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Coca-Cola is a CARBONATED SOFT DRINK The name coca cola was suggested by john pembertons.
Started in 1886 grabbing the market of USA in 1895 and expanding up to 200 countries
Our case is about the new coke debacle,which was introduced by coca cola on april 23, 1985 Its a sweeter version of soft drink named new coke withdrawing its traditional 99 yrs formula.
Coca-Cola launched New Coke in April 1985 with the punch line 'Catch the wave' Change in Coke's formula was publicized through the television and newspapers Annoncment reached more than 80% of Americans within 24 hours
LOOSING OVERALLMARKET SHARETO DEFEND ITS POSITION AS THE MARKET LEADER TO IMPROVE BRAND IMAGE
1970'S
11% 89% COCA COLA OTHERS 95%
1984
5%
COCA COLA OTHERS
CURIOUSITY AMONGST CUSTOMER TO TASTE IT INITIAL RESPONSE REPORTED A WIDE ACCEPTANCE TASTED SIMMILAR TO PEPSI NEW COKE CONSIDERED AS ME TOPRODUCT PEOPLE SAID ORIGINAL COKE HAD A UNIQUE TASTE
-received more than thousand calls per week -people started substituting coke with pepsi
-Tasted similar to sever water,furniture polish and two days old pepsi
PEPSI HAD MORE MARKET SHARE THEN COMBINED MARKET SHARE OF NEW COKE AND COKE CLASSIC
The company soon realized the mistake they made and the old flavored was launched again as coke classic.
Due to the protest from huge number of consumer they revert back to its original formula.
Marketers researchers felt that coca cola must have gone for the focus groups testing a new product at first and indvisual interviews to verify and quantify the results.
TYPE OF RESEARCH COCA COLA SHOULD HAVE ADOPTED PRIMARY RESEARCH -EXPLORATORY RESEARCH