Case Study: "The Launch of New Coke" Case Study by mmm

Case Study: "The Launch of New Coke"
Looks at a case study to determine whether the launch of the new Coca-cola was a marketing ploy or a failed campaign gone right.
# 147632 | 2,185 words | 1 source | APA | 2011 | PH
Published on May 25, 2011 in Business (Companies) , Business (Management) , Business (Marketing) , Business (Consumer Behavior)

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This paper reviews the shortcomings of the decision-making process that the Coca-cola experienced in their development, introduction and marketing of its "New Coke" as presented in this case study. Coca-cola should return to the basics, the author recommends, by reviewing its mission vision, evaluating its SWOT and properly assessing the status of its core business and its capacity to sustain its auxiliary endeavors. The paper concludes that this case demonstrates that even the biggest companies like Coca-Cola can fail and that one can never know its consumer too well.

Table of Contents:
Enough is not Quite Enough
Coke New coke: The 'Real Thing', No More
Hit or (Mis)Management
Fizzy-Fuzzy Sighted
The Ultimate Frenemy: Loyalty
Coke is Sweeter the Second Time Around
Conclusion and Recommendations

From the Paper:

"But, as with companies in their size and league, Coca-cola wanted to have their cake and eat it too! Thinking they could hit three birds (i.e. please their current market, reach out to a younger clique, and ultimately beat Pepsi) in one stone, they naively ventured into reformulation, giving more into the taste preferences of their target market, and alienating their older consumer base. Surely, this explains the mixed messages, where advertisements everywhere were proclaiming a less sweet New Coke, when their formula in truth was much sweeter."

Sample of Sources Used:

  • Chandran, P Mohan (2002), Launch of New Coke (case study), ICFAI Center for Management Research (ICMR), Hyberabad, India. From

Cite this Case Study:

APA Format

Case Study: "The Launch of New Coke" (2011, May 25) Retrieved February 05, 2023, from

MLA Format

"Case Study: "The Launch of New Coke"" 25 May 2011. Web. 05 February. 2023. <>