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New Coke: Marketing Blunder Analysis by Roshni Raj is a document available to read on EtoBox.
Coca-Cola had long been the top soft drink brand, but was losing market share to Pepsi in the 1980s. Pepsi successfully positioned itself as the younger, cooler brand. To compete, Coca-Cola launched New Coke after tests showed consumers preferred its taste to original Coke. However, Coca-Cola underestimated the emotional attachment to the original. There was public outrage, and sales of New Coke were low. Just three months later, Coca-Cola brought back original Coke, renamed "Coca-Cola Classic," and quickly
- Author
- Roshni Raj
- Language
- EN