WWII conquest Time was celebrating Cokes peaceful conquest of the world 1950 51 ratio Did competition make consumers cola conscious But they fought bad legal battle for cola term ID: 815449
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Slide1
The Failure of
New Coke
Slide2Coke- The original brand of Coca Cola
WWII conquest- Time was celebrating Coke’s ‘peaceful conquest of the world’
1950: 5:1 ratio
Did competition make consumers cola conscious?? But they fought bad- legal battle for ‘cola’ term
Slide31960: Pepsi repositioned itself as a youth brand- ‘drink of the youth’
1970: Introduced Pepsi challenge
1980: Heralding the arrival of Pepsi generation, signed up celebrities
Hence, Coke starter losing its market share- 24%
Fanta
, Sprite, Diet Coke along with Pepsi
Slide4The Strategy
1984: Released an advertisement praising the ‘less sweet’ taste of Coke
1985: Decided to terminate it’s popular soft drink, replaced it with a “new” formula
Slide5The Reaction
A large %age of US population decided to boycott the new product
Sales
Public Outrage
11
th
July 1985: “We have heard you”
http://www.youtube.com/watch?v=t_djFC9Uhuw
Slide6The Learning
Marketing is about much more than the product
Had conceded it’s key brand asset- Originality
1880’s- Only product in the market
Capitalized on it’s ‘original’ status
“The only thing like Coca Cola is Coca Cola itself. It’s the real thing”
Slide7Newspaper
Clipping : Sublimated essence of all America stands for- a decent thing, honestly made, universally distributed, conscientiously improved with the years
Slide8Hence, by launching New Coke, Coca Cola was contradicting it’s own marketing efforts
Confining the brand’s significance to a question of taste was misguided
Slide9Finally, released Classic Coke
Slide10Concentrate on brand’s
preception
Don’t clone your rivals
Feel the emotional attachment
Don’t be scared to take a U-turn
Do the right market research