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

The pepsi challenge case study

29/11/2021 Client: muhammad11 Deadline: 2 Day

New Coke Case Study

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:

Top Quality Assignments
Helping Hand
Top Class Engineers
Homework Master
Coursework Helper
Assignment Hut
Writer Writer Name Offer Chat
Top Quality Assignments

ONLINE

Top Quality Assignments

After reading your project details, I feel myself as the best option for you to fulfill this project with 100 percent perfection.

$48 Chat With Writer
Helping Hand

ONLINE

Helping Hand

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

$33 Chat With Writer
Top Class Engineers

ONLINE

Top Class Engineers

I am a professional and experienced writer and I have written research reports, proposals, essays, thesis and dissertations on a variety of topics.

$27 Chat With Writer
Homework Master

ONLINE

Homework Master

As per my knowledge I can assist you in writing a perfect Planning, Marketing Research, Business Pitches, Business Proposals, Business Feasibility Reports and Content within your given deadline and budget.

$19 Chat With Writer
Coursework Helper

ONLINE

Coursework Helper

I can assist you in plagiarism free writing as I have already done several related projects of writing. I have a master qualification with 5 years’ experience in; Essay Writing, Case Study Writing, Report Writing.

$36 Chat With Writer
Assignment Hut

ONLINE

Assignment Hut

I reckon that I can perfectly carry this project for you! I am a research writer and have been writing academic papers, business reports, plans, literature review, reports and others for the past 1 decade.

$23 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

Frida kahlo self portrait with thorn necklace and hummingbird essay - Prove the following arguments - Paint colour hogs bristle quarter - Safe work method statement gardening - Intermediate family therapy course - Suppose honda's total cost of producing - Marine plastic pollution in asia - Should we have zoos debate - Formal and informal letter writing exercises - Which of the following is first generation of computer - Middle range theory examples nursing - Los domingos por la noche, carlos y elena (1) tarde y por la mañana tardan mucho en despertarse. - Bioflix activity how neurons work action potential events - Torque rod bushing replacement - Those who walk away from omelas full text - Regal river falls stadium 12 nobody's fool - Titian sacred and profane love analysis - 20.1 conditional probability answer key - Setting up your own business reading answer - Merrill lynch in japan case study - Criminology the core 4th edition study guide - Growing annuity ba ii plus - Sgts mess dress code - Scott road medical centre - MBA5320 Dis - According to duska, what two things does a business do in the free enterprise system? - Tony dudgeon cricket coaching - Orange county ironworks owner - Essential oils for polymyalgia - 2 kings 4 18 37 - Linear motion physical education - Layers of a trilaminar embryo - Sex linked traits virtual lab - Ethical standards in the human services field - Cbus income stream login - Philosophy of special education essay - The claims of creditors against the assets are - The end of molasses classes sparknotes - Business Finance Discussion - Nuffield orthopaedic centre rheumatology - When applying the lower of cost or market rule - Unsw library subject guides - What is cost behavior analysis - Legal D.2 - Louis sachar family tree - What is the role of the mesocorticolimbic dopamine pathway (mclp)? - Bubble tea birmingham bullring - Bertocchi semi boneless shoulder ham - I need help writing a paper - Coru registration for radiographers - Week 6 Discussion - Web analytics at quality alloys inc case summary - Four signs of chemical change - How many pennies make a mile - Rodney carrington fred's riding fred - Sun west mortgage payment - Essay Assignment 1: Character Evolution Instructions - Biology unit 1 practice test - Cow calf operation layout - Ndss registration form pdf - Lead nitrate and potassium iodide lab report - An example of a global action network, or gan, is: - Pakistan flag hoisted in kerala - Americanization essay - Ovary gamete crossword clue - Bacchus marsh weather bom - Cips second hand books - Probation presentation ppt - Interesting facts about prince henry the navigator - Routine activities theory emphasizes a motivated offender, a suitable target, and: - Acsm guidelines 9th edition - Servant leadership and followership similarities army - Practice test - Restricted electrical licence tafe sa - Bsbmkg609 - Joe larkin millennium partners - Final Project: Regression and Correlation Analysis - Chevrolet target market - What does political map show - Liverpool city council contact number - What is the output of the following code segment - The golden mean of moral virtue advocates - What is the population parameter of interest - St therese church torquay - Bluelab ph pen problems - The jamaican religious group which stresses millenarianism is - Romeo and juliet seals - Frank medrano eating plan - Sadler report primary source - Bayonne packaging inc pdf - Celf 5 sample report - Case study - ?? same-day +27833173182 MUTARE - KADOMA ABORTION CLINIC // PILLS,,,, - Discussion / Answer 2 questions and comments / each answer write about 200~300 words / need in 10 hours - Most reactive nonmetal group - Experiment 3: the importance of cell cycle control - Et enterprises ltd uxbridge - Camshaft position sensor diagram - Student Post - Sc570 door contact wiring