This case study is the story of Coca-Cola, its history and the report about one of the most fascinating stories about the company this is still regarded by many as a mysterious case: “the introduction of the new Coke”.
The author Susan Fournier, in the case study went on by presenting the history of the Coca-Cola Company: how the company started and how throughout its history it became a brand, a part of everyone’s life both nationally and globally. Anecdotes and little stories were told about how Coca-Cola became a part of the American Culture, it how it changed the way consumers around the world perceived the Christmas holiday (Coca-Cola Classic…show more content… Pepsi’s strategy was focused more on the user, rather than the product. By identifying itself to its target, the new generation, Pepsi was able to channel its message. The “Pepsi generation” ad campaign was a great reason for the growth of the brand. I believe that Pepsi was starting to become a concern, not a threat to coke. In my opinion, Coca-Cola’s mistakes were what help Pepsi’s growth to a certain degree.
I believe that, if Coca-Cola took the time to keep an eye and research the competition and hire the right talent for the right positions, instead of focusing on internal problems reported by the case, it would have been better equipped to respond to Pepsi’s meaning making advances. I believe that they Coke should have stuck to their position and reinforce their position in the market that was already theirs, while developing news ways to adapt to the new trends of the culture in America. In terms of brand loyalty, Pepsi was nowhere near Coke, therefore Coke should of use that fact and keep on growing, because the brand was already established as a part of American lives, something that Pepsi, even with their meaning, wasn’t able to surpass.
5. What do you make of Keough’s marketing insights and Goizueta’s famous speech as chairman? What were their core assumptions, their mandates? Is this the stuff brand meaning makers are made of?
I believe that Goizueta’s famous speech, although rejuvenating was not the right course of
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The actions of Coke and Pepsi detailed in the given article are an application of game theory, since both businesses have incomplete information regarding the other company’s intended course of action. As a result of the cola wars, bottlers were pressured to increase spending on marketing and promotion, new packaging and product, and allow for widespread retail discounting. There are different “battlefields” on which Coke and Pepsi compete, such as marketing, bottling decisions, formula, and alternative…
Case Analysis Of ‘Introducing New Coke’ I. Executive Summary This paper features the “New Coke Case” which talks about the marketing decision which is considered by some as one of the biggest blunders in the history of marketing. “Coke” was something an American in the 1920s to 1960s grew up with and it was more than just a soft drink for them. So the emotional attachment consumers had with Coke was never something that could be expressed in terms of marketing terms. When Pepsi’s market…
machines, movie theaters, sporting events, and parties. It has great appeal in that it can be consumed by all age groups and often makes other items taste better. Coca Cola is often referred to as Coke, and comes in many different flavors. I remember as a small child having my first taste of Coke at the local 7-11 store in the form of a Slurpee. I was instantly addicted, and thought this was the greatest treat ever created to combat a hot summer day in Florida. If I started to act up as a child…
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over the world but very few companies are globalized like The Coca-Cola Company. The Coca-Cola Company is the envy of all companies that seek the globalization of their products and brands. Coke can be found in almost every country in the world and is bottled in over 200 countries, essentially people can find Coke products and brands anywhere in the world ("How many countries sell Coca‘Cola? and is there anywhere in the world that doesn't sell it?," n.d.). All of this success did not happen over night…
re-evaluate their current strategy to ensure future success. Current State of the Industry Despite the recently declining per capital consumption of CSD beverages, the industry does maintain some attractive qualities for incumbents. First, threat of new entrants into the industry is relatively low at this time, largely due to the strong brand loyalty consumers have developed to Pepsi and Coca-Cola products. These strong brand names have been developed over many years with many millions of dollars…
its opportunities to pursue stronger marketing initiatives, entering into new emerging markets and creating new product flavors supports a stable long-term planning strategy. Although there are definite strengths and opportunities for Coca-Cola there also are obvious weaknesses and threats. The weaknesses and threats are still apparent; however not as strong a force as it seemed in 2012. Coca-Cola's weakness is introducing new products into the market that results in failure. Increasing concern amongst…
Atlanta, Georgia, on May 8, 1886 by Dr. John Stith Pemberton, a local pharmacist. Dr. Pemberton produced the syrup for Coca-Cola®, and carried a jug of the new product down the street to Jacobs' Pharmacy, where it was sampled, pronounced "excellent" and placed on sale for five cents a glass as a soda fountain drink. Carbonated water was teamed with the new syrup to produce a drink that was at once "Delicious and Refreshing," a theme that continues to echo today wherever Coca-Cola is enjoyed. During the…
headaches and impotence. The carbonated drink began its first sales at Jacob’s Pharmacy in Atlanta, Georgia on May 8, 1886 for 5 cents a glass with its first advertisement in the Atlanta Journal on May 29, 1886. It wasn’t until 1955 when cans of Coke started to make its first appearance (Official Coca-Cola website). By the 21st century, Coca-Cola is proclaimed to be the world’s largest beverage company sold in more than 200 countries.…
