Case Study : Introducing New Coke

This case study is the story of Coca-Cola, its history and the report about one of the most fascinating stories about the company this is still regarded by many as a mysterious case: “the introduction of the new Coke”.

In the analysis for the adoption of the three theoretical perspectives, the Coca-Cola Company shall be used because of its existence as early as the 19th century (Ford, Stephens, & Cooper, 2007). Coca-Cola is the biggest company in the world dealing with the production and marketing of soft beverages. Moreover, it has one

Coca-Cola is shifting its product strategy to develop healthy beverages. “Minnick’s ambitions, if they hold, would utterly redefine Coca-Cola’s image as a purveyor of sugar-laden junk that you should’ve give your kids” (Carvens & Piercy, 2009). Entering a healthy-beverage market segment can potentially improve as well as expand Coca-Cola image. The new market segment will reel in even more consumers for the company, only

Coca-Cola is among the most recognized brands in both corporate history and the present day consumer market. Both domestically and internationally, Coke is not only the leading soft-drink brand, but it is also among a number of elite corporate entities whose consumer appeal and sustained viability have made them cultural institutions on a global scale. And for a long time, Coke's status as the single great power in the global soda marketplace seemed unimpeachable. But the late 1990's, a time both of burgeoning global-economic upheaval and challenging corporate recalibration, presented Coke with a similar problem to that facing many of the top corporate brands in America. As the domestic market become evermore splintered and international markets continued to open up, Coke's supremacy in the market was beginning to be challenged, particularly by the presence of Pepsi and other competitors. Perhaps even more than its competitors though, Coke's biggest challenge today comes from the medical and nutritional communities. This is a particular area of concern for the Coke brand which, in spite of its recognition and popularity, has increasingly been associated with issues of childhood diabetes, obesity and the proliferation of heart disease. This has imposed a great deal of pressure on Coca-Cola to demonstrate a meaningful connection between the brand and something of nutritional value.

In April 1985, Coca-Cola announced that it would be completely replacing its old recipe of Coke with “New” Coke. After several weeks customers started to protect this decision demanding that they go back to the original recipe. After three months, the Coca-Cola Company decided to reverse its original decision and kept the old Coke in production along with New Coke. Despite being reintroduced as Coke II, the new soda never caught on and was eventually discontinued entirely in 2002. Being called the most epic new product fail in marketing, the question remains: how could Coca-Cola Company make such a bad decision?

The Coca-Cola Company has enjoyed a long and successful history; however, it has made mistakes. Though success has not always come easy or cheap, Coca-Cola has maintained a large loyal consumer base. As an icon in America and around the world, the company can be credited for listening to and catering to the requests and needs of its consumers. This is why its attempt to launch new flavors must be carefully considered to ensure not only acceptance by the target market, but continued loyalty to the brand.

The Coca-Cola organization has made exemplary strides mainly to offer a variety of products to its clients even with the competitive nature of the market. Consumers’ choice gets based on the brand aspect in which the organization wins most customers' heart against its rivals. Even though a significant number of people deny cases to having inclination picking between Coca-Cola items or its rivals', many have a strong desire in some way. Many inclines toward Coca-Cola products since the organization has more than hundred years of history and predictable brand image. This picture is engraved in a lot of people subsequently end up purchasing their beverages. It is out rightly conspicuous in the company’s high market share in the field of soft drinks.

Another important weakness is that the company’s products are seen as a major cause of obesity. (Melser, 2013) The beverage sales are affected by various factors including change in trends and preferences. Recently, beverage sales have fallen because of people’s increased preference for the health drinks. Around the world, obesity is a major problem and the Coca Cola products are seen as a major cause of obesity. As people are getting health conscious they are moving towards low calorie healthy drinks. This affects coca cola’s profitability and popularity. However, the brand can overcome this situation by increasing the number of low calorie products in its brand portfolio. It will need to add more healthy choices for its customers in its product portfolio.

In this time where the world is quickly changing, Coca-Cola should consider shifting with consumers by personalizing and customizing products to healthy ones. They should become more global and focus on systematic problem solving to help solve this problem. So that, in the instance actions is taken against high level sugary or caloric drinks, they would not be affected and the beginning product, the foundation of the company’s name would not be

Coca Cola and PepsiCo, Inc are both universally recognized companies. Introducing these companies is not a necessity as everybody in the world knows about them and their products. These companies have been producing soft drinks, drinking water and flavored waters for centuries and have been competing in the same market for ages. We have come to know about this rivalry as “Cola War” which has its own celebrated history. In this market, there are many players, some are regional companies and some are multinational companies but main competitor of PepsiCo, Inc is Coca Cola and vice versa. The operations of the companies are beyond the national boundaries. Coca Cola and PepsiCo, Inc targets all income segments of customers in the entire world

The two companies distribute soft drinks. The Cola Wars heated up in 1975 with the Pepsi Challenge, a blind taste test. Even if Pepsi and Coca-Cola had been competing for monopoly in the market share since the birth of Pepsi-Cola in 1899, the Pepsi Challenge marked a defining moment in the Cola War. The blind taste test found that more people liked the taste of Pepsi than Coke. But we ask ourselves what happened later on to Pepsi Co, the people’s darling. In response to the test, Coca Cola did reformulate its cola and launch New Coke, which was an utter disaster a menace to PepsiCo. From this counter, we find that Introduction of a new brand was the best golden choice for coca cola survival in the market. Pepsi sales would benefit from the New Coke mishap for a short span of time, but then Pepsi started making mistakes of its own. In the 1980s, Pepsi had a number of controversies and saga surrounding their pop star endorsers. The first international pop star to become a spokesperson for Pepsi was Michael Jackson a music Doyen of those times. While filming an ad in 1984, a pyrotechnics stunt went wrong and badly burnt Jackson. In the 1990s, people found syringes in cans in more than 20 states. This was a big blow the soft drink company, Coca cola took the lead. Pepsi and Diet Pepsi had a scare in 1993 when consumers in more than 20 states found syringes in the brand's soda

Coca-Cola 's introduction of New Coke in the 1980s demonstrates what happens when decisions aren 't supported by solid research. Coke revised the formula of its traditional brand of soft drink and lost millions in sales. By performing a study and determining

Coca-Cola is a globalization soft drink company. My chosen product is Coco cola. It is a carbonated soft drink. This report will talk about the marketing campaign “Share a Coke”. Coca-Cola had a strong brand profile, bottling partnership and strong global footprint emphasizing but sometimes the product quality have issues need to recall. The company had changed the consumers preference and it creating the opportunities in the health area. For the threats, the Coca-Cola can not sell in anywhere . The main competitors is Pepsi it also mainly to provide the carbonated soft drink. It is the Coca-Cola main competitor.

Coca-Cola has been around for generations with the same iconic taste, logo and symbolism. Its brand has represented family and the memories of good times, celebrations and comfort of being with those we love. Unfortunately, the company has not made good marketing decisions in the recent past and has lost relevancy. The purpose of this essay is to assess the conditions that created Coca-Colas marketing problems, evaluate the future of healthy beverages and non-carb drink brand extensions, and provide recommendations to the management.

Long before now has branding been considered as one of the peripheral aspects of business. Manufacturers, investors and other key players focused on the product without paying much attention to the consumer. But as the business landscape got tougher, marketing became not just an integral part of business but one of the fundamental principles of success.