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BACKGROUND OF COCA-COLA INTRODUCTION TO THE CASE LAUNCH OF NEW COKE REASON FOR LAUNCH OF NEW COKE AFTER LAUNCH

REACTION EFFECT OF NEW COKE RELAUNCH OF COKE CLASSIC

Coca-Cola is a CARBONATED SOFT DRINK The name coca cola was suggested by john pembertons.

Started in 1886 grabbing the market of USA in 1895 and expanding up to 200 countries

Our case is about the new coke debacle,which was introduced by coca cola on april 23, 1985 Its a sweeter version of soft drink named new coke withdrawing its traditional 99 yrs formula.

Coca-Cola launched New Coke in April 1985 with the punch line 'Catch the wave' Change in Coke's formula was publicized through the television and newspapers Annoncment reached more than 80% of Americans within 24 hours

LOOSING OVERALLMARKET SHARETO DEFEND ITS POSITION AS THE MARKET LEADER TO IMPROVE BRAND IMAGE
1970'S
11% 89% COCA COLA OTHERS 95%

1984
5%
COCA COLA OTHERS

CURIOUSITY AMONGST CUSTOMER TO TASTE IT INITIAL RESPONSE REPORTED A WIDE ACCEPTANCE TASTED SIMMILAR TO PEPSI NEW COKE CONSIDERED AS ME TOPRODUCT PEOPLE SAID ORIGINAL COKE HAD A UNIQUE TASTE

WORSE AS COMPARED TO ORIGINAL COCACOLA FACED A LOT OF CRITICISM BY CONSUMERS

-received more than thousand calls per week -people started substituting coke with pepsi

-Tasted similar to sever water,furniture polish and two days old pepsi

Loss of existing customers More decline in the market share

Rival emerged victorious


Re launch of the classic coke

Black marketing increased

PEPSI HAD MORE MARKET SHARE THEN COMBINED MARKET SHARE OF NEW COKE AND COKE CLASSIC

The company soon realized the mistake they made and the old flavored was launched again as coke classic.

Due to the protest from huge number of consumer they revert back to its original formula.

Strong & Loyal Customer base, emotional connect.


Taste was never the focus, or for that matter, the issue

Coke played into Pepsis hand, by competing on taste


Coke tried to compete with Pepsi on their turf Pepsi ensured customers saw this as Coke admitting defeat

Marketers researchers felt that coca cola must have gone for the focus groups testing a new product at first and indvisual interviews to verify and quantify the results.

TYPE OF RESEARCH COCA COLA SHOULD HAVE ADOPTED PRIMARY RESEARCH -EXPLORATORY RESEARCH

PRESENTED BYHARSH AND ASHISH