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 life both nationally and globally. Anecdotes and little stories were told about how Coca-Cola became a part of the American Culture, it how it changed the way consumers around the world perceived the Christmas holiday (Coca-Cola Classic
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By connecting to their consumers constantly and effectively through excellent advertising, Coca-Cola was able to provide brand loyalty. With diversification within the company’s products, the brand was able to stay relevant throughout time.
Coca-Cola meanings came from various sources, most notably the changes in the culture in the United States in the 1900s. The company quickly adapted to the social and cultural changes like pop culture; throughout artwork, they were able to reach the heart of America’s youth. The company was able to take advantage of the current events; most notably the world war which helped the company’s being global.
The story of coke and Santa Claus was a strong example of how Coke’s meanings made a connection to Christmas and forever associated itself with America’s youth. In the early 1900s, Santa Claus was represented in various ways to the American audience: the saint was illustrated in blue, yellow or green; sometimes he was tall or was an elf. Coca-Cola hired an artist, Haddon Sundblom, who, in 1931, created the Coca-Cola classic Santa Claus. The caricature presented everything about the brand: it was bigger than life and joyful. With his illustrations and those awaited yearly Christmas ads, the artist and Coca-Cola shaped the way we, the consumers view Santa today.
4. What was Pepsi’s meaning management game? Was it really a threat to Coke? How should have responded to Pepsi’s
The company known as Coca-Cola today was started in September of 1919, but the first Coke brand was served as early as 1886. Since that time it has grown to be one of the most globally recognized brand names with a stock value of $167 billion. Coke’s plan has always been developed with the future in mind. Right away the company realized that it was more profitable to manufacture the concentrate used to make carbonated drinks than to bottle it. From that point on they saw the entire world, not simply the originating country, as their desired market. It seems only practical that the company should pursue this agenda until conquered then focus the effort on expanding into different product lines. This logical
In 1971 The Coca Cola would come out with a slogan and ad that would spread across the world like a wild fire. In this image we observe a collection of 7 images, 1 in the center and 6 surrounding it creating a border. There’s something peculiar about these pictures when looking at them though, each contains at least 2 people. Displayed are friends, family and couples, out and about living their lives, all are young, and at the very heart of the image, two bottles of Coca Cola, dripping with condensation, reading its classic slogan “It’s the real thing”.
Coca-Cola is “the pause that refreshes”. Invented at first as a tonic that cured various ailments, Coca-Cola soon evolved into a revolutionary drink, one that symbolised “bottled America”. A word recognised
The Coca-Cola Company attempts to satisfy the wants and needs of many different types of people. They carry beverages that target different age groups, sexes, and lifestyles. Their most popular product, as many know, is Coca-Cola and it is popular in multiple different nations. The Coca-Cola Company took note on their success with Coke, so they produce many similar products that would then fit the lifestyle of everyone, such as Coke Zero, Diet Coke, Caffeine Free Coke, Cherry Coke, Vanilla Coke, and so many more. This way the target market for Coca-Cola is much broader than
Last year, Coca-cola saw its sales decreased in the European market. In order to increase the sales, Coca-Cola needs to define a new strategic communications plan. As mentioned above the image of Coca-Cola has been damaged quite a lot for the past 2 years by different factors. A hard work needed to deal with consequences of this damage in the image of the company.
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.
Coca-Cola has been around for as long as many Americans can remember, prevalent in the country’s everyday life since 1886. From billboards to commercials, and especially in the homes of United States citizens, Coke as a company, and more so an ideal, has become an American staple. However, whether or not it can accurately be called an American icon is the true question. To answer this, one must look at the company's values in comparison to the American values. Coca-Cola has expertly used American values such as material comfort, individualism, efficiency, progress and personal achievement in their advertisements and throughout the company itself for over a century.
The Coca Cola Corporation is an American Icon of business that has established a new direction for American Industry operations in the 20th century. According to Moxley (2002), “Beginning with its invention in 1886 by druggist John “Doc” Pemberton in Atlanta, the development of the product is shown, along with the changes in American life that accompanied-and affected-the prices. We learn that by giving out free samples and pervasive advertising, Coca-Cola became known throughout the country.” (Moxley, 2002)
approach to marketing. Over its 127 year history, Coca-Cola’s efforts to refine and perfect its
Coca-Cola is the result of a patent medicine formulated in a small southern pharmacy over a hundred years ago. It has grown into a multibillion dollar international company. It also owns one of the most valuable brands in the world. Their Coca-Cola banner has won the world’s top brand 13 times on brand c-consulting firm Interbrand’s annual list (Fraser, 2012). In addition to its main product, Coke, the company owns over 3500 beverages. One of its core competencies is brand building. They have built their brand to have respectability and dependability. Their brand and logo are recognized all around the globe. It has actually become a new known on almost all households worldwide (RNWILKIN, 2009).
(Frederick p.45) Cocaine, a by-product of the coca leaf, was still suspected to be present in Coca-Cola. The bad effects of this narcotic were only just being discovered at the end of the nineteenth century. With such suspicions over the safety of the beverage, Coca-Cola was forced to refine its ingredients until there was absolutely no cocaine present within the beverage before trade conditions were lifted on the product. (Candler p.122) By the time Coca-Cola had managed to alleviate these situations, other companies had begun their expansion into foreign markets in search of new consumers in order to help maximize their profits. In an attempt to gain their lost ground, Coca-Cola revolutionized the soft drink industry.
Despite being a billion dollar 125 year company that is a household name around the world, Coca-Cola has had to cope with unexpected situations and variation of positioning based upon the main competitions movements, Pepsi. According to Trout and Reis, (2001, p. 10) “Truth is irrelevant. What matters are the perceptions that exist in the mind.” This is a thinking process called outside-in
Coca- Cola Company is US multinational beverage corporation, with 129 years of history. Coca Cola was recognized as 4th world’s most valuable brands and most valuable brand in beverage industry in 2014 according to Forbes magazine. Coca-Cola’s international market strategies are the classic example of successful Global Marketing Mix, which uses both standardization-adaptation strategic combinations to achieve bigger market shares all over the world. However in a big game there are always big players, and Coca Cola’s most fierce rivalry is Pepsi. Both of them control around 60% of global nonalcoholic beverages industry as well as they are present in more that 200 countries around the world. Coca Cola as long-term leader in the beverage market owns huge portfolio of 500 brands. So
The Coca-Cola Company (Coca-Cola), the world 's driving soda pop producer, works in more than 200 nations and offers 400 brands of nonalcoholic refreshments. Coca-Cola is likewise the most profitable brand on the planet. Coca-Cola is an all-inclusive perceived effective organization. The Coca-Cola was founded in May of 1886 and proceeds for over a century through the seasons of war and peace, success and misery and monetary blast and bust. As late as the 1990s, Coca-Cola was one of the most regarded organizations on the planet, assembling and known as an exceptionally effective management group. Since 1998, the organization has been battling with inner shortcomings and outside dangers.
The brand of Coca-Cola has a long and impressive history that saw the very different examples of advertising. To begin with, it was invented in the nineteenth century and gained its name by its two main ingredients - cola nuts (from which caffeine can be derived) and coca leaves. What is interesting, the coca-cola logo was created in the nineteenth century by Frank Mason Robinson. (Pendergarst 46) He invented the name of Coca-Cola and proposed the cursive script. What is more, the inventor of the logo of Coca-Cola also played a great role in its advertising. He invented such a strategies as covering Atlanta with the streetcar signs and banners and presenting thousand of free drink coupons of Coca-Cola. Such a strategies were the first steps of the development of the Coca-Cola advertising. In addition, what is also interesting is the fact that Karl Lagerfeld was the latest designer of Coca-Cola aluminium bottles. He also was one of the inventors of the famous Coca-Cola contour bottle. That is also to mention that the practice of the engagement of the fashion designers to the creation of the Coca-Cola bottles was not rare. For example, the last versions of the Coca-Cola light soda were also created by the fashion designers. Last but not least, it can be taken into account that the advertising campaign of Coca-Cola affected the whole American culture. For instance, it created the image of Santa since it was used in the early thirties of the twentieth