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Branding Brief on Coca Cola and New Coke

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Branding Brief on Coca Cola and New Coke
Brand Management

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Branding Brief on Coca Cola and New Coke

  1. 1. THE BIG MARKETING MISTAKE WITH NEW COKE
  2. 2. Most popular carbonate SOFT DRINK in the world Recognized by EVERYONE around the globe More than 200 COUNTRIES... Well-known and WELL- LOVED brand
  3. 3. BACKGROUND
  4. 4. Created as a patent medicine by John Pemberton First TV ad Coca Cola Export Corporation Launched the NEW COKE with new flavor 1886 1950 1926 1985
  5. 5. Target Irrespective of age, sex, and geographical location Part of a daily life Tonic and refreshing non-alcohol drink
  6. 6. NEW COKE !
  7. 7. ALL STARTED WITH THE FAMOUS COMPETITOR … Brands proliferation around the world Pepsi, a trigger component They won taste tests  sweeter Created competitive advantages
  8. 8. Tests approved by 190 000 PEOPLECreated a new formula to compete with Pepsi
  9. 9. "We set out to change the dynamics of sugar colas in the United States, and we did exactly that -- albeit not in the way we had planned.“ – Roberto Goizueta Taking Intelligent Risks
  10. 10. CONSEQUENCES
  11. 11. Mistake from Coca Cola  losing sight of what the brand meant to consumers Social risk and psychological risk Consumer offered their trust and loyalty  disappointed Many reactions  old coca cola drinkers of American association, sales of vintage Coca-Cola Bottles, huge amount of call & emails every day
  12. 12. COCA COLA CLASSIC CAME BACK !
  13. 13. WHAT DID THEY GET WRONG ?
  14. 14. ICONIC BRAND PROBLEM « If you drink New Coke you are not american anymore » Management team was unprepared for public ‘s nostalgia The taste is associated with identity of the Coke « If you change the taste of the coca Cola Classic you change the brand image »
  15. 15. BRAND IDENTITY AND BRAND IMAGE
  16. 16. When we say Coca Cola, consumers think about... AMERCIAN ICON FRIENDS PLEASURE SANTA CLAUS ARMY HERITAGE CRISIS RED & WHITE HAPINESS AVAILABLE EVERYWHERE AUTHENTIC SODA WITH SUGAR
  17. 17. BRAND DEFINITION “A name, term, sign, symbol or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition” From American Marketing Association
  18. 18. BRAND ELEMENTS BRAND NAME LOGO SLOGAN CHARACTERS URL PACKAGING JINGLES Coca-Cola Coca leafs & kola nuts New Coke  « The Best just got better » Coca Cola Classic  « Red, White and You » NOW  Taste the feeling Santa Claus White bears Endorsement : Lillian Nordica Bill Cosby, Tailor Swift Selena, Penelope Cruz, Courtney Cox http://ww w.coca- colacom pany.co m/ The rise of the “Red Disc”- essentially a flat, red circle paired with the white Coca-Cola Spencerian Script logo
  19. 19. STRONG BRAND IMAGE – High degree of identification EMOTIONAL ATTRIBUTES OF THE BRAND - Emotional modifier : fun ; descriptive : family and friend, functional benefit : beverages BRAND BEHAVIOR « inspire moments of optimism and happiness » BRAND BELIEF « We believe in the uplifting power of happiness » SOCIAL INTERACTION & INSPIRED INNOVATION STRONG FEELING FOR THE BRAND – Consumers are looking for what Coca Cola represents (not only the taste) Elixir of America
  20. 20. SOLUTIONS
  21. 21. When they launched NEW COKE, they should have …. Invested more in marketing & advertising Designed a better packaging Created a line extension for a New Coke and not replace Coca Cola Classic “Brand loyalty is an important factor in maintaining the number one position”
  22. 22. HOW IS COCA COLA IMPROVING ITS BRAND IMAGE TODAY?
  23. 23. « Priority for Coca Cola: promote clear facts by providing transparent nutrition information » Context  Media transformation with the rise of digital & nontraditional communication Strong ads & Marketing  More money in marketing than on the product itself Create Line Extension  Different product for different needs Innovativeness, Aesthetic product
  24. 24. To be connected very well with their consumers GOALS To Increase brand awareness and loyalty with Advertising, social media and sport events To remain leader in soft-drink
  25. 25. TV ADS 2016
  26. 26. SOCIAL MEDIA COCA COLA
  27. 27. EVENTS FIFA World Cup Rugby World Cup UEFA EURO London 2012 Olympics Games And this year …Olympic Games in Rio, Brazil
  28. 28. SUMMARY SLIDE & REFERENCES
  29. 29. PARTS TITLE 1 BACKGROUND 2 NEW COKE ! 3 CONSEQUENCES 4 WHAT DID THEY GET WRONG 5 BRAND IDENTITY & BRAND IMAGE 6 SOLUTION 7 HOW IS COCA COLA IMPROVING ITS BRAND IMAGE TODAY? 8 SUMMARY SLIDES Instagram Coca Cola Company https://www.instagram.com/TheCocaColaCo/ Facebook Page Coca Cola https://www.facebook.com/cocacolaindia/?ref=br_rs Coca Cola Facts https://www.worldofcoca-cola.com/about-us/coca-cola-facts/ New Coke http://www.coca-colacompany.com/stories/coke-lore-new-coke Coca-Cola's Big Mistake http://www.sodaspectrum.com/newcoke.html Celebrity Endorsement http://www.nndb.com/company/371/000058197/ REFERENCES
  30. 30. DISCLAIMER Created by Marie Rouxel, in 2016 during the PGP Brand Management course at IIM Lucknow by Prof. Sameer Mathur
  • Wenaceleste28

    Jun. 15, 2021
  • DikshaKaliraman

    Feb. 11, 2017

Branding Brief on Coca Cola and New Coke Brand Management

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