Coca-Cola decided to replace its popular original cola with New Coke in 1985 after taste tests indicated consumers preferred the new formula over Pepsi. However, New Coke was met with intense backlash from consumers demanding the return of Coca-Cola Classic. Within months, Coca-Cola had resumed production of its original formula. The failure of New Coke taught Coca-Cola important lessons about concentrating on brand perception, not cloning rivals, understanding consumer sentiment, and properly conducting market research.

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