教程講稿作業(yè)presentation-new coke

1、Introducing New CokeCase StudyGroup 7 2013/11/16What is Coca-Cola?DOB: in 1886 created by an Atlanta pharmacist, Dr. John S. Pemberton and registered a trademarkIngredient: The beverage contained coca leafadded caffeine and the flavor of the kolanut, carbonated water,Origin of the name： Coca is from

2、 the plant cocaine is derived from“Cola is the flavor of the kola nut What is Coca-Cola?What is Coca-Colas Brand building strategy? America Culture Freedom, Equity, Independent Democracy Coke in World War RefreshmentPlacement, Promotion Building Brand Loyalty Identity by offering value for price, Di

3、fferentiation to meet consumer preferencesConsumer AccessibilityWhat did Cokes meanings come from?Refreshment “Pause and Refresh YourselfHappinessTrigger that positive emotionGets their memory and deep emotions The heritage and passion of Coca-Cola. The symbol of the way what were living What was Pe

4、psis meaning management game?Pepsi Generation - Baby Boomers era- youth , vitality, idealism - Focus on the demand of consumers expectation - Join the Pepsi people, feelin free,”Pepsi Challenge - consumer research for the blind taste test (Taste better than Coke)Brand Building and user imagesWas Pep

5、si really a threat to Coke?Definitely, its a threat! Soft Drink Market ShareHow should Coke have responed to Peipsis meaning making advances?Marketing research of own taste test Launched Diet Coke in 1982Marketing Campaign Coke outspent Pepsi by $100 million annuallyLaunched New Coke-New Taste What

6、major factor do you thinks caused the failure of New Coke?Failure to recognize the Coke is the symbol of American Culture Failure to recognize the Brand loyaltyFailure to only focus on taste Ignore the difference between Pepsi & CokeCulture Changed!Is Keough Right?Absolutely Right!Classic & Culture

7、should be preserved forever. “We never know the worth of water till the well is dry”English Idiom says. Always is On the other hand, It maybe a “conspiracy”!Is Keough Right?Absolutely Right!Classic & Culture should be preserved forever. We never know the worth of water till the well is dry.Always is Internation Marketing Group 7HU Wei HUXW14126808Zhi Zhengwei ZHIZ27038408Jin Yi JINY22568