Slides were made according to given case "New Coke Brand Failure".

3. UTOPIANS
IF NOT WE, WHO?

5. New
Coke:
A Classic
Brand
Failure

6. Content
New Coke
Coca Cola Market Position.
Challenges and outcomes for Coke
Coke-Pepsi Competition- A change
FIALURE OF NEW COKE

7.  New Coke
In 1985 the Coca-Cola Company decided to
terminate its most popular soft drink and
replace it with a formula it would market as
New Coke.

8.  COCA COLA MARKET POSITION
• Relationship
Between Coke
& Pepsi
• Repositioned
Of Brands

9. Challenges and outcomes for COKE
• Preference Of People
regarding Coke & Pepsi
taste
• Pepsi Generation
• Status

10. COKE-PEPSI COMPETITION
• Distribution of Coke in
Market
• Diet Coke
• In Shalves Of Shops
• Ads Pepsi Commercial

11. Failure Of New Coke
• Atlanta-based company conducted 200,000 tastes of
test
• Boycott of Coke Product
• Production Of Classic Coke
• Coke Market Share

12. Back to Original Product
• Coca-cola Campaigns
• ``The Real Thing``
• Home Of Coca-Cola
• Strap line ``Coke is it!``
• Status

13.  Questions & their Answers
 Why coke decided to create new
coke flavour?
Blind tastes test

14.  What was the mistake in their research
that give them wrong direction?
Flaw in Marketing Research

15. Why New Coke failed bitterly?
The Real Thing

16. What lessons Coca-Cola Learnt From
New Coke?
• Concentrate On The Brand
Perception
• Don’t Clone Your Rival
• Feel The Love
• Don’t Be Scared To U-Turn
• Do The Right Market Research