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- 1. Coca Cola’s Branding Lessions Submitted By :- Augustus Martin PGP30014R Under Guidance of Prof. Sameer mathur
- 2. New Coke April 23 1985 Coca-cola announced the reformulation of Coke.
- 3. New Coke July 11, 1985 Coca-Cola announced it would bring back the original formulation of Coke as Coca- Cola Classic and continue with both new Coke and Coca-Cola Classic
- 4. Circumstances Pepsi conducted blind test tests and determined that more people like the taste of pepsi than Coke. Coke was loosing market share
- 5. Coke’s Goals Regain the market share Beat Pepsi Modernize
- 6. Project Kansas Research new coke formulation 200000 participants 4 Millions spent over 2 years Pepsi’s test confirmed
- 7. Coke’s Decision New formulation New Packaging New advertising Campaign
- 8. Results Beverage analysts believed change would cause little impact Pepsi criticised coke for using new sweetener with higher caloric content
- 9. Public Backlash Negative Press Coverage Coke Deliverymen blamed and ridiculed Hoarding of black market for original coke
- 10. Public Backlash
- 11. Coke’s framing bias Change coke to beat Pepsi Creating a better taste was the only thing that mattered
- 12. Bringing back the old Coke Coke executives began working on bringing the old Coke back 11 days after new coke was introduced The new name for the old Coke was decided just 2 days before the announcement was made
- 13. Coca Cola Classic Introduced 77 days after new coke debuted Coke executives brought back old formulation to cater loyal consumers Coke classic had a smaller market share
- 15. Public Rejoice News Coverage News of coke’s decision was covered by all three television networks Announced on the floor of the United States Senate
- 16. Old Overtakes new Coca-cola classic started outselling new coke by a wide margin Many bottlers gave Coca-Cola Classic Prominent shelf positioning over new coke
- 17. New coke failed New coke changed to Coke II in 1990 New coke discontinued in United States Coca-Cola classic became Coca-Cola in 2009
- 18. Options Option -1 Release new Coke with a different name while keeping original Coke Market New Product to compete with Pepsi Option – 2 Re-Energize Coca-Cola Brand New advertising Repositioning
- 19. Lessons Learned People are resistant to change Conduct more thorough market research Impact of media and social influences
- 20. References www.coca-colaindia.com https://en.wikipedia.org/wiki/Coca-Cola www.coca-colacompany.com www.coca-cola.com https://us.coca-cola.com/