Abstract

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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• New Coke - Coke’s new version
• Market Research - Vital element in new product launch
• and Consumers’ brand preferences.

Keywords

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