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Launching New Coke

Published 01 Jan 2001
Reference 4783
Topic Marketing
Region North America
Summary

The case describes the introduction of New Coke in response to the Pepsi Challenge, an advertising campaign that used taste tests to support the claim that Pepsi Cola was a superior product. Instead of strengthening Coca-Cola's market share position, the product change resulted in a consumer rebellion and a publicity disaster for Coca-Cola.

Teaching objectives

The case shows the importance of market analysis, strategy design, strategy implementation and the interaction among them for a firm to achieve its objectives. It also illustrates that a product is more than its physical attributes and firms must understand what consumers really buy.

Keywords
  • Marketing strategy
  • Consumer marketing
  • Customer relations
  • Communication.
    AR1998
  • RD0299