study Master

I have done dissertations, thesis, reports related to these topics, and I cover all the CHAPTERS accordingly and provide proper updates on the project.

$28 Chat With Writer
Top Academic Guru

ONLINE

Top Academic Guru

Being a Ph.D. in the Business field, I have been doing academic writing for the past 7 years and have a good command over writing research papers, essay, dissertations and all kinds of academic writing and proofreading.

$15 Chat With Writer
Assignments Hut

ONLINE

Assignments Hut

I have read your project details and I can provide you QUALITY WORK within your given timeline and budget.

$42 Chat With Writer
Isabella K.

ONLINE

Isabella K.

I will be delighted to work on your project. As an experienced writer, I can provide you top quality, well researched, concise and error-free work within your provided deadline at very reasonable prices.

$33 Chat With Writer
Top Rated Expert

ONLINE

Top Rated Expert

I have read your project details and I can provide you QUALITY WORK within your given timeline and budget.

$46 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

Free pragmatic language activities - Pshy - Amenable research topic to scientific study in qualitative approach - Bio Science Nutrition - Energy bar market segmentation - One of pert's bold assumptions is that - Races of destiny 3.5 - 12 pulse converter ppt - Mybcommlab answers - Shawshank redemption rooftop scene analysis - Harmonic analysis in matlab - How to make purple icing color - How to evaluate an evidence based practice project - Chemistry project on electrochemical cell - Commitment a cautionary tale and provide an example - Bicsi manual free download - Paper - Professional Writing - Flying a kite at night simpsons - Allen bradley smc 3 shorted scr fault - Zappos ethical challenges - Dsc vs dta difference - Direct and inverse variation word problems worksheet with answers - Titration for acetic acid in vinegar lab - Proactive vs reactive activities - Pravilnik за движение по пътищата 2019 - Someone who ll watch over me play - Cheryl lynn got to be real bass tab - Raspberry pi music player with buttons - How many meters in a marathon - Become friendlier more approachable crossword - BE- Paper-1 - The invisible heat from the sun is called - What factors might lead a person to select gender atypical activities and life roles? - Bs 1710 colour chart - 882 which country code - Princ. Of Mgmnt - Netiquette Discussion - Kuwait population pyramid - Silas marner chapter 5 summary - Visualising data a handbook for data driven design - Are dunkin donuts and baskin robbins the same company - How using edi facilitates electronic transactions - 753 rowland road fairfield ct - 300 words - Ccg junction box catalogue - Fluid Balance - Specification of fluorescent lamp - Prepare a condensed cost of goods manufactured schedule for case 1. - Cloud Computing - Sonnet 18 questions pdf - Business law HW - Radioactive dating game answer key - Data communications and computer networks curt white pdf - Homework - Maximum voltage drop allowed bs7671 - The role of social media in employee staffing - Http en wikipedia org wiki strategic_management - Final Research paper - Juno and the paycock summary - Why america is self segregating thesis - Research repot - Class 2 Assessment 1 - Pics of physical weathering - Please answer the following questions. - NEED 3+ PAGES WITH 4 PEER REVIEWED REFERENCES CITED IN APA FORMAT - Paired t test spss laerd - What is the drill press used for - Need 600+ words with no plagairism and 1+ reference follow all instructions. - How to calculate real income from nominal income - Bill wyman wife mandy smith - What chemical element is mercutio named for - Biotic factors vs abiotic factors - Best intermediate hypertrophy program - NEED IN 12 HOURS or LESS - Robert marks origins of the modern world summary - Holy cross high hamilton - In a harris interactive survey 2303 adults - The charge of light brigade summary - Hbr lewis structure molecular geometry - Starbucks organizational behavior concepts - DB.PP2 - Short answer - What is a discursive essay - External equity in hrm - Week 6 Discussion - What is the root element of an html document - Electron configuration of nitrogen - John matthus watson iii - Pallavi singhal - She's a teenage dream if you hate yourself song - Leadership style interview for a company's newsletter course hero - Doppler radar speed sensor - Calculating the cost of credit card purchases worksheet answers - Baw baw combined churches food relief - English a level grade boundaries - Victorian school of language - Determination of the ka for a weak acid lab - Enriched grains are cereal grains that - Aspt army - Mozart build a winch - The heating curve of an unknown chemical