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Case Study: New Coke

CM 313. Case Study: New Coke. Presented by : Andrew Low Adam Williams Shane Davis Clinton Monte . VS. PEPSI. The Cola Wars Declining Marketshare Coca-Cola Pepsi’s appeal and The Pepsi Challenge. Coca-Cola. Project Kansas

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Case Study: New Coke

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  1. CM 313 Case Study: New Coke Presented by: Andrew Low Adam Williams Shane Davis Clinton Monte

  2. VS PEPSI • The Cola Wars • Declining Marketshare • Coca-Cola • Pepsi’s appeal and The Pepsi Challenge Coca-Cola

  3. Project Kansas • The Coca-Cola Company plans to reformulate their flagship beverage in an attempt to overcome a declining marketshare. • 190,000 taste test and at a cost of $4 million • The majority of participates in the test groups preferred the new flavor to both the old Coca-Cola’s flavor and Pepsi’s flavor. The Test Taste:

  4. New formulation announced on April 23, 1985. Initial results Backlash Reversal

  5. The return to the original formula Coca-Cola on July 11, 1985 Public’s response. Coca-Cola transformation of a ‘lemon to lemonade’ Resulting aftermath

  6. Slide for a video?http://www.youtube.com/watch?v=CD6j_7bgrtA - Coca Cola Coke commercial 1980 "Have a Coke and a Smile"http://www.youtube.com/watch?v=QDGKj2l0Lm4 - Coke and a smile Maybe spliced with a Pepsi advertisement from the same era? Placed before/after second slide.

  7. Slide for interesting tidbits/rumors? Coca-Cola really did it on purpose? Other tidbits?

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