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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
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Coca-Colais a CARBONATED SOFT DRINK
The name coca cola was suggested by john
pembertons.
Started in 1886 grabbing the marketof USA in 1895 and expanding up to
200 countries
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Our case is about the new cokedebacle,which was introduced by coca cola onapril 23, 1985
Its a sweeter version of soft drink named newcoke withdrawing its traditional 99 yrsformula.
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Coca-Cola launched New Coke in April1985 with the punch line 'Catch thewave'
Change in Coke's formula waspublicized through the television andnewspapers
Annoncment reached more than 80%of Americans within 24 hours
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LOOSING OVERALLMARKET SHARE- TO DEFEND ITS POSITION AS THE MARKET
LEADER
TO IMPROVE BRAND IMAGE
11%
89%
1970 S
COCACOLA
OTHERS
5%
95%
1984
COCA
COLA
OTHERS
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CURIOUSITY AMONGST CUSTOMER TO TASTEIT
INITIAL RESPONSE REPORTED A WIDEACCEPTANCE
TASTED SIMMILAR TO PEPSI
NEW COKE CONSIDERED AS ME TO-PRODUCT
PEOPLE SAID ORIGINAL COKE HAD A UNIQUETASTE
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WORSE AS COMPARED TO ORIGINAL COCA-COLA
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 polishand two days old pepsi
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Loss of existing customers
More decline in the market
share
Rival emerged victorious
Re launch of the classic coke
Black marketing increased
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PEPSI HAD MORE MARKET SHARE THENCOMBINED MARKET SHARE OF NEW COKEAND COKE CLASSIC
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The company soon realized the mistake theymade and the old flavored was launched again ascoke classic.
Due to the protest from huge number ofconsumer they revert back to its original formula.
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Strong & Loyal Customer base, emotionalconnect.
Taste was never the focus, or for that matter, theissue
Coke played into Pepsis hand, by competingon taste
Coke tried to compete with Pepsi on their turf
Pepsi ensured customers saw this as Cokeadmitting defeat
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Marketers researchers felt that coca cola musthave gone for the focus groups testing a newproduct at first and indvisual interviews toverify and quantify the results.
TYPE OF RESEARCH COCA COLA SHOULDHAVE ADOPTED
PRIMARY RESEARCH-EXPLORATORY RESEARCH
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PRESENTED BY- HARSH AND ASHISH
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