Mini Case Code : CLIM009
Publication date : 2005
Subject : International Marketing
Industry : Soft Drinks, Food & Beverages
Length : 03 Pages
Price : Rs. 100
To download this case click on the button below, and select the case from the list of available cases:
The Coca-Cola Company, Coke, New Coke, market research, Classic Coke, soft drinks, Pepsi, soft drinks market, youth market, focus group interviews, market surveys, blind taste tests, brand
* This caselet is intended for use only in class discussions.
** More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.
This caselet discusses the failure in the market of New Coke, which was meant to replace Coca-Cola's flagship brand Coke. It also focuses on the market research that the company undertook before the launch of New Coke and analyzes why New Coke failed to catch the fancy of consumers.
Questions for Discussion:
1. How did consumers respond to the launch of new version of Coke?
2. Do you think the lack of proper marketing research was the reason for the failure of the new version of Coke? Justify your answer.
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