ASchneekloth_New Coke Case Study

docx

School

Grand Canyon University *

*We aren’t endorsed by this school

Course

MGT-434

Subject

Marketing

Date

Jan 9, 2024

Type

docx

Pages

Uploaded by CountFlowerRook29

Andrew Schneekloth New Coke Case Study In 1985, Coke was losing the marketing war against Pepsi. Consumers also liked the taste of Pepsi better than Coke. So, Coke decided to change Its formula to make a new, better tasting product that would appeal to young consumers. They wanted to challenge Pepsi’s competitive marketing strategies appealing to a young generation. Completely changing the formula for Coke was in my opinion a high risk but high reward strategy. But I think there was a better way to challenge Pepsi without as much risk. Rather than completely changing Coke’s product, I would keep the original product and undertake market testing of the new product. My reason for this approach is to keep consumers who like the original product happy as well as to offer a new and improved taste that people will enjoy. Although the Coca-Cola Company was lagging Pepsi in sales, it still was Pepsi’s major competition with loyal followers who they possibly could lose by dropping the original flavor. Creating a new line of Coke products opened an opportunity to do taste tests against competitors. This created a new marketing strategy going head-to-head with Pepsi on taste tests. Another reason for introducing a new line is to appeal directly to Pepsi’s young generation. Coke for example, is just as new and trendy as Pepsi with its new Coke product. By keeping the original flavor and the new flavor, Coke is covering all its bases. The new product could be positioned as a fresh new take on a classic beverage. Advertising could focus on young people enjoy this new taste of Coke. Hiring a popular celebrity enjoying the new Coke could draw in a new market of consumers. This approach is less risky than what Coke originally did, but it still addresses having a better tasting product and appealing to a young audience.

Discover more documents: Sign up today!

Unlock a world of knowledge! Explore tailored content for a richer learning experience. Here's what you'll get:

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

Related Documents

Learning Exercise; Words, Sentences, and Paragraphs Jalen Poole.docx

Final exam practice .pdf

Marketing Project.docx

BSBMKG623 Develop marketing plans.docx

Asssess4 Global Strategy REFLECTION TEMPLATE FINAL (1).docx

Netflix Case Assignment Analysis MRKT 5000.doc

PM_FPX5018_ThompsonNia_Assessment2-1.doc

Assignment 2 - (COIS 3750H).pdf

Discussion 7.docx

Rivin Sakhawate Mithun – Individual Case Research.docx

MKT_6080_Brand_Extension_Worksheet.docx

MKT205_Project.docx

Recommended textbooks for you

Management, Loose-Leaf Version

Management

ISBN:9781305969308

Author:Richard L. Daft

Publisher:South-Western College Pub

MARKETING 2018

Marketing

ISBN:9780357033753

Author:Pride

Publisher:CENGAGE L

Principles of Management

Management

ISBN:9780998625768

Author:OpenStax

Publisher:OpenStax College

Foundations of Business (MindTap Course List)

Marketing

ISBN:9781337386920

Author:William M. Pride, Robert J. Hughes, Jack R. Kapoor

Publisher:Cengage Learning

Foundations of Business - Standalone book (MindTa...

Marketing

ISBN:9781285193946

Author:William M. Pride, Robert J. Hughes, Jack R. Kapoor

Publisher:Cengage Learning

SEE MORE TEXTBOOKS

Recommended textbooks for you

Management, Loose-Leaf Version
Management
ISBN:9781305969308
Author:Richard L. Daft
Publisher:South-Western College Pub
MARKETING 2018
Marketing
ISBN:9780357033753
Author:Pride
Publisher:CENGAGE L
Principles of Management
Management
ISBN:9780998625768
Author:OpenStax
Publisher:OpenStax College
Foundations of Business (MindTap Course List)
Marketing
ISBN:9781337386920
Author:William M. Pride, Robert J. Hughes, Jack R. Kapoor
Publisher:Cengage Learning
Foundations of Business - Standalone book (MindTa...
Marketing
ISBN:9781285193946
Author:William M. Pride, Robert J. Hughes, Jack R. Kapoor
Publisher:Cengage Learning