Product details

This case examines the launch of New Coke by Coca-Cola in 1985 in an attempt to capture the market share from its closest competitor, Pepsi. It discusses the reasons why Coca-Cola changed its formula, the financial and marketing implications of introducing a new product that did not appeal to consumers and how this experiment backfired. The case explores the deep feelings of Coca-Cola lovers for the company, its product and brand. The case also provides information on how the launch of New Coke benefited Coca-Cola and how according to analysts, a marketing blunder turned out to be a marketing ploy. This case is structured in such a way as to enable students to: (1) appreciate the factors that influence reformulating an established successful product; (2) analyse various marketing research methods and their effectiveness in different situations; and (3) evaluate the launch of New Coke as Coca-Cola''s marketing blunder or a ploy. The case is targeted at MBA/PGDBA students and is intended to be a part of the marketing curriculum.