Case study analysis 1 Introducing New Coke Yue Yang (Rose) Introduction Coca-Cola, as the leading brand in the world, has the highest position in soft drink industry. Its outstanding product “Coke” has been won the heart of everyone. However, in this case, we realize that they had a failed attempt at introducing the new product called New Coke in 1985. Firstly, the author introduces the history of the Coca-Cola; and how the brand is successfully developing into the most popular brand and
HBR Case Study: “Introducing New Coke” 1. What is the case about? 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”. The author Susan Fournier, in the case study went on by presenting the history of the Coca-Cola Company: how the company started and how throughout its history it became a brand, a part of everyone’s
Study--Coca-Cola Qijie Wang Introducing New Coke Executive Summary This case study analyzes a classic case of Introducing New Coke; it contains situation analysis, conclusion, recommendations, and implications for marketing. In situation analysis, it gave a brief background and information about the context. The Coca-Cola Company launched the reformulated New Coke into the market, but it gained a terrible results from its consumers. They could not accept the New Coke because the taste and status
Student name: Md Asif Student number: 997345706 Date: 08/09/2014 INTRODUCING NEW COKE CASE ANALYSIS Background: Coca-Cola was invented by a pharmacist by the name of John Styth Pemberton, in 1885 the brand was registered as a trademark. In 1892 Candler formed the Coca-Cola company in Atlanta, later it was sold to Ernest woodruff for $25 million. Under the leadership
Contents 1.0 Introduction 1 2.0 Case One : Tesco’s Diversity and Inclusion Strategy 2 2.1 Case Study 2 2.2 Reasons for Success 2 2.3 People’s Opinion 3 2.4 Recommendations 3 2.5 Justifications 3 3.0 Case Two : Failure of New Coke 5 3.1 Case Study 5 3.2 Reasons of Failure 5 3.3 People’s Opinion 6 3.4 Recommendations 7 3.5 Justifications 7 4.0 Case Three : Acquisition of AIA towards ING 8 4.1 Case Study 8 4.2 Reasons for Success 8 4.3 People’s Opinion 9 4.4 Recommendations 9 4.5 Justifications 10
in between 1890 and 1900 after Asa Candler, a pharmacist and businessman, bought the Coca Cola formula from John Pemberton, a pharmacist that invented Coca Cola, and marketed it aggressively (Bellis, 2017). Over the years, the company has been introducing beverage in varies category, such as, juice, coffee, and sports drinks. The brand is also growing worldwide. According to Brand Finance, a London consulting firm, Coca Cola was the most valuable brand in the world in 2007; however, they are now
Moving to the Coke Company, they are not any behind in the competition against their rival, Pepsi Company. Perhaps, they are even ahead of Pepsi companies in both statistically and efficiently. Talking about statistics, they are certainly the number one brand leaving Pepsi in number two. And just like their rival Pepsi and every other beverage companies, they also have plans for marketing strategies and their marketing strategies are effective and creative as well. According to Chad and Gabriel (2003)
New Coke Product Launch: Tab Clear Few name brands are as familiar, have generated as much loyalty and have penetrated as many far reaches of the globe as has Coca-Cola. The name, logo, image and product line all have achieved a level of universal appeal and commercial dominance unmatched in its industry. However, no firm is above the demand to remain creative, dynamic and forward-thinking. While Coca-Cola's 'classic' formula remains the single most preferred soft-drink in the world, the soft-drink
and their greatest competition is from rival sellers in the industry. The pressures are new entrants in the market along with competitors offering substitute products. The industry experience challenges due to the slow economy, and changes in consumers’ consumption of sugary drinks due to increased health concerns. The industry has new chains such as Starbucks emerging into the market that is introducing new products with different options. Coca-Cola was founded in Georgia in 1892, and incorporated
imports. The Liberalization of India’s Government in 1991. New Industrial Policy. Strict policies regarding the entry of foreign brands. Trade rules & regulations simplified. Foreign investment increased. Pepsi enters in 1986. Coca-Cola follows in 1993. Contd … Slide 14: Unlawful to market under their Western name in India Pepsi became “Lehar Pepsi”. Coca-Cola merged with Parle and became “Coca-Cola India”. Different Laws for Pepsi and Coke Coca-Cola agreed to sell off 49% of its stock as a condition