New Coke vs. Old Coke*

Details

Mini Case Code : CLIM009
Publication date : 2005
Subject : International Marketing
Industry : Soft Drinks, Food & Beverages
Length : 03 Pages
Price : Rs. 100

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Key words:

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

Note

* 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.

 

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.

Issues: » New Coke - Coke's new version » Market Research - Vital element in new product launch » Consumers' brand preferences Introduction The Coca-Cola Company (Coke) is the global leader in the non-alcoholic beverage segment. ‘Coke’, the flagship brand of the company, was founded by Dr. John Pemberton, an Atlanta-based pharmacist. He developed the original formula in 1886. Pemberton’s bookkeeper, Frank Robinson, suggested that the product be named ‘Coca-Cola’...

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.

Cases on related topics

1. The Launch of New Coke
2. Failure of New Coke
3. Coke: Ethical Issues